Strategic Growth: Marketing Tactics for Success
Explore innovative marketing strategies to achieve business growth. Learn how to leverage digital tools, engage customers effectively, and maximize your marketing efforts. Stay ahead of the competition with a data-driven approach.
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Hospitality Marketecture Diagram Primary Data CRS/ PMS Campaign Management Plan/Budget/ Design Track/ Optimize Targeted Segmentation Research Deploy RMS Brand. com Martech Orchestration Owned Marketing (Known Customers) Content Management Mobile App Design/ Development Delivery/ Production Email Website Staging Call Center Customer Journeys Mobile App Direct Mail Survey Social Interactive Business Rules Consent Manage- ment Text/SMS Reviews Customer Data Platform (Known Guests) Marketing Measurement Loyalty Other Touchpoints Call Center Audiences Brand Social Profile Unification Golden Record Segmentation/ Profiling On Property Secondary Data Chat Bots AdTech OTA/ Bed Banks Paid Marketing (Anonymous Audiences) Data Data Store Aggregators Re-targeting Display/ Banner Search Metasearch Engines Data Management Platform (Anonymous Prospects) Social In App Look-alike Reviews Purchased List Social Unification Activation Processing & Storage
Customer Data Platform (Known Guests) Segmentation/ Profiling Golden Record Profile Unification Data Collection Activation Personal Behavioral Engagement Transactional Device Cross device Multichannel Multisystem Demographic Lifestyle Psychographic Behavioral Geographic Analyze/Predict Content/Offer Optimization Next Steps Recommendation
Glossary Term Definition This section addresses all the tools needed to deliver customer content, incorporate feedback, detect patterns and measure engagement Activation Section Groups of individuals or organizations who could in some way be exposed to your offering, either directly or through your marketing and communications Audiences Banner advertising refers to the use of a graphic display that stretches across the top, bottom or sides of a website or online media. The horizontal type of banner advertisement is called a leaderboard, while the vertical banners are called skyscrapers and positioned on a web page's sidebars. Banner ads are image-based rather than text-based and are a popular form of online advertising. The purpose of banner advertising is to promote a brand and/or to get visitors from the host website to go to the advertiser's website. Banner A bed bank (also called a wholesaler) is a B2B company that purchases rooms from accommodation providers in bulk at a discounted, fixed price for specific dates and sells them to OTAs, travel agents, airlines or tour operators Bed Banks This generally refers to reservations centers, help desks, information lines or customer service centers, regardless of how they are organized or what types of transactions they handle Call Center A computer program designed to simulate human conversation typically powered by rules and artificial intelligence Chatbot A system or process allowing customers to determine what personal data they are willing to share with a business Consent Management Central Reservation System (CRS) A reservation management software that allows your hotel to manage inventory and rates in real-time so that your hotel can manage reservations and the related processes more efficiently The central location for all customer data that provides customer profile unification, data segmentation/profiling, data orchestration and historical transactions Customer Data Platform
Glossary Cont. Term Definition Customer Journey A comprehensive view of your customer s experience at each stage in the following six categories: 1. Inspiration and Research 2. Booking 3. Pre-Arrival 4. Check-in 5. In-house Experience 6. Check-out and Post-stay Data Aggregators Data mining systems that spread business information online then collect and share that business data with many sources, including search engines Data Lake A data repository for storing extensive data feeds, both structured and unstructured Data Management Platform A unifying platform to collect, organize and activate first-, second-, and third-party audience data from any source, including online, offline, mobile and beyond. Golden Record A single, well-defined version of all the data with the organization's CDP entities in an organizational ecosystem, sometimes called the "single version of the truth" Look-alike An audience of prospective new customers, generated (often algorithmically) from a seed audience of current customers or likely customers Martech The combination of marketing techniques and technology to create, communicate, analyze, deliver, test, measure, automate, integrate, adjust and streamline marketing efforts
Glossary cont. Term Definition Metasearch Engine This is an engine (or search aggregator) that is an online information retrieval tool that uses the data of a web search engine to produce its results. Metasearch engines take input from a user and immediately query search engines for results to gather, rank and present data to users. Online Travel Agency (OTA) A web-based marketplace that allows consumers to research and book travel products and services, including hotels, flights, cars, tours, cruises, activities and more, directly with travel suppliers Property Management System (PMS) A software application for the operations of hospitality accommodations Primary Data Data that comes directly from your audience which is collected straight from your customers, site visitors, email list subscribers, loyalty members or other people interacting directly with your organization Processing & Storage Section This section includes everything needed for data storage, cleansing, analysis, and content creation. Retargeting Retargeting, also known as remarketing, is a form of online advertising that can help you keep your brand in front of bounced traffic after they leave your website. For most websites, only 2% of web traffic converts on the first visit. Retargeting is a tool designed to help companies reach 98% of users who don't convert right away. Secondary Data Data information that another company has collected Unification Section This section on the diagram includes everything needed to capture and unify customer data.
