easyHotels 数字化营销卓越案例研究.pdf

1、Digital Marketing Excellence-easyHotels Case StudyDMWDBPBIGDSBVWe make your bookings more profitableDr Des OMahony Founder&ChairmanCarol-Ann Doheny Digital Marketing SpecialistEvolution of Customer Journey4ENGAGEATTRACTCONVERTREFINEThe Customer Journey becomes a Cycledata-driven refinementcustomer f

2、eedbackAI insights5The Bookassist Ecosystem+Web Design ENGAGEDigital Media ATTRACT Booking Platform CONVERTIntelligence REFINEDMWDBPBIGDSBVancillary revenueContinuous optimisation creates a Perpetual Cycle of Growth6ENGAGEATTRACTCONVERTthe more seamless the stages,the higher the conversion the more

3、consistent the messaging,the higher the conversion the more personalised the experience,the higher the conversion people(and agents)jump around between the stages we traditionally definethe more touchpoints that reinforce,the higher the conversion.7ENGAGEATTRACTCONVERTbut also it creates opportuniti

4、es.the rise of AI,and Agents,has complicated this further10AI Search and Agents Growth20242025Daily sessions on easyHotel website2026 Jul 24 Sep 24 Nov 24 Jan 25 Mar 25 May 25 Jul 25 Sep 25 Nov 25 Jan 26 Mar 26SessionsTackling Omni-Channel Content in an AI-dominated context12influencersreviewsmicro-

5、influencerssocial commerceemailloyaltyOmni-channel visibilityPaid and unpaid efforts.Consistency,repetition,reinforcement,personalisationpodcasts13Things you can do“Helpful content”addresses user needs in all content across all channelsFocus on Expertise,Experience,Authoritativeness and Trustworthin

6、ess(E-EAT)(after Google).Original content by people for people Use credible sources and citations/links Update content regularly and address typical questions,eg use FAQs Holistic content development Third party site content NAP profile Enforce strong editorial control Interactive content is king Al