TITLE

THE DIGITAL DIRECTION: CONTENT MANAGEMENT AND THE MARKETING COMMUNICATIONS OF TODAY

AUTHOR(S)
Bagley, Erin; Lanz, Leora
PUB. DATE
February 2014
SOURCE
HVS Global Hospitality Report;2/24/2014, p1
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
The article examines the landscape of digital marketing for hotels and motels in 2014. The three categories of digital marketing which includes paid content, owned content, and earned content is discussed. The results of a study by the Cornell University Center for Hospitality Research for defining a return on investment (ROI) is discussed. Also discussed are hotels' utilization of social media, earned content, and user experiences.
ACCESSION #
94750559

 

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