Marketers often say that most consumers need to ‘see’ your ads a minimum of seven times before they get the message and possibly convert to becoming a customer — that’s seven different touch points, which for some businesses isn’t realistic given the time and investment needed to achieve this. Today, we have the tools to help achieve this message penetration quicker and more effectively than ever.
Remember the good old days?
Direct marketing has come a long way; gone are the days of laser-printed direct mail letters with fake salutations and signatures, mass-mailed with a lot of franking or stamp-licking. It’s been completely reinvented — and this time it’s very, very personal with email marketing, list marketing, social media targeting and retargeting creating opportunities we could only dream of, not too long ago.
Direct marketing has always been about marketing directly — but to the right people. Even today, how can we be sure that a hotel can reach the right people; not just once but to target them and then hold on to them? Let’s explore three avenues that will demystify the social marketing ballgame.
1. Retargeting
Thanks to Facebook, Twitter and Google, hotels can now retarget their website visitors across all these platforms (for Google alone, we’re talking its entire network of millions of websites where display banner adverts can be shown; for Facebook, we are now talking about one billion users per day).
For example, ‘retargeting’ means that you can now show an ad for a specific product or service which is featured on your website to only those people who have previously visited relevant page on your site. Following your visitors away from your own website — or ‘retargeting’ — means your ads are more accurately targeting people with a clear interest in your product, with virtually no wastage. It’s a marketer’s dream.
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