graydient creative…umcvb.com/wp-content/uploads/2018/09/remington-micro-moments.pdfvoice search...
TRANSCRIPT
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
YouTube
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: [email protected]
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/