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Tim Peter

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July 8, 2014

6 Key Secrets Every Hotel Marketer Should Know (Travel Tuesday)

July 8, 2014 | By | No Comments

Hotel marketing secrets to drive bookingsWant to know what separates the best hotel marketers from the also-rans? While there’s no one single thing, a few trends have emerged that contribute to success. Here are the 6 key secrets you ought to know for your hotel marketing efforts:

  1. Mobile is here. Now. I’ve talked — at length — about how big mobile travel really is. And it just keeps getting bigger. Scarcely a day passes without some new bit of data showing how frequently your guests use mobile to search and browse and find and book travel. It’s time to take mobile seriously for your business. OTA’s have invested significant amounts of money, time, and people into improving their mobile experiences for guests. It’s time you do, too.
  2. Millennials have arrived. Ignore them at your own risk. Data shows that millennials will spend more on trips this year than Gen X, increasing their spending almost 20% from last year, and that roughly one out of four millennials are planning more overnight leisure trips for leisure than last year. This doesn’t mean that you abandon Boomers or, if they’re a big part of your mix, Gen X. Not at all. However, as Jeff Bezos of Amazon recently pointed out, “All businesses need to be young forever. If your customer base ages with you, you’re Woolworth’s.” Consider how often senior executives from the big brands — Marriott, Hilton, Airbnb, Expedia — talk about millennials publicly (hint: Often). Boomers are beginning to age out of the marketplace, while millennials are coming on strong. You need to think about your next generation of travelers now.
  3. Search is getting expensive. Now, don’t misunderstand. I’m a huge fan of search marketing. It works well for most hotels to drive traffic and reservations. Unfortunately, for a whole slew of reasons, it’s getting increasingly expensive. More hotels use paid search than ever before. OTA’s increasingly use paid search to dominate the search results. And, guests have shifted to mobile in a big way — brining with it lower conversion rates and higher acquisition costs. As a result, you’re almost certainly seeing increased costs for paid search. A number of approaches exist to improve your booking costs from search. Use these approaches to hold your costs down. And you must also continue to look for additional sources for traffic and reservations beyond search (and you can ask me for help too).
  4. Metasearch will continue to evolve. Sadly, metasearch probably isn’t one of the ways to find traffic and reservations — at least not for long. Metasearch isn’t a product. It’s a feature. Expedia, Booking.com, TripAdvisor, and, yes, Google, can add metasearch features to they’re products anytime they choose (and some already have). Metasearch doesn’t represent the “Holy Grail” that will break the dominance of OTA’s on travel search. Hell, most of the big metasearch companies are owned by the OTA’s. Instead, metasearch as a feature represents just the latest step in the long evolution of price transparency in the hospitality space. Use them accordingly, highlighting why guests can expect to get the best rate and, more importantly, the greatest value when booking direct.
  5. Reviews matter. A lot. On the flip side, reviews offer a great way to reach guests and convey your hotel’s story. In fact, effectively managing your reviews represents the single best way to improve your digital marketing. Check out the current review landscape: Review volumes are way, way up. Guests continue to value reviews. And management (i.e., your competitors) are getting better at responding to reviews. Again, it’s about transparency. Use dedicated review sites such as TripAdvisor, Google+, and Yelp, as well as OTA review management tools to help answer your guest’s questions and drive more engaged guests.
  6. Your customer data is better than anyone else’s. Despite its age, email marketing remains among the most effective ways to engage with guests. Why? Well, you’re talking to a guest who travels, who has stayed with you before, and, as long as you’re following best practices for email collection, has agreed that he or she wants to hear from you. Even better, that guest is someone your competitors can’t reach as easily. Continue to grow your email list. Focus on testing what works in terms of open rate, click-through, effective rate, and conversion. Then apply what you learn from those tests the next time to improve your overall customer acquisition costs.

