2015 Top digital Marketing Trends and Strategies for the Hospitality Industry

Milestone Confidential
2015 Top Digital Marketing
Trends and Strategies for the
Hospitality Industry
#MilestoneWebinar @milestonemktg

2Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Benu Aggarwal
Founder & President
Tammie Carlisle
Sr. Director of Business
Development
Kchitiz Regmi
Sr. VP of Operations &
Technology
Mike Supple
Director of Products &
Social Media
Speakers:Sponsor:

Trends and Budgeting for 2015
Mobile Presence
Local Presence
Social Presence
Content Marketing
User Experience
Paid Search Presence
Understanding Your Customer Journey
ROI Analysis – Cross Channels

2014 Quick View
SearchEngineUpdates
Spam
Social
Signals
Remove
Authorship
Penguin Panda
Payday
Loan
Top Heavy
Pigeon
User’sDemand
Visual Content
& Relevancy
Custom
Content
Seamless
User-Experience
Across all Devices
Engagement

Mobile Presence
Mobile Presence
Local Presence
Social Presence
Content Marketing
User Experience

Mobile Usage is Increasing!
 Search engines - Mobile
comprised almost half of all traffic
 On shopping sites - Amazon, Visit
from Mobile is almost equal as
compared to desktop
 3 out of 5 consumers are using
mobile to do local searches
 80% of local searches on mobile
phones convert to purchase.
 Mobile/local success means
being present where your
customers are when they use
mobile devices to search.

Importance of Mobile SEO
Mobile-friendly Not Mobile-friendly

Full Mobile Usability Testing
 Goal – Ensure site is optimized for mobile device
 Mobile-friendly test tool
 Mobile usability report in Google Webmasters

Responsive or Separate Mobile
or Mobile Page
Responsive website (http://www.hotelcasavelas.com/)
Separate mobile site (http://www.melrosehoteldc.com/mobile/)
Desktop Tablet Mobile
Desktop Mobile
Option #2:
Option #1:

10
Go Mobile
 2015 is the year to ensure
mobile experience quality
 Enhance mobile traffic
 Mobile friendly site
 All web content shared on
social should be mobile
friendly
 Allocate budget for mobile
advertising
 Track mobile conversions

Local Presence
Mobile Presence
Local Presence
Social Presence
Content Marketing
User Experience

Local Algorithm Updates
Core
SERP
Local Map
SERP
Mobile
SERP
TripAdvisor Social
Profiles
Yelp Local
Listings
Locally Enhanced
Web Results
Actions Businesses Can Take
Platform & Content
User Experience
Across All Devices
& Channels

Your Local Must Haves!
Search Engines
Google, Yahoo, Bing Local
profile claimed, merged,
enhanced
Offpage Directories
Yelp, Main IYPs, Data
Aggregators
360° Local Audit
Core Listings
& Quality Citations
Mobile
Experience
Onpage
(schemas, title tages,
H1s, image alt tags)

14
Core Listing Status Report
View live listings
Check status of critical
business details
View duplicate
listings
Check activity scheduled
and completed
 Manage presence across search
engines, IYPs, aggregators, business
directories, local citations, niche
directories, hyperlocal listings & maps

15
Optimizing Local Profiles
Optimizing Outlets
Hotel Profile on Hotel Profile on
Optimizing Apple Maps
Hotel
Restaurant BRestaurant A
Restaurant C Spa A

Platform Optimization
H1
ALT image
tags
Footer with location based
Schemas wrap

Social Presence
Mobile Presence
Local Presence
Social Presence
Content Marketing
User Experience

2014 State of Social
50% of internet users
w/college education
use LinkedIn
42% of online
women use
Pinterest
56% of all online
adults 65+ use
Facebook
53% of internet
users 18-29 use
Instagram
52% of online
adults now use
two or more social
media sites
70% of Facebook
users engage with
the site daily
Source: http://www.pewinternet.org/2015/01/09/social-media-update-2014/

Social Content Marketing

Paid Social Content

21
Personal Connections

Integrated Marketing

23
Visual Content
 The web is getting saturated
with written content
 Unique visual media is critical
 Stand out in a sea of
information

Content Marketing
Mobile Presence
Local Presence
Social Presence
Content Marketing
User Experience

25
Keys to Content Marketing
• Local Optimization
• Multichannel
Saturation
• Outline KPI
• Engaging Content
• Trending Topics
• Mobile Marketing
• Conversational Search

26
Local Optimization

Multichannel Saturation

28
Outline KPIs
• Bounce rate
• Click-through rate
• Time spent on page
• Visitor engagement patterns
• Top converting pages

