Simone Puorto - Advanced Hotel Marketing (English)

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Marketing

Published on February 15, 2014

Author: puortosimone1

Source: slideshare.net

simonepuorto.com ADVANCED HOTEL MARKETING ON-LINE DISINTERMEDIATION

simonepuorto.com SIMONE PUORTO SENIOR KEY ACCOUNT @ ASSOCIATE, EDITOR-IN-CHIEF & PROJECTASSISTANT @

simonepuorto.com MODULE #1 MODULE #5 BEYOND REVENUE STIMULUS & ZMOT NOT ONLY RATES THE 5 MOMENTS OF BOOKING MODULE #2 MODULE #6 INSIDE THE HOTEL SOCIAL OR ANTI-SOCIAL? UNIQUE SELLING POINT FACTS AND FICTIONS MODULE #3 MODULE #7 ON-LINE RESEARCH REPUTATION UNDERSTANDING THE CHANGE THE HEART OF REVIEWS MODULE #4 MODULE #8 (DIS)INTERMEDIATION YOU ARE HERE ENGAGEMENT & CONVERSION SO.LO.MO

simonepuorto.com MODULE #1 BEYOND REVENUE NOT ONLY RATES

BACK2BASICS: WHAT IS RM? simonepuorto.com REVENUE MANAGEMENT METHODOLOGIES APPLICATION, APPROACHES AND TOOLS USED TO PREDICT THE CLIENTELE BEHAVIOUR, OPTIMIZE THE UTILIZATION OF THE CORPORATE RESOURCES THAT ARE NECESSARY TO SATISFY THE REQUEST AND DINAMICALLY FIX THE AVAILABILITY AND PRICE OF A CERTAIN PRODUCT OR SERVICE IN ORDER TO MAXIMIZE THE PROFITABILITY

BACK2BASICS: WHAT IS RM? simonepuorto.com 4 R

BACK2BASICS: WHAT IS RM? simonepuorto.com O, PIU’ SEMPLICEMENTE, RIGHT SERVICE

BACK2BASICS: WHAT IS RM? simonepuorto.com O, PIU’ SEMPLICEMENTE, RIGHT TIME

BACK2BASICS: WHAT IS RM? simonepuorto.com O, PIU’ SEMPLICEMENTE, RIGHT CUSTOMER

BACK2BASICS: WHAT IS RM? simonepuorto.com O, PIU’ SEMPLICEMENTE, RIGHT RATE

THE 3 MAIN LEVERAGES OF R.M. simonepuorto.com #1PRICING #2INVENTORY #3MARKETING MIX

THE 3 MAIN LEVERAGES OF R.M. simonepuorto.com #1PRICING THE RATES MANAGEMENT IS BASED NOT ONLY ON THE PRODUCT AND COMPETITIVE SET OF THE SINGLE HOTEL, BUT IT REACTS TO MARKET TRENDS AND CHANGES IN MARKET DEMAND

THE 3 MAIN LEVERAGES OF R.M. simonepuorto.com #2INVENTORY A.K.A. AVAILABILTY MANAGEMENT. E.G. MAKE DISCOUNTS ON ROOMS IN ORDER TO INCREASE VOLUME AND GAIN MARKET SHARE IN CASE OF WEAK DEMAND OR APPLYING OVERBOOKING POLICIES IN CASE OF STRONG DEMAND

THE 3 MAIN LEVERAGES OF R.M. simonepuorto.com #3MARKETING MIX THE MANAGEMENT AND DIFFERENTIATION OF DISTRIBUTION CHANNELS ACCORDING TO THE HOTEL NEEDS AND MARKET TRENDS

