Download - HORECA - Sleed - Future Hotel on the Web
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Ψηφιακό ξενοδοχειακό μάρκετινγκ, η ολιστική προσέγγιση - Στρατηγική, Υλοποίηση, Μέτρηση
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Holistic Approach
Individual value Holistic value
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The good news (?)
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The bad news
Direct bookings via hotel websites
are 3 to 5 more profitable than
OTA bookings
2012: Just 24% of online
bookings percent came from the
hotels’ own websites
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It is obvious….
Let’s go
direct & online
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…. give me the tools
Source: http://www.lumapartners.com/
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There are basic actions we can do…
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and some more…
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But not individually..
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Let’s start from the basics…what is e-marketing
How a company and its brands use the web and other digital media to
interact with its audiences in order to meet its marketing goals.
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So we need goals…
Specific
Measurable
Actionable Relevant
Time related
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…then mix and match with available tools!!
Customer Acquisition
• SEO
• Google AdWords / PPC
• Partnerships / Affiliates
• Online ads / sponsorship
• e-mail marketing
• Online PR
Customer Conversion
• Content creation / management
• Site usability
• Design and development
• Customer service
Customer Retention and Growth
• Email marketing
• Customer management
• Loyalty programs
• Personalization
• Remarketing
Goals Tools Result
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Do we forget something?
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How to measure success or failure?
Did the investment work?
Where the goals met?
How about ROI?
Cost per Acquisition
Cost per Visit
Conversion Rate
Variation of Conversion Rate
Website Bounce Rate
Number of Visits
Facebook Likes
Social Reach Users Opened e-mails
Traffic from Search Engines
Positioning in Search Results
KPIs
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1. Target your promotions…
Targeting can be easily implemented
through almost all digital marketing
tools
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2. New Display feature: Remarketing
1.Looking to book
a hotel
2.I stop without
finishing my
booking to read
the news
3. Oops! A banner from
the hotel I was
checking out!
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3. Use Video Ads!
