HeBS Digital hosted a successful webinar last Wednesday, October 10, illustrating a step-by-step path toward building a strong 2013 hotel digital marketing budget. Presented by Mariana Mechoso Safer, Vice President, Marketing, and Margaret Mastrogiacomo, Senior Manager, Interactive Media & Creative Strategy, the webinar covered a wide variety of topics, including the state of the hospitality industry, a comparison of hotel marketing channels, case studies and sample budgets, and a complete analysis of the core marketing initiatives needed in any successful digital marketing plan for the upcoming year.
HeBS Digital’s digital marketing experts explained the pillars of the Three-Silo Approach to digital marketing:
- Core marketing initiatives – proven practices that consistently drive high ROIs (SEM, SEO, tablet websites, etc.)
- Business need-driven campaigns – targeted marketing initiatives that meet specific areas of need, including seasonality, annual events nearby, or customer segment-related needs
- Capital investments, consulting and operations – baseline operational investments needed to keep the hotel website healthy, including re-designs, enhancements and ensuring proper hosting
The webinar included tips on how to increase bookings through the direct online channel and make the most out of your online marketing budget. Mechoso-Safer and Mastrogiacomo explained suggested best practices in SEM, SEO, mobile website and mobile marketing, online video, email marketing, remarketing/retargeting, reputation management, multichannel marketing initiatives, website analytics and more.
See two sample slides below:
Sample of a Business-Needs Campaign Plan
Putting the Budget All Together
HeBS Digital is the industry leader in hospitality digital marketing, leading the field in both return on investment and return on ad spend. HeBS pioneered many of the best practices in hotel Internet marketing, social and mobile marketing, and distribution through the direct online channel. The firm has earned more than 220 prestigious industry awards for its digital marketing and website design services, including multiple Adrian Awards, Davey Awards, W3 Awards, WebAwards, Magellan Awards, Summit International Awards, Interactive Media Awards, IAC Awards, and others. To learn more about HeBS Digital’s services, please visit www.HeBSDigital.com.