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Video clearly takes the consumer to a whole new place, one where they start to feel the experience of what is on offer. From this more emotive medium, we can connect and motivate people from the heart and the head. Video marketing is already a hot trend that will continue to be even more so. If a picture is worth a thousand words, then videos are worth a million. On websites, videos translate to lower bounce rates, greater engagement, and can showcase your hotel in multiple scenarios.
Video advertising across other channels also creates a whole new opportunity. Social media platforms, such as Facebook, Instagram and YouTube, already offer effective video advertising, and in a move that promises to be a game-changer, Google is looking into incorporating video ads in search results.
Video marketing can tell a story that resonates and allows for more out-of-the-box, immersive engagement, beyond the “look how amazing our rooms/grounds/location are”. It gives you the opportunity to capture detail, the mood; the small touches of inspiration on offer; a hot steaming bubble bath with candles; the feel of walking onto a balcony to drink in the view; the tranquility of lying by the pool with the sound of water flowing; walking through soft beach sand with the waves lapping the shoreline.
Social Media Advertising
The largest hotel marketing development in 2016 is social media advertising. Social channels like Instagram, Twitter, Facebook are now ad-supported media and allow hotels to narrow social media users into highly niche audiences for various campaigns. For instance, promoting a package to female Facebook users within a 50 mile radius and between the ages of 20-35.
Influencer marketing is the strategy of inviting bloggers, vloggers, Instagrammers, and podcasters with a massive and dedicated social media following to promote your hotel. It can be a very powerful, far-reaching method of connection.
Some hoteliers might dismiss VR as a fad that will run its course with tech geeks. But its foray into the mainstream market is just getting started. The hugely hyped Oculus Rift, Samsung’s Gear VR (powered by Oculus), HTC Vive, and other VR devices will bring to the marketplace an entirely innovative medium of online advertising, and will be able to integrate to video channels, popular social media platforms, and even messaging platforms. Marriott has taken advantage of this technology in several of its hotels by testing the first in-room 4D virtual reality travel experience. “VRoomService” allowing a guest to “visit” destinations such as Chile, Rawanda, and Beijing through what they call “V Postcards”.
Data & Marketing Analytics
Market data is crucial in branding and attracting travelers to your hotel, and an increasing number of analytics tools will help to track both performance and engagement on digital and social media platforms. According to a CMO survey, expect a more than a 60 percent rise in marketing analytics expenditures to interpret and utilize the huge pool of information and content created online by consumers. With more analytics, your hotel’s marketing decisions will be led less by instinct and more by real data.
Original article - Hospitality Marketing
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