Online marketing still based on building a brand

New technology and gadgets may be appealing for website development, but from the perspective of a supplier brand, branding remains the most crucial issue, according to Mark Wong, VP of Marketing and Development for Preferred Hotel Group.

The role of hotel marketing has evolved since the introduction of the Internet, as Wong discussed with participants of the “Roadmap to Online Success’ panel at the Eye for Travel Sales & Marketing in Travel Asia Pacific Conference for 2008.

It wasn’t too long ago that Web 1.0 was prevalent, and the job of a hotel marketer was to create visibility and manage perception, in order to improve revenue.

However, the introduction of the interactive version of the Internet, Web 2.0, has developed this role. Marketing now requires the development of trust and influencing of opinions for the same result of improved revenue, as Wong disclosed.

Trust is considered crucial in marketing, as the increased transparency that the internet has brought allows a multitude of opinions to surface.

Furthermore, businesses need to exercise more caution in their website development. Although upon their inception, websites are generally clear and coherent, as time passes, more and more information is added without anything redundant being removed.

Mark Wong, VP Marketing and Development, Preferred Hotel Group

The result is, according to Wong, that “Elements of the site compete for attention and at the end of the day, you lose the customer because they can’t find what they want.”

A user-friendly website requires a perfect balance of art and science, as good design and aesthetics are necessary, but accessible and relevant technology will lead to conversion for bookings.
Wong also recommends the use of technology provided by Google or clickmaps, which allows businesses to monitor which areas of their website are receiving traffic.

The website provides, in the situation of Preferred Hotel Group, the first impression of a business for a consumer. This is prior to checking in, prior to even visiting the office. For that reason, Wong maintains that the website ought to provide functionality, but also a glimpse into the experience of the brand.