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HOW TO MEASURE YOUR NEWSLETTER PERFORMANCE Click-to-open rate (CTOR) = number of clicks / number of emails opened x 100. You can monitor two rates: the click-through rate, which applies to all of the emails you send out, and the click-to-open rate, which applies only to newsletter emails that have been opened. The click-through rate can vary based on how big your subscriber list is,the
THE FIVE CHALLENGES OF SOCIAL MEDIA MANAGEMENT IN TOURISM I recently ran a series of posts for the French side of this blog, interviewing different tourism organizations in the province of Quebec that execute many aspects of their travel marketing strategy effectively. There was a big city hotel, a destination spa in the Eastern Townships, a regional destination marketing organization (DMO), a cultural promotion office and a well-known resort located THE SEVEN BUSINESS DRIVERS OF A SOCIAL MEDIA STRATEGY Based on target audiences and resources at hand, tools will vary between traditional media and online tactics. Once you’ve laid out the road map, moving into social media should answer one or many of the following seven business drivers, depending on your priorities and resources: 1. Enhance Branding & Awareness. IS SOCIAL MEDIA ENHANCING OR RUINING THE TRAVEL EXPERIENCE? Here are five of my personal pros and cons about social media within the travel experience: 1. Sharing in real time. Once upon a time, you’d insert a film roll into your camera, or better yet have a disposable one, and you’d take pictures during your trip. A couple of days or weeks (or months) later, you’d have them developed atyour
UNDERSTANDING THE DIFFERENCE BETWEEN MOBILE-FIRST Instead, the former is actually a design strategy (mobile-first), while the latter is the result of a technical approach (responsive). If a business develops its website, the design is often based on the assumption that visitors will browse it on a desktop computer. Then, the website is modified to adapt to different devices, including ON THE IMPORTANCE OF HAVING SOCIAL MEDIA GUIDELINESSEE MORE ONFREDERICGONZALO.COM
HOW TRAVELERS USE ONLINE SOURCES FOR TRAVEL DECISION-MAKINGSEE MORE ONFREDERICGONZALO.COM
SHOULD YOU RESPOND TO EVERY COMMENT OR REVIEW? Source: Revinate. According to this rule of thumb, organizations should absolutely answer every 1- and 2-star reviews. While they make up less than 10% of all reviews in general to begin with, they are the ones that hold the highest negative potential for your brand. 3-star ratings should be answered at least 50% of the time – personally, I 7 OBSTACLES TO TRAVEL RIGHT NOW This will obviously affect all modes of transportation, from airlines to cruises, and every other components of the travel experience in between. 2. Shortage of labor. The second obstacle I see is one that is often discussed in travel industry, but that rarely IS TRIPADVISOR PLUS A GAME-CHANGER? The more one travels, the more one is likely to revert to its TripAdvisor Plus program to get all the value from that $99 “investment”. “Tripadvisor Plus is a game changer for both travelers and hoteliers. Travelers get to enjoy a memorable experience thanks to special perks and discounts – and hotels have a brand newway to attract
HOW TO MEASURE YOUR NEWSLETTER PERFORMANCE Click-to-open rate (CTOR) = number of clicks / number of emails opened x 100. You can monitor two rates: the click-through rate, which applies to all of the emails you send out, and the click-to-open rate, which applies only to newsletter emails that have been opened. The click-through rate can vary based on how big your subscriber list is,the
THE FIVE CHALLENGES OF SOCIAL MEDIA MANAGEMENT IN TOURISM I recently ran a series of posts for the French side of this blog, interviewing different tourism organizations in the province of Quebec that execute many aspects of their travel marketing strategy effectively. There was a big city hotel, a destination spa in the Eastern Townships, a regional destination marketing organization (DMO), a cultural promotion office and a well-known resort located THE SEVEN BUSINESS DRIVERS OF A SOCIAL MEDIA STRATEGY Based on target audiences and resources at hand, tools will vary between traditional media and online tactics. Once you’ve laid out the road map, moving into social media should answer one or many of the following seven business drivers, depending on your priorities and resources: 1. Enhance Branding & Awareness. IS SOCIAL MEDIA ENHANCING OR RUINING THE TRAVEL EXPERIENCE? Here are five of my personal pros and cons about social media within the travel experience: 1. Sharing in real time. Once upon a time, you’d insert a film roll into your camera, or better yet have a disposable one, and you’d take pictures during your trip. A couple of days or weeks (or months) later, you’d have them developed atyour