The simple fact is, whether you’re a single-property owner, management company, or major brand, independent or chain, you can compete with the Big Boys. But only if you’re smart about it. Trying to go toe-to-toe with large brands or OTA’s, trading blows in the center of the ring, is a terrible strategy. They have more money, people and data than you do. But, you can change the rules, and focus on improving your interactions with guests at every step in the process — regardless of marketing or distribution channel — to highlight your value and your values. Guests increasingly appreciate knowing more about their hosts and how they fit into the community (note the rise of Airbnb, for instance). Use that to your advantage. You may not be able to go toe-to-toe with the OTA’s. But the biggest secret of all is that, if you do this well, you won’t need to.

Interested in learning even more about the future of e-commerce and marketing via the social, local, mobile web? Register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here.

And, if you’re curious about other trends shaping travel marketing, take a look at my recent presentation, called, aptly enough, “Digital Marketing Directions – Exploit the Trends that Shape Travel Marketing”:

Finally, you might also enjoy some of our past coverage of the social, local, mobile web and what it means for your business, including:

Tim Peter

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June 6, 2014

What Google Won’t Tell You About Search Engine Marketing

June 6, 2014 | By | No Comments

Do you know what a search engine really is? Do you know how search engine marketing is continuing to evolve? No? Well, eMarketer has some crazy research out this week that talks about how companies are shifting US mobile ad dollars to search apps and how that will affect your business:

“As smartphone and tablet usage continue to increase, users are becoming more sophisticated, blurring their mental division between browsers and apps. Mobile marketers are responding to the fact that mobile search behavior is becoming less comparable with its desktop/laptop counterpart, and as a result, the market for mobile search advertising continues to fragment.”

Once upon a time, I posed a trick question, asking you all to consider the following image and answer which of the apps shown were search engines:

What is a search engine?

The reason it’s a trick question is because all these apps are search engines, with many vertical apps today taking the place of “traditional” search. As eMarketer notes:

“Google owned 82.8% of the $2.24 billion mobile search market in 2012… Google still dominates browser-based searches on mobile devices, but niche search apps are also becoming much more prevalent. This caused Google’s share to drop to 68.5% in 2013, according to eMarketer estimates, while the long tail of “other” companies increased share from 5.4% to 22.9%. This year, we expect Google’s share to fall again, to 65.7%, while the “other” category reaches 27.3%.”

Now, this doesn’t mean that Google’s shrinking, only that the use of mobile apps is growing faster than search overall as a means for customs to get answers to their questions.

So, who’s winning? It’s not just “search engines.” While “…search stalwarts like Yahoo and Bing” do well, a whole category known as “Other” has gained significant share. Who are they?

““Other” also includes niche service providers such as travel metasearch apps like KAYAK, job search apps like Indeed, e-commerce sales apps like Amazon and contextual search apps like Shazam… and Yelp is one of the companies beginning to emerge from the pack”

So, Google’s fallen from roughly 83% of all “searches” to only about 2/3rds in less than two years, with Yelp, Amazon, Kayak, and others gaining huge volumes. This demonstrates why I’ve suggested that local search increasingly is all about apps and that search engines will look very different in the coming months and years.

That’s also why I continue to recommend you improve your marketing through a variety of tactics:

  • Build your email list and social connections. Bypass any intermediary — search engine or otherwise — and talk directly with your customers.
  • Explore alternative marketing channels. Evaluate channels in use by your customers and seek ways to help them accomplish their goals in those channels.
  • Learn from market leaders. A number of outstanding companies are using mobile to deepen their relationship with customers. Watch for best practices and look for opportunities to apply them to your business.

I can’t tell you for sure what search engines will look like in a year’s time — or whether your customers will use “search engines” at all. However, I can tell you how to prepare so that no matter how your customers search, you want to be sure they can find you.

Interested in learning even more about the future of e-commerce and marketing via the social, local, mobile web? Register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here.

You may also want to review the tips in my recent presentation Digital Marketing Directions: Three Trends Shaping 2014 Hospitality Internet Marketing:

Finally, if you’re interested in learning even more about the future of e-commerce and marketing via the social, local, mobile web, register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here.

You might also enjoy some of our past coverage of the social, local, mobile web and what it means for your business, including:

Tim Peter

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May 12, 2014

What in the World is Happening with Local Search?

