Category Archives: Mobile Marketing

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Future of Content: Upcoming Trends in 2014

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It is a tremendous time to be involved in the digital marketing sector with almost half of the global population having access to the internet.  However, the way consumers consume this content is rapidly evolving, and with that comes an interesting array of challenges and opportunities.  Having a firm understanding of these upcoming trends is vital in laying the foundation for defining the content goals within an organization and deciding where resources will be allocated.

Knowledge regarding these four trends is paramount for those companies looking to succeed in both B2B and B2C communication going forward.  Let’s take a look at the upcoming content trends of 2014.

Trend 1:  Competition to Gain Consumers’ Attention Will Increase

Each day there are somewhere in the neighborhood of 92,000 new articles posted on the internet.  This means that posting new, unique content regularly is not enough to drive traffic to your site.  Digital media publishers have created systems to produce the greatest amount of content for the lowest price.  Need an example?  The Huffington Post produces at least 1,200 piece of content each day, while Forbes produces 400.

What can smaller businesses to do differentiate themselves when they are unable to compete based on sheer volume alone?  This is where the development of a content strategy can come into play.  It is incredibly important to understand a company’s unique value proposition, and if a company does not have one, you must understand where there is space to create one.

Are you marketing a “think” product that requires heavy consideration before purchase, or is it a “feel” product where emotion plays an important role in the buying process?  You could be marketing a “high involvement” product, one where the consumer is heavily involved in the buying decision, or a “low involvement” product that is more likely purchased impulsively.

With high involvement/think products, the focus of your content should involve plenty of information on the product features, benefits of the product in addition to growing the product and brand awareness.  This will make it easier for consumers to both discover and search for your product.

Low involvement/feel products should have a campaign focused on connecting with consumers and appealing to emotions.  There should also be a focus on building brand loyalty and retention of customers for repeat purchases.

Trend 2:  Determining Key Metrics to Measure Content’s Success Will be Important

Traffic and page views have long been the chosen metrics for gauging content success, but these statistics on their own can be misleading.  More importantly, solely focusing on traffic can lead to an overemphasis on click-worthy headlines, overuse of keywords in a title and changing the focus from creating content for users to creating content for page views.

Whether you are using a combination of metrics to target and analyze (organic traffic, % returning visitors, changes in bounce rate and time on site), or gauging content by social metrics including Facebook likes and Twitter retweets, all of these activities can demonstrate the ability of a piece to gain a user’s attention, and that awareness is always worth something.

Trend 3:  Increased Interest in Content Integration/Content Being Produced for Multiple Channels.

The most sizeable obstacles involved in content often times have nothing to do with the content itself, and everything to do with proper resource allocation.  Whether this is lack of time to implement all goals, lack of budget to implement these strategies in an ideal way, or the constant battle with readjusting priorities, marketing becomes especially challenging.  This is only enhanced as more and more channels develop and digital innovation advances so quickly.

There is no perfect solution to this problem, but one way to balance hard resource constraints with the constant need for innovation is to develop better integration methodologies.  When a group of CMOs was polled by Forbes, they ranked integrated marketing communications ahead of effective advertising when it comes to the most important thing they want from an agency.

People are looking for that seamless retail experience, providing an on-brand, personalized, and consistent experience regardless of channel.  This requires content to be heavily involved in the multitude of channels from online to in-person to provide potential and current customers with one consistent conversation.

Trend 4:  Experimentation with Content in New Mediums

Did you know that approximately 60% of online devices are now smartphones or tablets?  Technology and digital innovation are experiencing rapid increases in growth, causing PCs to become a smaller percentage of connected devices.    As competition for attention increases, companies must be increasingly willing to experiment with content in new mediums including Smart TVs and connected wearables.

2014 will be an exciting time for the future of content. As technology evolves and competition for user attention increases, marketers need to be agile and adapt to the growing needs and expectations of their customers.