UNDERSTANDING THE DIFFERENCE BETWEEN MOBILE-FIRST Instead, the former is actually a design strategy (mobile-first), while the latter is the result of a technical approach (responsive). If a business develops its website, the design is often based on the assumption that visitors will browse it on a desktop computer. Then, the website is modified to adapt to different devices, including ON THE IMPORTANCE OF HAVING SOCIAL MEDIA GUIDELINESSEE MORE ONFREDERICGONZALO.COM
HOW TRAVELERS USE ONLINE SOURCES FOR TRAVEL DECISION-MAKINGSEE MORE ONFREDERICGONZALO.COM
SHOULD YOU RESPOND TO EVERY COMMENT OR REVIEW? Source: Revinate. According to this rule of thumb, organizations should absolutely answer every 1- and 2-star reviews. While they make up less than 10% of all reviews in general to begin with, they are the ones that hold the highest negative potential for your brand. 3-star ratings should be answered at least 50% of the time – personally, I 7 OBSTACLES TO TRAVEL RIGHT NOW This will obviously affect all modes of transportation, from airlines to cruises, and every other components of the travel experience in between. 2. Shortage of labor. The second obstacle I see is one that is often discussed in travel industry, but that rarely WHAT TRAVELERS ARE NOW SEEKING What Travelers Are Now Seeking. It’s a fresh new year and we all look at 2021 with a glimmer of hope that things will improve in the travel industry. The Covid-19 virus is still very much active and impacting our universe, yet travel marketers must keep working withthe future in
INSTAGRAM ENGAGEMENT RATES DECLINE Engagement rates decline for all types of posts. In this interesting study recently conducted by the folks at TrustInsight *, we can see clearly how engagement rates have been going downhill throughout 2020 so far, for all types of media: carousel, photo, video, IGTV, Average Instagram Engagement Rates for Brands by Type of Media. UNDERSTANDING THE DIFFERENCE BETWEEN MOBILE-FIRST Instead, the former is actually a design strategy (mobile-first), while the latter is the result of a technical approach (responsive). If a business develops its website, the design is often based on the assumption that visitors will browse it on a desktop computer. Then, the website is modified to adapt to different devices, including SHOULD YOU RESPOND TO EVERY COMMENT OR REVIEW? Source: Revinate. According to this rule of thumb, organizations should absolutely answer every 1- and 2-star reviews. While they make up less than 10% of all reviews in general to begin with, they are the ones that hold the highest negative potential for your brand. 3-star ratings should be answered at least 50% of the time – personally, I WHAT DOES TOURISM MEAN TO YOU? On September 27th, it’s World Tourism Day, and this year’s theme is “Tourism & Sustainable Energy: Powering Sustainable Development”.We don’t often take the time to ponder what the tourism industry means to our everyday life, yet 2012 marks the first the year where we will hit the 1 billion international visitors markworldwide.
ON THE IMPORTANCE OF HAVING SOCIAL MEDIA GUIDELINES Yet having a social media policy in place is a good practice, putting safeguards in place to help organizations, employees and stakeholders alike navigate in the ever increasingly evolving sphere of social media. There are essentially three good reasons to have a 5 SUCCESS FACTORS FOR EFFECTIVE STORYTELLING IN TRAVEL Travel marketing, at its core, is no different than marketing in any other industry; it is a means to reach financial objectives, increase revenues, lower costs and have an overall profitability making travel brands viable in the long term.. But how we communicate to our customer base and potential travelers, on the other hand, is where travel and hospitality has an edge: we sell dreams! PROS AND CONS OF USING FACEBOOK BUSINESS MANAGER With over 2 billion users, Facebook is the most popular social media platform in the world. It is therefore not surprising that more and more organizations using Facebook Business Manager to grow theirbrands and sales.
WHY INSTAGRAM'S AQUISITION BY FACEBOOK IS GOOD AND BAD With the acquisition of Instagram, Facebook signals its intent to pursue and push more heavily in this direction, with increased shareability features. 2. The importance of visual sharing. Photo-sharing is probably only second to video-sharing, yet it’s a lot easier, faster and requires less editing or tech savvy to achieve. CONSULTANT MARKETING WEB ET MÉDIAS SOCIAUX THEMA Stratégie Conseil. « Frédéric a une vision globale du marketing. Il donne une direction claire au travail des intervenants / consultants externes et maximise le ROI de chaque discipline. Il est très au fait des nouvelles technologies et sait doser leur utilisation selon leurs forces respectives. MÉDIAS SOCIAUX EN 2021: ÉTAT DES LIEUX Médias sociaux en 2021: État des lieux. Un peu plus tôt cette année, je partageais avec vous un état des lieux du numérique en 2021. J’y faisais échos à quelques faits saillants du rapport annuel produit par Hootsuite et We Are Social sur les plus récentes statistiques au niveau du web, des médias sociaux et du commerceélectronique.
