2014 Prediction #3: The Triumphant Return of My Favorite Marketing Medium

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January 2, 2014 - Gregg Blanchard


Social media is on an interesting journey.

The industry has been high, it’s been low, it’s been everything in between. It’s been no different for marketing on this channel.

More Numbers, More Reasons
Many resort marketers found a balance with social media very early. While, on the other hand, some treated it like a magic wand…wave it on a message and you’re done.

As we’ve since learned, social media is good at many things, but it’s not good at everything.
And, interestingly enough, where it often lacks is exactly where email excels.

The Pendulum Swings
This year, I think email is going to see a big resurgence in resort marketing.

As resorts get a better idea of the ROI on certain campaigns they’ve run through social media, they’ll begin to see that email can do a much better job in certain areas.

It reaches more of their guests and does so in a way that lets them better leverage guest data.

Focus
One was this shift will be manifested is the time and effort put into the quality of email creative and the brevity of the contents. A times, these message may even resemble social posts.

We’ll see fewer “blasts” out to the entire list and more focused campaigns that tell simple stories to specific guest types with specific behaviors.

In other words, more this, less this.

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