What does Amazon’s ‘Alexa For Hospitality’ mean for marketers?

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The voice technology revolution is not just occurring within the home.

Hotels, restaurants and the wider hospitality industry are rapidly adopting new tools and solutions to keep pace with the demands of modern consumers.

The Best Western hotel chain, for instance, is expanding its partnership with Watson Ads on a series of artificial intelligence-powered interactive ad units that engage mobile users checking holiday destinations through The Weather Company. Once engaged in conversation, Watson offers tips on how to make the most of their trips.

Elsewhere Amazon’s announcement last week that Marriott will feature in-room Echo smart speakers at select properties to act as a ‘virtual butler’ marks an innovative new chapter in the Alexa story.

An astute move from a global tech giant, the confines of a hotel room offers probably the most secluded and suitably private environment for voice assistant interaction while traveling, while simultaneously showcasing Amazon technology to potential new users.

Deepening the guest’s engagement
So, what makes Amazon’s Alexa for Hospitality such a great experience for the typical hotel guest?

Right now, the Alexa experience is customised and tailored to each individual hospitality location, so guests will be able to do things like order room service, request a housekeeping visit, or adjust room controls (thermostat, blinds, lights, etc.) using an Echo in their room. They can also ask location-specific questions such as what time the hotel pool closes or where the fitness centre is.

In Amazon’s words, Alexa for Hospitality, “helps deepen guest engagement through seamless voice-first experiences that offer new ways for guests to access services and amenities during their stay.” But this only scratches the surface of what might be possible in future through voice-controlled search. – Read

The 7 Elements of a good Social Media Marketing Experience with Hotels

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Does your Hotel want a good Social Media Marketing Experience?

Today we see many that are getting a little late into the Social Media game jump into it believing they will get a piece of the growing Social Media audience pie.

Their intentions are good, but the lack of a sustainable and effective Social Media Marketing strategy is a little alarming.

We see too many Hotels throwing spaghetti on their Social Media feeds believing it will stick.

When I do research and come and look at several Social Media feeds often I see that in most cases the spaghetti doesn’t stick because it is poorly executed, and it appears more as a mess. And in other cases, there is an over-focus on the Hotel that doesn’t take into consideration what the customer really is looking for. Overcooked spaghetti also sticks to the wall but serving it to the customers will generate concerning word-of-mouth effects.

I design Social Media Marketing Frameworks for Hotels where I implement some important principles to move Hotels away from the spaghetti effects.

Here are 7 elements of a good Social Media Marketing Experience for your Hotel. – Read

 

How museums are using immersive digital experiences

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It is common knowledge that many art galleries and museums are finding it tough to market to younger, digitally-oriented generations.

Although millennials ‘enjoy museums’, they have also ‘expressed concern that the content and mission of many museums may not be in sync with millennials’ interest and values’, according to millennialmarketing.com.

A report by the Department of Culture, Media and Sport (DCMS), revealed DCMS-sponsored museums and galleries saw an overall 0.8% decline in visitor numbers in 2016/17 compared to 2015/16. Many major institutions within this group contributed to this decline, including the National Portrait Gallery (down 11%), the National History Museum (down 14%) and the V&A (down 12%), amongst others.

As a frequent visitor of art galleries in central London, I am often surprised by the lack of interactive digital content to aid learning, exploration and navigation. It is common to find an occasional static touchscreen in a corner, which will contain pages of dry information about certain paintings and collections, perhaps accompanied by a couple of images. This is hardly inspiring, particularly in the eyes of individuals who belong to the millennial and Z generations, for whom technology has become the very centre of their daily lives.

It is obvious that managers and curators need to take seriously the interest and retention of these generations so as to secure a bright future for their organisations. Incorporating digital technology within the physical gallery space is one such way to do this, providing more interactive and engaging platforms from which visitors of all ages can learn.

Whilst it appears that most galleries have a lot to catch up on in this regard, a handful stand out as pioneers of integrating traditional art forms with modern digital culture. – Read

How to keep up in the era of digital progression

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Technological innovation has transformed the way we work, play, interact, and behave.

Consider this: in 1995, there were 16 million internet users worldwide; today that figure tops four billion. Mass web adoption has driven improvements from healthcare to financial services, but along with this innovation has come higher expectations among consumers for personalised communications, products, and services.

For some marketers, digital disruption has moved too quickly. Alongside opportunities to engage specific audiences, there are also new challenges. With so many touchpoints, it’s become increasingly difficult to follow consumers across channels and devices, and even harder to determine which marketing and advertising campaigns are effective. Little wonder then that 40%are struggling to demonstrate return on investment.

To ensure success, marketers need to embrace measurement methods that offer a precise, and holistic, view of performance.

So, where exactly has innovation taken us, and what can be done to keep up with digital progression?

Losing conversational control

The advent of the internet didn’t just create the “always-on” consumer; it also signaled the end of marketer control over communication. Where previously brands could project messages via a one-way funnel — be that radio, TV, or print — the web allowed consumers to interact with brands according to their own pace and agenda.  It also enabled a continuous, two-way dialogue between brands and consumers through a wider range of touchpoints. – Read

Five Instagram Marketing Tactics That Build Your Brand And Generate Sales

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Along with hunger, fear and love, visual stimulation is deeply embedded in the human experience.

