While technology offers a world of convenience to travelers today, it also provides an abundance of creative opportunities to help travel brands capture consumers and lead them to their destinations. But technology advances so fast that it can be challenging to stay current on the newest developments. To help travel brands discover the latest and leading ways to attract travelers in the modern world, Adweek.com shared a look at what’s shaping today’s travel landscape.
Hotels Follow the Direction of Airbnb
More and more Millennials are traveling today, but their need for affordability and personalization have led to the ascent of a sharing economy that’s embodied by brands such as Airbnb. With Millennials poised to become the primary travelers of tomorrow, mainstream hotel brands are seeking ways to incorporate elements of this travel model into their portfolios of more standardized properties to attract these younger travelers. Many are achieving this goal by introducing new hotel brands designed to appeal to Millennials.
When it comes to reaching an audience with intent to buy, it’s hard to pass up search engine marketing (SEM) as a primary digital advertising channel. AdWords, in particular, enables advertisers to leverage a variety of tools to engage consumers and businesses alike with compelling ads designed to drive action.
With more than 1.2 trillion queries annually, Google’s search engine results pages are more dynamic, competitive, and useful than in previous years. As search engine results pages have evolved, so has the integration of search network ads within the results. As a platform, AdWords may be more complex than ever before, but these five simple techniques for getting the most out of your search network campaigns are as easy as it gets!
For decades, healthcare organizations have treated prospective patients and the community to special events and open houses to acquaint them with their facilities. But today, virtual tours are re-creating these physical visits with online virtual tours that introduce prospective patients to the facility, services, and staff. Virtual tours provide much greater convenience and access for distant patients, as well as being helpful healthcare marketing tools. HealthLeadersMedia.com shared how three progressive hospitals are letting people experience their facilities with a quick visit to a digital device.
1. Christ Hospital Health Network’s 3D Tour
The Cincinnati-based Christ Hospital Health Network recently created the region’s first 3D virtual tour of its new standalone surgical center before its official debut. The organization hosts these tours on a special website that’s viewable via desktop or mobile device. The tour allows consumers to navigate through the center’s lobby, exam rooms, and operating rooms. They can also view videos about the hospital’s many services and the overall patient experience. A similar virtual tour is offered for the hospital’s breast center, which educates prospective patients about the facility’s medical technology and displays physician videos. These virtual tours are fast and easy to load and navigate.
Advertisers aim to earn an audience’s trust, but which markets are most trusting of these marketing messages? A new Nielsen report posed this question to audiences worldwide. In addition to finding that trust levels in advertising have stayed generally steady across owned, earned, and paid ad formats since 2014, researchers found that Millennials were the segment that trusted ads the most. And while trust in advertising is typically a precursor to purchase, the study also showed that the levels of action taken on advertising were actually higher than the levels of trust placed in almost two-thirds of the 19 ad formats examined. This showed that while trust can be a catalyst to purchase, it’s not always a marketing must. Nielsen.com shared more from the report on audience faith in advertising formats.
The Age of Advertising Trust
According to the survey, Millennials reported the highest levels of trust on almost all 19 advertising formats, including both traditional and digital formats. And these young adults between ages 21 and 34 were also the most inclined to take action on ads in 16 of these 19 formats.
Picture this: large red pins are placed on items in a brick-and-mortar store that shoppers can push to have an image of the item digitally pinned to their Pinterest boards. This concept brings pinning to life and into the lives of brick-and-mortar shoppers. This idea was the concept behind a compelling Brazilian ad campaign for Tok&Stok, Brazil’s largest design furniture store chain, by Agency DM9DDB. Adweek.com shared a look at the campaign that has many pinning their hopes that these pins will become a retail reality.
After developing this in-store pinning technology, Agency DM9DDB tested it in an ad campaign for Tok&Stok. Their primary challenge was identifying who was pressing a pin and ensuring that it was directed to their Pinterest board.
Which trends should healthcare brands be paying close attention to when it comes to the Hispanic market in the United States? What impact will this increasingly important demographic have on how care, services, and products are marketed and delivered?
To find out, we sorted through census data and a host of research reports to see how Hispanics are transforming healthcare. Below are the six key changes that every brand should be aware of:
Marketers keep buzzing about “social spend,” but few understand what this marketing term really means or how it differs from the phrase “advertising spend.” Today, most of the articles on social spend concentrate on ad buys, but social spend is not the same as advertising spend. As a result, the two terms keep getting mixed up, leading to lots of confusion. The Huffingtonpost.com explained what the terms really mean in marketing.
Earn More from Social Spend with a New View of Advertising
The term “social spend” is often a difficult concept for marketers to grasp because they are wired to view social media from only an advertising perspective. In reality, social spend is a company’s investment in a social marketing team and its dedication to training staff to be active on social media.
Luxury travelers not only seek excitement from their journeys, but they also want to experience a novel thrill from their hotels. Industry experts say that some travelers have grown weary of the more predictable experience found in many large high-end hotel brands. They’re now searching for the kinds of unique, personalized experiences offered by smaller luxury boutique brands. CNBC.com explored more on this traveler tedium and how it’s making room for smaller luxury hotels in the hospitality market.
Discovering the Unique Instead of the Usual
Luxury travel is no longer about the fancy frills and prestige names that big brands are known to provide. It’s now more about the value of unique experiences and the preference for personalization.
The mobile health industry is experiencing healthy growth, but the rapid introduction of mobile technologies and start-ups has made regulators question whether this development is good for consumers. There’s no denying that mobile health technology can provide consumers with unlimited access to healthcare information. But the concern lies in how mobile health innovations are not properly vetted by regulatory boards, with many companies using unverified methods or making false claims. The way to safely bring mobile health into consumers’ lives is by applying the same regulation and standards that are used in the healthcare industry. TechCrunch.com reported on the need for mobile health regulation in order to make mobile technology a trustworthy, safe, and valuable part of consumers’ lives.
Medical experts agree that mobile healthcare regulation is vital to consumer health. Consumers don’t always understand or research the science behind the latest healthcare discoveries. The companies introducing the advances and the regulating healthcare boards bear the responsibility of performing due diligence on their behalf.
Social media networks—with their huge scale, direct reach, and sophisticated targeting options—are incredibly powerful marketing channels for businesses. However, to utilize them for maximum effect, it’s essential for senior marketers to grapple with a few underlying truths about how social platforms function today.
In particular, there’s a set of important core principles about social networks that are often overlooked by CMOs. Ignoring these is often the root of many brands’ frustrations with social media, since it leads to low engagement and inefficient spends.
The rapid evolution of digital advertising leaves advertisers wondering which progressive ideas will lead to progress. New tactics and technologies seem to emerge so quickly that it makes it hard to keep up. To help digital advertisers stay current on the latest and leading advances, Tech.co featured four digital advertising approaches that will result in results today.
1. Produce Your Own Pre-Roll Video
Many advertisers are struggling with consumers skipping ads that are placed before YouTube videos. But tech-savvy marketers have found a way to overcome this obstacle by producing their own pre-roll videos. This gives them the power to develop their own engaging, tailored content with compelling CTAs.
Marketers count on statistics to give them a working knowledge of which of their strategies are actually working and which could use some work. These figures convey their campaign results, conversion rates, and their need for optimization. So which marketing statistics matter the most to marketers in 2016? DigitalDoughnut.com compiled a number of top statistics that marketers can count on this year.
For marketers who think Millennials have progressed beyond traditional media like radio, they need to listen to recent research, which showed that radio plays a significant role in Millennials’ daily lives. These findings were revealed in Nielsen’s fourth-quarter 2015 Total Audience Report that reviewed Millennial media preferences. The study uncovered that 90% of Millennials tuned into radio every week. This translated to 66.5 million Millennial radio listeners every single week, regardless of their age or stage of life. Nielsen.com featured more results from this report to show marketers why radio remains a hit with Millennials.
Living to Listen
The study divided respondents into three groups to better understand the radio habits of various sub-groups within the Millennial generation. These groups were “Dependent Adults” who lived with someone else, “On Their Own Millennials” who lived in their own homes without children, and “Starting a Family Millennials” who lived in their own homes with children.