graydient creative…umcvb.com/wp-content/uploads/2018/09/remington-micro-moments.pdfvoice search...

Graydient Creative…

Graydient Creative…

• Part of Marcus Hotels & Resorts

• Spun off from the internal IT/Marketing

teams in 2016

• Leverage hospitality and destination

marketing experiences and awards

• GrandGeneva.com

• TimberRidgeLodge.com

• Grand Geneva Trolley Tracker app

• Grand Geneva Digital Signs

By now your site…

• Responsive mobile-optimized design

• HTTPS

• ADA Compliant

• Current on all version updates and

security patches

• Google Analytics – use it!

• Goes without saying but great to repeat!

What does this have to do with

destination marketing?

Stages of Trip Planning

Stages of Trip Planning

• DREAMING moments

• PLANNING moments

• BOOKING moments

• EXPERIENCE moments

KEY: Your content strategy must speak to these stages and satisfy intent, deliver ease to act, and drive them through the funnel

I want to get away…

Dreaming Moments

• Top of the ‘Sales’ funnel

• Starting their journey

• Likely general research using long-tail

queries

– ‘Small towns in Wisconsin with wineries’

• Deliver an immersive user experience

• Images!

• Don’t overload with specifics & details

• Inspire them

Dreaming Moments

Time to make a plan…

Planning Moments

• More intensive research

• Sites visited dropped from 38 to 4

• Likely visiting multiple websites looking

for details and deals

• Specifics & details are expected here

• Comprehensive content – your site

and any aggregator

• Hook them

Planning Moments

Let’s book it!

Booking Moments

• It’s about the experience

– Customer Experience - CX

– User Experience - UX

• Where do ancillary mentions point?

• Easy-to-use interface

• Details easy to find (e.g. policies)

• Benefits offered vs. aggregator?

• Lock them in

Booking Moments

Booking Moments

I can’t wait to

explore!

Experience Moments

• Beyond the sale

• Build a relationship

• Help them explore

• Active (but not intrusive) outreach

• Share, review

• Help them create memories

Experience Moments

Experience Moments

Experience Moments

Match Content

to the Moment

YEARLY EDITORIAL CALENDARMONTH DREAMING PLANNING BOOKING EXPERIENCINGJanuary

February

March

April

May

June

July

August

September

October

November

December

Aspire to rank for queries and intents

across the user journey

Match Content

to the Moment

PLATFORM PLANNERPLATFORM DREAMING PLANNING BOOKING EXPERIENCINGWebsite

Instagram

Twitter

YouTube

Pinterest

Facebook

Snapchat

Aggregator Site #1

Aggregator Site #2

Link deep into the site to appropriate

content – NOT to the homepage!

Voice Search – It’s here…

• According eMarketer, there are over 45

million voice-assisted devices currently

being used in the United States

o This number is likely to climb to 67

million by 2019

• Siri is currently handling more than 2

billion voice queries each week

Voice Search – By 2020…

• According to ComScore, 50% of all

searches will be by voice

• Gartner is predicting the market for smart speakers will hit $3.5 billion

Voice Search –

Skill, Action…

• According to Amazon, which coined

the term, ”skills” are a way to

create a more personalized

experience on the Alexa platform

• On the Google front, skills are

called “actions” and, as Google

says, actions are a way for users to

interact with your content

Voice Search –

Skill, Action…

Think of a Skill like an app…

Voice Search –

Skill, Action…

Think of a Skill like an app…

Voice Search – So…

• Create content around long-tail searches

that could be ‘questionized’

o ‘The best waterpark in Wisconsin for

kids’

o ‘Pet-friendly hotels in Door County’

• Analytics around voice search still evolving

• Take a wait & see approach…

Questions &

Thank You!

email: chrisremington@graydientcreative.com

website: http://www.graydientcreative.com

@eMilwaukee on Twitter

Sources…

• https://www.thinkwithgoogle.com/marketing-resources/micro-moments/micro-moments-travel-customer-journey/

• https://www.thinkwithgoogle.com/marketing-resources/micro-moments/get-away-moments-travel-marketing/

• http://www.fueltravel.com/blog/hotels-can-adapt-dramatic-88-drop-number-sites-traveler-visits-booking/

• https://www.searchenginejournal.com/micro-moments-travel-content-marketing/231807/

• https://www.visitkenosha.com/experience/photo-gallery/i-heart-kenosha

• https://reservations.visitmilwaukee.org/English/Availability_Check.asp

• http://fredericgonzalo.com/en/2018/02/05/how-voice-search-will-impact-travel-marketing/

• https://edit.co.uk/blog/locationworld-2016/

• https://www.adweek.com/digital/heres-what-you-need-to-know-about-voice-ai-the-next-frontier-of-brand-marketing/#/

• https://www.youtube.com/watch?v=EPaHrPNNzoA

• https://www.cnet.com/how-to/amazon-echo-most-useful-alexa-skills/

• https://www.tripsavvy.com/the-most-useful-alexa-skills-for-planning-a-vacation-4147540

• https://www.adweek.com/digital/how-personalizing-voice-skills-can-give-your-brand-a-digital-boost/