ÉTAT DES LIEUX DU NUMÉRIQUE EN 2021 État des lieux du numérique en 2021. C’est devenu une tradition annuelle pour les gens qui travaillent dans le monde du marketing numérique et des communications: la sortie de l’étude Hootsuite et We Are Social. Un document qui fait tout près de 300 pages en 2021, couvrant les statistiques sur tout ce qui touche les médias sociaux,l
IS TRIPADVISOR PLUS A GAME-CHANGER? The more one travels, the more one is likely to revert to its TripAdvisor Plus program to get all the value from that $99 “investment”. “Tripadvisor Plus is a game changer for both travelers and hoteliers. Travelers get to enjoy a memorable experience thanks to special perks and discounts – and hotels have a brand newway to attract
LA MONTÉE EN PUISSANCE DU MARKETING DE LA …TRANSLATE THIS PAGESEE MORE ON FREDERICGONZALO.COM WHY TIKTOK MATTERS FOR TRAVEL BRANDS Why TikTok Matters For Travel Brands. When it comes to social media, there is no hotter platform right now than TikTok. This extremely popular mobile app has been making headlines for the past months, partly due to privacy concerns since it is owned by Chinese company ByteDance. Launched in China in 2016, where it operates under the nameDouyin
THE FIVE CHALLENGES OF SOCIAL MEDIA MANAGEMENT IN TOURISM I recently ran a series of posts for the French side of this blog, interviewing different tourism organizations in the province of Quebec that execute many aspects of their travel marketing strategy effectively. There was a big city hotel, a destination spa in the Eastern Townships, a regional destination marketing organization (DMO), a cultural promotion office and a well-known resort located HOW TO MEASURE YOUR NEWSLETTER PERFORMANCE Click-to-open rate (CTOR) = number of clicks / number of emails opened x 100. You can monitor two rates: the click-through rate, which applies to all of the emails you send out, and the click-to-open rate, which applies only to newsletter emails that have been opened. The click-through rate can vary based on how big your subscriber list is,the
DIAGNOSTIC DE VOTRE PRÉSENCE EN LIGNE: 5 ÉLÉMENTS À …TRANSLATE THIS PAGESEE MORE ON FREDERICGONZALO.COM 5 ÉLÉMENTS ESSENTIELS POUR CRÉER UNE INFOLETTRE RÉUSSIETRANSLATETHIS PAGE
Voici quelques conseils à retenir lors de la création de l’objet de votre infolettre : Personnalisez votre texte avec les données disponibles sur vos clients. Le taux d’ouverture d’une infolettre peut même augmenter de 20% si l’objet du courriel est personnalisé pour le destinataire, avec son prénom par exemple. CONSULTANT MARKETING WEB ET MÉDIAS SOCIAUX THEMA Stratégie Conseil. « Frédéric a une vision globale du marketing. Il donne une direction claire au travail des intervenants / consultants externes et maximise le ROI de chaque discipline. Il est très au fait des nouvelles technologies et sait doser leur utilisation selon leurs forces respectives. MÉDIAS SOCIAUX EN 2021: ÉTAT DES LIEUX Médias sociaux en 2021: État des lieux. Un peu plus tôt cette année, je partageais avec vous un état des lieux du numérique en 2021. J’y faisais échos à quelques faits saillants du rapport annuel produit par Hootsuite et We Are Social sur les plus récentes statistiques au niveau du web, des médias sociaux et du commerceélectronique.
ÉTAT DES LIEUX DU NUMÉRIQUE EN 2021 État des lieux du numérique en 2021. C’est devenu une tradition annuelle pour les gens qui travaillent dans le monde du marketing numérique et des communications: la sortie de l’étude Hootsuite et We Are Social. Un document qui fait tout près de 300 pages en 2021, couvrant les statistiques sur tout ce qui touche les médias sociaux,l
IS TRIPADVISOR PLUS A GAME-CHANGER? The more one travels, the more one is likely to revert to its TripAdvisor Plus program to get all the value from that $99 “investment”. “Tripadvisor Plus is a game changer for both travelers and hoteliers. Travelers get to enjoy a memorable experience thanks to special perks and discounts – and hotels have a brand newway to attract
LA MONTÉE EN PUISSANCE DU MARKETING DE LA …TRANSLATE THIS PAGESEE MORE ON FREDERICGONZALO.COM WHY TIKTOK MATTERS FOR TRAVEL BRANDS Why TikTok Matters For Travel Brands. When it comes to social media, there is no hotter platform right now than TikTok. This extremely popular mobile app has been making headlines for the past months, partly due to privacy concerns since it is owned by Chinese company ByteDance. Launched in China in 2016, where it operates under the nameDouyin
THE FIVE CHALLENGES OF SOCIAL MEDIA MANAGEMENT IN TOURISM I recently ran a series of posts for the French side of this blog, interviewing different tourism organizations in the province of Quebec that execute many aspects of their travel marketing strategy effectively. There was a big city hotel, a destination spa in the Eastern Townships, a regional destination marketing organization (DMO), a cultural promotion office and a well-known resort located HOW TO MEASURE YOUR NEWSLETTER PERFORMANCE Click-to-open rate (CTOR) = number of clicks / number of emails opened x 100. You can monitor two rates: the click-through rate, which applies to all of the emails you send out, and the click-to-open rate, which applies only to newsletter emails that have been opened. The click-through rate can vary based on how big your subscriber list is,the