May 12, 2014 | By | No Comments

Man using smartphoneThere’s some interesting stuff going on in the world of small business web marketing, particularly with regard to restaurants that has huge impact on local search. Check this out:

Now, some folks suggest this is all about Google competing with Yelp. And I suspect that’s true.

But I also suspect that’s only part of the story.

For one thing, that doesn’t take into account what other players offer at all. Square’s Order app (only available in New York and San Francisco, at the moment), TripAdvisor (though only in France, I believe), and OpenTable, for instance, provide similar functionality and, more importantly, valuable relationships with restauranteurs.

On top of that, most of the write-ups I’ve seen about these acquisitions fail to note that, according to Yodle, “…more than half of SMB owners do not have a website (52%) or even measure the results of their marketing programs (56%).”

Instead, here’s what I think is happening — and why you should care.

I suspect the real reason for these moves is the current shift among consumers towards app usage. Google has relied on search to fill its coffers for years. And as consumers instead use apps to find, research, browse, and buy from local vendors they know and trust — and all evidence suggests they do — Google could easily find itself on the outside looking in. Square, by offering low-cost credit card readers to many small businesses, has gotten a toe-hold with those businesses directly. And they’re starting to use that toe-hold as a stepping stone (if I can mix metaphors), to drive customers to those businesses.

Just like a search engine would.

OpenTable already does the same thing. So does Yelp. And TripAdvisor.

All these tools rely on content from their small business partners. Content that used to be the domain of search engines and, increasingly, appear as the domain of apps.

What all this reflects is the reality that consumers don’t search on the desktop the way they once did (this is the part you should care about). Mobile is changing customer behavior in seriously meaningful ways.

Google sees it. Square sees it. TripAdvisor and Yelp and Foursquare and Facebook and plenty of others see it too. The question is whether you’re doing everything you can to ensure your business benefits, too.

[Note: Updated to include reference to TripAdvisor's purchase of LaFourchette (which I left out originally) and Yelp's launch of Yelp Reservations, which, literally happened about 12 hours after I first hit publish. Again, interesting times, well worth watching.]

If you’re interested in learning even more about the future of e-commerce and marketing via the social, local, mobile web, you might want to register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here.

You may also want to review the tips in my recent presentation Digital Marketing Directions: Three Trends Shaping 2014 Hospitality Internet Marketing:

Finally, if you’re interested in learning even more about the future of e-commerce and marketing via the social, local, mobile web, register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here.

You might also enjoy some of our past coverage of the social, local, mobile web and what it means for your business, including:

Tim Peter

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May 8, 2014

Why Search and Social Aren’t What They Claim to Be

May 8, 2014 | By | No Comments

Social and search don't play by the rulesMost of my clients use a combination of paid media, earned media, and owned media to reach their customers. My latest post for Biznology, “What’s wrong with search and social media marketing?” looks at what those mean:

“Historically, media has been broken into three categories:

  • Paid
  • Earned
  • Owned

Paid media is exactly what it sounds like: You pay someone to share your brand’s message. Paid media also powered broadcast and print’s business models for decades, with broadcasters/publishers enjoying a comfortable living from fees charged to advertisers.

Earned media, by contrast, focused on getting others to tell your story without giving them anything (tangible) in return. Traditionally, PR reflected the most common form of earned media.

Owned media, of course, are media channels that businesses controlled. That would include things like your website and mailing list (both email and snail mail).”

Search and social, however, don’t easily fit into these categories. Sure, you think you pay for search and promotions on social, and that you earn “Likes” and “Shares” and “Follows” and “Friends” across various social channels. But, in fact, you don’t. You don’t own the customers. You don’t even buy access to them. Not really. Because Google and Facebook and Twitter and others can change the rules at any time regarding how and where and when you can talk to your customers. In fact, they do — all the time.

That doesn’t mean you shouldn’t use search or social. Nor does it mean they can’t be valuable channels for reaching the right customer at the right time. What it does mean is that how you use search and social matters.

A lot.

