The Top 5 Things You Need to Know Now in Hotel Digital Marketing: February Edition

This month, the latest digital innovations include Facebook
allowing Page owners to participate in Groups, new video
advertising opportunities through Amazon, and asymmetrical layouts
making a splash in website design. From SEO to design, discover the
top five things you need to know now in hotel digital
marketing.

SEO: Google+ is officially shutting down and all web
integrations should be removed.

Google+ will officially shut down on April 2, 2019, and Google+
social sharing buttons will stop working. Google sent notifications
to publishers that have Google+ buttons or any web integrations
with Google+ recommending they remove those integrations by March
7.

Do a quick audit of your web presence to ensure that no Google+
buttons or links to the platform remain throughout the user
experience.

SEM: Keywords are evolving due to the popularity of
voice search.

It’s no secret that voice search is gaining more and more
traction. Internet users are increasingly shifting from typing
their queries into Google to asking voice search providers like
Siri and OK Google. This trend will significantly change the type
of keywords you need to target, as users begin asking more complete
questions and long-tail queries.

Bidding on long-tail keywords and question-phrased keywords
(even though they have a lower search volume) is an extremely
cost-effective way to drive voice conversions for search queries
such as “luxury hotel with rooftop pool in SoHo New York.”

As the shift to voice search picks up speed, context, in
addition to keywords, will be integral to the success of Google
Ads.

Display: Amazon is launching new video advertising
opportunities.

Amazon is estimated to be the third largest digital ad seller in
the United States. With only Google and Facebook ahead of them,
Amazon is now making a stronger play in the video advertising
space. IMDb, the Amazon-owned database of TV and movie titles, has
launched an ad-supported video-on-demand service called Freedive.
It’s available in the United States on the IMDb website, Amazon
Fire TV devices, Amazon’s Roku channel, and on mobile devices via
the IMDb app.

Amazon IMDb has more than 250 million unique monthly users
worldwide. It offers more than 130 feature movie titles and 29 TV
shows available for free. Now advertisers can stream video ads
against premium content that aligns with their brand.

If your hotel has compelling video content, consider advertising
alongside popular shows and movies that align with your target
demographics as a brand awareness initiative.

Social: Facebook recently announced that Facebook Page
owners will soon be able to participate in Groups.

At the recent Communities Summit, Facebook announced new posting
and comment management tools for Facebook Group admins, including
the ability for Facebook Page accounts to participate on Group
Pages.

Facebook is also rolling out new Group management tools,
including new post formatting and a new way to alert members who
have violated page rules. Group admins will also be able to filter
activity logs by date range and search through membership requests
by name.

This is a great opportunity for hotel marketers to build a
community around the hotel brand on Facebook and further engage
past, current, and potential guests.

Page owners can create a Group Page around the loyalty program
and activations on property, as well as join existing Group Pages
surrounding the destination to offer valuable information such as
recommendations of things to do and local hidden gems.

Design: Asymmetrical layouts.

As template design tools like Squarespace and Canva become more
and more popular, designers and brands are looking to create web
experiences that feel more bespoke.

Asymmetrical design elements create visually engaging layouts
that move with the flow of content to guide the user throughout the
website experience. Consider asymmetrical layouts for images,
backgrounds, and content.

The post The
Top 5 Things You Need to Know Now in Hotel Digital Marketing:
February Edition
appeared first on HEBS Digital Blog.

Source: FS – All – Hotels – News
The Top 5 Things You Need to Know Now in Hotel Digital Marketing: February Edition