Online & Digital Marketing

Digital marketing budget planning for hotels

In the summer season 2014, properties have already begun to develop their digital marketing budget for the next year. Properties need to determine their digital marketing strategies to achieve their goals for the upcoming year, thus they should finalize their digital marketing budget as early as possible.

There are various paths to follow while determining a digital marketing budget. Creating the next year’s budget by focusing on activities with high conversion rates can be a suitable method for you.

When determining a budget, you should first set your digital marketing goals. According to the results of a survey carried out by Webmarketing 123, including over 500 digital marketing specialists, companies adopting the B2C (business to customer) model in their businesses aim to increase their sales by 40 percent and improve brand recognition by 27 percent as part of their digital marketing goals. Which activities should you focus on and what should you consider as you determine your property’s digital marketing budget for next year?

Search engine optimization (SEO)

There is a direct correlation between the results of search engine marketing (SEM) and search engine optimization (SEO) efforts that help you obtain a high conversion rate in digital marketing by attracting more traffic to your website. SEO efforts on your website will allow your paid advertising campaigns to be listed higher in search engine results. This way, it will be easier to attract more traffic and secure a high conversion rate. That’s why it is critical for you to focus on SEO efforts simultaneously while developing your SEM budget.

Online travel sites

Online travel/booking sites and tools like TripAdvisor and Google Hotel Finder are among the significant digital marketing channels for your website. Being present on these channels, which draw a lot of user attention, makes it easier to increase your income and build brand awareness. You can determine the budget you will allocate for online travel agencies for the upcoming year by evaluating the effect that presence on these websites has on property bookings.

E-mail marketing

E-mail marketing is a commonly-used method in digital property marketing as it is cost effective and has a high conversion rate. However, e-mail marketing efforts should also be aligned with the developing technology. Research shows that the number of people using smartphones and tablets to check their e-mails has increased by 80 percent. Therefore, you should ensure that your e-mail campaigns are viewed via mobile devices as smoothly as they are on computers. It is highly critical to factor what is necessary to improve the efficiency of e-mail marketing while planning your digital marketing budget, in light of the conversion rates provided by e-mail campaigns.

Digital marketing is one of the key areas in which you should invest regarding property marketing. Therefore, it will be useful to review conversion rates of your previous activities and to determine the next year’s digital marketing budget accordingly. You can also create an effective digital marketing strategy by taking into consideration the budget tips we have covered in this article. As HotelRunner, we try to provide you with the tips that will take your property further in the digital world with successful methods. If you choose to, you can also create your account and claim your position in the digital realm in a very short time.

Rıza Kaynak

Director of Demand

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