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5/6/2009
Future Trends in Online Marketing
The Next Five Years: Focus on the Hotel, Resort and Vacation Rental Market.
By Trent Blizzard, PresidentBlizzard Internet Marketing, Incwww.blizzardinternet.com
5/6/2009
Growth of online revenue slowsDecreasing visitors, increasing research
Depth of interaction with buyer deepens Online competition increases Increased barriers to entry Savvier consumer behavior:
Researching multiple websitesSocial Internet new Word of Mouth
Future Environment
5/6/2009
#1 Organic’s power stolen by:PPCFresh contentPersonalized contentVideoLocal searchMobileNewsReviewsSocial Search Not Stolen by Yahoo or MSN
Search Fractures
5/6/2009
High quality referrer links Good content / Fresh content Good user experience Broad presence (local, video, news, etc) Future Predictions: websites with high CTR,
low bounce rates, broad web-presence, niche web-presence and original content will outperform.
Expect barrier to entry for new sites.Microsites outQuality listings on other sites, in.
What Google Wants to See
5/6/2009
Sites that refer qualified visitors are growing in numbers Portals Destination Guides Niche Resources
Consumers are researching in more places These sites are growing much faster than direct
competitors Human and financial resources increasing
required to manage this powerful area. Search engines will continue to reward sites that
are represented in quality resources
Referrers Grow in Numbers
5/6/2009
Growing component of online marketing Will grow bigger than manageable by most
businesses Give an advantage to businesses that
please their guests Customer support may move into this area Increasingly OK to “reach out” to potential
customers Single biggest area of Risk in the future
Social Internet
5/6/2009
It is rapidly becoming more cost effective to convert a current visitor to a customer than bring new visitors.
New online marketing language will include: Landing pages A/B testing ROI Conversion ratios Permission marketing Call to action
Gold in Them Thar Hills
5/6/2009
Email marketing will become more important.Very cost effectiveTurns visitors into bookersEffective for maintaining relationshipsScales efficientlyBecoming more sophisticatedSegmentationDeeper integrations with web visitors, CRM,
Direct/Tele marketingWatch out for SMS
Email Marketing
5/6/2009
Greater focus on measuring ROI Developing in-house marketing specialist Training an internal DIY team to handle
many tasks:Email marketingSocial internet / Reputation managementContent creationData / CRM integrity
Greater focus on reaching out to guests via telephone, email, twitter, etc.
Changing Tactics
5/6/2009
Email marketingStay in touch with your guests… Deepen the
relationship through email, social networking, etc. Increase conversion rate of your web
visitors Manage your reputation Develop in-house talent Feed Google’s many algorithms with good
content
Action Summary
5/6/2009
Webinars:◦ All About Google: Google and its Many Algorithms
June 10th, 2009 12:00 PM - 1:00 PM MDT◦ All About Google II: Local Search
June 17th, 2009 11:00 AM - 12:00 PM MDT◦ All About Google III: Keyword Research
June 24, 2009 11:00 AM - 12:00 PM MDT◦ All About Google IV: How to Track your Search Engine
RankingsJuly 8, 2009 11:00 AM - 12:00 PM MDT
Workshops:◦ All About Google
July 14th, Las Vegas, NV◦ Listings and Link Building Workshop
July 15th, Las Vegas, NV◦ Google and Foundations
September 9-10th, Glenwood Springs CO◦ Listings and Link Building Workshop
September 30th – Oct 1st, Glenwood Springs
Learn More
5/6/2009
Website: www.blizzardinternet.com Blog: newsletter.blizzardinternet.com Email: [email protected] Phone: 888-840-5893 Address:
Blizzard Internet Marketing, Inc1001 Grand AvenueSuite 203Glenwood Springs, CO 81601
Blizzard Internet Marketing