Ninety percent of all information is transmitted visually, with the human brain processing an entire image after viewing it for as little as 13 milliseconds. Social media platforms have tapped into this primal inclination with tremendous success.

Unique among them, Instagram has quickly proven to be one of the most influential forces in content-driven marketing today. The image-based app is known for having amplified engagement rates over other social media networks.

Instagram success comes with quite a daunting caveat: You must stand out on a platform with 800 million active users who “like” 4.2 billion posts daily. Luckily, there are ways your brand can cut through the noise. Here are five ways to build a passionate Instagram following that sequentially leads to increased revenue.

Create A Plan Of Action

Your Instagram strategy is what separates posting for profit from just crowdsourcing self-esteem. To be effective, your plan needs to define your target audience and outline a clear direction for content. – Read

Winning the social media marketing game

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Contributor Peter Minnium explains how connections are formed on social media, the purpose of these connections and how they can be leveraged to win the social media marketing game.

Thousands of years ago, clans gathered around fires to share their day’s experiences and to tell stories that established group norms and shaped social organization. Today, the fire’s embers have been replaced by the glow of internet-connected devices, but the communal exchange of stories and perspectives remains a fundamental force in social development.

From a business standpoint, a few important differences emerge from this evolution. Social media users can now publicly discuss their experiences with brands or products, forming large coalitions of interest that exert vast social pressure on brands and other organizations. From the presidential election to the newest cereal, everything is now a matter of public interest.

The essential principle, however, of shaping our world by sharing stories remains the same. The connections we build with others around us are the infrastructure of social change. Understanding how these connections are formed on social media, the purpose of these connections and how they can be leveraged is foundational to social media marketing. – Read

What Makes Influencer Marketing Platforms So Exciting?

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What is Influencer Marketing?

Jennifer Polk who is a research director for marketing leaders at Gartner states that Influencer Marketing is a core component of Social Marketing. It is a powerful tool to mold the audience’s beliefs and behaviors towards brands.

An Influencer is an individual who is famous and has has a large social media following. Essentially, brands engage influencers to market products for a targeted audience set.

‘Influencer Marketing’ as a term is coined exclusively when marketing is implemented on digital mediums.

Involving key people in marketing campaigns took roots from the late 18th Century with the pope endorsing patented medication.

Today, Influencer Marketing has evolved. 67% of Marcomm professionals want their content promotion to happen through influencers. – Read

7 Simple Steps to Conquer Social Media

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Are you lacking a viable social media strategy?

If so, you aren’t alone. 50% of businesses claim that they lack a tangible social media strategy, according to a recent survey. Accordingly, many businesses feel that having a documented social media strategy is unnecessary and takes a lot of time to create. Unfortunately, both of these points are utterly untrue. In order to properly analyze your social media growth and take a strategic approach to conquering social media in your niche, developing a social media strategy that outlines your objectives is definitely in order.

Read on to learn about 9 easy steps you can take to craft a social media strategy for your business.

 

Step 1: Craft an Executive Summary

All social media strategies begin with an executive summary, or simply a summary that describes your overall objective and how it relates to your business goals. The executive summary should be about one-page long and succinctly identify your purpose for using social media. Furthermore, this summary should include specific goals you are trying to achieve on a particular social media channel. – Read

Is Digital Marketing a Key to Success For Growth of Your Business?

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In the digital arena where business and commerce are heading to, Digital marketing tools and techniques provide business owners with the best chances for competition, survival and even business growth. Below are some points how Digital marketing help in your brand’s growth.

Targeted Marketing

Interacting and providing your customers with proper engagement points can give you an insight view of what your target audience wants. Digital marketing helps your business succeed by allowing you to target the consumers who are most likely to buy your products or invest in your services.

“Digital marketing in today’s age is an imperative, it’s not an option anymore. Especially for a franchise based system where a franchisee may have different capabilities as compared to other franchisees and the learnings need to be shared, and the customer base targetting that needs to be done has to be different for different franchises.” said, Anand Thakur, Chief Digital Officer, Jubilant Foodworks Ltd. – Read

 

How to Use Instagram Stories to Promote Your Business

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Instagram is undoubtedly one of the most down-to-earth and real ways to interest your customers and engage them naturally, without too much effort on designing and boosting parts.

With the constant updates and new features that the platform keeps releasing such as the stories, your business is bound to succeed more and more and attract newer audiences. Why should you use Instagram stories and how to put good content in them – keep on reading to find out the answers.

Why should businesses use Instagram stories?

Instagram stories are the latest trend, with the Facebook-owned platform now reporting 250 million viewers daily worldwide, they’re a fresh way for you to promote your business products & services in a fun, relaxed and creative way without disturbing the aesthetic appearance of your permanent feed.

As for why you should use stories to promote your business, giving your community a behind the scenes insight into the happenings of your day-to-day working life (or personal life, for the bloggers out there!) gives your Instagram followers an addictive way to interact with you. The casual and relaxed feel of stories are more personalized than your feed images and give an authentic touch to your brand. – Read