Hotel Marketing

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.”

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

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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How Airbnb & Other Big Companies Increase Conversions Using the Psychology of Desire

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Leverage the psychology of desire and you’ll increase landing page conversions. Successful brands are already doing it – here’s how you can do it too.

Source: unbounce.com

To create desire for your product, you need to:
– show people how using your product or service will either reduce pain or increase pleasure in their lives
– reassure them that is a perfectly acceptable behavior to undertake.
Airbnb creates desire for their service by using beautiful product images. By using professionally-shot photographs that showcase the properties at their absolute best, they increase individual incentive to stay at one.
-> Adding appealing images, Airbnb increases expected pleasure/perceived quality and social approval for these non conventional accommodations.

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US Department of Transportation (DOT) Likely To Apply Stricter Consumer Protection Regulation To Metasearch Sites

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The US Department of Transportation has proposed a new travel metasearch rule. Google, Kayak, Hipmunk, Skyscanner, Travelzoo, and TripAdvisor oppose it.

Source: www.tnooz.com

One of the more surprising counter-arguments by the lawyers of the six metasearch companies that are putting up a united front against the DOT (Google, Kayak, Hipmunk, TripAdvisor, Skyscanner, and Travelzoo/Fly.com) is this: “The metasearch site, in connection with a consumer’s search and the provision of responsive data, does not collect personal identification, payment, or frequent flyer information from the user.” That statement is surprising because the conventional wisdom in the industry is that metasearch sites are about to start doing precisely that. Plans are believed to be afoot for metasearch sites’s user interfaces to ask users for identifying information, payment details and loyalty program membership accounts to help filter relevant search results and speed up the purchase. This functionality is said by some insiders to be vital for mobile apps and websites. Users want to be able book travel without having to leave the metasearch sites themselves and without having to type in their credit card and loyalty numbers repeatedly on tiny devices. But metasearch companies argue they are not actually “collecting” that information. They are passing it through to the third-parties.

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The Psychology of Color in Marketing and Branding

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The psychology of color as it relates to persuasion is one of the most interesting — and most controversial — aspects of marketing. To alleviate this trend and give proper treatment to a truly fascinating element of human behavior, we’ve reviewed a…

Source: www.huffingtonpost.com

Often-cited examples of a boost in conversions due to a change in button color, mislead people because a conversions level uplift after changing a button from green to red, for instance, do not prove any magic power of one color over another.
The reason why a change in a button color can boost conversions is due to the contrast that it creates, the so called “isolation effect”, which is needed to get high conversions.
Generate this isolation effect when testing color palettes, in order to create contrast in your web design and guide people to important action areas.

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