Opening keynote

The changing face of online marketing trends, perceptions and cost

• Analysing eMarketing trends
• Understanding your target market and the best way to reach them
• Allocating budget and keeping down cost
• Finding the balance between online and offline marketing
–What does the future hold?

Intelligent eDistribution strategies, web optimisation and analysis

Optimising your website to maximise conversion

• Understanding the full potential of an optimised website – what are the costs involved?
• Addressing your target customer segment –presentation of key selling points and content
• Enhancing usability to improve customer satisfaction
• Boosting search engine optimisation (SEO)

Morning refreshments

Hilton’s search engine marketing campaign - a case study

• The challenges that Hilton face and the success of the campaign to date
• Synergy paid and organic search– clickpath analysis
• The value of generic keywords –cross channel influences
• How paid search ends display overlap and the impact of Google’s trademark policy change

Technologies to monitor your online performance

• Tracking and monitoring tools
• Interpreting reports and statistics
• Using the information to improve your marketing process

Lunch

Enhancing SEM and PPC process

• Understanding how consumers and meeting planners use search in hospitality
• Understanding the long tail of search and producing effective content
• Measuring and tracking conversion and ROI

Panel discussion – indirect vs direct eDistribution
With the balance in favour of direct distribution to
deliver online traffic what does this hold for third party
intermediates and where should you invest?

Harnessing the power of social media

Understanding the impact of social media on hotel buying decisions

• Breaking down social media channels – what are the trends?
• Understanding how the consumer uses social media in their purchasing decisions
• Analysing the impact social media could have – what are the key factors to be aware of before embarking on a social media marketing strategy?

Case study – monitoring and exploiting social networks and User Generated Content (UGC)

• Effective strategies to monitor and track customer comments
• Becoming part of the online conversation and dealing with negative posts
• Analysing the ROI in using social media as a marketing tool

Case study – creating your own online community

• Understanding the need for your own online community
• Using UGC on your website – does it work?
• Linking your community to the wider online community
• Revealing the benefits and the costs – is this a tool for independent hotels?

Closing remarks from the Chair

Day Two Wednesday 17 September 2008

Registration

Opening remarks from the Chair

ROUNDTABLE MORNING

Delegates will be able to attend three one-hour roundtable
discussion groups from a selection of key topics. Each
session will be chaired by an industry expert who will
facilitate an exchange of opinions, essential experiences
and learning related to a current aspect of Hotel
eMarketing.

Implementing an effective mobile marketing strategy

Utilising mobile media channels

• Unlocking the potential of mobile marketing
• Developing mobile website functionality, branded content and increasing mobile SEO
• Linking to reservation systems
• Enhancing CRM with personalised travel alerts
• Analysing the place of mobile marketing within the industry – what is the ROI?
• Implementing a mobile marketing strategy

Realising a cost effective online campaign

Investing in online marketing case study for independent hotels

• Taking advantage of available free services
• Pinpointing the key areas to invest
• Understanding your market place and localising your activities

Afternoon refreshments

Analysing the value of email marketing

• Improving the content and getting it right
• Techniques for tracking email marketing and improving ROI
• Analysing the cost of an email marketing programme – is outsourcing more effective?

Managing online customer relations

• Collecting and analysing eCRM data
• Tailoring your system to the needs and preferences of customer groups
• Tracking the effectiveness of your eCRM programme

Closing remarks from the Chair

End of conference