DIAGNOSTIC DE VOTRE PRÉSENCE EN LIGNE: 5 ÉLÉMENTS À …TRANSLATE THIS PAGESEE MORE ON FREDERICGONZALO.COM 5 ÉLÉMENTS ESSENTIELS POUR CRÉER UNE INFOLETTRE RÉUSSIETRANSLATETHIS PAGE
Voici quelques conseils à retenir lors de la création de l’objet de votre infolettre : Personnalisez votre texte avec les données disponibles sur vos clients. Le taux d’ouverture d’une infolettre peut même augmenter de 20% si l’objet du courriel est personnalisé pour le destinataire, avec son prénom par exemple. CONSULTANT MARKETING WEB ET MÉDIAS SOCIAUX THEMA Stratégie Conseil. « Frédéric a une vision globale du marketing. Il donne une direction claire au travail des intervenants / consultants externes et maximise le ROI de chaque discipline. Il est très au fait des nouvelles technologies et sait doser leur utilisation selon leurs forces respectives. INSTAGRAM ENGAGEMENT RATES DECLINE Engagement rates decline for all types of posts. In this interesting study recently conducted by the folks at TrustInsight *, we can see clearly how engagement rates have been going downhill throughout 2020 so far, for all types of media: carousel, photo, video, IGTV, Average Instagram Engagement Rates for Brands by Type of Media. 7 OUTILS POUR GÉRER VOS MÉDIAS SOCIAUX Frederic Gonzalo. Conférencier et stratège cumulant plus de 25 années d'expérience en marketing, ventes et communications. Consultant depuis le début de 2012, j'offre des services de planification stratégique et formation en médias sociaux et 3 PRINCIPES CLÉS POUR VOTRE BUDGET MARKETINGTRANSLATE THIS PAGE Voici trois principes clés à respecter dans l’élaboration de votre budget marketing. 1. Travailler les objectifs à moyen et long terme. Entre 50-60% du budget et des efforts que vous devriez mettre dans votre marketing, autant numérique que sur les médias traditionnels, devraient contribuer à atteindre vos objectifsmoyen et long
LES 8 ÉTAPES D'UN BON PLAN MARKETING Augmentation du chiffre d’affaires et des ventes. Augmentation de la notoriété de la marque ou d’un service en particulier. Réduction des coûts d’opération, d’embauche ou autres. Fidéliser des segments de clientèles. Augmenter le revenu par type de clientèle. Augmenter le yield pour un type de produit (chambre, siège, etc.) À QUI S'ADRESSE VOTRE PRODUIT OU SERVICE? À qui s’adresse votre produit ou service? La question qui coiffe ce billet est à la fois la plus facile mais aussi la plus complexe laquelle devra répondre tout entrepreneur ou organisation. Que votre produit ou service vise les consommateurs en direct (B2C, ou business to consumer ), des fournisseurs ou intermédiaires (B2B, ou COMMENT MESURER L'EFFICACITÉ DE VOTRE MARKETINGTRANSLATE THIS PAGE Mesurer vos efforts et les campagnes tactiques sont un passage incontournable de votre démarche marketing afin de voir ce qui fonctionne, et ce qui fonctionne moins. On pourra ainsi ajuster au besoin, et changer le tir en cours de route et lors de l’élaboration du plan marketing. COMMENT ATTIRER PLUS DE CLIENTS AVEC TWITTERTRANSLATE THIS PAGE Ajouter un “Filtre de recherche” dans la colonne de gauche. Vous trouverez alors le mode “Recherche avancée”. Recherche avancée dans Twitter. Grâce à ces outils, vous pourrez délimiter vos options de recherche et trouverez donc des résultats plus en accord avec vos clients potentiels. Avec ces recherches, vous aurez unlisting des
L'IMPACT DES MÉDIAS SOCIAUX EN E-COMMERCETRANSLATE THIS PAGE Un autre impact important qu’on associe souvent aux médias sociaux est le trafic référent envoyé vers le site web de votre marque, et plus particulièrement si votre site est transactionnel et comporte un volet de commerce électronique. Augmentation du trafic référent des médias sociaux vers les sites de ecommerce. Source: KPCB report PROS AND CONS OF USING FACEBOOK BUSINESS MANAGER With over 2 billion users, Facebook is the most popular social media platform in the world. It is therefore not surprising that more and more organizations using Facebook Business Manager to grow theirbrands and sales.
CONSULTANT MARKETING WEB ET MÉDIAS SOCIAUX THEMA Stratégie Conseil. « Frédéric a une vision globale du marketing. Il donne une direction claire au travail des intervenants / consultants externes et maximise le ROI de chaque discipline. Il est très au fait des nouvelles technologies et sait doser leur utilisation selon leurs forces respectives. MÉDIAS SOCIAUX EN 2021: ÉTAT DES LIEUX Médias sociaux en 2021: État des lieux. Un peu plus tôt cette année, je partageais avec vous un état des lieux du numérique en 2021. J’y faisais échos à quelques faits saillants du rapport annuel produit par Hootsuite et We Are Social sur les plus récentes statistiques au niveau du web, des médias sociaux et du commerceélectronique.