WHAT DOES A REVENUE MANAGER DO? simonepuorto.com HE GATHERS DATA HE STUDIES HISTORICAL DATA HE ANALYZES SEGMENTATION HE CREATES FORECASTS HE REACTS AND OPTIMIZES

simonepuorto.com MODULE #2 INSIDE THE HOTEL UNIQUE SELLING POINT

THE UNIQUE SELLING POINT simonepuorto.com THE UNIQUE SELLING POINT (OR UNIQUE SELLING PROPOSITION) IS AN ADVERTISING MODEL CREATED AT THE END OF THE 40’S ACCORDING TO THAT MODEL, AN EFFECTIVE ADVERTISEMENT SHOULD FOCUS ON A UNIQUE “SELLING POINT”, WHICH IS A PRODUCT FEATURE THAT COMPETITORS DON’T HAVE LEVERAGING ON ONE FEATURE ONLY, ALLOWS TO AVOID RISKS OF COMMUNICATION DISPERSION FOCUSING ON PERSUASION POWER

DEFINE THE U.S.P. simonepuorto.com YOUR HOTEL U.S.P. IS NEVER THE ONE YOU DECIDE BUT THE ONE YOUR GUESTS DECIDE

DEFINE THE U.S.P. simonepuorto.com THERE ARE SOME TYPICAL MISTAKE IN USP DEFINITION: USING A HISTORICAL EVENT AS USP USING ROOMS AMENITIES AS USP USING “THEME” FURNISHINGS AS USP

DEFINE THE U.S.P. simonepuorto.com ONLY 3 FACTORS DETERMINATES USP: #1 LOCATION #2 COMFORT #3 VALUE FOR MONEY

simonepuorto.com MODULE #3 ON-LINE RESEARCH UNDERSTAND THE CHANGE

$ BILLIONS OF ONLINE TRAVEL simonepuorto.com 180   160   140   120   100   80   60   40   20   0   2007   2008   2009   2010   2011   2012  

RESEARCH INTEREST FOR HOTEL A RIMINI simonepuorto.com +10% -50% ONLINE BOOKINGS EVERY YEAR RESEARCH VOLUME FOR “HOTEL A RIMINI”

SEARCH TREND FOR META & OTAS simonepuorto.com BOOKING - - TRIPADVISOR TRIVAGO

$ MILLIONS IN GOOGLE ADV (2012) simonepuorto.com 40   35   30   25   20   15   10   5   0   APPLE   BOOKING.COM  

THE NEW ONLINE RESEARCH simonepuorto.com 23% OF GUESTS FINDS YOU BY WORD OF MOUTH

THE NEW ONLINE RESEARCH simonepuorto.com 20% OF DIRECT BOOKINGS COME FROM SOMEONE WHO FOUND YOU ON AN OTA

THE NEW ONLINE RESEARCH simonepuorto.com 93% OF TRAVELLERS IS INFLUENCED BY REVIEWS

THE NEW ONLINE RESEARCH simonepuorto.com 33% OF TRAVELLERS TRUSTS TRAVEL BLOGS

THE NEW ONLINE RESEARCH simonepuorto.com 9% OF TRAVELLERS LOOKS FOR ADVICES ON SOCIAL NETWORKS

THE 5 STEPS OF THE TRAVELER simonepuorto.com #1 DREAMING #2 PLANNING #3 BOOKING #4 LIVING #5 SHARING

BOOKING PATH simonepuorto.com #1 DISCOVER OTA REVIEWSITES SOCIAL NTW WORD OF MOUTH BLOG&FORUM TRAVEL GUIDES #2 INFO GOOGLE WEBSITE BOL #3 BEST DEAL COMPARISON SITE OTHER WEBSITES BOL BOOKING! #4 SHARING OTA REVIEWSITES SOCIAL NTW WORD OF MOUTH BLOG&FORUM TRAVEL GUIDES #5 LOYALTY RETURNING GUESTS MAILING PROMOCODE

BOOKING PATH simonepuorto.com tripadvisor.co.uk google.co.uk Hotel Pippo Rimini hotelpippo.com 09-27 15:30 BOL step_1 09-27 15:34 hotelpippo.com gallery 09-27 15:33 BOL step_2 09-27 15:57 BOL booking 09-27 16:00  

BOOKING PATH simonepuorto.com tripadvisor.com   Adwords   BOL Step_1 07-08 18:58       hotelpippo.com 07-08 18:59     hotelpippo.com location 07-08 19:01       BOL booking 07-08 19:02      