And if you want to know how to use search and social most effectively to reach those customers, check out the full post over on Biznology, “What’s wrong with search and social media marketing?”

And if you’re interested in learning even more about the future of e-commerce and marketing via the social, local, mobile web, you might want to register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here.

You may also want to review the tips in my recent presentation Digital Marketing Directions: Three Trends Shaping 2014 Hospitality Internet Marketing:

Finally, if you’re interested in learning even more about the future of e-commerce and marketing via the social, local, mobile web, register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here.

You might also enjoy some of our past coverage of the social, local, mobile web and what it means for your business, including:

Tim Peter

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February 23, 2014

Tim Peter Moderates “Is Search Still Search as We Know It?” for the HSMAI Digital Strategy Marketing Conference

February 23, 2014 | By | No Comments

Tim Peter will moderate a panel, “Is Search Still Search as We Know It?” as part of the 2014 HSMAI Digital Marketing Strategy Conference. Featuring a distinguished panel that includes representatives from Google and two veteran search marketers, Tim will walk the panelists through a look at where search is today, where it’s going, and how hotel marketers can benefit from these changes in the future.

The event program describes the panel as follows:

“As user behaviors shift, demographics change, and search channels expand and converge, it’s important to understand what’s changed and how best to capitalize on the speed and direction of this change. During this session, experts will help guide you through the tangled web of ‘Search 2014’ and leave you with tips to help you stay ahead of the game.”

You can still register for this year’s conference onsite at the NY Marriott Marquis, Broadway Ballroom, 6th Floor and learn more about having Tim speak at your conferences here.

If you’re interested in learning even more about the future of e-commerce and marketing via the social, local, mobile web, register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here.

You might also enjoy some of our past coverage of the social, local, mobile web and what it means for your business, including:

Tim Peter

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January 3, 2014

Should Marketers Really Trust Google in 2014?

January 3, 2014 | By | No Comments

Is it safe for marketers to trust Google?

Like many of you, I’m prepping 2014 plans with many of my clients and for my own business. And, while looking through some year-end reports, I had a chilling thought: What if Google really sticks it to us next year? What if they turn off key services, eliminate more data or, most worrying, restrict access to customers?

Now, before we go too far down this path, let’s be clear: I’m not asking whether Google is evil. For the record, I don’t think they are. Neither is Facebook, Twitter, or LinkedIn (I’ll get to these guys in a minute). Each of these companies is doing its very best to take care of its shareholders. And, to be fair, doing that pretty well.

My question is, is what’s good for their shareholders also good for your business?

Consider the changes Google introduced to the overall digital marketing landscape over the last twelve months:

  • Google has continued to reduce the number of organic first page results. Traditional, “10 blue links”-style search engine results pages (SERP’s) occur less frequently than in the past. Growth of Google Now and Conversational Search may further reduce your opportunity to be seen.
  • Google limited business access to organic search data. While you can get some keyword data from Webmaster Tools, Google no longer provides search query info directly to site operators.
  • Google killed Google Reader. And, to a degree, took RSS with it. Again, in the spirit of fairness, RSS may have been dying (see here and here), whether Google kept Reader or not.
  • Google buried subscribed emails in a secondary, “Promotions” tab within Gmail even for emails customers deliberately subscribed to. Not great from an email marketing perspective, to put it mildly.

Now, let’s see. These changes effectively reduce your opportunities to get in front of customers via organic search, RSS feeds, and email. If I were a conspiracy theorist, I’d think Google was trying to move businesses towards some other form of advertising. If only they offered a product to help businesses reach more customers, they’d really be able to make some bucks.

Oh, wait…

Anyway, Google isn’t the only one doing these sorts of things:

  • Facebook recently admitted it’s limiting organic reach and recommending use of paid ads. AdAge quotes Facebook, “We expect organic distribution of an individual page’s posts to gradually decline over time as we continually work to make sure people have a meaningful experience on the site… We’re getting to a place where because more people are sharing more things, the best way to get your stuff seen if you’re a business is to pay for it.” [Emphasis mine]
  • Twitter is growing its Promoted Accounts and Promoted Tweets products. The company is expanding its promotional tools into mobile, providing you another “opportunity” to pay to talk to customers.
  • LinkedIn also launched a “Sponsored Updates,” a paid reach product. Sensing a trend here?