ÉTAT DES LIEUX DU NUMÉRIQUE EN 2021 État des lieux du numérique en 2021. C’est devenu une tradition annuelle pour les gens qui travaillent dans le monde du marketing numérique et des communications: la sortie de l’étude Hootsuite et We Are Social. Un document qui fait tout près de 300 pages en 2021, couvrant les statistiques sur tout ce qui touche les médias sociaux,l
IS TRIPADVISOR PLUS A GAME-CHANGER? The more one travels, the more one is likely to revert to its TripAdvisor Plus program to get all the value from that $99 “investment”. “Tripadvisor Plus is a game changer for both travelers and hoteliers. Travelers get to enjoy a memorable experience thanks to special perks and discounts – and hotels have a brand newway to attract
LA MONTÉE EN PUISSANCE DU MARKETING DE LA …TRANSLATE THIS PAGESEE MORE ON FREDERICGONZALO.COM WHY TIKTOK MATTERS FOR TRAVEL BRANDS Why TikTok Matters For Travel Brands. When it comes to social media, there is no hotter platform right now than TikTok. This extremely popular mobile app has been making headlines for the past months, partly due to privacy concerns since it is owned by Chinese company ByteDance. Launched in China in 2016, where it operates under the nameDouyin
THE FIVE CHALLENGES OF SOCIAL MEDIA MANAGEMENT IN TOURISM I recently ran a series of posts for the French side of this blog, interviewing different tourism organizations in the province of Quebec that execute many aspects of their travel marketing strategy effectively. There was a big city hotel, a destination spa in the Eastern Townships, a regional destination marketing organization (DMO), a cultural promotion office and a well-known resort located HOW TO MEASURE YOUR NEWSLETTER PERFORMANCE Click-to-open rate (CTOR) = number of clicks / number of emails opened x 100. You can monitor two rates: the click-through rate, which applies to all of the emails you send out, and the click-to-open rate, which applies only to newsletter emails that have been opened. The click-through rate can vary based on how big your subscriber list is,the
DIAGNOSTIC DE VOTRE PRÉSENCE EN LIGNE: 5 ÉLÉMENTS À …TRANSLATE THIS PAGESEE MORE ON FREDERICGONZALO.COM 5 ÉLÉMENTS ESSENTIELS POUR CRÉER UNE INFOLETTRE RÉUSSIETRANSLATETHIS PAGE
Voici quelques conseils à retenir lors de la création de l’objet de votre infolettre : Personnalisez votre texte avec les données disponibles sur vos clients. Le taux d’ouverture d’une infolettre peut même augmenter de 20% si l’objet du courriel est personnalisé pour le destinataire, avec son prénom par exemple. CONSULTANT MARKETING WEB ET MÉDIAS SOCIAUX THEMA Stratégie Conseil. « Frédéric a une vision globale du marketing. Il donne une direction claire au travail des intervenants / consultants externes et maximise le ROI de chaque discipline. Il est très au fait des nouvelles technologies et sait doser leur utilisation selon leurs forces respectives. MÉDIAS SOCIAUX EN 2021: ÉTAT DES LIEUX Médias sociaux en 2021: État des lieux. Un peu plus tôt cette année, je partageais avec vous un état des lieux du numérique en 2021. J’y faisais échos à quelques faits saillants du rapport annuel produit par Hootsuite et We Are Social sur les plus récentes statistiques au niveau du web, des médias sociaux et du commerceélectronique.
ÉTAT DES LIEUX DU NUMÉRIQUE EN 2021 État des lieux du numérique en 2021. C’est devenu une tradition annuelle pour les gens qui travaillent dans le monde du marketing numérique et des communications: la sortie de l’étude Hootsuite et We Are Social. Un document qui fait tout près de 300 pages en 2021, couvrant les statistiques sur tout ce qui touche les médias sociaux,l
IS TRIPADVISOR PLUS A GAME-CHANGER? The more one travels, the more one is likely to revert to its TripAdvisor Plus program to get all the value from that $99 “investment”. “Tripadvisor Plus is a game changer for both travelers and hoteliers. Travelers get to enjoy a memorable experience thanks to special perks and discounts – and hotels have a brand newway to attract
LA MONTÉE EN PUISSANCE DU MARKETING DE LA …TRANSLATE THIS PAGESEE MORE ON FREDERICGONZALO.COM WHY TIKTOK MATTERS FOR TRAVEL BRANDS Why TikTok Matters For Travel Brands. When it comes to social media, there is no hotter platform right now than TikTok. This extremely popular mobile app has been making headlines for the past months, partly due to privacy concerns since it is owned by Chinese company ByteDance. Launched in China in 2016, where it operates under the nameDouyin
