Hotel Marketing

Google – The 2014 Traveler’s Road To Decision

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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

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

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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

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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.”

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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

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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

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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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7 Techniques to Decrypt Users’ Search Intent

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Author and Internet marketing expert Pam Neely shows you how to interpret search intent.

Source: www.semrush.com

1) Check the bounce rate of your pages

2) Check your click-through rates

3) Compare your internal search queries to the queries the search engines are sending you

4) Use SEMrush to see which keywords your competitors are getting traffic from, and which keywords they are bidding on

5) Try out the keyword database at Zenya.com, where they have categorized 600 million keywords by search intent.

6) Do a survey

7) Begin with the end in mind

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