Its on the cards for Google to pull out of China, after govenment hackers were discovered. The dispute carries on, but Google remains confident that a negociation can be made to keep the search engine functioning.
If, however, an agreement isn't reached - how will this affect SEO for Asia-pacific websites? In the only way it can ...
Google's lost share will pave the way for other search engines to overtake in, what is undoubtably, the worlds fastest growing economy. This means that online marketers will need to make sure all algorithms are supported and step up campaigns on alternative search engines.
Tuesday, January 26, 2010
Tuesday, January 12, 2010
How to compete online - hotels
No doubt people will remember a time when offering a quality product was enough to generate sales, now hotel sales is a primarily price-led market. In today’s competitive market, the slogan ‘sink or swim’ has never held as much meaning. To stay in business, it’s important for hoteliers to recognise online marketing as a prime selling channel.
Online selling is a fast moving, dynamic market, with an abundance of suppliers and technologies. Whether objectives are to improve your online presence, boost revenue or to streamline administration, a grasp of the mechanics of each booking engine is a fundamental element of today’s sales and marketing activities.
The whole aspect of buying has been influenced by online traders, offering consumers the chance to search and buy products from any destination with the click of a mouse. Online buying has fast become the preferred method due to speed, choice and instantly available information. Tapping into the benefits of this medium will undoubtedly benefit any accommodation provider.
With so many global distribution networks and third party suppliers online, it’s a constant challenge for reservations personnel to investigate each ones unique offerings, commission rates and individual settings, while trying to maintain rate parity across all channels. A greater understanding of internet and global distribution systems is essential to remain competitive. Utilizing these online sales channels will cost effectively market your product globally.
Things to remember
* Choose booking engines wisely, in terms of commission, coverage and profiling
* Advertise your best available rates and value added packages for optimum results
* Manage your online activity in conjunction with your offline activity to strengthen your advertising efforts
* Be selective and concise with your copy, including your key selling points, visitor attractions, directions and high quality images
* Keep descriptions and promotions fresh and targeted
* And most important : Make rate parity a must across all booking channels
Online selling is a fast moving, dynamic market, with an abundance of suppliers and technologies. Whether objectives are to improve your online presence, boost revenue or to streamline administration, a grasp of the mechanics of each booking engine is a fundamental element of today’s sales and marketing activities.
The whole aspect of buying has been influenced by online traders, offering consumers the chance to search and buy products from any destination with the click of a mouse. Online buying has fast become the preferred method due to speed, choice and instantly available information. Tapping into the benefits of this medium will undoubtedly benefit any accommodation provider.
With so many global distribution networks and third party suppliers online, it’s a constant challenge for reservations personnel to investigate each ones unique offerings, commission rates and individual settings, while trying to maintain rate parity across all channels. A greater understanding of internet and global distribution systems is essential to remain competitive. Utilizing these online sales channels will cost effectively market your product globally.
Things to remember
* Choose booking engines wisely, in terms of commission, coverage and profiling
* Advertise your best available rates and value added packages for optimum results
* Manage your online activity in conjunction with your offline activity to strengthen your advertising efforts
* Be selective and concise with your copy, including your key selling points, visitor attractions, directions and high quality images
* Keep descriptions and promotions fresh and targeted
* And most important : Make rate parity a must across all booking channels
Build a relationship online
Most would agree that Ireland is a friendly nation, a social-happy country, which makes hospitality such a naturally compelling business here. This social happy vibe however is most apparent on a one-to-one basis, ie when the guest has arrived. But what about before they arrive, when they are making a booking, researching or chatting online? How can hoteliers or businesses in general for that matter, make that all important fist 'digital' step?
Those in the 'know' know that social media, blogs and customer reviews are qualitative social sources that build virtual relationships. The question is - are hotels using them?
After a recent training session with a popular hotel in Kerry, it came to light that whilst these mediums have been heard of, there isn't the staff time, confidence or opportunity to make social marketing a part of their strategy. To make things worse, traditional-minded owners are wary of venturing into newer technologies and channels and find the whole concept quite daunting.
I urge all hotels and businesses to give these mediums a go. It's free, fun and could be a valuable profit source.
Take 10 minutes out of every day to type a note or link to a promotion on your website.....who knows, you might become addicted!
Popular social media and review sites
Twitter.com
LinkedIn.com
Facebook.com
Tripadvisor
Those in the 'know' know that social media, blogs and customer reviews are qualitative social sources that build virtual relationships. The question is - are hotels using them?
After a recent training session with a popular hotel in Kerry, it came to light that whilst these mediums have been heard of, there isn't the staff time, confidence or opportunity to make social marketing a part of their strategy. To make things worse, traditional-minded owners are wary of venturing into newer technologies and channels and find the whole concept quite daunting.
I urge all hotels and businesses to give these mediums a go. It's free, fun and could be a valuable profit source.
Take 10 minutes out of every day to type a note or link to a promotion on your website.....who knows, you might become addicted!
Popular social media and review sites
Twitter.com
LinkedIn.com
Facebook.com
Tripadvisor
Investigation into targeted ads and pricing
Just came across this article today which will be especially important to those using targeted ads with price incentives. This is an issue which as been under the microscope so to speak, and I'm sure will continue to be.
