new year, new budget: how to allocate for digital...

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Digital Marketing Webinar Series

New Year, New Budget:

How to Allocate for Digital Marketing

In 2015

September 15, 2014

POLL QUESTION #1How many people are participating

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Tim Peter, PresidentTim Peter & Associates

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Today’s Presenters: Panel Moderator: Tim Peter, President

Tim Peter & Associates

Panelists:

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Michael BennettVP, Marketing, KSL Resorts

Matthew ClydeOwner,Ideas Collide Inc.

Stephen FitzgeraldSenior Vice President, Sales, Milestone

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@matthewclyde

Chief Strategist + Founder

Matthew Clyde

@matthewclyde

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TARGETED

CUSTOM AUDIENCES

TARGETED

DIGITAL

PAID

OPPORTUNITIES

REQUIRES

GREAT

CONTENT

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What do we have right now?

Turn the everyday into something interesting

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New Year, New Budget: How to Allocate for Digital Marketing in 2015

Digital Marketing TrendsStephen Fitzgerald, SVP Sales

Milestone Internet Marketing

www.milestoneinternet.comblog.milestoneinternet.com

http://twitter.com/milestonemktghttp://www.facebook.com/Milestoneinc

Key 2014 Digital Marketing Trends1. Search is more conversational & personal• Hummingbird

(conversational search), Voice Search, schemas, personal preferences, click through patterns, etc.

2. User experience• Content, information on

websites, engagement, download speed, etc

5. Mobile first!

4. Social engagement and reviews

3. More channels for reaching consumers• Google Hotel Finder,

many more paid search options within Google, OTA meta search, Apple Maps, Bing/Nokia Maps, Facebook, Pinterest, Youtube, etc.

Hummingbird

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What matters to search engines?

Algorithm updates

Algorithm overhaul

Search Results

Socially relevant

Geo-local

Vertically focused

Panda Penguin

Hummingbird

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Hummingbird – focus on conversational search

• Google’s newest search engine algorithm update focuses on:• Voice search• Conversational search• Knowledge graph and schemas

• High-quality website content will provide answers to users’ queries by understanding the intent

HummingbirdBefore Now and FutureNeed directions – open

Google maps, type address, get directions

Give me directions to Hyatt Regency Santa

Clara

Panda algorithm is designed to help boost great-quality content sites while pushing down thin or low-quality content sites in the search results

Fat Pandas hate thin content!

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The penguin algorithm penalizes sites for excessive, ‘spammy’ links .

Attack of the Penguin

Pigeon means even more hyper local search results.

•Being listed on Google My Business.•Being listed in directories like Yelp. (especially now that we are seeing a boost for directory listings.)•Creating a great, local-focused content strategy. Think about more neighborhood references. •Utilizing traditional on-page SEO tactics –schemas. •Continuing an engaged social media presence.

Source – Search Engine Watch

Pigeon – First flight July 2014

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Hospitality + 28%Food +19% Education + 13%

Source – Search Engine Watch

Google Places results under Penguin

Make a great site, that users love, tell their

friends, come back over and over again

Authoritative website relevant to the searcher’s question

Provides excellent user experience

Sensitive to user intent

What search engines want

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Visual storytelling

• Organization-name:Ramada Hotel & Suites Bangkok

• Address:street-address:22 Sukhumvit Soi 12

• Locality:Klongtoey

• Region:Bangkok

• Nearby:Suvarnabhumi

Airport

Keyword = [Hotel in Bangkok near Airport ]

Keyword = [Organization + Region + Nearby]

Schemas – structured data for search engines

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Schema – search engine view

Schema – end user view

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• Less content – more images• Clean and simple, less clutter • Need great pictures – Only works

For upscale..

Less Content < More imagery

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Total traffic is up across the board in a year over year analysis.

Average time spent on pages is up in a year over year analysis.

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User experience

Research questions on social channels, then make sure your content answers those questions.

Developing content for Hummingbird

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Specials and information pages = conversion

Evaluating marketing opportunities

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METASOCIALDISPLAYPPC

$

Digital media advertising opportunities

1. Call-to-action in the copy2. Brand in the copy & geo specific3. Images4. Phone extension5. Site links6. Remarketing – banner ads

Optimizing PPC ads

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• Low competition• Target Local destinations• Higher click-through-rate• Higher average position• Lower cost per

conversion

Mobile ads

• How it works?• Create compelling image ads for

targeted channels

• Target relevant market using: remarketing, display select, GDN & betas, DSP’s, media placements

• Can run text, image, animated image & video

• Rotate multiple banner sizes

• Benefits• Increases brand awareness

• Generates direct bookings

• Target users who visited the site

• Google Display Network (GDN) reaches 80% of global Internet users

3-star Hotel in Orlando 5X ROI

Average: 3X-8X ROI

Display advertising

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– Shows ads to users who have previously visited your website

– Retain website visitor direct bookings, increase room sales

– Very low cost/value purchase

Upscale Hotel in Seattle 15X ROI

Average: 8X-12X ROI

Remarketing

6 mo. ROI (2013): 83X

$6,018

$49,888

$648,720

Remarketing case studySouthern CA hotel brand

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How it works?• Targeting: status (engaged),

job title (meeting planners), interests (dining, spa), vacation intent (to NY)

• Show in Yelp hotel search, showcase reviews & likes

Benefits• Drives traffic and increases

brand awareness• Run contests and promotions• Niche/event targeting –

weddings, meetings, etc.

