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.
Marriott Aims to Be the Go-To Brand Publisher for Travel Entertainment Read More »
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
Google – The 2014 Traveler’s Road To Decision Read More »
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.”
Learn how to integrate a successful SEO strategy into your customer’s buying journey.
Source: blog.hubspot.com
The Essential Guide to Creating an SEO-Friendly Customer Journey Read More »
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.
How Airbnb & Other Big Companies Increase Conversions Using the Psychology of Desire Read More »