BOOKING PATH simonepuorto.com facebook.com     hotelpippo.com 06-07 20:08     hotelpippo.com 06-24 19:13     BOL step_1 06-24 19:15     hotelpippo.com 07-01 21:25     hotelpippo.com 07-04 20:06     hotelpippo.com 07-08 10:13     BOL step_1 07-08 10:19                                                                             hotelpippo.com hotel 06-07 20:10     BOL step_2 06-24 19:16     hotelpippo.com rooms 07-04 20:07     BOL step_2 07-08 10:23                                                             hotelpippo.com rooms 06-07 20:11     hotelpippo.com 07-04 20:10     BOL step_1 07-08 10:24                                                         hotelpippo.com hotel 07-04 20:11     BOL step_2 07-08 10:25         BOL booking 07-08 10:29

simonepuorto.com MODULE #5 (DIS)INTERMEDIATION ENGAGEMENT & CONVERSION

THE BILLBOARD EFFECT simonepuorto.com BILLBOARD EFFECT MEANS BEING EVERYWHERE

THE BILLBOARD EFFECT simonepuorto.com

REMEMBER? simonepuorto.com #1 DISCOVER OTA REVIEWSITES SOCIAL NTW WORD OF MOUTH BLOG&FORUM TRAVEL GUIDES #2 INFO GOOGLE WEBSITE BOL #3 BEST DEAL COMPARISON SITE OTHER WEBSITES BOL BOOKING! #4 SHARING OTA REVIEWSITES SOCIAL NTW WORD OF MOUTH BLOG&FORUM TRAVEL GUIDES #5 LOYALTY RETURNING GUESTS MAILING PROMOCODE

THE NEW ONLINE RESEARCH simonepuorto.com 82% OF SEARCH ON HOTEL’S NAME LEAD TO OTAS AND COMPETITORS

THE NEW ONLINE RESEARCH simonepuorto.com 57% OF GOOGLE SEARCH GOES TO 1° LINK

POEM MEDIA simonepuorto.com P O PAID OWNED E M EARNED MEDIA

POEM MEDIA simonepuorto.com P = PAID MEDIA CHANNELS THE HOTEL PERIODICALLY PAYS FOR #ADWORDS #SHOWPRICES #SEARCH MARKETING #REMARKETING #SPONSOR & PARTNERSHIP PRO: MAXIMUM CONTROL, IMMEDIATE RESULTS, VARIABLE BUDGET, EASY TO MEASURE CONS: SHORT DURATION, MANYCOMPETITORS, LESS CONVINCING THAN “EARNED”

POEM MEDIA simonepuorto.com E = EARNED MEDIA CHANNELS THE HOTEL ORGANICALLY EARNS THANKS TO HIS GUESTS #REVIEWS #FACEBOOK COMMENTS #TWEETS #NON PROFESSIONAL VIDEOS #PR & NEWS PRO: CREDIBILITY, TRANSPARENCY, HIGHLY VIRAL CONS: LESS CONTROL, NEGATIVE REVIEWS MANAGING, HARD TO MEASURE

POEM MEDIA simonepuorto.com O = OWNED MEDIA CHANNELS THE HOTEL HAS FULL CONTROL ON #OFFICIAL WEBSITE #BOOKING ENGINE #OFFICIAL BLOG #SEO #SOCIAL PAGES PRO: MAXIMUM CONTROL, BRANDING, HIGH PERFORMANCE CONS: MANY COMPETITORS, MAINTAINANCE, LESS CONVINCING THAN “EARNED”

