How social media changes online booking

In the late 20th century, hotels began using search channels to directly target potential customers to help them directly deal with customers through online and offline channels.

As is reflected in many different surveys, search channels play a key role in the process of consumer search and survey of tourism products and services. An expanded analysis of bulletin board effects: Search, Ota, and online bookings, a survey of the Cornell University Hotel Research Center, shows that about 85% of consumers do some form of search before booking a hotel directly online.

As search channels (and search engines) continue to evolve, it may become a more expensive platform for users to get. As major search engines go further by manipulating the rankings of search results pages, search results pages (especially the top half of the search results page) are flooded with more and more paid search results rather than natural search results. In response to the rising cost of the problem, we observed that advertisers have taken many new initiatives.

On the hotel side, Hilton is the first major hotel brand to focus on search engine marketing (and other online marketing campaigns), aiming to leverage its size and avoid competition from hotels in a particular market. Similarly, we have observed OTA (the most adept at using search engine marketing) for vertical integration, for example Priceline announced the takeover of Kayak last November. The search channel has long been a mode of acquiring users, and the process by which an enterprise obtains its users begins with a very personalized travel-related (latent) search request from the consumer, and advertisers can reach these consumers through very targeted advertising schemes.

While companies rely on search engines, social media are also emerging. The main advantage of this channel is the further segmentation of consumers, the main reason for this result is that social media platforms provide advertising to consumers belonging to different groups of users based on the user attributes reflected in the information on their user pages (such as Facebook). Because a lot of discussion about search is focused on Google, we will focus on the Facebook site in the discussion of social media, which provides advertisers with a variety of ways to reach potential consumers.

First I'll list some of Facebook's basic advertising forms, and then I'll focus on some of the innovative Facebook marketing initiatives that companies have taken recently, especially in terms of improving conversion rates (less about branding or branding). As Facebook moves further down the funnel stream of user needs (from brand awareness to brand conversion), the site is closer to revenue (and demand) management rather than marketing management.

Facebook offers three main forms of advertising: Dynamic message Updates (newsfeed), ads on the right side of the page, and ads to exit the login page. Dynamic messaging updates apply to both PC channels and mobile channels.

The ads on the right side of the page are the first form of advertising on the Facebook site, and the brand can be easily used in this form. Dynamic messaging updates are a more important form of advertising that applies to PC channels and mobile channels (dynamic messaging updates are the only form of advertising that advertisers touch Facebook users through mobile channels). Most of the time users use Facebook, they are browsing for dynamic message updates. In addition, users also click on this section of the ads to visit other sites. Facebook's fourth-quarter earnings figures point to a 680 million-monthly active user for mobile Facebook in the fourth quarter of 2012. These users spend a lot of time using the app, and in the United States, the average user spends 11.28 hours a month using Facebook apps.

The experience of exiting the login is another element that can have a huge impact on the brand's conversion rate, because 40% of the daily active users who visit the PC version of Facebook use the logout operation every day. This allows ads to exit the login interface to direct these traffic to other sites.

In addition to the site layout, Facebook also offers different forms for individual ads. Domain name advertising is the most basic and most popular type of advertising. However, it is not appropriate to display domain name advertisements in the dynamic News Update section, and such advertisements are more restrictive in terms of originality and flexibility. Photo and Link Page stickers ads are a multi-functional form of advertising designed for dynamic messaging updates.

Photo-page Stickers offer large advertising images and visually impact users to attract their eyeballs and encourage them to browse the text. Photos are not a factor in prompting users to visit other sites, and advertisers typically provide a simplified URL in the ad text. Facebook offers benefits companies in direct marketing campaigns, such as coupons, promotions or flash-shopping, which apply to online or offline promotions. When a user gets a promotional product, they share a story about buying a promotional product with their friends in the Dynamic News Update section. The last type of advertising is mobile app installation ads, a customized form of advertising designed to increase app downloads directly through mobile version of dynamic message updates.

The following table highlights the level of the basic precision of the Facebook site, where advertisers may select Target customers based on standard user attributes in a group of users, who then refine the target customer base and apply it to a variety of different types of user groups. At the end of the day, they target a range of user groups with certain characteristics and habits.

Custom audiences allows users to design an audience based on the specific composition of an existing customer, which can be either Facebook users or specific users who meet the characteristics of existing consumers. Advertisers can provide their own CRM data, such as a list of customers and a list of potential customers, and so on. They can then be found on Facebook via their e-mail addresses, phone numbers, or user IDs, which may help advertisers increase their user base or encourage them to use this option instead of using direct marketing strategies. Facebook has recently added two new services to better refine the standard positioning method and further improve the conversion rate. Both of these services are custom audiences and Facebook Exchange.

The following table summarizes how Facebook allows advertisers to tag and track advertising and consumer behavior by browsing volumes, clicks, or conversion rates. Like search channels, Facebook also provides advertisers with tools that allow them to focus on their costs or optimize their spending based on their goals, whether their goal is to promote brand awareness (browsing) or to increase conversion rates. Unlike search channels, Facebook advertisers can take a pay-per-click (CPC) or pay-per-view fee model.

Social media has evolved, and its influence is not limited to interaction with consumers, but to demand creation. Users may not have travel-related goals while visiting Facebook, but the site is increasingly becoming a consumer medium by creating brand awareness and targeting consumers with clear travel-buying goals. We are just beginning to investigate and study the ROI of Facebook ads, so we can track the conversion rate and evaluate the direct ROI. We also need to conduct a comprehensive attribution analysis of the Facebook AD model to determine whether it is an incremental requirement. If the answer is yes, then we need to analyze the extent of incremental demand. In addition, we need to analyze how other channels ' behavior affects Facebook's conversion rate, and how Facebook ads can affect other channels ' conversion rates. Enlightenment

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This article link: http://www.socialbeta.cn/articles/small-businesses-social-crm-in-weibo-2013.html

Original link: http://www.hotelnewsnow.com/articles.aspx/10054/Search-to-social-The-evolution-of-bookings