Now, again, none of this is evil. Facebook, LinkedIn, Twitter, and Google all have a right to do whatever they believe is best for their business. And, as public companies, one could argue have a responsibility to their shareholders to increase revenues and profits however they’re able.

You, however, have the right—and a responsibility to your shareholders—to ask whether you want to play along. After all, remember whose brand Google really wants to build.

Now, I doubt you’re going to run away from Google. Or Facebook, Twitter, LinkedIn or the rest. But it’s highly likely the costs of reaching customers through these channels will rise over the course of the next year. And it’s in your best interest to do more than just accept that.

What can you do about it? A few things, actually:

  • Adapt your mindset. The best digital marketing teams these days often refer more to inbound marketing than search marketing or social media marketing. They’re not focused on any one strategy or tactic; they’re focused on the result. And they’re willing to shift as individual channels gain or decline.
  • Focus on creating compelling content for your customers. Great content will continue to rank well in organic search. Great content will continue to attract links, “Likes,” and “Shares” for search and social benefit. And, most important, great content will continue to attract and engage customers, helping them solve their problems and increasing their awareness of, interest in, and actions towards your brand.
  • Continue to build your mailing list. Yes, I know I said that it’s getting tougher to get seen in your customer’s inbox. But email remains popular among consumers and a cost-effective channel for marketers. Plus, if you’ve got great content, why not share it directly with your customers?
  • Finally, pay attention to search returns, not search rankings. Even if you’re not sure whether to trust Google, that doesn’t mean you can’t put them to work for your brand and your business. Search remains a key driver of traffic and conversions for most businesses. That’s unlikely to change right away (if ever). But instead of gauging your efforts against “rankings” (a dubious metric in an age of increasingly personalized search), measure how effectively search drives your business results. Then invest appropriately to improve those results over the coming year.

I’m pretty sure it was Michael Corleone in The Godfather Part II who said, “Keep your friends close but your enemies closer.” I don’t know if Google, Facebook, LinkedIn, and Twitter are enemies. But it’s worth keeping them close in the coming years, just in case.

If you’re interested in learning more about the future of e-commerce and marketing via the social, local, mobile web, register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here.

You might also enjoy some of our past coverage of the social, local, mobile web and what it means for your business, including:

  1. The Secrets Behind “It’s All E-commerce” for 2014
  2. The Zen of Digital Marketing Strategy
  3. 7 Steps to E-Commerce Heaven
  4. Today and Tomorrow: Mobile and The Changing Customer Journey
  5. Warning: Mobile Drives Booking Costs Up and 4 Ways to Prevent It (Travel Tuesday)
  6. Mobile Makes E-commerce Even More “Frictionless”
  7. 3 Key Trends for 2013
A version of this post originally appeared on Biznology.
Tim Peter

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October 18, 2013

Does Marketing Still Include Paid Search?

October 18, 2013 | By | No Comments

Paid search and marketingMarketing isn’t art. At least not exclusively. It’s also part science. Which is why I’m troubled when I see smart, capable folks like Vic Drabicky suggest on Marketing Land that paid search is no longer part of marketing.

Yes, there’s been an increase in the amount of technology and automation supporting paid search campaigns. But marketing is about the information side of IT, not the technology side.

And badly executed paid search doesn’t indicate the death of it as a marketing practice. In fact, it indicates opportunity for smart, savvy, capable marketers to use to their advantage. Which is pretty much the point of my latest post on Biznology, “Is Paid Search Part of Marketing?”

Obviously, I think the answer is ‘yes.’ But check out the whole post to see why when you get a minute. You’ll be glad you did.

If you’re interested in learning more about the future of e-commerce and marketing via the social, local, mobile web, register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here.