POEM MEDIA simonepuorto.com TEST#01 FIND P. O. & E. MEDIA

POEM MEDIA simonepuorto.com

POEM MEDIA simonepuorto.com PAIDMEDIA

POEM MEDIA simonepuorto.com OWNEDMEDIA OWNEDMEDIA

POEM MEDIA simonepuorto.com EARNEDMEDIA

POEM MEDIA simonepuorto.com OWNEDMEDIA PAIDMEDIA OWNEDMEDIA EARNEDMEDIA

POEM MEDIA simonepuorto.com TEST#02 FIND P. O. & E. MEDIA

POEM MEDIA simonepuorto.com

POEM MEDIA simonepuorto.com OWNEDMEDIA

POEM MEDIA simonepuorto.com PAIDMEDIA

POEM MEDIA simonepuorto.com EARNEDMEDIA

POEM MEDIA simonepuorto.com OWNEDMEDIA PAIDMEDIA EARNEDMEDIA

simonepuorto.com MODULE #5 STIMULUS & ZMOT THE 5 MOMENTS OF BOOKING

STIMULUS & ZMOT simonepuorto.com #1 STIMULUS THE USER LEARNS ABOUT THE HOTEL (AWARENESS) #2 ZERO MOMENT OF TRUTH (ZMOT) THE USER DISCOVERS THE HOTEL ONLINE AND LOOKS FOR MORE INFORMATION #3 FIRST MOMENT OF TRUTH THE USER DECIDES IF BUYING OR NOT #4 SECOND MOMENT OF TRUTH THE USER ARRIVES TO THE HOTEL AND LIVES THE EXPERIENCE #5 ULTIMATE MOMENT OF TRUTH (UMOT) THE USER SHARES THE EXPERIENCE

WHEN & WHERE simonepuorto.com #1 STIMULUS SEARCH: “HOTEL + CITY NAME” (E.G.: “HOTEL IN ROME”) #2 ZERO MOMENT OF TRUTH (ZMOT) SEARCH: “HOTEL NAME” #3 FIRST MOMENT OF TRUTH WEBSITE, SOCIAL NETWORK, REVIEW SITES, ETC. #4 SECOND MOMENT OF TRUTH HOTEL #5 ULTIMATE MOMENT OF TRUTH (UMOT) SHARINGS ON SOCIAL NETWORK, REVIEW SITES, ETC.

ENGAGE & CONVERT simonepuorto.com #1 STIMULUS TAKE ADVANTAGE OF BILLBOARD EFFECT! #2 ZERO MOMENT OF TRUTH (ZMOT) PROTECT YOUR BRAND, TAKE CARE OF CONTENTS! #3 FIRST MOMENT OF TRUTH BEST DEAL AND REPUTATION! #4 SECOND MOMENT OF TRUTH OFFER THE BEST EXPERIENCE POSSIBLE! #5 ULTIMATE MOMENT OF TRUTH (UMOT) INVITE THE GUEST TO SHARE THE EXPERIENCE!

BRAND: THE MOST VALUABLE ASSET simonepuorto.com REGISTER YOUR BRAND! PATENT AND BRAND OFFICE LIMIT BRANDJACKING! ADWORDS E META CAMPAIGN MANTAIN CONTROL ON YOUR DOMAINS! REGISTER AND ADMIN CONTACT REPORT ABUSES AND MIRRORSITES! BRANDING CONTROL

WEBSITE: EMOTIONS SELL simonepuorto.com

WEBSITE: EMOTIONS SELL simonepuorto.com

SITES FOR GUESTS, NOT FOR GOOGLE simonepuorto.com A WEBSITE HAS 3 SECONDS TO SELL. IN 3 SECONDS IT HAS TO SHOW: #1 LOCATION #2 COMFORT #3 VALUE

SITES FOR GUESTS, NOT FOR GOOGLE simonepuorto.com IT’S EASY TO COMPLICATE NAVIGATION KISS

SITES FOR GUESTS, NOT FOR GOOGLE simonepuorto.com IT’S EASY TO COMPLICATE NAVIGATION KISS KEEP IT SIMPLE, STUPID!

