Marketing Digital

📈 Google Search in the United States is testing a "Frequently Saved" label for main search results and local search results, especially in the "Places" section. Initially experimented in October for classic search results, the feature's expansion into local search results was noted by Vijay Chauhan on X. The label signifies popularity, potentially influencing users' decisions and possibly becoming a new local SEO ranking factor.

📍 Local businesses need online presence to attract clients and gain local prominence. Google My Business, now Google Business Profile (pre-2022), is crucial for visibility. Photos on Google My Business, the 9th conversion factor, can increase clicks by 35% and requests for directions by 42%. Adding or changing a photo on Google Business Profile involves signing in, selecting "Add photo," and choosing appropriate images for categories like Menu, Interior, and Team. Photo dimensions vary, with recommended optimal sizes—for profile pictures (250 x 250 pixels), cover photos (1080 x 608 pixels), and others. Avoid low-quality images, excessive filters, and text overuse to ensure photo approval. Images should be original and of high quality to enhance business listings. Other factors affecting Google Business Profile include customer reviews, complete information, reservation options, messaging, publication frequency, web links, and avoiding duplicate listings. Guest Suite offers tools to optimize visibility for over 10,000 businesses, managing Google Posts, SEO, reviews, and performance analytics.

📈 Google is currently testing a new feature, spotted by Kushal Bherwani, that could intensify the importance of a multi-channel strategy by displaying a "Places people are talking about" tab during local searches for restaurants. This feature, which showcases short videos linked to the restaurant's Instagram or Facebook accounts, exclusively highlights local restaurants related to the search query. If implemented widely, social media could become more significant in merchants' strategies, directly affecting their local SEO on Google.

🍝 Food-themed posts on Instagram have become increasingly important, with hashtags enhancing visibility and engagement. Key hashtags include #food with over 283 million posts, #delicious with more than 81 million, #instafood surpassing 119 million, #hungry at 9 million, and #yummy with over 110 million posts. Using both popular and emerging hashtags like #chefmode and #onmytable can increase visibility in growing communities. Specific hashtags, such as #burger or #desserts, target lovers of particular dishes, optimizing post reach.

📈 Facebook page managers often struggle to grow their audience, with some stuck at a few hundred fans and minimal engagement. The platform's algorithm limits organic reach to about 1-5% of a page's fans; for a page with 2,000 fans, only 20-100 people will typically see a post. A solution is paid reach, where a modest investment of €100 can yield a daily reach of approximately 3,000 people within a 1.5km radius of a business. Regular, interactive content can also organically increase engagement without financial investment, but this requires more effort and time. If time is limited, hiring a specialized digital communication agency, like l’agence Taste, is recommended.

🏠 Clévacances, a major French vacation rental label, launched its new website www.clevacances.com to enhance user experience for travelers and property owners. The revamped site features a smart search engine with numerous filters to quickly find ideal accommodations among thousands of certified Clévacances listings, a modern connected interface that is fluid and ergonomic across all devices, enriched listing details with clear information, and an optimized and redesigned owner space for easy management of listings and bookings.

📱 57% of travelers spend significant time seeking inspiration on social media; 62% make decisions based on photos and videos encountered during extended browsing sessions. Phocuswright's annual report highlights the growing influence of visual content on booking choices, with platforms like Facebook, Instagram, and TikTok playing a key role. The study for 2024 also emphasizes the need for authentic, trustworthy content to establish consumer trust and drive conversions. Instagram stands out as a major influencer, particularly for millennials, with 40% selecting travel destinations through the platform.

📍 Marketing digital strategies enhance in-store traffic: optimizing Google Business Profile visibility, leveraging local online ads, and posting customer reviews across platforms. Engage with descriptive, photo-rich Google listings, announce store events, and offer Click & Collect. Incorporate a tailored store locator on your website and consider targeted advertising on social networks for immediate local visibility. Guest Suite supports over 10,000 retail points with local visibility management.

🔒 Apple's privacy updates in December will alter email marketing strategies, particularly impacting how hotel marketers track email engagement indicators like opens and clicks. AI-generated email summaries will replace pre-header content, requiring engaging emails to capture reader interest. Apple Mail's new email categorization—Primary, Transactions, Updates, Promotions—will occur on the user's device to maintain privacy. Marketers must adapt to these changes to maintain effective communication, personalize experiences, and leverage first-party data for direct bookings and marketing efforts.

🏠 EquipHotel, a hospitality industry event, was held from November 3-7 at Paris Porte de Versailles. During this event, the Union des métiers et des industries de l'hôtellerie (UMIH) unveiled its new visual identity, which includes a new logo and the launch of a new website and extranet. The reveal was made on November 5 by Thierry Marx, the confederal president, and Éric Abihssira, the confederal vice-president. The UMIH aims to make the organization more accessible and transparent to its members.