The 2013 Digital IQ Index®: Hotels report assesses the digital performance of 48 U.S. Hotel brands in the Economy, Midscale, Upper Midscale, and Upscale categories across the dimensions of Site, Digital Marketing, Social Media and Mobile
Marketing Challenges International (MCIntl) recently released a white paper that outlines the social media marketing landscape for global destinations in the meetings and conventions industry. Digital and social media are now complementing and, in some cases, replacing traditional marketing strategies due to cost-effectiveness, expansive reach, and the ability to target specific audiences based on preference.
“The market is evolving so rapidly that we have to keep monitoring it”, said Michel Couturier, President, MCIntl. “We took an in-depth look at the social media landscape and extracted strategies for our global clients. We know that research and face-to face meetings are key to success for a destination, but applying effective social media tactics can also enhance the marketability of a destination.”
Using social media as a marketing tool for global destination promotion is standard practice for the leisure market, he said, but convention bureaus have been slower to adopt these new tools. In a phone interview with International Meetings Review, Couturier noted several destinations that have done well with implementing social media with their convention marketing.
An interesting article on the role of the Chief Marketing Officer.
Our response to this is as follows:
“An interesting viewpoint. I think the IKEA and Apple leadership approach speaks for itself. Marketing has moved on and is still a misunderstood and ill defined term. Our view is that the modern CMO needs to be able to lead and fuse science, art & technology to build lasting and profitable customer relationships. Kamprad and Jobs did this. The CMO needs to get the facts that data (in increasing forms) can provide to drive decisions. The art of marketing remains with the needs to build positive brand affinity. Any CMO that does not understand what technology can do for their business needs to get educated and the entire area of relationship building and engagement have been revolutionised by the opportunity presented by social marketing. We don’t believe the CMO role is dead. It is a role that has been transformed and those companies that get it and have CMOs that fuse science with art with technology and relationship building will probably be those most likely to succeed.”
CMOs InTravel | The Forum for Travel Marketing Specialists
Advertisers Can Reach More Than 7.5 Million Engaged and Qualified Travelers on Mobile Devices
CHICAGO--(BUSINESS WIRE)--July 30, 2013--
Mobile Media Summit 2013, As mobile usage among consumers continues to skyrocket, brand advertisers are seeking ways to reach qualified audiences at specific locations. To address this opportunity, MediaShift, Inc. (OTCBB: MSHF), a leading digital advertising technology company, today announced the immediate availability of a new mobile engagement platform that enables brands to reach travelers while at airports and hotels.
Through this immersive, end-to-end platform, brands can now target and remarket to this highly-desirable audience throughout the entire browsing session. Brands are seamlessly integrated into a user experience through sponsorship and native advertising opportunities. The company’s mobile network currently reaches more than 7.5 million unique users per month.
- CMO Council Contributes to Development of Future Asia-Pacific Marketing Leadership (sys-con.com)
- gyroVoice: Can CMOs Master the Customer Experience for Hispanic Shoppers? (forbes.com)
- Is the Future Bright for CMOs? (digiday.com)
- Why CMO Job Security Is Rising (forbes.com)
- The new CMO: An old dog with new tricks (andrewdod.wordpress.com)
Travel Ads Come to Life: Top 14 Ambient Tourism Campaigns – Skift
Samantha Shankman, Skift
Breaking through in travel advertising is no easy task; we chronicle all the quality and even questionable attempts of destinations and travel companies to attract customers and visitors via video each week.
But as travel competition heats up in this over-saturated media messaging world, tourism organizations are pushed to come up with more creative ways to attract tourists. Ambient advertising, in which agencies take their messages offline and onto real-life objects, has experienced a boom among tourism organizations in the past year.
TV travel advertising in the U.S. has suddenly become more crowded and competitive, and as Expedia Inc. brands struggled to break through the clutter in the second quarter, the company’s hotel business suffered, and its Hotwire unit took a particularly hard hit.
Amidst some downbeat financials, that was the competitive climate that officials said Expedia operated in during the quarter.
The impact of Expedia’s multifaceted woes? Room night growth decelerated from 28% year-over year in the first quarter to 19% in the second quarter, and revenue growth likewise slowed from 24% in the first quarter to 16% in the second.
And, Expedia Inc.’s net income declined 27% to $90.5 million in the second quarter of 2013, compared with the same period a year earlier
- Top Travel Industry CEOs on Social Media – Skift (cmosintravel.com)
- Shares of Expedia tumble 25 percent after online travel giant hits Q2 ‘headwinds’ (geekwire.com)
- Expedia admits that TripAdvisor and Booking.com are hurting it hard (tnooz.com)
- Statistics on the US TV fight among TripAdvisor, Expedia, and Priceline (tnooz.com)
- Expedia 2Q profit drops 32 percent (miamiherald.com)
Rafat Ali, Skift
For the world’s largest consumer-facing sector, you would think that the travel industry executives would be very social and outward looking. This is, after all, an industry built on hospitality. Think again.
Turns out among the legions of big travel companies across all its subsectors, the CEO and leaders of these companies very rarely go off track from traditional corporate channels of communication. A select few of them are on social media, and even fewer have a meaningful presence — communicating with and responding to customers and peers in travel — in the various social channels.
Part of it has to do with the top leadership among top companies in travel: it still is an old white-boys club, for most part, at least in U.S. and Europe, and very few of them are tech savvy themselves. The more practical reason is that most of the large travel companies are public companies, with lots of financial regulations inhibiting the free form of communication that social media allows
- The changing face of loyalty programs in the travel industry [INFOGRAPHIC] (tnooz.com)
- 10 Social Media, Mobile, and Online Travel Stats [INFOGRAPHIC] (socialmediatoday.com)
- 10 Social Media, Mobile & Online Travel Stats [Infographic] (business2community.com)
- Why Google+ is the Ultimate Travel Resource (business2community.com)
- The role of systems in the travel and transportation industries (smartercomputingblog.com)
Disruption of the $855 billion U.S. travel and tourism industry is something we report on every day at Skift, but recently HUGE, the digital agency best known in the travel world for designing the Four Seasons’ super sexy website, released a report on digital travel trends that we really like.
The report distills the major trends that are changing the way the U.S. and the world travels into a short six pages, which read as a quick jargon-free guide to all things buzz-worthy and innovative in the travel space.
The trends touch on everything from collaborative consumption and mobile apps to hotel management tools and unbundled airline fees
“For instance, connected consumers are less influenced by the big broadcast and print campaigns traditionally used to capture people at the top of the funnel, and are more influenced by social media recommendations, such as maybe a fun YouTube video someone shares with them.”
Read more at http://www.tnooz.com/2013/07/16/news/the-travel-marketing-funnel-is-broke/#etfvMPjuLk0fS5mr.99
Why the Destination Marketing Organisation is broken.
- Is Social Media the New Word of Mouth? (business2community.com)
- 5 Social Media Rules Every Entrepreneur Should Know | Entrepreneur.com (blackbeltbusiness.wordpress.com)