NOT ONLY THE WEBSITE: THE BOL simonepuorto.com GUESTS SPEND ON AVERAGE 14’ ON THE OFFICIAL WEB SITE

NOT ONLY THE WEBSITE: THE BOL simonepuorto.com GUESTS SPEND ON AVERAGE 11’ ON THE BOOKING ENGINE

NOT ONLY THE WEBSITE: THE BOL simonepuorto.com 14’ VS 11’

NOT ONLY THE WEBSITE: THE BOL simonepuorto.com A GOOD BOL SHOULD: SHOW ROOMS AND SERVICES PROVIDE A EASY AND PLEASANT NAVIGATION ALLOW TO BOOK WITH FEW CLICK ALLOW TO COMPARE RATES HAVE A CALL TO ACTION HAVE A BACKLINK TO THE WEB SITE INTEGRATE WITH METASEARCH BE FULLY CUSTOMIZABLE

NOT ONLY THE WEBSITE: THE BOL simonepuorto.com

NOT ONLY THE WEBSITE: THE BOL simonepuorto.com

NOT ONLY THE WEBSITE: THE BOL simonepuorto.com

METASEARCH: ALL CONNECTED simonepuorto.com

THE INVERTED-U THEORY simonepuorto.com

THE INVERTED-U THEORY simonepuorto.com

THE INVERTED-U THEORY simonepuorto.com “THE INVERTED-U CURVES HAVE 3 PARTS, AND EACH PART FOLLOWS A DIFFERENT LOGIC: THERE IS THE LEFT SIDE, WHERE DOING MORE OR HAVE MORE MAKES THINGS BETTER THERE IS THE FLAT MIDDLE, WHERE DOING MORE DOESN’T MAKE MUCH OF A DIFFERENCE AND THERE IS THE RIGHT SIDE, WHERE DOING MORE OR HAVE MORE MAKES THINGS WORSE” (MALCOLM GLADWELL, DAVID & GOLIATH)

simonepuorto.com MODULE #6 SOCIAL OR ANTI-SOCIAL? FACTS AND FICTIONS

BESOCIAL simonepuorto.com THERE ARE 3 CATEGORIES OF “SOCIAL HOTEL”: #1 THE “SOCIAL PRO” HOTEL #2 THE “SOCIAL AMATEUR” HOTEL #3 THE “ANTI-SOCIAL” HOTEL WHO IS RIGHT?

THE VONNEGUT THEORY simonepuorto.com “ELECTRONIC COMMUNITIES BUILD NOTHING. YOU WIND UP WITH NOTHING. WE ARE DANCING ANIMALS. HOW BEAUTIFUL IS TO GET UP AND GO OUT AND DO SOMETHING. WE ARE HERE ON HEART TO FART AROUND. DON’T LET ANYBODY TELL YOU ANY DIFFERENT” (KURT VONNEGUT, A MAN WITHOUT A COUNTRY)

DOUGLAS QUINBY SPEAKS simonepuorto.com “HOTELS ARE RECLUTANT TO DISCLOSE FACEBOOK CONVERSION RATES OF BOOKINGS BECAUSE DATE ARE NEGLIGIBLE” (DOUGLAS QUINBY, SENIOR DIRECTOR DI PHOCUSWRIGHT)

LUCERNE RESEARCH simonepuorto.com ACCORDING TO A RESEARCH PRESENTED AT THE WORLD TRAVEL FORUM IN LUCERNA IN APRIL 2013: “SOCIAL NETWORK ARE MUCH LESS IMPORTANT THAN WE BELIEVED UNTIL NOW” ACCORDING TO ONLINE BOOKERS FROM UK, GERMANY AND USA A GOOD WEBSITE IS (STILL) THE MOST IMPORTANT DECISION DRIVER, TOGETHER WITH REPUTATION AND BRAND AWARENESS.

