Last year the economy remained in “recovery mode,” allowing the industry to focus its efforts more on marketing to the travel consumer and less on scaling back budgets for the first time in several years. The convergence of social media, mobile Web and location-based services, increased personalization and relevancy of marketing messages, the continued onslaught by social buying/flash sales sites and other heavily discounted distribution channels, the Google Panda and ‘Freshness’ updates, and ‘engaging’ the traveler at all touch points via multi-channel marketing were all hot topics last year and will continue to dominate in 2012.
How can hoteliers use real-time customer information to create time- and location-relevant promotions? Which digital channels and formats most effectively reach today’s hyper-interactive travel consumers and generate the highest ROIs? Should hoteliers be dedicating a significant amount of time to managing review sites and social media channels? What strategy should hoteliers adopt to stay competitive in search engine results when Google is consistently changing its algorithms?
The 2012 Top Ten New Year’s Digital Marketing Strategy Resolutions, presented by HeBS Digital for the 12th consecutive year, answers these questions and provides guidance on what hoteliers should do to succeed in the year ahead. With an improved outlook for the industry, technological advances, and the usage of mobile devices growing exponentially, opportunities for incremental revenues abound.
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