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Monthly Archives: septiembre 2014

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Marriott Aims to Be the Go-To Brand Publisher for Travel Entertainment

septiembre 30, 2014 /
Marketing Online / Scoop.it

Following the trend of marketers becoming publishers, Marriott International is launching a global creative and content marketing studio to handle internal work for its portfolio of 18 travel-related brands.

…

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Southwest Airlines’ New Homepage Design Fails on User Experience

septiembre 30, 2014 /
Marketing Online / Scoop.it

Large images are visually appealing, but they can harm the overall user experience if they aren’t appropriately prioritized.

…

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Skyscanner’s Legal Victory Could Lead to the End of Hotel Rate Parity Agreements with Booking.com & all OTAs

septiembre 29, 2014 /
Hotel Marketing / Marketing Online / OTAs / Revenue Management / Travel Distribution / Travel Metasearch

  The Scotland-based metasearch company argued that the original ruling by Britain’s Office of Fair Trading restricted consumer access to discounts. Source: www.dailymail.co.uk Skyscanner took its case to the UK Competition Appeal Tribunal (CAT), which ruled in its favour and sent the case back to the CMA. CMA had accepted commitments from Expedia, Booking.com and Intercontinental Hotels Group, which meant consumers would need to join a membership scheme, or closed group, to view discounted…

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Google – The 2014 Traveler’s Road To Decision

septiembre 28, 2014 /
Hotel Marketing / Marketing Online

Full extract (ppt) and video of the Google Hangout presentation of the Google’s 2014 Traveler’s Road To Decision Study made in collaboration with Ipsos MediaCT. Google – The 2014 Traveler’s Road To Decision from Francesco Canzoniere   Here a quick recap of the most important insights: – 76% of leisure travelers select an OTA for its lower prices and better deals. – 53%…

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HotelTonight Users Will Be Able to Book up to 7 Days Out

septiembre 25, 2014 /
Marketing Online / OTAs / Scoop.it

HotelTonight is pivoting away from its famous, signature same-day booking model to a more flexible one, where users can book up to seven days out.

Source: www.tnooz.com

Beta-testing is set to launch this week. HotelTonight is adopting an approach that’s closer to the one long-championed by online travel agencies (OTAs). It reminds me of RatesToGo.com business model change…

…

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Google Now Lets Travelers Know When Flight Prices Drop

septiembre 25, 2014 /
Hotel Marketing / Marketing Online / Scoop.it / Travel Metasearch

Google is helping travelers save money with a new Now card that tells users when a price has dropped on a flight. According to this Google+ post, you can t

Source: searchengineland.com

Google is helping travelers save money with a new Now card that tells users when a price has dropped on a flight.

…

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Brand Challenge: Is There a ‘Recipe’ for Going Viral? “Meet Consumers’ Expectations, or Become Irrelevant.”

septiembre 24, 2014 /
Hotel Marketing / Marketing Online / Scoop.it

Digitally savvy brands that meet consumers on their own terms can drive greater engagement, write Google’s Kelli Wasuri and Gopi Kallayil.

Source: knowledge.wharton.upenn.edu

In the digital world, consumers don’t want to be ambushed by advertising; instead, they expect brands to advertise to them only when they grant brands permission to do so. Consumers expect brands to deliver something valuable in their messaging, whether its entertainment, education, or utility. And lastly, consumers know they have the power to amplify a brand’s message, and they expect to actively participate in doing so.  

The message is clear — to be successful in the digital era, brands must listen to the demands of their consumers when marketing to them: “Meet our expectations, or become irrelevant.”

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How to Segment Your Audience and Improve Your Ecommerce Checkout Funnel

septiembre 24, 2014 /
Hotel Marketing / Marketing Online / Performance Marketing / Scoop.it

Source: blog.kissmetrics.com

Focus on running tests to identify the variables that do impact your audience. Start with using the funnel report to tell us how our website converts for a specific date range and then use cohort analysis (a cohort is a group of people who share a common characteristic or experience within a particular time span) in order to track how each group’s behavior changes over time. 

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Ranking Factors 2014: Why Quality Content Focuses on Topics, not Keywords

septiembre 24, 2014 /
Hotel Marketing / Marketing Online / Marketing Online / Scoop.it / SEO

Searchmetrics recently launched their yearly Ranking Factors Study that bases numbers on rank correlation and averages of top 10 SEO rankings. The 2014 analysis shows that content on top-performing sites is much more holistic and less keyword-focused. In this post, Marcus Tober, founder and CTO of Searchmetrics, explains why you should focus on more than just keywords when it comes to technical aspects of your site, and how you can create relevant, comprehensive content for users.

Source: moz.com

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The Essential Guide to Creating an SEO-Friendly Customer Journey

septiembre 24, 2014 /
Marketing Online / Marketing Online / Scoop.it / SEO

Learn how to integrate a successful SEO strategy into your customer’s buying journey.

Source: blog.hubspot.com

…

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