{"id":895,"date":"2013-10-27T14:21:39","date_gmt":"2013-10-27T14:21:39","guid":{"rendered":"http:\/\/www.hotelmanager.net\/it\/?p=895"},"modified":"2021-01-31T17:18:49","modified_gmt":"2021-01-31T17:18:49","slug":"come-investire-hotel-web-marketing","status":"publish","type":"post","link":"https:\/\/www.hotelmanager.net\/it\/come-investire-hotel-web-marketing\/","title":{"rendered":"Come investire i soldi destinati all&#8217;hotel web marketing?"},"content":{"rendered":"<p><a href=\"http:\/\/www.hotelmanager.net\/it\/wp-content\/uploads\/2013\/09\/marketing-budget.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-medium wp-image-898\" alt=\"marketing budget\" src=\"http:\/\/www.hotelmanager.net\/it\/wp-content\/uploads\/2013\/09\/marketing-budget-300x262.jpg\" width=\"300\" height=\"262\" srcset=\"https:\/\/www.hotelmanager.net\/it\/wp-content\/uploads\/2013\/09\/marketing-budget-300x262.jpg 300w, https:\/\/www.hotelmanager.net\/it\/wp-content\/uploads\/2013\/09\/marketing-budget.jpg 320w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a>Stando alle ultima stime durante tutto il <strong>2013 gli hoteliers<\/strong> americani hanno investito circa il 38% del loro budget destinato al marketing per la promozione online. Questi sono dati che derivano direttamente dagli<strong> USA<\/strong> dove le spese affrontate per la promozione online rivestono assolutamente u ruolo di prim&#8217;ordine.<\/p>\n<p>Se rapportiamo tutto questo all&#8217;<strong>Italia<\/strong>, dove ancora molte strutture stentano ad avere un buon booking engine o addirittura un sito funzionante sia per<strong> PC che per mobile<\/strong>, le percentuali divengono irrisorie. Nonostante oggettivamente l&#8217;America rappresenti, ad oggi, ancora una realt\u00e0 ben lontana, pu\u00f2 per\u00f2 aiutarci a capire meglio dove e come investire i nostri soldi, a tal proposito ci preme farvi conoscere la <strong>nuova guida<\/strong> targata USA su come spendere il denaro destinato al <a href=\"http:\/\/www.hotelmanager.net\/it\/tag\/marketing-online\/\">marketing online<\/a>, ovvero: la &#8220;<a href=\"http:\/\/www.hebsdigital.com\/blog\/the-smart-hoteliers-guide-to-2014-digital-marketing-budget-planning\/\" target=\"_blank\" rel=\"noopener\">Smart Hotelier\u2019s Guide to 2014 Digital Marketing Budget Planning<\/a>&#8220;.<\/p>\n<p>Il nodo fondamentale di questa guida, redatta direttamente da <strong>HeBS<\/strong>, \u00e8 quello di investire il denaro dei budget per riuscire ad incrementare le prenotazioni dirette. Questi specialisti hanno analizzato, inoltre, quali effettivamente siano le problematiche che si frappongono tra gli albergatori e dei corretti investimenti online, fra tutti il fatto che il<strong> web marketing<\/strong> venga sottostimato, in America stessa si continua ad investire il 28% in questo canale, mentre dall&#8217;online provengono circa il<strong> 48%<\/strong> delle <strong>prenotazioni totali.<\/strong><\/p>\n<p>La seconda problematica \u00e8 che gli hotel dipendono ancora troppo dalle <strong>OTA<\/strong> e dai vari intermediari, sopratutto in Italia le strutture che puntano tutta la loro<strong> visibilit\u00e0<\/strong> sfruttando quella dei grossi portali sono la stragrande maggioranza.<\/p>\n<p>Il primo passo quindi per ottimizzare la spesa destinata al <strong>marketing digitale<\/strong> \u00e8 quello di abbattere questi preconcetti, poi vanno assolutamente tenuti d&#8217;occhio i trend, per stabilire il modo migliore di spendere i soldi \u00e8 necessario sapere quali saranno i maggiori ambiti di applicazione, per il prossimo anno (2014) come molti ormai dicono si dovr\u00e0 investire maggiormente nella <strong>multicanalit\u00e0,<\/strong> ovvero tenere d&#8217;occhio i 3 principali device di oggi, <strong>PC, Smartphone, Tablet.<\/strong><\/p>\n<p>L&#8217;altro trend assolutamente in voga per il 2014 sar\u00e0 quello derivante dall&#8217;esplosione dei <strong>motori di ricerca<\/strong>, questa \u00e8 la nuova modalit\u00e0 secondo cui l&#8217;utente moderno vuole acquisire sempre maggiori <strong>informazioni.<\/strong><\/p>\n<p>Di seguito l&#8217;analisi fatta da HeBS, scendo un po pi\u00f9 nello specifico e cerca di individuare le aree principali dove destinare i soldi, che sono fondamentalmente tre:<\/p>\n<p><strong>1 Ottimizzare le risorse:<\/strong> sito ufficiale con conseguente <strong>restyling<\/strong> adattabile a tutti i nuovi device, consultare le varie agenzie specializzate che ci indichino la via migliore per promuovere il sito stesso, potenziare la parte tecnica del sito, dovr\u00e0 essere <strong>altamente performante<\/strong>.<\/p>\n<p><strong>2 Azioni di web marketing:\u00a0SEO<\/strong>, content marketing<strong>, PPC, SEM<\/strong>, retargeting, e-mail marketing, incremento della <strong>Brand Reputation<\/strong> e Social Media Marketing.<\/p>\n<p><strong>3 Marketing multicanale:\u00a0<\/strong>ad esempio legare la propria struttura ad un evento specifico, o magari promozioni che siano in linea con la stagionalit\u00e0, fare delle azioni su pi\u00f9 canali con lo scopo di aumentare la visibilit\u00e0.<\/p>\n<p>Questi sono solo alcuni spunti e suggerimenti (seppur molto preziosi) che hanno lo scopo di aiutarci a farvi capire quanto sia impensabile riuscire ad incrementare la <strong>disintermediazione<\/strong> e aumentare le prenotazioni dirette, tralasciando una buona<strong> pianificazione di marketing digitale.<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Stando alle ultima stime durante tutto il 2013 gli hoteliers americani hanno investito circa il 38% del loro budget destinato<\/p>\n","protected":false},"author":220,"featured_media":899,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"colormag_page_container_layout":"default_layout","colormag_page_sidebar_layout":"default_layout","footnotes":""},"categories":[25],"tags":[24],"class_list":["post-895","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-hotel-marketing","tag-marketing-online"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Come investire i soldi destinati all&#039;hotel web marketing? 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