Unique Characteristics of Digital Marketing over Traditional Marketing

Are you a hotelier in the middle of the debate where you should mainly focus your marketing efforts: digital media or traditional media? In this new era, millions of people around the world spend countless amount of time connected around digital platforms. As hotels are increasingly aware of this trend, marketers have been striving to leverage their brands in popularity in the digital world. As a hotel marketer, you might be looking to reach audiences on a national and global scale which can be effectively achieved with digital marketing. Indeed, if you are looking to connect with your guests at the right place and the right time, digital marketing initiatives are powerful in doing so. In comparison to traditional marketing, you can immensely benefit from subscribing in digital marketing services. In today’s world, digital marketing has enormous advantages in comparison to traditional marketing.

How Digital Marketing Distinguishes from Traditional Marketing?

Pull emphasis versus push emphasis:

Digital marketing will expose your brand to a relevant audience that has demonstrated interest in booking a property of your type. Indeed, search engine marketing (SEM) can help you motivate your ideal hotel guests to seek your brand. Through SEM, you can increase your brand visibility towards guests looking to book a hotel of your style in the search engine results page (SERPs). As a comparison, traditional marketing exposes your brand in front of a broad audience who might not necessarily be appealed by your room offerings.

Multi-ways communications versus one-way communication:

Digital marketing can allow you to interact with your guests. Indeed, you can deliver a message to your audience and receive their feedback. Your digital platforms can help you build strong ties with your guests as it gives you the possibility to sustain consistent communication showing genuine care to your audience. You can also engage your audience through encouraging user-generated content (UGC). According to the Paid Media Tech organization Adsmurai, research found that UGC is 42% more powerful and 6.9 times more engaging than content coming from a particular brand itself. Traditional campaigns allow to deliver a single message without knowing the customer’s reactions and whether the marketing efforts generated new leads.

Detailed targeting versus media placements targeting:

Digital marketing allows you to proceed with micro-targeting meaning you have the ability to promote your brand based on the unique characteristics of your target audience. Indeed, you can create content that will be shown to a set audience according to their demographics, psychographics and geographic attributes. In this way, you can create ads based on your guest’s interest and lifestyles. You can then obtain relevant traffic to your site and attract people who likely have the intent to book a stay at your property. The analytics of your sites will also allow you to better understand your target market and develop more effective and appealing campaigns. Nevertheless, traditional campaigns mainly target an audience based on the media placements that are not always displayed in front of the customers you are specifically willing to target. In fact, traditional marketing is not that precise when it comes to reaching your ideal potential guests.

Static campaigns versus dynamic campaigns:

Based on your customer insights, it is easy to adjust a digital campaign in a few clicks. You can quickly decide to invest based on your ad performances. You are able to test different creatives and targeting methods and review your campaigns accordingly. Thus, digital marketing gives you the possibility to sustain effective campaigns that are likely highly appealing to your ideal hotel guests. However, traditional marketing enables the creation of static campaigns which are difficult to adjust with media agencies. Indeed, the agreements are often long-term and if the campaigns are not performing as expected, you will certainly have to wait until the end of the agreed period with the media company.

Micro-level measurement versus qualitative measurement

The results of digital marketing can be easily measured. As you launch your campaigns, you can almost immediately know how well it is performing. Through your website analytics and digital tracking systems, you can have a better understanding of your guest’s behavior. Thanks to those data, you can learn about the details of your customer journey and identify how attractive each of your different content was to your audience. For instance, email marketing campaign analytics can allow you to know the number of emails delivered, read and discover their conversion rates. The digital platform Google Adwords also allows to monitor the ads performance on the search results pages and reveal exact useful insights about the users. As a result, you can get inspired to keep or modify your campaign based on who is your audience and what mostly captivates them. However, the veracity of traditional campaigns takes weeks and even months to evaluate and is mainly achieved through qualitative research which is not statistically representative. As the response to traditional promotions are subjective and not rigid, it does not provide with a clear idea about what really appeals to your audience.

