Maximizing a hotel’s online presence comes with a cost, but digital marketers are often challenged to keep spending at a minimum. Experts shared strategies for meeting that challenge during a panel titled “Digital marketing drill-down” at the recent Hotel Data Conference. One factor driving up digital marketing costs, particularly cost per click, is new entrants into the market, said Scott Bacon, VP of business development at Miles Partnership – Hospitality. “When you think off all of the different platforms now that you have to distribute content, and when you think of how much Google’s encroached into the market space, it’s pretty tough to contain and maintain the same budget you had,” he said. Get the full story at HNN