Our Hotelier’s Guide to Digital Marketing in 2018 gives you the low-down on what the best and brightest in hospitality are using to elevate their online marketing presence, and how you can do the same.
By 2019, video is expected to represent over 80% of all internet traffic. Here’s how tapping into the power of video can help your brand stand out in the crowd.
1. Immerses the viewer in ways that other solutions just cannot.
Video has emerged as the medium of choice for travel marketers to highlight the best of their offerings. Marina Bay Sands has used it to provide an immersive experience into one of their attractions.
“Our experience with video advertising has been positive. It has helped us highlight our Spectra light and water show, which reflects Singapore’s journey into the cosmopolitan city it is today, linking four different acts seamlessly,” says Katherine Lu, VP Digital Marketing and Ecommerce. “The video captures the attention of the viewer, and we’ve achieved an average view-through rate of 46%, which we’re really happy with. Video has definitely proven itself an innovative resource in our digital marketing toolkit.”
2. They are impactful at all stages of travel planning.
There are a ton of proof points supporting the use of video to build awareness. But, it can affect purchasing behavior across the entire path to purchase. In fact, two-thirds of travelers use video as a source of inspiration to visit new places, and to narrow their brand, destination or activity choices. And its impact doesn’t stop there. You can continue to engage your audience as while they are in-destination.
3. They effectively communicate your ethos as a company.
While other mediums can also do this, they usually don’t have the same emotional impact that video does. We at Sojern partnered with Courtyard by Marriott to share their NFL Father’s Day video through YouTube TrueView with American football fans. It tugs at the heartstrings! Plus, it showcases that they are as an NFL partner in a subtle way, by focussing on the dads rather than their brand explicitly.