数字营销洞察：酒店经营者综合指南.pdf

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1、Insight 1:Do your B Assessments First&Set Clear Marketing ObjectivesInsight 1:Do your B Assessments First&Set Clear Marketing ObjectivesGoogle Analytics 4:Traffics by ChannelInsight 1:Do your B Assessments First&Set Clear Marketing Objectives Full Funnel Strategies:Upper|Mid|Lower Funnel CampaignsIn

2、sight 1:Do your B Assessments First&Set Clear Marketing Objectives Awareness Goal vs Conversion GoalInsight 2:Budget It Right!&Model Your Media PlanInsight 2:Budget It Right!&Model Your Media PlanSpending Strategies 70:20:10 Model for Operating Hotels70%20%10%Spend on ROI Goal CampaignSpend on Aware

3、ness Goal CampaignSpend on New Initiatives Video Display Banners Paid Social Programmatic Ads Paid Search Remarketing MetasearchAds New Markets New Languages New Ad Types New Search Engines New NetworksInsight 2:Budget It Right!&Model Your Media PlanTop-Down Media PlanBottom-Up Media PlanGoogle Perf

4、ormance Planner(What do I get?)(How much do I need?)Insight 2:Budget It Right!&Model Your Media PlanWhats the RightSpending Volume forBusinesses?Reference:CMO Survey8.5%of Total Revenue forB2B Products17.2%of Total Revenue forB2C Products9.6%of Total Revenue forB2B Services11.6%of Total Revenue forB

5、2C ServicesInsight 3:Know Your Audiences&Choose the Right Channels Insight 3:Know Your Audiences&Choose the Right ChannelsGoogle Analytics 4:Traffics by Country&LanguageInsight 3:Know Your Audiences&Choose the Right ChannelsNone-English International Ad PlatformsInsight 3:Know Your Audiences&Choose

6、the Right ChannelsGoogle Analytics 4:Booking Leadtime by SourceInsight 4:Be Creative&Develop Hook Product Contents&Right OffersInsight 4:Be Creative&Develop Hook Product Contents&Right OffersReference:Deadpool&Wolverines Thailand PostersInsight 4:Be Creative&Develop Hook Product