In this new digital age, you should consider pivoting from the traditional sales funnel as it is no longer as powerful as it used to be. As a hotelier looking to offer personalized experiences to your guests, digital marketing can help you achieve the greatest results in doing so. Digital marketing will allow to create highly effective campaigns promoting your rooms based on your guest’s preferences. Indeed, your digital efforts will allow you to collect insights about your ideal guests based on their actions in your platforms. You will be surprised how well you will be able to accommodate your guests based on their requests. As you will exceed people’s expectations, you will achieve the greatest customer lifetime value and hotel occupancy you have ever achieved.

 

Traditional Marketing vs Digital Marketing Strategies: What Should You Opt For in your Hotel?

Are you a hotelier wondering how both traditional and digital marketing can contribute to your hotel success? According to the Hotel Sales and Marketing Association, HSMAI, the most successful marketing hoteliers balance both and use an efficient mix of both strategies. Indeed, members of this organization agreed that using both methods in a well-planned manner can lead to successful conversions. Although, we live in a digital age, traditional media have also still proved to be powerful for hotel organizations. While traditional media strategies can mostly help you attract new customers, digital media have allowed the most effective CRM as it provides in-depth analysis of consumer behaviors. According to Hcareers, the Millennial generation who spent $200 billion in travel have represented an important driving force for the hotel industry. Statista also reported that millennials spend on average 211 minutes per day using digital media. As millennials are the main buyer persona for your hotel, it is important to focus your effort on digital marketing while not neglecting traditional marketing.

Difference Between Traditional and Digital Media Marketing

Traditional Marketing

Traditional marketing involves any marketing technique that do not require the use of online channels. The most popular strategies are the following:

  • Print Marketing such as flyers, brochures, newspapers and magazines.
  • Outdoor Marketing such as posters and billboards.
  • Broadcasting such as television commercial and radio.

Those are still an important part of your potential guest’s daily routines. If you are willing to target your local population and have your brand on people’s top of mind, traditional marketing is definitely your solution.

Digital Marketing

Digital marketing can be characterized by any online promotional strategies. Examples of the most popular mehods used nowadays are the following:

  • Paid Search Advertising such as Google text and video ads.
  • Pay Per Click (PPC) ads.
  • Social Media Marketing such as Facebook, Instagram, LinkedIn ads.
  • Remarketing
  • Email Marketing.
  • Apps advertising.

While traditional media have remained unchanged, digital media are constantly evolving with the rise of new technologies.

Why Digital Marketing Should be the Main Focus for your Hotel Strategies Nowadays?

  • Digital marketing is highly convenient as it can allow you to proceed in fast promotion and improve your exposure. Indeed, with digital marketing, you have the ability to advertise across several channels such as Facebook, Instagram, LinkedIn, Google instantly. Also, if your hotel has a limited marketing budget, social media is a more economical way to promote your brand as compared to traditional media that can be very costly.

 

  • Digital marketing can be very efficient as it is measurable and you can easily identify your ROI. Indeed, you can have access to significant amount of data that can allow you to determine your ideal hotel guest’s preferences and expectations. For example, you are able to know how many people clicked on your advertising material and what exactly generated their interests. This allows you to create well-optimized marketing campaigns. With traditional media, it is more complicated to know how people react to your promotions.

 

  • While traditional media is one-way method of communication, digital media are multi-ways and can be highly engaging to your potential and existing guests. As digital media allows the sharing of immediate feedback, it drives significant word of mouth. Digital media can allow you to interact with your customers at all time which is a great advantage if you want to build strong ties with your target audience.

 

  • Digital marketing can allow you to be very precise when it comes to your targeting strategies. While traditional media promote to an overall local market, digital media gives you the ability to use features to specifically target your audience. Indeed, you can target entering the details of your audience’s demographics, interest, and behavioral characteristics. In this way, you are able to attract your ideal hotel guests.

In sum, while it is still necessary to use traditional media marketing methods, digital media are becoming more and more crucial in your hotel strategies. Digital marketing allows you to reach a significant audience and engage with them instantaneously. In order to appeal to the millennial generation representing an important part of today’s travelers, it is important to stay up-to-date with the latest digital marketing techniques. Digital media are key tools when it comes to driving your hotel’s direct booking. When you find the right balance when using both traditional and digital marketing strategies, you will become a successful hotel marketers!