SOCIAL: NUMBERS simonepuorto.com FACEBOOK BRINGS 9% OF VISITS BUT JUST 1% OF BOOKINGS USE SOCIAL DURING THE 1° MOMENT OF TRUTH TO GENERATE ENGAGEMENT NOT RESERVATIONS

FRIENDS, NOT CUSTOMERS: FUSION CASE STUDY simonepuorto.com 6% OF GLOBAL REVENUE FOR HOTEL FUSION, PRAGUE COMES FROM FACEBOOK WHY? BECAUSE FACEBOOK IS USED IN THE CORRECT WAY BY A PROFESSIONAL SOCIAL MEDIA MANAGER

FRIENDS, NOT CUSTOMERS: FUSION CASE STUDY simonepuorto.com

FRIENDS, NOT CUSTOMERS: FUSION CASE STUDY simonepuorto.com

FRIENDS, NOT CUSTOMERS: FUSION CASE STUDY simonepuorto.com “WE LIKE INTERACT WITH GUESTS AND NOT ANNOY THEM WITH COMMERCIALI ADS. OUR GUESTS ARE OUR FRIENDS AND YOU DON’T SEND ADS TO YOUR FRIENDS. THEY GIVE US GOOD IDEAS AND WE GIVE THEM BACK INTERESTING NEWS AND USEFUL LINKS. WHEN THEY ARRIVE IN THE HOTEL THEY ALREADY HAVE THE SENSATION OF BEING PART OF THE FUSION FAMILY” (JANA ZVOLANKOVA SOCIAL MEDIA MANAGER, FUSION HOTEL – PRAGA)

MONITORE THE RESULTS simonepuorto.com RESULTS ON SOCIAL NETWORK ARE MEASURED THROUGH K.P.I. (KEY PERFORMANCE INDICATORS) -  -  -  -  GENERAL INDICATORS (TO MEASURE GENERAL VOLUMES) QUALITY INDICATORS (TO MEASURE OUTPUT QUALITY) COST INDICATORS TIME INDICATORS (TO MEASURE ANSWER TIMES)

POST VIRALITY simonepuorto.com ON FACEBOOK THE VIRALITY (REACH) OF A POST IS CALCULATED USING THE FOLLOWING FORMULA: UNIQUE VISITORS X 180 ON TWITTER THE FORMULA IS: UNIQUE VISITORS X 130

GUIDELINES FOR POSTING simonepuorto.com QUESTIONING POSTS CREATE MORE INTERACTION PHOTOS CREATE MORE INTERACTIONS WRITE POSTS IN THE MAIN LANGUAGE OF YOUR MARKET POSTS CONNECTED THE TERRITORY GENERATE MORE INTEREST POST PHOTOS OF CLIENTS AND STAFF, AND INVITE THEM TO TAG GIVE INTERESTING INFORMATION BE CAREFUL WITH SPECIAL OFFERS

ENGAGEMENT, NOT CONVERSION simonepuorto.com “CONTENT IS FIRE, SOCIAL MEDIA IS GASOLINE” (JAY BAER)

simonepuorto.com MODULE #7 REPUTATION THE HEART OF REVIEWS

SENTIMENT ANALYSIS simonepuorto.com STUDY OF ON-LINE CONVERSATIONS (ON SOCIAL NETWORK, REVIEW SITES, BLOG, FORUM, ETC) CONCERNING A SPECIFIC TOPIC (A BRAND, A PRODUCT OR A PUBLIC PERSONB) TO MONITOR THE WRITERS REACTIONS

REPUTATION FACTS simonepuorto.com 4 ITALIANS OUT OF 5 BOOK THEIR HOLIDAY ON-LINE 87% USES REVIEW SITES TO PLAN HOLIDAYS TRIPADVISOR HAS 260 MILIONS OF UNIQUE MONTHLY VISITORS

REPUTATION FICTIONS simonepuorto.com TRIPADVISOR REVIEWS ARE MOSTLY NEGATIVE… FALSE! TRIPADVISOR REVIEWS ARE MOSTLY POSITIVE AVERAGE SCORE: 4,08 OUT OF 5

REPUTATION FICTIONS simonepuorto.com °   °°   °°°   °°°°   °°°°°   0%   10%   20%   30%   40%   50%  

LISTEN & REPLY simonepuorto.com 84% OF TRIPADVISOR USERS CLAIM THAT THE OPINION ON A HOTEL IMPROVES IF THERE ARE MANAGEMENT REPLIES 78% OF TRIPADVISOR USERS BELIEVES THAT HOTELS WITH MANAGEMENT REPLIES CARE MORE OF THEIR GUESTS

