Henry Ford said, “If you always do what you’ve always done, you’ll always get what you’ve always got.”
So then why continue to manage online marketing the “old fashioned way” when there are options to bring it into modern times? It’s entirely feasible to reduce the amount of time and effort spent on executing digital strategies with the net benefit of cutting costs and improving performance.
Over the years, technology advancements have altered our world in profound and not so profound ways. Medical imaging procedures can be conducted on one continent and read by a technician on another within minutes. People have access to personalized entertainment 24/7. Consumers can buy pretty much whatever they want on demand.
Switch gears to hospitality – how has technology impacted the world of a hotel marketer?
It’s actually not about technology per se, but rather the problems it solves
I used to think that SEO was brain surgery, quantum physics or DNA sequencing, above what the average Jane could understand. But I now know that simply put, all that is really necessary is to answer the questions hotel shoppers are asking and that it’s very much a team effort.
Super smart technologists have to architect and build a well performing website that provides a comprehensive platform taking advantage of 21st century computing. Then it’s up to the marketers to do what marketers do best.
Use the technology solutions to drive traffic, merchandise the product and make the right offer to the right person to close the deal. The business problem that hotel marketers need to solve can be distilled down to a single statement.
How can I drive the most bookings for the least amount of money, time and effort possible?
1.Decrease online marketing costs
First of all, understand that all software is licensed whether it’s SaaS (Software as a Service) also referenced by some as “in the cloud” or accessed via applications that must be installed on your computer or servers.
However, the SaaS approach gives tech companies the ability to develop software that is less expensive, is scalable and cheaper to support, and as a result you become the beneficiary of its existence to decrease online marketing costs.
2. Improve digital marketing performance
Consider that a “purpose driven” website design based on purchase intent insights and analysis will help achieve this goal.
A website will outperform its competition provided there is easy access for search engine bots to crawl it, which in turn improves SERP (search engine results page) rankings.