You might also enjoy some of our past coverage of the social, local, mobile web and what it means for your business, including:

Tim Peter

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October 9, 2013

Search's Continued Evolution – Thinks Out Loud Episode 45

October 9, 2013 | By | No Comments

SEO

Search’s Continued Evolution Headlines

You can also register to receive a free copy of my special report, “Digital Hotel Marketing in a Multiscreen World,” produced in conjunction with Vizergy, here. While it’s targeted to the hospitality industry specifically, most of the lessons apply across verticals.

Contact information for the podcast: podcast@timpeter.com

Technical details: Recorded using a Shure SM57 microphone
through a Mackie Onyx Blackjack USB recording interface into Logic Express 9 for the Mac.

Running time: 13m 01s

You can subscribe to Thinks Out Loud in iTunes [iTunes link], subscribe via our dedicated podcast RSS feed (or better yet, given that Google has now killed Reader, sign up for our free newsletter). You can also download/listen to the podcast here on Thinks using the player below:

Tim Peter

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August 19, 2013

Say What? Computers May Stop Using Screens and What That Means for Your Business

August 19, 2013 | By | No Comments

Predicting the futureQuartz has a good look at how Google is preparing for screenless computers. Key quote:

“The future of Google’s voice interfaces isn’t just accurate interpretation of commands, but real interaction—hence the ‘conversation’ part of Huffman’s Conversation Search group. One trick Google’s voice interface can already do is understand pronouns like he, she and it. ‘You can ask yourself why in language do things like pronouns exist—well, they exist because it lets us communicate faster than we do without them,’ says Huffman.

To demonstrate, Huffman follows up his question about how far it is to Hearst Castle with the sentence ‘give me directions,’ which doesn’t even include the pronoun ‘it,’ but his phone begins rattling off directions in its tinny computerized voice, anyway.”

I’ve been talking about this trend for a while, (most notably in a Travel Tuesday post called
“What Watson, Xbox, and Google Are Telling You Right Now”). But regardless of the industry, this scenario describes where we’re headed:

“Imagine your customer driving his family to Disney for summer vacation, leaving New York early in the day.

Now imagine 8 hours later, the kids are getting restless and the parents want to find a place to stay somewhere near, say, Nashville, NC.

They’ve got a voice-responsive mobile computer sitting in their center console and the power of Google, or Bing, or Watson on the other end of the line to help them find a hotel that meets their needs and, when they’re ready, book it.”

The key point is that the 10 blue links that make up search results pages are increasingly rare—I recently heard one observer claim those now make up fewer than 15% of all search results (though I’ve been unable to verify that stat).

In any case, your marketing must adapt as your customers adopt new technologies and as their behavior shifts. Google’s doing it today. The real question as you head into planning for next year is what you need to do to get ready.

If you’re interested in learning more about the future of marketing on the social, local, mobile web, register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here.

You might also enjoy some of our past coverage of the social, local, mobile web and what it means for your business, including:

Tim Peter

By

July 19, 2013

Local Search is More than Meets the Eye

July 19, 2013 | By | No Comments

20130719-162343.jpgWhen is local not local? It’s not meant as a riddle, but instead as a thought-starter, something to get you thinking about what local really means for your customers.

Oh, and for your brand.

Because, as I write in my latest piece for Mike Moran’s Biznology blog, “Why Local Search is Just Like Politics,” local is about more than just geography (or, more correctly, proximity).

It’s also about those things your customers think about when they really need an answer, when they’re really in the market, when they’re ready to buy. Because local is more than just geography. It’s more than just proximity.

In the immortal words from Jaws: The Revenge, “This time, it’s personal.”

Local search, largely driven by mobile and the “always connected” nature of your customers, is all about personal response.

And my Biznology post explores how you can use that to your advantage in more detail. Check it out if you get the chance.

Interested in learning more about e-commerce and digital marketing? Register to receive a free copy of my new special report, “Digital Hotel Marketing in a Multiscreen World,” produced in conjunction with Vizergy, here. While it’s targeted to the hospitality industry specifically, most of the lessons apply across verticals. And, if that’s not enough, you might also enjoy some of our past coverage of strategy, digital marketing, and e-commerce, including: