Introduction to online marketing

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From the course by ESSEC Business School

The fundamentals of hotel distribution

459 ratings

ESSEC Business School

The fundamentals of hotel distribution

459 ratings

Course 1 of 4 in the Specialization Hotel Management: Distribution, Revenue and Demand Management

In today’s hotel sector an increasingly complex network of traditional and web based channels have to be managed to insure hotel success. Key questions include: how should you distribute over the web? What should you include on your brand.com website so people book through it? How can you maximise the potential of online travel agents (OTAs)? With the distribution environment both highly complex and constantly evolving, this course will give you comprehensive foundation of current industry practices to help jumpstart your career in this fascinating domain. Acknowledgements: Claire Bertrand, Vincent Chatain, Jessica Moses, Benjamin Six (ESSEC Business School), Emilie Dupré (Image-In), Gregory Halidy (Triplay)

From the lesson

Direct distribution: the key to hotel success

Distributing directly, thus building an effective and efficient website, is an essential success factor. Through this module, you will have a deep understanding of the web development process but also understand the cost of driving traffic, and the importance of using indirect distribution and online marketing techniques.

Introduction to online marketing2:12

Organic search engine marketing4:48

Paid search engine marketing3:34

Email Marketing4:18

Display Advertising4:27

Affiliate marketing2:10

Social Media Marketing1:15

Meet the Instructors

Peter O'Connor
Professor of information systems, Director of the MBA in Hospitality Management
Information systems
Nicolas Graf
Professeur
Management

[MUSIC]

Actually building your website is only half, or

maybe even one-tenth of the battle.

The more significant challenge is attracting and

re-attracting visitors to your site, so you can sell to them.

In general the more traffic that you can manage to attract, and

the longer you can keep these visitors on your site,

the more opportunities you have to sell your product.

Depending, of course, on the quality of your content as we discussed earlier.

In this video we will explore the subject of online marketing and promotion.

In other words how to drive business to your website.

Although a variety of different electronic techniques will be discussed it should be

remembered that one of the most effective ways of attracting business to your site,

direct navigation, has already been mentioned.

Put simply, one of the most common ways that users will find your site is by

directly typing your domain name, or what they think your domain name is, or

what your domain name should be, into your web browser.

For a large number of users this is the first thing they will naturally try.

So as we've already discussed, having the appropriate set of domain names,

particularly the .com, but also the country specific domain names.

Is absolutely critical.

Of course this strategy will only work if the potential customer already knows you.

If they're not aware of your existence, how can they type your domain name?

Many of the techniques that we will subsequently discuss in this

video focus on overcoming this challenge,

by helping to gain visibility in front of the appropriate consumer.

The use of search engine marketing, both SEO and paid search engine marketing,

display advertising, and even email marketing, all focus on reaching out to

the customer and making them aware of your hotel and its services.

With all of the hype about online marketing,

it's also important not to forget the basics, and

what is still highly effective, which is traditional media.

To reinforce direct bookings, the website's address should be incorporated

onto everything, business cards,

brochures, letterheads, anywhere you could possibly list your address.

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