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Advising the hotel industry how to increase their online revenue

Search Marketing or Display Ads? Part III

With part 1 and 2 of this series we’ve headed into the following direction: display ads, as we know them, are not such an effective marketing tool anymore. It is more and more about precise targeting and innovative ways of running banner ad campaigns.

How is this for an example?
Travelocity, the popular travel website, is using real-time search data for their display ad campaigns. They use an engine called Teracent which matches the marketing message to their audience on the fly. Messages are based on a host of dynamic parameters such as search intent (e.g. when someone clicks on the star ratings for hotels, this person would only see ads for luxury hotels) and how far people drill down into a certain category.
This strategy has increased Travelocity’s online bookings by 203% !
Chip Hall, senior VP of sales and marketing at Teracent, tells AdAge:
“Display has to change, otherwise it’s headed for failure. If advertisers don’t recognize online is more challenged with the old approaches and needs to be incredibly hyper-targeted, they’re going to fail.”
Source: Econsultancy

Filed under: Display/Banner Marketing, Search Engine Marketing - SEM, , , , , , ,

Welcome to the Online Marketing Blog!

About the author:

I have over 15 years experience in ecommerce, online marketing and web project management, all gained working for various companies within the hotel and travel industry.

German by origin, I spent 8 years in the UK working for Open World Ltd, an online agency promoting luxury hotels internationally. Open World’s client portfolio included many of the major hotel chains such as Hyatt Hotels & Resorts, InterContinental Hotels & Resorts, Peninsula Hotels, Small Luxury Hotels, Pan Pacific Hotels & Resorts, to name but a few.
In 2007 I returned to Berlin, to set up the ecommerce department and develop the e-commerce strategy for the young but fast growing hotel management company, Grand City Hotels & Resorts.

With e-conceptory, I now make my experiences available to those companies who would like to wow their clients with a professional internet presence.

In short this is what I have to offer:

e-commerce, ecommerce, e-business, ebusiness, hotel online marketing, hotel internet marketing, new media marketing, web project management, web design, web programming, usability, accessibility, seo, sem, social media networking

Read more: www.e-conceptory.com

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About me

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

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