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4. Mix offline and online!
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5. Go Mobile
The U.S. hospitality industry is experiencing staggering growth rates in
leisure and unmanaged business travel bookings via the mobile channel:
2010: $99 million
2011: $753 million
2012: $1,368 million
2013: $2,155 million
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Take away notes
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Plan and measure…
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Be Social
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See the big picture!
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ΚΑΡΠΟΦΟΡΟΥΝ ΓΙΑΤΙ ΜΑΣ ΕΜΠΙΣΤΕΥΟΝΤΑΙ...
WAGAMAMA - ΕΣΤΙΑΤΟΡΙΑ
5 CLEAN - ΣΥΣΤΗΜΑΤΑ, ΠΡΟΪΟΝΤΑ & ΥΠΗΡΕΣΙΕΣ ΚΑΘΑΡΙΣΜΟΥ
WATT + VOLT - ΠΑΡΟΧΟΣ ΗΛΕΚΤΡΙΚΟΥ ΡΕΥΜΑΤΟΣ
XILOKATOIKIA.GR
YAMAHA - ΜΟΤΟΔΥΝΑΜΙΚΗ
TOTAL GAS SOLUTIONS - ΥΓΡΑΕΡΙΟΚΙΝΗΣΗ
ΑΘΗΝΑΙΚΗ ΖΥΘΟΠΟΙΙΑ ΑΕ - (HEINEKEN, AMSTEL)
ΑΜΟΥΡΓΙΑΝΟΣ - ΞΕΝΕΣ ΓΛΩΣΣΕΣ
ΒΑΣΙΛΕΙΑΔΗΣ - ΕΠΙΠΛΟ
ΒΛΑΒΙΑΝΟΣ ΑΒΕΕ - ΕΡΓΟΣΤΑΣΙΟ ΚΡΥΣΤΑΛΛΩΝ
ΓΙΑΜΠΟΥΡΑΣ ΒΑΣΙΛΗΣ - ΚΟΣΜΗΜΑΤΑ
ΔΗΜΟΣ ΑΘΗΝΑΙΩΝ
ΔΗΜΟΣ ΦΟΥΡΝΩΝ ΚΟΡΣΕΩΝ (ΙΚΑΡΙΑΣ)
ΔΙΑΓΝΩΣΤΙΚΗ ΝΑΞΟΥ - ΔΙΑΓΝΩΣΤΙΚΟ ΚΕΝΤΡΟ
ΕΚΑΝ ΑΒΕΕ - ΕΤΑΙΡΕΙΑ ΑΝΑΚΥΚΛΩΣΗΣ
ΕΛΕΝ - ΦΩΤΟΒΟΛΤΑΪΚΑ ΣΥΣΤΗΜΑΤΑ
ΕΛΙΜΕ - ΕΝΩΣΗ ΛΙΜΕΝΩΝ ΕΛΛΑΔΟΣ
ΕΛΤΑ - ΕΛΛΗΝΙΚΑ ΤΑΧΥΔΡΟΜΕΙΑ
ΗΡΑΚΛΕΙΤΟΣ ΦΡΟΝΤΙΣΤΗΡΙΑ
ΘΕΑΤΡΙΚΗ ΕΣΤΙΑ - ΘΕΑΤΡO HBH, ΜΟΥΣΟΥΡΗ
ΙΕΛΚΑ - ΙΝΣΤΙΤΟΥΤΟ ΕΡΕΥΝΑΣ
ΚΕΠΑΔ - ΚΕΝΤΡΟ ΠΡΟΑΣΠΙΣΗΣ ΑΝΘΡΩΠΙΝΩΝ ΔΙΚΑΙΩΜΑΤΩΝ
ΜΕΘΟΔΟΣ - ΟΜΙΛΟΣ ΦΡΟΝΤΙΣΤΗΡΙΩΝ
ΜΠΟΥΤΑΡΗΣ - ΟΙΝΟΠΟΙΙΑ
ΠΕΡΙΒ/ΚΟΣ ΣΥΝΔΕΣΜΟΣ ΔΗΜΩΝ ΑΘΗΝΩΝ ΠΕΙΡΑΙΑ
ΥΠΟΥΡΓΕΙΟ ΥΓΕΙΑΣ
ΣΕΚΑ - ΠΕΤΡΕΛAIΟΕΙΔΗ (BUNKERING STATION)
ΣΤΑΓΟΝΑ ΕΠΕ - ΠΛΑΚΙΔΙΑ ΕΙΔΗ ΥΓΙΕΙΝΗΣ
ΣΥΝΔΕΣΜΟΣ ΒΙΟΤΕΧΝΩΝ ΑΡΓΥΡΟΧΡΥΣΟΧΟΩΝ
ΤΤΑ - ΜΕΛΕΤΗΤΙΚΗ ΕΤΑΙΡΙΑ
ΧΑΣΙΑΚΗΣ - ΦΡΟΝΤΙΣΤΗΡΙΑ
ACRM - ΜΕΛΕΤΗΤΙΚΗ ΚΑΤΑΣΚΕΥΑΣΤΙΚΗ
AGT - CONSTRUCTIONS AND SERVICES GROUP
ALFA SERVICE - ΚΑΘΑΡΙΣΜΟΣ, ΣΥΝΤΗΡΗΣΗ ΚΤΙΡΩΝ
APPLE STUDIES - ΞΕΝΕΣ ΓΛΩΣΣΕΣ
ATTICA FOODS - ΕΤΑΙΡΕΙΑ ΤΡΟΦΙΜΩΝ
CITY PRESS
CREME ROYALE - BAKE HOUSE CAFE
CPI - ΕΤΑΙΡΕΙΑ ΠΛΗΡΟΦΟΡΙΚΗΣ
COMPTESSE DU BARRI - DELICATESSEN
DEALINGERS
E-PROGRESS - ΠΡΟΓΡΑΜΜΑΤΑ ΕΚΜΑΘΗΣΗΣ
ENVITY - ΣΥΜΒΟΥΛΟΙ ΠΕΡΙΒΑΛΛΟΝΤΟΣ
EUROPALSO
EUROPETROL - ΠΕΤΡΕΛAIΟΕΙΔΗ
EUROKENT - ΥΦΑΣΜΑΤΑ
INNOVA MEDICAL EΠΕ - ΙΑΤΡΙΚΑ ΜΗΧΑΝΗΜΑΤΑ
KARRAS STAR - ΞΕΝΟΔΟΧΕΙΟ ΙΚΑΡΙΑ
LAB.NEWMED PHARMACEUTICALS - ΦΑΡΜΑΚΕΥΤΙΚΗ ΕΤΑΙΡΕΙΑ
LASER VISION - ΟΦΘΑΛΜΟΛΟΓΙΚΟ ΙΝΣΤΙΤΟΥΤΟ
Li-LΑ-LΟ - ΚΟΣΜΗΜΑΤΟΠΩΛΕΙΑ
MEGA EMPORIO - ΕΣΩΡΟΥΧΑ
MLS DESTINATOR
NOVART S.A.
NYFAN TENCATE - ΤΕΝΤΟΠΑΝΑ
ONEPLUSONE.GR - ΣΥΜΒΟΥΛΕΥΤΙΚΗ ΣΧΕΣΕΩΝ
PROTECTION - ΤΕΝΤΟΠΑΝΑ
RAXEVSKY HOME & MINI RAXEVSKY - ΛΕΥΚΑ ΕΙΔΗ
SUGARFREE – ΕΝΔΥΜΑΤΑ
SPITISHOP.GR - ΛΕΥΚΑ ΕΙΔΗ
STATUS ΕΚΘΕΣΙΑΚΗ
SUNLIGHT - ΕΝΕΡΓΕΙΑΚΑ ΣΥΣΤΗΜΑΤΑ
TALIMA VENTURE INC - ATHENS METRO MALL
THALASSA MARE - SEASIDE VILLAS
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