Budgeting for a Robust Internet Marketing Strategy in 2007
As on line marketing becomes a critical element of any tourism or hospitality marketing mix, The Mole came across this very interesting article which any serious marketing practitioner should, read.
Best Practices Guide to Aid in Developing the 2007 Hotel Online Marketing Budget is written by Max Starkov and Jason Price and as many hotels enter the 2007 budget planning season, this article aims to help hoteliers construct a competitive internet marketing budget.
Any hotel’s overall competitiveness today is determined to a great extent by how well it manages its internet marketing and distribution efforts. It is not a question of how big the budget should be, but rather what to include and how much to allocate in the internet marketing budget for a meaningful ROI and online revenue growth.
This article takes a closer look at some important aspects of Internet marketing in hospitality and what marketing activities and line items comprise the 2007 online marketing budget.
2006 may have been a banner year in hospitality, but how has this success translated into the planning of next year’s marketing budget – especially as it relates to the online channel?
While the hotel may have an internal formula for ROI, many hoteliers are confused as to what, where, and how much of the marketing budget should be devoted to the online channel.
The dynamic nature of the Internet further complicates the budget planning process. In an environment that consistently brings new fads, new online media formats and business models, new competitors, and new tools and methods to market a hotel via the internet – including through TravelMole!
To download the article, please click on this link:
http://travelmole.com/photolib/06-Internet Marketing Budget Planning in Hospitality-Sept 27 – F.pdf
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John Alwyn-Jones
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