+REPUTATION = +REVENUE simonepuorto.com ACCORDING TO A RESEARCH OF CORNELL UNIVERSITY IF A HOTEL INCREASES ITS ON-LINE REPUTATION BY 1 POINT ONA SCALE FROM 1 TO 5 (E.G.: FROM 3.5 TO 4.5) THE HOTEL CAN INCREASE THE AVERAGE PRICE BY 11.2% MANTAINING THE SAME OCCUPANCY RATE

simonepuorto.com MODULE #8 YOU ARE HERE SO.LO.MO

DESKTOP VS MOBILE simonepuorto.com 2 BILLIONS OF WEBUSERS 1.8 BILLIONS OF SMARTPHONES

DESKTOP VS MOBILE simonepuorto.com 100%   80%   60%   40%   20%   0%   MOBILE  BOOKINGS   DESKTOP  BOOKINGS  

DESKTOP VS MOBILE simonepuorto.com TARNSVERSE NAVIGATION

DESKTOP VS MOBILE simonepuorto.com LATENCY: NUMBER OF HOURS (OR DAYS) BETWEEN ENGAGEMENT AND CONVERSION (13,2 DAYS ON AVERAGE)

DESKTOP VS MOBILE simonepuorto.com TRANSVERSALITY: SEARCHING AND BOOKING ARE SEPARATE PHASES OF THE BOOKING PROCESS, WHICH TAKE PLACE IN DIFFERENT MOMENTS, PLACES AND, OFTEN, DEVICES

DESKTOP VS MOBILE simonepuorto.com THE GUEST IS SUBJECT TO 5.6 BRAND EXPOSURES BEFORE CONVERTING. IN 51% OF THE CASES THE EXPOSURE IS MULTICHANNEL AND MULTIDEVICE

THE LAST CLICK DECEIT simonepuorto.com TRACKING ONLY THE CLICK THAT GENERATED THE CONVERSION OFFERS AN INCOMPLETE AND MISLEADING PICTURE

THE LAST CLICK DECEIT simonepuorto.com facebook.com     hotelpippo.com 06-07 20:08     hotelpippo.com 06-24 19:13     BOL step_1 06-24 19:15     hotelpippo.com 07-01 21:25     hotelpippo.com 07-04 20:06     hotelpippo.com 07-08 10:13     BOL step_1 07-08 10:19                                                                             hotelpippo.com hotel 06-07 20:10     BOL step_2 06-24 19:16     hotelpippo.com rooms 07-04 20:07     BOL step_2 07-08 10:23                                                             hotelpippo.com rooms 06-07 20:11     hotelpippo.com 07-04 20:10     BOL step_1 07-08 10:24                                                         hotelpippo.com hotel 07-04 20:11     BOL step_2 07-08 10:25         BOL booking 07-08 10:29

ALWAYS CONNECTED TRAVELERS simonepuorto.com ONCE AT THE HOTEL, TRAVELERS: NAVIGATE ON MOBILE DEVICES: 51% UPLOAD PICTURES ON SOCIAL NETWORKS: 39% POST STATUS UPDATES: 34% FIND LOCAL ACTIVITES VIA GEOLOCAL APPS: 33%

SUGGESTIONS FOR MOBILE simonepuorto.com OPTIMIZE WEBSITE FOR MOBILE DEVICES BUILD MOBILE VERSION OF THE SITE WITH CALLS TO ACTION INSTALL BOL SPECIFICALLY DESIGNED FOR MOBILE USE PROXIMITY MARKETING (E.G. FOURSQUARE)

simonepuorto.com SIMONE PUORTO SIMONEPUORTO.COM INFO@SIMONEPUORTO.COM LINKEDIN.COM/IN/PUORTOSIMONE TWITTER.COM/PUORTOSIMONE FACEBOOK.COM/PUORTOSIMONE +39 340 051 42 27

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