Read on ...
http://www.guardian.co.uk/media/2009/aug/20/internet-targeted-advertising-oft-investigation
Read on ...
http://www.guardian.co.uk/media/2009/aug/20/internet-targeted-advertising-oft-investigation
Monday, January 11, 2010
Online Marketing tips for 2010
Welcome to 2010!
After an appalling year, which we all would now like to erase from our minds and
cast out of existance, many of us are (hoping) that 2010 will be the year to
replace it.
Here are 10 top online marketing tips to ensure success in 2010
1) Consider your Budget. Always top of the list, and may well be somewhat
diminished this year. The idea here is to make yours go further. Thats why tip 1 is
to consider your budget before setting your online marketing plan. By evaluating
statistics and campaigns in 2008 and 2009, you can pinpoint where your budget
was producing results and where it, well ...wasn't. For example, you invested 25%
budget into your organic SEO and 50% into sponsered advertising. Despite the
fact that your statistics are telling you that the quantity of clicks was greater for your sponsered ads, your actual conversion (and profit) was low. Now may be the
best time swap - Organic 50% and Sponsered 25%.
2) Anyone need training? - We all need training from time-to-time, and generally
we send staff off for a day or a week for an unmentional sum of money. Well, how
about training in-house. For half a day a week, one member can mentor another.
One of the bonuses with working online, is that everything is readily available, so
training others doesn't have to mean installing numerous bits of software.
3) Check providers - Now is also a great time to consider if changing providers,
agencies etc would save money or if training someone in-house would replicate
the same results.
4) Who's the Competition - Spend some time watching your competition - thats
the usual competitors, new entrants and those cross-selling or diversifying.
5) Be social - Never underestimate the benefit of social interaction - BLOGS,
social media, PR etc, it's free in the main and helps to form relationships, provides better customer service and loyalty.
6) Market research - The marketing community know that last year's big idea is
this year's rubbish. Research what's happening now and ideas which are forming.
Consider new technologies, watch for company partnerships and above all - listen
to your customers online. All this will impact on the market of tommorrow.
7) Freshen up - Use 2010 as an excuse to update your website pages. Simple
changes in copy, images and adding new media content will do.
8) Think outside the box - You've researched the market, you know what your
competition are doing - now think of those innovative ideas. Don't be scared to try them out!
9) Reviews and responses - Your customers are king, and so is their feedback. If
you are resonding to customer demands and needs, make sure you know what
they are first. If you sell products, ask for a review. If it's a service, ask your
happy customers to recommend.
10) It's all in the stats - And lastly, don't guess or base all your decisions on what flopped last year. Analyse your statistics for in-depth insights. Use your analytics to best advantage by monitoring each month. Set up goals, event tracking,
integrate campaign statistics with website ones ... This way, you can give yourself a clearer picture of real-time analytics and trends, then make changes as and when you need them.
Good luck for 2010!
After an appalling year, which we all would now like to erase from our minds and
cast out of existance, many of us are (hoping) that 2010 will be the year to
replace it.
Here are 10 top online marketing tips to ensure success in 2010
1) Consider your Budget. Always top of the list, and may well be somewhat
diminished this year. The idea here is to make yours go further. Thats why tip 1 is
to consider your budget before setting your online marketing plan. By evaluating
statistics and campaigns in 2008 and 2009, you can pinpoint where your budget
was producing results and where it, well ...wasn't. For example, you invested 25%
budget into your organic SEO and 50% into sponsered advertising. Despite the
fact that your statistics are telling you that the quantity of clicks was greater for your sponsered ads, your actual conversion (and profit) was low. Now may be the
best time swap - Organic 50% and Sponsered 25%.
2) Anyone need training? - We all need training from time-to-time, and generally
we send staff off for a day or a week for an unmentional sum of money. Well, how
about training in-house. For half a day a week, one member can mentor another.
One of the bonuses with working online, is that everything is readily available, so
training others doesn't have to mean installing numerous bits of software.
3) Check providers - Now is also a great time to consider if changing providers,
agencies etc would save money or if training someone in-house would replicate
the same results.
4) Who's the Competition - Spend some time watching your competition - thats
the usual competitors, new entrants and those cross-selling or diversifying.
5) Be social - Never underestimate the benefit of social interaction - BLOGS,
social media, PR etc, it's free in the main and helps to form relationships, provides better customer service and loyalty.
6) Market research - The marketing community know that last year's big idea is
this year's rubbish. Research what's happening now and ideas which are forming.
Consider new technologies, watch for company partnerships and above all - listen
to your customers online. All this will impact on the market of tommorrow.
7) Freshen up - Use 2010 as an excuse to update your website pages. Simple
changes in copy, images and adding new media content will do.
8) Think outside the box - You've researched the market, you know what your
competition are doing - now think of those innovative ideas. Don't be scared to try them out!
9) Reviews and responses - Your customers are king, and so is their feedback. If
you are resonding to customer demands and needs, make sure you know what
they are first. If you sell products, ask for a review. If it's a service, ask your
happy customers to recommend.
10) It's all in the stats - And lastly, don't guess or base all your decisions on what flopped last year. Analyse your statistics for in-depth insights. Use your analytics to best advantage by monitoring each month. Set up goals, event tracking,
integrate campaign statistics with website ones ... This way, you can give yourself a clearer picture of real-time analytics and trends, then make changes as and when you need them.
Good luck for 2010!
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