Marketing Digital

📍 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.

📱 Hootsuite reveals 79% of consumers say Instagram influences their purchasing decisions, while Facebook remains the most used social media platform with approximately 2.91 billion active users monthly in 2023, according to Statista. TikTok is gaining traction with 41% of users aged 16-24, as per GlobalWebIndex. Hotels are advised to utilize Instagram for visual appeal, Facebook for its reach and advertising tools, and consider TikTok for a young, dynamic audience, but be mindful of the high content demand and uncertain ROI.

📋 Optimizing your Google Business Profile is crucial for visibility and attracting more clients. Validation methods include SMS with a 30-minute expiry, video to prove business existence and ownership, live video call, email validation with a 6-digit code, postal validation requiring no profile changes during wait, and instant verification through Google Search Console. Bulk verification for franchises is available. Key reasons for non-validation are duplicate profiles, fake reviews, excessive title keywords, and unclear videos. Guest Suite offers tools for local visibility management, automated client review collection, and competitor analysis, serving over 10,000 sales points.

💡 Since 2014, Google My Business has been essential for company visibility. It aids local audiences in finding businesses by displaying key details like business category, operating hours, and addresses. Proper category selection significantly affects online local visibility and search engine optimization (SEO). Google My Business categories describe the primary business activity and influence local search rankings. Fusing identical listings or choosing wrong categories can harm SEO. Businesses can better target qualified prospects by selecting up to nine secondary categories that best represent their services or products. With over 1,000 categories available, businesses should analyze competitors and use SEO tools to identify the most relevant categories for their activity. Regular updates to GMB listings are recommended as business offerings evolve. Guest Suite, an official Google partner, provides support to optimize Google My Business listings and enhance online presence.

📢 Modern hotel industry recognizes a hotel website as more than just a showcase; it's essential for online room sales, reducing reliance on online travel agencies (OTAs), and boosting revenue. The key is to persuade travelers to book directly on your hotel's site by providing a seamless reservation experience. The article suggests how to enhance your website to attract more direct bookings. Note: This content is sponsored by the advertiser listed in the publication.

📝 In managing a WordPress site, it's crucial to smartly handle customer reviews—a key influencer of brand image and site growth. The article details over 56 adaptable response examples for varied needs. Responses to reviews on platforms like Google and Trustpilot are essential for improving local SEO, boosting customer loyalty, and attracting new clients. Techniques for engaging with both positive and negative feedback are outlined to enhance user engagement and online reputation. The advice includes staying concise, personalizing responses with names, and adapting to the context of different platforms. Proper interaction with reviews can positively affect Google rankings by incorporating relevant keywords into responses. The article underscores the importance of regularly analyzing feedback and crafting replies that can attract, convert, and retain users.

📣 Social ads are integral to digital marketing, allowing businesses to use data resources for targeted advertising. They are billed primarily on a cost-per-click (CPC) basis and serve to increase visibility, traffic, conversion, and sales, among other objectives. In the hospitality industry, social ads effectively promote gift vouchers, providing immediate audience targeting, quick results, limited budget spending, and measurable ROI. The successful case of C2 Hotel in Marseille, which obtained a ROAS of over 4 and a 1.65% click-through rate in the first month, exemplifies their potency. The marketing agency Decibell advises focusing one type of gift voucher at a time and using data tracking tools, like Google Tag Manager and Meta's internal event configuration, to optimize campaigns.

🏦 Etoiles ACADEMY located at 47 rue de la Chaussée d’Antin, 75009 Paris, France, can be reached at telephone number +33 (0)7 81 38 58 55. For updates or changes in contact details, logos, and descriptions, Etoiles ACADEMY offers an annual directory subscription service. The request for reproduction of page content for private use must include the "TendanceHotellerie" brand and a link to the source (https://suiv.me/22707) or QR Code (https://suiv.me/22707.qr).