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.