The combined worlds of marketing and advertising are evolutionary in the extreme, with the pace of change and advancement particularly pronounced in the digital age.
If you cast your minds back to the advent of television, for example, advertising was a simple and relatively generic discipline that was focused solely on building brand awareness. This is no longer the case, however, with businesses now able to target alternative consumer segments through a variety of online and social channels.
This makes engagement an increasingly prominent advertising objective, particularly in competitive markets such as the hotel sector. In this instance, hotels are continuing to thrive off the back of digital marketing, while also driving growth and competitiveness within the online advertising space.
How are Hotels Using Digital Marketing?
When you look at travel stats within the UK, you begin to see the potential and the level of competitiveness that exists within the sector. According to SEO experts the Web Marketing Group, 86% of Britons look to take a holiday either at home or abroad every single year, while residents took an average of 3.4 holidays during 2016 (with two of these abroad). This hints at the size of the market and the level of demand, and the need for hotels to differentiate themselves in a busy and competitive space.
In general terms, hotels are exceptionally adept at driving traffic and brand awareness through social interactions. It is the deployment of paid advertising techniques that encourage them to partner with expert service providers, with web marketing groups capable of integrating PPC, PR and SEO strategies as part of a single, seamless campaign. This can then be tailored according to your budget, scope and the precise needs of your business, and whether you require to target new audiences or retain an existing customer base.
This is typical of brands in competitive markets, which usually boast the expertise and knowledge to successfully engage customers through social media while requiring strategic guidance when looking to build awareness and develop paid campaigns. In many ways this makes perfect sense, as it is important that paid marketing efforts are well-managed and structured so that they can deliver the optimal ROI. In contrast, social interaction often relies on creativity and the ability to engage customers on an emotional level, which often requires minimal financial investment.
The Last Word: How Hotels Are Helping to Drive Competition Among SEO Providers
The fact that leading SEO brands are able to target specific markets with their services offers a fascinating insight into the nature of contemporary marketing, with industries now able to benefit from tailored and strategic advice that is entirely.
relevant to their needs. This is a key element of modern-day marketing and advertising, with brands increasingly focused on building awareness among targeted consumer segments using a variety of paid methods that optimise their chances of success.
It is interesting to note that this trend is also driving sustained growth and competition among SEO providers, who are constantly forced to develop their services in order to target specific marketplaces. The more that web marketing groups can refine their practices, diversify their packages and ultimately help their clients to comply with Google’s constantly changing algorithms, the greater chance they have of claiming a larger share of lucrative and competitive sectors such as the travel industry.