Digital marketing is all about results. Unlike offline marketing, in the online and mobile space we can track and analyze ROIs from our online marketing campaign results quickly and accurately over the Internet. There is no medium that allows tracking like the Internet does, yet in hospitality, we didn’t adopt these tracking technologies at first introduction. Instead, we relied on cheap or free analytical tools to provide us with important information used to make major decisions. As a result, we are often basing integral marketing decisions on inferior information. In today’s dynamic market, where occupancy rates and ADRs depend on how well hoteliers utilize Internet marketing, it is no longer sufficient to measure only basic website traffic stats like visitors and page views or campaign stats like banner click-through rates and PPC clicks. Website and campaign conversions, ROIs, pathing and behavioral metrics have become standard, and many hoteliers are turning to more sophisticated tools to measure these essential metrics. Get the full story at HeBS digital Blog