Supportive Content

Trending Topics
#WeddingWednesday
“stayed here for
our Honeymoon”
“a romantic
setting”
“convenience of
shuttles to and
from the parks”

Mobile Marketing

32
Conversational Search

User Experience
Mobile Presence
Local Presence
Social Presence
Content Marketing
User Experience

Conversion Optimization
by Improving Usability
Information
Architecture
Color &
Images
Speed &
Performance
Legibility &
Eyetracking

What is the point of usability?
Target your
audience
Improve
Conversions
Deliver USP

Implement New Page From AB Testing

Floating Book Now Button
Book Now

Page Speed and Bounce Rate
 Optimal score
 PageSpeed Insights
 GT Metrics
 A and B

Site Crawlability

Usability and Conversion
Pictorial Dropdowns
Editable Marketing Messages in Banners and Thumbnails

Usability Testing
Eye Tracking and
Legibility
A/B Testing
User Testing
Design, Distractions,
Content, Navigation
Implementation

Mobile Presence
Local Presence
Social Presence
Content Marketing
User Experience

43
Paid Media Must Haves
 Mobile conversions are much
higher
 Channel diversification yields
maximum conversion
 Bidding on brand name and
location terms
 Customizing marketing
message
 Focusing on customer
journey, not in terms of just
keywords

Mobile Conversions are Much Higher
• Mobile adspend: $35.5B in 2015; $60B by 2017
• Allocate budget properly to mobile devices
• Tailor your message (location, urgency)

Channel Diversification
• Biggest bang for your buck
• Channels to consider:
Facebook, Google
HotelFinder, Yelp, etc

46
METASOCIALDISPLAY
Channel Diversification
PPC
$

Bidding on Brand Name and Location
Terms
• Your brand or you should
bid on your name

Customize Marketing Message
Focus on target
audience
 Test ad message by
strategy & by device
 Strategically create
ad message

Customer-Centric
• Focus on different touch-
points, devices
• Presence on all touch-
points

Leverage Social Channels
to Run Paid Search

Mobile Presence
Local Presence
Social Presence
Content Marketing
User Experience

Relevant KPIs
Demand
Engagement
Conversion

Attribute ROI
Attribute/ track all the channels

Mobile Presence
Local Presence
Social Presence
Content Marketing
User Experience

WEBSITE
PAID
SEARCH
DISPLAY
TRAVEL
INSPIRATION
RESEARCH BOOKING ON PROPERTY POST-STAY
SOCIAL
EMAIL ORGANIC
SEARCH
REVIEWS REVIEWS
EMAIL EMAIL
WEBSITE
SOCIAL SOCIAL
Hospitality Customer Journey

Select Service, Medium-Sized Property
(Holiday Inn, Crowne Plaza, etc.)
Source: https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html

Key Take Aways for 2015
Mobile Presence
Local Presence
Social Presence
Content Marketing
User Experience







 Understanding Your Customer Journey

58
Milestone Digital Marketing Cloud
REVIEWS
eBuzz
ConnectTM
WEBSITE
CMS
GalexiTM
ORGANIC
LOCAL
NaptuneTM
SOCIAL
MediaConnect
360TM
PPC
Marin
EMAIL
eReachTM
Silicon Valley ~ Chicago ~ 180 employees ~ 1500 clients
Digital marketing software and services
Drive online revenue and profitability for our clients

60
Why Work for Milestone?
 careers.milestoneinternet.com
 Open positions in:
 Software and Programming
 Digital Marketing and Customer Service
 Sales and Marketing
 Great place to learn with
phenomenal growth opportunity
 Opportunity to work with a fun,
bright, innovative, and talented
team
 Stable and rapidly growing
company
 Exciting and innovative work
environment

61
February Webinar
Topic: Paid Search Marketing
and Opportunities for the
Hospitality Industry
Date & Time: February 11, 2015
at 10 AM Pacific
Sponsored by:
Panel:
 Lucy Sweitzer
Dir. Of Paid Search
 Betsy Conway
Dir. Of Client Services
 Krista Malchow
Reg. Business Development
Manager
 Sara Linton
Product Marketing Specialist
 Prof. Bill Carroll
Clinical Professor of Marketing,
Cornell University

62
Thank You
Make sure to follow us
 http://milestoneinternet.com
 http://blog.milestoneinternet.com
 http://twitter.com/milestonemktg
 http://facebook.com/MilestoneInc

2015 Top digital Marketing Trends and Strategies for the Hospitality Industry

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