THE FIVE CHALLENGES OF SOCIAL MEDIA MANAGEMENT IN TOURISM I recently ran a series of posts for the French side of this blog, interviewing different tourism organizations in the province of Quebec that execute many aspects of their travel marketing strategy effectively. There was a big city hotel, a destination spa in the Eastern Townships, a regional destination marketing organization (DMO), a cultural promotion office and a well-known resort located HOW TO MEASURE YOUR NEWSLETTER PERFORMANCE Click-to-open rate (CTOR) = number of clicks / number of emails opened x 100. You can monitor two rates: the click-through rate, which applies to all of the emails you send out, and the click-to-open rate, which applies only to newsletter emails that have been opened. The click-through rate can vary based on how big your subscriber list is,the
DIAGNOSTIC DE VOTRE PRÉSENCE EN LIGNE: 5 ÉLÉMENTS À …TRANSLATE THIS PAGESEE MORE ON FREDERICGONZALO.COM 5 ÉLÉMENTS ESSENTIELS POUR CRÉER UNE INFOLETTRE RÉUSSIETRANSLATETHIS PAGE
Voici quelques conseils à retenir lors de la création de l’objet de votre infolettre : Personnalisez votre texte avec les données disponibles sur vos clients. Le taux d’ouverture d’une infolettre peut même augmenter de 20% si l’objet du courriel est personnalisé pour le destinataire, avec son prénom par exemple. CONSULTANT MARKETING WEB ET MÉDIAS SOCIAUX THEMA Stratégie Conseil. « Frédéric a une vision globale du marketing. Il donne une direction claire au travail des intervenants / consultants externes et maximise le ROI de chaque discipline. Il est très au fait des nouvelles technologies et sait doser leur utilisation selon leurs forces respectives. INSTAGRAM ENGAGEMENT RATES DECLINE Engagement rates decline for all types of posts. In this interesting study recently conducted by the folks at TrustInsight *, we can see clearly how engagement rates have been going downhill throughout 2020 so far, for all types of media: carousel, photo, video, IGTV, Average Instagram Engagement Rates for Brands by Type of Media. 7 OUTILS POUR GÉRER VOS MÉDIAS SOCIAUX Frederic Gonzalo. Conférencier et stratège cumulant plus de 25 années d'expérience en marketing, ventes et communications. Consultant depuis le début de 2012, j'offre des services de planification stratégique et formation en médias sociaux et 3 PRINCIPES CLÉS POUR VOTRE BUDGET MARKETINGTRANSLATE THIS PAGE Voici trois principes clés à respecter dans l’élaboration de votre budget marketing. 1. Travailler les objectifs à moyen et long terme. Entre 50-60% du budget et des efforts que vous devriez mettre dans votre marketing, autant numérique que sur les médias traditionnels, devraient contribuer à atteindre vos objectifsmoyen et long
LES 8 ÉTAPES D'UN BON PLAN MARKETING Augmentation du chiffre d’affaires et des ventes. Augmentation de la notoriété de la marque ou d’un service en particulier. Réduction des coûts d’opération, d’embauche ou autres. Fidéliser des segments de clientèles. Augmenter le revenu par type de clientèle. Augmenter le yield pour un type de produit (chambre, siège, etc.) À QUI S'ADRESSE VOTRE PRODUIT OU SERVICE? À qui s’adresse votre produit ou service? La question qui coiffe ce billet est à la fois la plus facile mais aussi la plus complexe laquelle devra répondre tout entrepreneur ou organisation. Que votre produit ou service vise les consommateurs en direct (B2C, ou business to consumer ), des fournisseurs ou intermédiaires (B2B, ou COMMENT MESURER L'EFFICACITÉ DE VOTRE MARKETINGTRANSLATE THIS PAGE Mesurer vos efforts et les campagnes tactiques sont un passage incontournable de votre démarche marketing afin de voir ce qui fonctionne, et ce qui fonctionne moins. On pourra ainsi ajuster au besoin, et changer le tir en cours de route et lors de l’élaboration du plan marketing. COMMENT ATTIRER PLUS DE CLIENTS AVEC TWITTERTRANSLATE THIS PAGE Ajouter un “Filtre de recherche” dans la colonne de gauche. Vous trouverez alors le mode “Recherche avancée”. Recherche avancée dans Twitter. Grâce à ces outils, vous pourrez délimiter vos options de recherche et trouverez donc des résultats plus en accord avec vos clients potentiels. Avec ces recherches, vous aurez unlisting des
L'IMPACT DES MÉDIAS SOCIAUX EN E-COMMERCETRANSLATE THIS PAGE Un autre impact important qu’on associe souvent aux médias sociaux est le trafic référent envoyé vers le site web de votre marque, et plus particulièrement si votre site est transactionnel et comporte un volet de commerce électronique. Augmentation du trafic référent des médias sociaux vers les sites de ecommerce. Source: KPCB report PROS AND CONS OF USING FACEBOOK BUSINESS MANAGER With over 2 billion users, Facebook is the most popular social media platform in the world. It is therefore not surprising that more and more organizations using Facebook Business Manager to grow theirbrands and sales.
