Hotel Internet Marketing Strategy – Practical Tips for Direct Digital Marketing

Targeting guest experience is vital, especially using direct digital marketing.
Direct digital marketing, according to Brian Deagan, co-founder of Knotice, is comprised of three basic message delivery channels: email, the Web, and the mobile phone. In other words, direct digital marketing allows customers to read the message and/or react whatever their means of communication is.
More importantly, two types of direct digital marketing are vital in order to call the attention of customers. First and foremost, it is not necessary to try and attract a market via one single means like mobile marketing and relationship with the customer through email. Indeed, the appropriate direct digital marketing software will provide you with multi-channel campaign, but more importantly and on the long term, with management capabilities. Next, centralizing all important marketing data (i.e. customer’s profile for instance) in one signle software is fundamental as it enables to target better the customer.
As the following examples show it, the previous facts can be easily proved. Indeed, online booking needs to be considered, as it obviously needs to be easy to use for the consumer. Also, it has to online bookings need to use the guest’s tastes and preferences. As a result, if a guest states it wants to arrive on Friday, the browser should offer him/her to stay during the week end. Likewise, if he/she announces, his/her sty should begin on Monday, it should offer a discount to arrive during the previous week end.
Also, marketing through emails, in a customer-loyalty goal, has proved its weaknesses as customers are being less and less responsive to these. Once again, direct digital marketing proves its efficiency as it stands as a concierge, not waiting for the customer to leave its room to get involved with his/her feedback/enquiries. Indeed, once the guest has books his/her room, the e-Concierge will send the guest three e-mails. The first one will welcome the guest, the second one will inform him/her on the amenities available in the room and events in the area he/she might be interested in and the third one will aim at make him/her up-selling. Obviously, e-Concierge programs will use their database (i.e: guest’s profile) in order to personalize its messages.
Next, check-in and check-out can also be involved in the direct digital marketing processes, and are an obvious way to contribute in the guest experience. Indeed, the express check-in and check-out, available with mobile device, will increasingly reduce the waiting time of the guest and will allow him/her to enjoy on-site amenities.
As a conclusion, direct digital marketing is an effective way to save costs for marketers as it allows all channels to be linked together. Consequently, one single universal management profile system is used in order to facilitate marketing activities. Accordingly, this will contribute to a more memorable experience to consumer and long term relationship.