 

10 Travel Technology and Distribution Trends

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With the continued growth of technological progress in the travel landscape, hotel and travel companies that seek success must either catch up or risk becoming irrelevant, according to a new report.

“If you want to be successful and grow and perform well, you really have to understand the technology and what’s out there,” said Cees Bosselaar, director of business development and a destination marketing specialist for PhoCusWright, who presented findings from the company’s “Travel innovation & technology trends: 2013 and beyond” report during the World Travel Market in London.

Here, you’ll find five of the Top 10 Travel Technology and Distribution Trends that will help hotel and travel companies leverage innovation in the coming year and beyond.

1 – New Patterns of Content Challenge Distribution

The old model of travel distribution, which saw large intermediaries, including global distribution systems, aggregate content for booking, is being undermined by new models.

Personal clouds, for example, allow travelers to access information anywhere, anytime and on any device. The “Internet of things” enables integration of connectivity and objects that can influence a trip, such as real-time baggage location, weather conditions and homeland security advisories.  Pervasive online communications allow even small hotel companies to connect with customers in real-time, allowing them to shop and book without delay and from nearly any device. Those same companies, as well as the individuals they serve, also are better able to collect and integrate itinerary data from multiple sources without a GDS.

2 – Too Much Choice Means Less is Better

When people are given too many choices, their satisfaction level tends to decrease.  This model holds true with travel options as well.

Online travel agencies used to provide as many options as possible to exhibit their computing clout. Today the focus is on providing relevant results that target the specific needs and wants of each traveler.

New travelers have embraced technology and the multi-device format in which content can be consumed.  They want to be shown the correct information for their needs.

Providing targeted content is even more critical in the mobile arena, where smaller screens necessitate both streamlined offerings as well as the presentation of those offerings.

3 – Social Technologies Change the Shape of Travel

Facebook alone has more than 1 billion users, while social media as a whole reaches 85% of the world’s total Internet users, but some experts believe that travel companies have yet to unlock the true potential of this technological boom.

When it comes to a discussion of social media, the discussions of return on investment are outdated.  Instead, social media must be viewed as a way to engage with target customers.

Whether you like it or not, social media is here to stay.  And in the next five to 10 years, it will continue to generate leads and performance will be up.

4 – New Efficiencies Re-Energize the Customer Experience

As demand for customer service increases, new technological advances will lower its overall costs.  But travel companies must consider whether a penny saved comes at the risk of a pound of customer preference.

Excessive menu trees and outsourced call centers may cut monetary costs in the short term, but frustrate customers in the process.  Each travel company needs to determine how to use customer service technology appropriately in a way that continues to reduce cost while increasing customer satisfaction.

5 – Cross-Platform Data Access Engages Users

As customers realize their dreams of accessing desired digital information on any device or platform, hotel are facing a nightmare in providing the necessary development and support for this content.

HTML 5, which allows programmers to “write once, run anywhere” could be the solution to this frustration.

According to Bosselaar’s report, Cross-platform data access requires travel companies to track the changing user-interface patterns of their customers to provide the appropriate level of service. This must be a continuing process as new technologies evolve and businesses become less restrictive about the devices their employees can use for particular tasks. Suppliers and distributors that support the most user-friendly, convenient interfaces will enjoy increased market share.

It’s a continuing process of improving your apps and improving your mobile websites.  You have to continuously experiment, and you can’t be afraid to make some mistakes along the way!

You can see trends 6-10 and read the rest of this article here.

Fill Vacant Rooms

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Vacant rooms are a problem for hoteliers across the world. There is seemingly always a few rooms open here, a few rooms open there. Old logic will tell us that these rooms are going to remain empty; if you did not book anyone in advance, that room is going to sit empty. In today’s tech-savvy, multiple device world however, this is not the case. There are several great ways that hoteliers can fill vacant rooms – even last minute. A recent article by hotelmanager.net shed some light on 3 simple, efficient ways to fill last minute availability. Here they are:

1. Always Have Something to Offer – Creating a deal or a package is a great way to fill last minute availability. Same day booking discounts, special incentives for the duration of a guests stay, etc. are all great ways to drive guests to your front door. Some may argue that by offering a discount, money is being lost. Think of it this way: if the room sits empty, is that also not money being lost?