Social advertising

75% increase in new Fans

(5 weeks)

$300

3,048

Facebook Sweepstakes PPC Results

2,972

Social advertising case study

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Hotel meta channelsGoogle Hotel Finder / Expedia / Trip advisor

$0 $2,000 $4,000 $6,000 $8,000 $10,000 $12,000

Dec (15 days)

Spend

Revenue

Date: 15 days in Dec.Spend: $910

Revenue: $9,400ROI: 10X

New hotel, first 15 days

Case Study – Trip Advisor CPCIndependent Hotel in Orlando FL

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How it works?• Ads show as sponsored listings

on Expedia & Hotels.com• Ads appear in the search results

for destination searched• Only pay when a customer

clicks on your ad• Pay the regular commission for

bookings generated

Benefits• Increase bookings (for specific

dates)• Increase brand searches to your

direct site

OTA PPC ads

$491

$87,906

$7,040

$-

$10,000

$20,000

$30,000

$40,000

$50,000

$60,000

$70,000

$80,000

$90,000

$100,000

Jul-13 Aug-13 Sep-13 Oct-13 Nov-13

Spend

Revenue

Spend: $2,189Revenue: $234,372

ROI: 107X

Campaign ended

OTA Case StudyWashington DC independent hotel

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Content and SEO

Packages and deals drive search and conversion

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Information and specials drive search results

Optimizing social signals for search: Google +

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Make sure you are social

Source: http://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html

Hospitality customer journey

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People buy from reviews Search Engine ranking influenced by reviews

Social engagement and reviews

Mobile is now critical

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• Global smartphone use will reach 2 billion by 2015 (Bloomberg)

• Across all industries, mobile traffic is increasing by 3.5 percent per month (Televox)

• Of the estimated 30 billion annual mobile searches, about 12 billion are local searches (Search Engine Land) –hotel search is a local search

• Local mobile searches (85.9 billion) are projected to exceed desktop searches (84 billion) for the fist time in 2015 (eMarketer)

Source - Comscore

Mobile search and the hospitality industry

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New Year, New Budget: How to Allocate for Digital Marketing in 2015

Michael BennettManaging Director, Marketing

KSL Resorts/Capital Partners

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Who is KSL?Our private equity investments and asset management agreements

range across travel and leisure businesses, such as hotels and resorts, clubs, fitness, ski and resort real estate.

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Managed/Asset Managed

• Hotel Del Coronado• Beach Village at the Del• Arizona Biltmore• Grand Waliea• La Quinta Resort & Club• PGA West

Owned/Managed

• Miraval• Malmaison• Hotel Du Vin• The Belfry• Squaw Valley• The James South Beach• JW Essex House• ClubCorp• St. Regis Monarch Beach

2015 Budget Challenges• Continual pressure for greater ROI in lower ROI

digital channels (i.e. Display)• The need to find new customers• How much offline media should I be buying still

and how do I measure it?• How much do I need to supplement the “brand”?

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Pressure for More ROI

0

5

10

15

20

PPC Display

201220132014 YTD

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*Display includes view thru attribution with a 30 day cookie

Ideal ROI

Finding the Right Customers

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POWER GROUP 2014 2013 Change

% of Guests The 1%ers 11.1% 9.9% 12% Empty Nesters 25.4% 28.0% (9.3%) Power Families 15.6% 15.5% 0.6% Power Couples 8.8% 8.4% 4.8% Up and Comers 7.7% 5.0% 54% Avg. Income The 1%ers $250K+ $250K+ N/A Empty Nesters $196K $188K +4% Power Families $207K $206K 0.5% Power Couples $192K $194K (1.0%) Up and Comers $62K $64K (3.1%)

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2015 Budget Mix

53%22%

11%

9%5%

2015 Total Media MixDigital Magazine Radio TV Outdoor

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2015 Digital Budget Mix

42%

44%

10% 2% 2%

2015 Digital Media MixPPC Display Custom Placement Meta SEO

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2015 Supplementing the Brand

11%

89%

2015 Brand vs. Property SupplementBrand (property specific) Property Driven

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Questions?Panel Moderator: Tim Peter, President

Tim Peter & Associates

Panelists:

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Michael BennettVP, Marketing, KSL Resorts

Matthew ClydeOwner,Ideas Collide Inc.

Stephen FitzgeraldSenior Vice President, Sales, Milestone

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Next Revenue Management Webinar:

#7: What Your Mother Never Told You About Becoming a Revenue Analytics VisionaryOctober 8, 2014 ♦ 2:00 - 3:30 pm Eastern

Next Government Insider Sales Webinar:

#7: More Than Per Diem Is Changing in 2014September 25, 2014 ♦ 2:00 - 3:00 pm Eastern

Next Digital Marketing Webinar:

#4: Customer Relationship Management – Take Back You r CustomerOctober 1, 2014 ♦ 2:00 - 3:00 pm Eastern

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Today’s webinar is copyright 2014 by the Hospitality Sales & Marketing Association International with All Rights Reserved.

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