7 OBSTACLES TO TRAVEL RIGHT NOW After more than a year since Covid-19 pandemic has hit the global stage, the travel industry is starting to look into the future with glimmers of hope. Occupancy rates in many touristic areas in the US and Mexico are showing IS TRIPADVISOR PLUS A GAME-CHANGER? Tripadvisor Plus launched in beta in December 2020 to a small portion of Tripadvisor’s traffic in the United States. The program is progressively rolling out to all U.S. travelers with additional markets to follow later. Hotels worldwide interested in capturing pent up demand from U.S. travelers are encouraged to join the program now. THE SEVEN BUSINESS DRIVERS OF A SOCIAL MEDIA STRATEGY Frederic Gonzalo. Speaker and consultant with over 25 years of experience in travel marketing, sales and communications. Since 2012, I provide strategic planning consulting, website audits as well as digital marketing coaching for all levels of organizations, from HOW TO MEASURE YOUR NEWSLETTER PERFORMANCE Now that you know how to prepare your very first email campaign, choose the right email marketing solution for your needs and create a successful newsletter, all you have to do is send it off and analyze the results of your email campaign.But how can you measure the effectiveness and engagement of your newsletter? In this article, we will present the main key performance indicators (KPIs) you UNDERSTANDING THE DIFFERENCE BETWEEN MOBILE-FIRST Frederic Gonzalo. Speaker and consultant with over 25 years of experience in travel marketing, sales and communications. Since 2012, I provide strategic planning consulting, website audits as well as digital marketing coaching for all levels of organizations, from HOW TRAVELERS USE ONLINE SOURCES FOR TRAVEL DECISION-MAKINGSEE MORE ONFREDERICGONZALO.COM
THE FIVE CHALLENGES OF SOCIAL MEDIA MANAGEMENT IN TOURISM I recently ran a series of posts for the French side of this blog, interviewing different tourism organizations in the province of Quebec that execute many aspects of their travel marketing strategy effectively. There was a big city hotel, a destination spa in the Eastern Townships, a regional destination marketing organization (DMO), a cultural promotion office and a well-known resort located IS SOCIAL MEDIA ENHANCING OR RUINING THE TRAVEL EXPERIENCE? Frederic Gonzalo. Speaker and consultant with over 25 years of experience in travel marketing, sales and communications. Since 2012, I provide strategic planning consulting, website audits as well as digital marketing coaching for all levels of organizations, from WHY INSTAGRAM'S AQUISITION BY FACEBOOK IS GOOD AND BAD Frederic Gonzalo. Speaker and consultant with over 25 years of experience in travel marketing, sales and communications. Since 2012, I provide strategic planning consulting, website audits as well as digital marketing coaching for all levels of organizations, from ON THE IMPORTANCE OF HAVING SOCIAL MEDIA GUIDELINESSEE MORE ONFREDERICGONZALO.COM
7 OBSTACLES TO TRAVEL RIGHT NOW After more than a year since Covid-19 pandemic has hit the global stage, the travel industry is starting to look into the future with glimmers of hope. Occupancy rates in many touristic areas in the US and Mexico are showing IS TRIPADVISOR PLUS A GAME-CHANGER? Tripadvisor Plus launched in beta in December 2020 to a small portion of Tripadvisor’s traffic in the United States. The program is progressively rolling out to all U.S. travelers with additional markets to follow later. Hotels worldwide interested in capturing pent up demand from U.S. travelers are encouraged to join the program now. THE SEVEN BUSINESS DRIVERS OF A SOCIAL MEDIA STRATEGY Frederic Gonzalo. Speaker and consultant with over 25 years of experience in travel marketing, sales and communications. Since 2012, I provide strategic planning consulting, website audits as well as digital marketing coaching for all levels of organizations, from HOW TO MEASURE YOUR NEWSLETTER PERFORMANCE Now that you know how to prepare your very first email campaign, choose the right email marketing solution for your needs and create a successful newsletter, all you have to do is send it off and analyze the results of your email campaign.But how can you measure the effectiveness and engagement of your newsletter? In this article, we will present the main key performance indicators (KPIs) you UNDERSTANDING THE DIFFERENCE BETWEEN MOBILE-FIRST Frederic Gonzalo. Speaker and consultant with over 25 years of experience in travel marketing, sales and communications. Since 2012, I provide strategic planning consulting, website audits as well as digital marketing coaching for all levels of organizations, from HOW TRAVELERS USE ONLINE SOURCES FOR TRAVEL DECISION-MAKINGSEE MORE ONFREDERICGONZALO.COM
THE FIVE CHALLENGES OF SOCIAL MEDIA MANAGEMENT IN TOURISM I recently ran a series of posts for the French side of this blog, interviewing different tourism organizations in the province of Quebec that execute many aspects of their travel marketing strategy effectively. There was a big city hotel, a destination spa in the Eastern Townships, a regional destination marketing organization (DMO), a cultural promotion office and a well-known resort located IS SOCIAL MEDIA ENHANCING OR RUINING THE TRAVEL EXPERIENCE? Frederic Gonzalo. Speaker and consultant with over 25 years of experience in travel marketing, sales and communications. Since 2012, I provide strategic planning consulting, website audits as well as digital marketing coaching for all levels of organizations, from WHY INSTAGRAM'S AQUISITION BY FACEBOOK IS GOOD AND BAD Frederic Gonzalo. Speaker and consultant with over 25 years of experience in travel marketing, sales and communications. Since 2012, I provide strategic planning consulting, website audits as well as digital marketing coaching for all levels of organizations, from ON THE IMPORTANCE OF HAVING SOCIAL MEDIA GUIDELINESSEE MORE ONFREDERICGONZALO.COM
