Marketing Digital

🏨 Minor Hotels announces a significant shift to a "masterbrand" strategy, enhancing customer experience with a new brand identity, improved digital platforms, and simplified loyalty program and B2B offerings. The global hotel group aims to add nearly 300 establishments to its portfolio by the end of 2027. The rebranding includes eight hotel brands like Anantara, Avani, NH, and Tivoli, aiming to deliver exceptional hospitality experiences and strengthen its position in the global market. Ian Di Tullio, Chief Commercial Officer, underscores the value-driven evolution and commitment to memorable customer experiences. A unified digital platform, minorhotels.com, allows bookings across over 560 properties, complemented by a mobile app to streamline traveler interactions.

📝 In the health sector, customer reviews are essential for medical expertise validation and attracting new patients. Marketing in healthcare leverages varied skills, including communication, project management, and specialized training. It focuses on user expectations, quality of care, and communication improvement. Strategies for acquiring new patients include digital marketing, online presence optimization via tools like Google My Business, and effective local SEO. Managing patient reviews is crucial for e-reputation, with 92% of French people consistently checking online reviews (IFOP X Guest Suite 2023 study). Automating feedback collection and analysis simplifies marketing team efforts and enhances communication and service improvement. Personalized patient journeys, continuous team training, transparent communication, and responsive review management are key to reputation and trust. Guest Suite offers solutions for reputation management, including customized satisfaction surveys, automated testimonial collection, semantic analysis for feedback, and strategic review dissemination online to ensure continuous patient satisfaction and service quality improvement.

📧 Mailing, a powerful marketing lever, establishes a direct relationship with clients and prospects, crucial for targeting new markets, customer loyalty, and brand image enhancement. It boasts high engagement rates and conversion optimization. Mailing or emailing allows for personalized messages to a specific audience, catering to various goals such as prospecting, information sharing, customer loyalty, or feedback collection. It is cost-effective, ensures rapid message dissemination, and integrates with multi-channel marketing strategies. Personalized content, strategic tracking, and direct communication enhance engagement rates. Campaigns like prospecting mailing, newsletters, customer loyalty, and satisfaction emails serve different purposes and utilize customer feedback for strategic marketing improvements. Guest Suite offers a strategic email tool for managing customer reviews, with over 3000 businesses trusting its customized features for e-reputation, including multi-channel survey distribution and performance analysis of email campaigns.

📈 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.