2. Leverage Social Media – Recent data published by eMarketer, revealed that 1 in 4 individuals will use social media in 2013. With this trend continuing to rise year over year, social media is hoteliers gold. If you have last minute availability, broadcast it to the billions of people using these platforms. Keep it consistent and deliver a solid message across your Facebook page, Twitter feed, Google+ page, etc.

3. Use Travel Ads – Fairly similar to the second tip, travel ads require leveraging a second, and even third party to assist you in promoting last minute deals, packages, and awareness. There are dozens of opportunities and companies to lend a helping hand with travel ads. They have a history of being affordable and yield effective results.

Last minute availability does not have to be a waste of a room or lost profit! Using these simple and effective ways to create awareness around your open rooms can prove to be very valuable.

The Big 3: Keeping Your Customers Happy

In an online market place filled with banners, pop-up’s, sign up’s, etc. the art of customer service in hospitality can sometimes be overlooked. It is important to remember the value behind genuine customer service – personal interaction and understanding your customer on a deeper level than hooking them into an email sign up. After all, quality customer service typically leads to new and repeat business – something hotel marketers can attest the importance of.

So what are some of the key things to keep in mind when talking about customer service and satisfaction? A recent white paper from Market Metrix discusses 3 primary areas that hotel owners, GM’s and marketers should be obsessive over. Let’s take a look at the big 3:

1. Direct Guest Feedback – Perhaps more powerful than anything in the hospitality industry is direct feedback from your consumers. This feedback can come in a variety of forms…satisfaction survey’s, social media posts, telephone calls, etc. The power behind direct guest feedback is the message it conveys about the experience of your consumer at your hotel. After all, experience is everything. Aside from giving you insight to your guests experience at your hotel, direct guest feedback also presents a nice snapshot of what you do well operationally, as well as what you can improve on. It’s a win win.

2. Competitive Benchmarking – While direct guest feedback remains very important, it becomes even more valuable (to you as a business owner) when you can leverage the data against your competitors. Things like overall satisfaction score, ratings of amenities, etc. become critical to the over riding presence of your hotel. Understanding your own performance is key to the present and future success of your business. But what is perhaps even more important is addressing and analyzing what makes your competitor stronger in one area, weaker in another, etc. A solid understanding of this information will give you a competitive advantage over other hotels.

3. Social Media – It is no secret at this point that social media is an incredibly powerful tool to leverage your business. In fact, 93% of global travelers say that their decision to book was directly influenced by online reviews and social media. The mobility of social media (Smartphone, Tablet, Laptop, etc.) is icing on the cake when it comes to social platforms. Access to social across multiple devices allows for real time analysis of what guests are saying…where they are staying, what they thought of a particular property, ratings, recommendations, the list is endless!

To Sum it All Up

A firm understanding of the 3 metrics listed above will equate to a serious advantage in the marketplace. The combination of guest feedback, competitive benchmarking and leveraging social media is a strong box of tools to help your business grow. While each element alone holds its own unique value and importance, the combination of the 3 is even more powerful. Mark Waite, EVP Marketing and Client Development put it best: “The combination of the three brings powerful balance – three legs of a stool, three primary colors, three parts to the atom and the three musketeers.

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Video and Your Marketing Strategy

People love video, right? Who doesn’t like to sit down at the computer and watch something interesting, informative, entertaining, or inspiring? The truth is, video is spreading like wild fire in the marketing world. Millions of online viewers consume billions of videos every month, and across multiple platforms – desktop, mobile, etc.

The latest market research released by the comScore Video Metrix Service shows that 182.5 million Americans consumed 39.3 billion online content videos in March 2013, alone. Perhaps even more shocking than that number is the number of online video ad views, which topped at 13.2 billion in the same month.

