9/12/2014
1
If you need technical assistance with thewebcast, contact us at [email protected]
and we will assist you immediately.
Digital Marketing Webinar Series
New Year, New Budget:
How to Allocate for Digital Marketing
In 2015
September 15, 2014
POLL QUESTION #1How many people are participating
in this webinar at your location today?
� 1� 2� 3� 4� 5� 6� 7� 8 or more
2
9/12/2014
2
Tim Peter, PresidentTim Peter & Associates
3
Today’s Presenters: Panel Moderator: Tim Peter, President
Tim Peter & Associates
Panelists:
4
Michael BennettVP, Marketing, KSL Resorts
Matthew ClydeOwner,Ideas Collide Inc.
Stephen FitzgeraldSenior Vice President, Sales, Milestone
9/12/2014
3
@matthewclyde
Chief Strategist + Founder
Matthew Clyde
@matthewclyde
9/12/2014
4
9/12/2014
5
9/12/2014
6
9/12/2014
7
9/12/2014
8
TARGETED
CUSTOM AUDIENCES
TARGETED
DIGITAL
PAID
OPPORTUNITIES
REQUIRES
GREAT
CONTENT
9/12/2014
9
9/12/2014
10
What do we have right now?
Turn the everyday into something interesting
9/12/2014
11
9/12/2014
12
New Year, New Budget: How to Allocate for Digital Marketing in 2015
Digital Marketing TrendsStephen Fitzgerald, SVP Sales
Milestone Internet Marketing
www.milestoneinternet.comblog.milestoneinternet.com
http://twitter.com/milestonemktghttp://www.facebook.com/Milestoneinc
Key 2014 Digital Marketing Trends1. Search is more conversational & personal• Hummingbird
(conversational search), Voice Search, schemas, personal preferences, click through patterns, etc.
2. User experience• Content, information on
websites, engagement, download speed, etc
5. Mobile first!
4. Social engagement and reviews
3. More channels for reaching consumers• Google Hotel Finder,
many more paid search options within Google, OTA meta search, Apple Maps, Bing/Nokia Maps, Facebook, Pinterest, Youtube, etc.
Hummingbird
9/12/2014
13
What matters to search engines?
Algorithm updates
Algorithm overhaul
Search Results
Socially relevant
Geo-local
Vertically focused
Panda Penguin
Hummingbird
9/12/2014
14
Hummingbird – focus on conversational search
• Google’s newest search engine algorithm update focuses on:• Voice search• Conversational search• Knowledge graph and schemas
• High-quality website content will provide answers to users’ queries by understanding the intent
HummingbirdBefore Now and FutureNeed directions – open
Google maps, type address, get directions
Give me directions to Hyatt Regency Santa
Clara
Panda algorithm is designed to help boost great-quality content sites while pushing down thin or low-quality content sites in the search results
Fat Pandas hate thin content!
9/12/2014
15
The penguin algorithm penalizes sites for excessive, ‘spammy’ links .
Attack of the Penguin
Pigeon means even more hyper local search results.
•Being listed on Google My Business.•Being listed in directories like Yelp. (especially now that we are seeing a boost for directory listings.)•Creating a great, local-focused content strategy. Think about more neighborhood references. •Utilizing traditional on-page SEO tactics –schemas. •Continuing an engaged social media presence.
Source – Search Engine Watch
Pigeon – First flight July 2014
9/12/2014
16
Hospitality + 28%Food +19% Education + 13%
Source – Search Engine Watch
Google Places results under Penguin
Make a great site, that users love, tell their
friends, come back over and over again
Authoritative website relevant to the searcher’s question
Provides excellent user experience
Sensitive to user intent
What search engines want
9/12/2014
17
Visual storytelling
• Organization-name:Ramada Hotel & Suites Bangkok
• Address:street-address:22 Sukhumvit Soi 12
• Locality:Klongtoey
• Region:Bangkok
• Nearby:Suvarnabhumi
Airport
Keyword = [Hotel in Bangkok near Airport ]
Keyword = [Organization + Region + Nearby]
Schemas – structured data for search engines
9/12/2014
18
Schema – search engine view
Schema – end user view
9/12/2014
19
• Less content – more images• Clean and simple, less clutter • Need great pictures – Only works
For upscale..
