I’m excited to be returning to Eye For Travel North America in Chicago October 28-29th. Our panel topic will be Social Media for Lifestyle Brands, focusing on that first touch of customer discovery using visuals and seasonal offerings to increase ancillary sales.
Posted by Daniel Burstein
Unlike many hotel brands that strive for a consistent look and feel, part of the value proposition of The Leading Hotels of the World (LHW), a hospitality consortium with 425 hotels worldwide, is that each hotel is unique. From the fabled King David Hotel in Jerusalem to The Ritz Hotel in London (featured in the film “Notting Hill”), customers have a plethora of experiences to choose from.
With such a diverse offering, online advertising, content and customer journey challenges that face every brand loom especially large for LHW.
I sat down with Debbie Johnsen, Director of Interactive Marketing, The Leading Hotels of the World (and Adjunct Instructor at New York University teaching Integrated Marketing, Ecommerce Marketing and Web Analytics), to get some tips that might help you improve your marketing campaigns.
“It’s key to understand your target audience. And for us, being a luxury brand, we’re looking for people [with] higher income, higher propensity to travel, people who travel more frequently [and] are looking for unique experiences,” Debbie said.
We discussed paid search, travel-specific Meta Search Networks, A/B testing, attribution modeling, the customer journey, content and customer reviews in this conversation.
As of the Spring 2014 semester, I will be teaching a course at New York University for the Masters Degree in Integrated Marketing program –
Web Analytics: SEO/SEM, PPC, Email and Clickstream
Students will learn the online business models, how to optimize use of them to meet business objectives, and how to analyze results. The subject areas covered include SEM, Website optimization, e-mail marketing tactics, affiliate marketing, online testing of banner ads, landing pages, and other digital formats. A main focus will be Google Analytics and how to use key metrics for measuring consumer behavior online. Students teams will also participate in the Google Online Marketing Challenge.