So what does this mean for your marketing strategy? Aside from the obvious, lets take a look at the major benefits of video marketing in the hospitality industry –

1. Complete Visual - Video allows for a descriptive and visual experience that words often times cannot provide.

2. People Watch Video - The numbers above are proof enough that video is massively popular among consumers. Data suggests that video will continue to gain in popularity as time goes on.

3. Video Leads to Purchases - According to data collected by comScore in a separate study, website visitors are 64% more likely to purchase a product online after watching a video.

Keep in mind, video is an evolving medium for delivering information to your consumer. The same principles apply to video that do to content – short and sweet. Video, like printed content, is consumed over multiple different platforms. Get your message across clearly, stick to the point, and be flexible to change.

Delivery Status: Unopened

As you have probably noticed, and as your subscriber list continues to grow, your email engagement is decreasing. Not as many people are reading through your newsletters or special offers…or even opening the email in the first place for that matter. As the number of subscribers on your list grows, so to does the number of recipients who may become un-interested in reading what you have to say. This growing number of unengaged readers causes your overall email metrics to drop. So what can you do about it?

As the old adage goes, the best way to solve a problem is to not have one in the first place. We all know the likelihood of that. With that being said, it is time to strap on the thinking caps and plot out a re-engagement strategy. The least you can do is compose a win back campaign after clients have not clicked or opened your emails for a certain amount of time (that amount of time is up to you).

Re-engagement is a tricky task. Tricky, but feasible. Your focus should be on one primary element: The Open.

The Open – The open is the most crucial element to any win back campaign. Once the email is opened, you at least can say that the reader is no longer disengaged. Because engagement is the goal, the headline becomes critical. Capture the reader in a headline that is both personal and irresistible. Try something like this: “We have missed you! Book today only and save 25%!” – Make the reader feel wanted and offer them something they will be interested in.

Certainly the headline of an email is important in any campaign, especially a win back attempt. But once the reader opens the email, then what? One thing is for sure, you do not want to put the same content in the email that made the reader disengage in the first place. So change it up…don’t be afraid to explore other avenues when it comes to your content. If you find yourself stuck, keep these simple tips in mind:

1. Recall Previous Subscriber Behavior – If something did not work in the past 10 emails…note that behavior and adapt the content accordingly.

2. Put Fresh Eyes on the Content – Share your content with your team. See what other people in the company have to say about it. Team efforts on content creation generally produce the best ideas.

3. Commit to Sending More Relevant Content – Instead of sending the same old information every week, broaden your horizons. Gather your team for a 30 minute think tank session to bounce ideas off of one another. Make it a priority to send content that your reader finds to be relevant and important.

To read more, click here.

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It is no secret that the days of multi-screen use are upon us. The big challenge facing marketers is how to address the reality that consumers are viewing products on multiple screens (smartphones, tablets, desktops, laptops, etc.) multiple times per day. How do you send the same message across an iPad screen that someone is also looking at on their 20″ monitor at the office?

A recent study conducted by Microsoft called Cross-Screen Engagement, lends a helping hand to help answer this daunting question. The study aims to help marketers understand how to engage consumers “in their moment” when they are viewing across multiple platforms. The two-phase study resulted in 4 separate kinds of consumer behavior:

1. Content Grazing

2. Investigative Spider Webbing

3. Quantum Journey

4. Social Spider-Webbing

To understand the meaning of these consumer categories, read the full article, here.

Marketers Budget More For Email, Mobile, and Social in 2013

Fire up the cell phones, 2013 is headed in an “on the go” direction according to recent independent research. A study conducted by StrongMail yielded what we all already know to be true: Mobile marketing and social media are on the rise. In fact, of the one-thousand companies surveyed, 56% said they plan to increase the budget for email and mobile-based marketing, while 52% of companies are planning on investing more into the outreach of social media.

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