Less Content < More imagery
9/12/2014
20
Total traffic is up across the board in a year over year analysis.
Average time spent on pages is up in a year over year analysis.
9/12/2014
21
User experience
Research questions on social channels, then make sure your content answers those questions.
Developing content for Hummingbird
9/12/2014
22
Specials and information pages = conversion
Evaluating marketing opportunities
9/12/2014
23
METASOCIALDISPLAYPPC
$
Digital media advertising opportunities
1. Call-to-action in the copy2. Brand in the copy & geo specific3. Images4. Phone extension5. Site links6. Remarketing – banner ads
Optimizing PPC ads
9/12/2014
24
• Low competition• Target Local destinations• Higher click-through-rate• Higher average position• Lower cost per
conversion
Mobile ads
• How it works?• Create compelling image ads for
targeted channels
• Target relevant market using: remarketing, display select, GDN & betas, DSP’s, media placements
• Can run text, image, animated image & video
• Rotate multiple banner sizes
• Benefits• Increases brand awareness
• Generates direct bookings
• Target users who visited the site
• Google Display Network (GDN) reaches 80% of global Internet users
3-star Hotel in Orlando 5X ROI
Average: 3X-8X ROI
Display advertising
9/12/2014
25
– Shows ads to users who have previously visited your website
– Retain website visitor direct bookings, increase room sales
– Very low cost/value purchase
Upscale Hotel in Seattle 15X ROI
Average: 8X-12X ROI
Remarketing
6 mo. ROI (2013): 83X
$6,018
$49,888
$648,720
Remarketing case studySouthern CA hotel brand
9/12/2014
26
How it works?• Targeting: status (engaged),
job title (meeting planners), interests (dining, spa), vacation intent (to NY)
• Show in Yelp hotel search, showcase reviews & likes
Benefits• Drives traffic and increases
brand awareness• Run contests and promotions• Niche/event targeting –
weddings, meetings, etc.
Social advertising
75% increase in new Fans
(5 weeks)
$300
3,048
Facebook Sweepstakes PPC Results
2,972
Social advertising case study
9/12/2014
27
Hotel meta channelsGoogle Hotel Finder / Expedia / Trip advisor
$0 $2,000 $4,000 $6,000 $8,000 $10,000 $12,000
Dec (15 days)
Spend
Revenue
Date: 15 days in Dec.Spend: $910
Revenue: $9,400ROI: 10X
New hotel, first 15 days
Case Study – Trip Advisor CPCIndependent Hotel in Orlando FL
9/12/2014
28
How it works?• Ads show as sponsored listings
on Expedia & Hotels.com• Ads appear in the search results
for destination searched• Only pay when a customer
clicks on your ad• Pay the regular commission for
bookings generated
Benefits• Increase bookings (for specific
dates)• Increase brand searches to your
direct site
OTA PPC ads
$491
$87,906
$7,040
$-
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
$70,000
$80,000
$90,000
$100,000
Jul-13 Aug-13 Sep-13 Oct-13 Nov-13
Spend
Revenue
Spend: $2,189Revenue: $234,372
ROI: 107X
Campaign ended
OTA Case StudyWashington DC independent hotel
9/12/2014
29
Content and SEO
Packages and deals drive search and conversion
9/12/2014
30
Information and specials drive search results
Optimizing social signals for search: Google +
9/12/2014
31
Make sure you are social
Source: http://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html
Hospitality customer journey
9/12/2014
32
People buy from reviews Search Engine ranking influenced by reviews
Social engagement and reviews
Mobile is now critical
9/12/2014
33
• Global smartphone use will reach 2 billion by 2015 (Bloomberg)
• Across all industries, mobile traffic is increasing by 3.5 percent per month (Televox)
• Of the estimated 30 billion annual mobile searches, about 12 billion are local searches (Search Engine Land) –hotel search is a local search
• Local mobile searches (85.9 billion) are projected to exceed desktop searches (84 billion) for the fist time in 2015 (eMarketer)
Source - Comscore
Mobile search and the hospitality industry
66
New Year, New Budget: How to Allocate for Digital Marketing in 2015
Michael BennettManaging Director, Marketing
KSL Resorts/Capital Partners
9/12/2014
34
Who is KSL?Our private equity investments and asset management agreements
range across travel and leisure businesses, such as hotels and resorts, clubs, fitness, ski and resort real estate.
