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Advising the hotel industry how to increase their online revenue

Search Marketing or Display Ads: the Facebook case

Ok, forget what I said about display ads if it comes to Facebook!

I’ve just seen a blog today saying that Facebook is now the most popular social media site in the UK. Facebook has definitely made a lot of headway if it comes to advertising after much critique about their business model last year. On Econsultancy today the question is asked: Are marketers moving their Google search dollars to Facebook’s display ad business?

While this may be a bit over the top at the moment, the advantages of running display ad campaigns on Facebook are obvious. People voluntarily share information about themselves which enables marketers to target their ads much more precisely. Facebook has increased its market share and manages to engage its users more than other social media sites such as MySpace. Moreover, there is still less advertisers competing with you on Facebook than on Google AdWords and both systems are auction-based.

Research has shown, however that local advertisers are much more successful than large companies. The latter are often seenby Facebook users as being intrusive. People value information about local offers and events while they feel annoyed when they come across the same banner advertising on their community site – which they regard their private space – as they see everywhere else on the web.

For hotels, Facebook could therefore be a brilliant opportunity to advertise to the local market: meeting space, weddings, events and F&B, like those numerous Christmas parties and brunches and lunches coming up. Think about it!

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Filed under: Display/Banner Marketing, Social Media Marketing, , , , , , , , , , ,

Why think twice before using audio on your hotel website

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Have you ever sat in the office surfing the web, when entering a site suddenly filled your otherwise quiet room with music blasting from your speakers – every single one of your colleagues looking at you with a knowing smile? I’m sure you have. And what did you do immediately – without even thinking? You’ve hit the ‘back’ button of your browser before even trying to figure out how to work the mostly well-hidden audio controls.

This is why a hotel should not use audio on their website, unless the sound is set to mute on entering and the user can switch it on if they choose to.

Audio on websites is intrusive. In a recent survey, 87% of web users said they found ads that play music or sound frustrating: The Harris Poll PDF. This, however, does not only apply to video ads – a recent annoying marketing trend (Publishers: don’t annoy users with audio).

Statistics show indisputably that people look for and book hotel rooms during the week. They do this from the office in between work, when no one looks at their screen. And they don’t want to be caught out by even the smoothest, atmospheric music that you may think is essential to selling your stylish hotel. Once they’ve hit the ‘back’ button, you’ve lost them forever.
Is the audio really worth risking that?

Filed under: Hotel Websites, , , , , , , ,

About me

Corinna Witt : e-commerce, hotel internet marketing expert for hotels and the travel industry

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