dynamic rate marketing
DESCRIPTION
Dynamic Rate Marketing is a Direct Response advertising format, featuring real-time hotel inventory availability and pricing, dynamically inserted in various advertising campaigns: From banners to meta search to email and Google AdWords.TRANSCRIPT
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Real-Time Pricing in Digital Advertising Campaigns
Dynamic Rate Marketing – Travel Ad Networks
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HeBS Digital: The Prediction
1. I believe 2014 will be the Year of Dynamic Price Marketing and I will work towards the full integration of customer purchasing preferences and behavior with content management and online distribution and marketing.
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Hotel advertising hasn’t changed much in 100 years!
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To give you an idea of what other advertising messages were like long ago …
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We think the industry can do better! Now we can give the hyper-connected traveler more of what they really want – instantaneous hotel information with real-time pricing.
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What is Dynamic Rate Marketing (DRM)?
A Direct Response advertising format, featuring real-time hotel inventory availability and pricing, dynamically inserted in various advertising campaigns: From banners to meta search to email and Google AdWords.
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Real Time Availability & Pricing Featured in Various Marketing Initiatives:
Dynamic Rate Marketing (DRM)A new way to boost conversions
Meta Search
Website Promos
Travel Ad NetworksEmail Marketing
SEM / Paid Search (In Beta)
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DRM Value Proposition
Boosts Conversion Rates
Increases Direct Online Bookings at reasonable ROIs
Satisfies Travelers’ demand for instant and precise Information
To Travel Consumers:
To Hoteliers:
“Closes the Loop” in Hotel Stay Research and Planning
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Dynamic Rate Marketing: Top Travel Networks
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DRM: Top Travel Ad Networks
One form of Dynamic Rate Marketing is ads on Travel Ad Networks such as Adara, Sojern and Google Display Network.
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DRM on Travel Ad Networks - Benefits
Turns display advertising from a predominantly branding effort into a direct-response format.Very cost effective
Higher impact and conversion value than SEM / Paid Search!
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4 Typical conversion is 2 – 4 times higher than traditional banner advertising.
Dynamic Rate ads have 10x higher engagement when compared to traditional!*
*Source: Invesp Consulting
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DRM: Top Travel Ad Networks
A leisure traveler researches or books a ticket to the Florida Keys.
The Ad Network uses first party data from airlines and travel planning resources to
target the traveler.
The ad is served for a resort in Key West, featuring the rates and availability for the dates the user has selected to travel.
How does it work?
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A FEW THINGS TO NOTE.
1
DRM on Travel Ad Networks is a different category than “traditional” banner advertising.
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DRM Ads feature the property logo, image, a short message and real-time availability and pricing.
This is a new product in the industry. Any hotels that participate will be on the forefront of digital technology.
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Show me the product!
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Logo
Property Image
Message
Real Time Pricesbased on dates of
travel
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So does this strategy work?
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Case Study: Resort in the Florida Keys
The results so far have been outstanding, with clients enjoying returns as high as 25 to 1.