67
Managed/Asset Managed
• Hotel Del Coronado• Beach Village at the Del• Arizona Biltmore• Grand Waliea• La Quinta Resort & Club• PGA West
Owned/Managed
• Miraval• Malmaison• Hotel Du Vin• The Belfry• Squaw Valley• The James South Beach• JW Essex House• ClubCorp• St. Regis Monarch Beach
2015 Budget Challenges• Continual pressure for greater ROI in lower ROI
digital channels (i.e. Display)• The need to find new customers• How much offline media should I be buying still
and how do I measure it?• How much do I need to supplement the “brand”?
68
9/12/2014
35
Pressure for More ROI
0
5
10
15
20
PPC Display
201220132014 YTD
69
*Display includes view thru attribution with a 30 day cookie
Ideal ROI
Finding the Right Customers
70
POWER GROUP 2014 2013 Change
% of Guests The 1%ers 11.1% 9.9% 12% Empty Nesters 25.4% 28.0% (9.3%) Power Families 15.6% 15.5% 0.6% Power Couples 8.8% 8.4% 4.8% Up and Comers 7.7% 5.0% 54% Avg. Income The 1%ers $250K+ $250K+ N/A Empty Nesters $196K $188K +4% Power Families $207K $206K 0.5% Power Couples $192K $194K (1.0%) Up and Comers $62K $64K (3.1%)
9/12/2014
36
2015 Budget Mix
53%22%
11%
9%5%
2015 Total Media MixDigital Magazine Radio TV Outdoor
71
2015 Digital Budget Mix
42%
44%
10% 2% 2%
2015 Digital Media MixPPC Display Custom Placement Meta SEO
72
9/12/2014
37
2015 Supplementing the Brand
11%
89%
2015 Brand vs. Property SupplementBrand (property specific) Property Driven
73
Questions?Panel Moderator: Tim Peter, President
Tim Peter & Associates
Panelists:
74
Michael BennettVP, Marketing, KSL Resorts
Matthew ClydeOwner,Ideas Collide Inc.
Stephen FitzgeraldSenior Vice President, Sales, Milestone
9/12/2014
38
Next Revenue Management Webinar:
#7: What Your Mother Never Told You About Becoming a Revenue Analytics VisionaryOctober 8, 2014 ♦ 2:00 - 3:30 pm Eastern
Next Government Insider Sales Webinar:
#7: More Than Per Diem Is Changing in 2014September 25, 2014 ♦ 2:00 - 3:00 pm Eastern
Next Digital Marketing Webinar:
#4: Customer Relationship Management – Take Back You r CustomerOctober 1, 2014 ♦ 2:00 - 3:00 pm Eastern
Evaluation
� Please take a moment now to click on the Evaluation link
in the LINKS box and complete the evaluation.
� Be sure to click on “Submit” when you have completed
the evaluation to send us your responses.
� Your comments & suggestions are very important to us,
and they help us to provide you with quality programming.
Today’s webinar is copyright 2014 by the Hospitality Sales & Marketing Association International with All Rights Reserved.
76