7 OBSTACLES TO TRAVEL RIGHT NOW After more than a year since Covid-19 pandemic has hit the global stage, the travel industry is starting to look into the future with glimmers of hope. Occupancy rates in many touristic areas in the US and Mexico are showing WHAT TRAVELERS ARE NOW SEEKING Frederic Gonzalo. Speaker and consultant with over 25 years of experience in travel marketing, sales and communications. Since 2012, I provide strategic planning consulting, website audits as well as digital marketing coaching for all levels of organizations, fromTHE UNDERPROMISE
Frederic Gonzalo. Speaker and consultant with over 25 years of experience in travel marketing, sales and communications. Since 2012, I provide strategic planning consulting, website audits as well as digital marketing coaching for all levels of organizations, from UNDERSTANDING THE DIFFERENCE BETWEEN MOBILE-FIRST Frederic Gonzalo. Speaker and consultant with over 25 years of experience in travel marketing, sales and communications. Since 2012, I provide strategic planning consulting, website audits as well as digital marketing coaching for all levels of organizations, from IS SOCIAL MEDIA ENHANCING OR RUINING THE TRAVEL EXPERIENCE? Frederic Gonzalo. Speaker and consultant with over 25 years of experience in travel marketing, sales and communications. Since 2012, I provide strategic planning consulting, website audits as well as digital marketing coaching for all levels of organizations, from WHAT DOES TOURISM MEAN TO YOU? On September 27th, it’s World Tourism Day, and this year’s theme is “Tourism & Sustainable Energy: Powering Sustainable Development”.We don’t often take the time to ponder what the tourism industry means to our everyday life, yet 2012 marks the first the year where we will hit the 1 billion international visitors markworldwide.
7 OUTILS POUR GÉRER VOS MÉDIAS SOCIAUX Frederic Gonzalo. Conférencier et stratège cumulant plus de 25 années d'expérience en marketing, ventes et communications. Consultant depuis le début de 2012, j'offre des services de planification stratégique et formation en médias sociaux et 5 SUCCESS FACTORS FOR EFFECTIVE STORYTELLING IN TRAVEL Travel marketing, at its core, is no different than marketing in any other industry; it is a means to reach financial objectives, increase revenues, lower costs and have an overall profitability making travel brands viable in the long term.. But how we communicate to our customer base and potential travelers, on the other hand, is where travel and hospitality has an edge: we sell dreams! WHY INSTAGRAM'S AQUISITION BY FACEBOOK IS GOOD AND BAD Frederic Gonzalo. Speaker and consultant with over 25 years of experience in travel marketing, sales and communications. Since 2012, I provide strategic planning consulting, website audits as well as digital marketing coaching for all levels of organizations, from PROS AND CONS OF USING FACEBOOK BUSINESS MANAGER With over 2 billion users, Facebook is the most popular social media platform in the world. It is therefore not surprising that more and more organizations using Facebook Business Manager to grow theirbrands and sales.
7 OBSTACLES TO TRAVEL RIGHT NOW After more than a year since Covid-19 pandemic has hit the global stage, the travel industry is starting to look into the future with glimmers of hope. Occupancy rates in many touristic areas in the US and Mexico are showing real signs of rebound nearing almost 70-80% of 2019 levels, in some cases IS TRIPADVISOR PLUS A GAME-CHANGER? The more one travels, the more one is likely to revert to its TripAdvisor Plus program to get all the value from that $99 “investment”. “Tripadvisor Plus is a game changer for both travelers and hoteliers. Travelers get to enjoy a memorable experience thanks to special perks and discounts – and hotels have a brand newway to attract
HOW TO MEASURE YOUR NEWSLETTER PERFORMANCE Click-to-open rate (CTOR) = number of clicks / number of emails opened x 100. You can monitor two rates: the click-through rate, which applies to all of the emails you send out, and the click-to-open rate, which applies only to newsletter emails that have been opened. The click-through rate can vary based on how big your subscriber list is,the
UNDERSTANDING THE DIFFERENCE BETWEEN MOBILE-FIRST Instead, the former is actually a design strategy (mobile-first), while the latter is the result of a technical approach (responsive). If a business develops its website, the design is often based on the assumption that visitors will browse it on a desktop computer. Then, the website is modified to adapt to different devices, including THE FIVE CHALLENGES OF SOCIAL MEDIA MANAGEMENT IN TOURISM I recently ran a series of posts for the French side of this blog, interviewing different tourism organizations in the province of Quebec that execute many aspects of their travel marketing strategy effectively. There was a big city hotel, a destination spa in the Eastern Townships, a regional destination marketing organization (DMO), a cultural promotion office and a well-known resort located THE SEVEN BUSINESS DRIVERS OF A SOCIAL MEDIA STRATEGY Based on target audiences and resources at hand, tools will vary between traditional media and online tactics. Once you’ve laid out the road map, moving into social media should answer one or many of the following seven business drivers, depending on your priorities and resources: 1. Enhance Branding & Awareness. HOW TRAVELERS USE ONLINE SOURCES FOR TRAVEL DECISION-MAKINGSEE MORE ONFREDERICGONZALO.COM
ON THE IMPORTANCE OF HAVING SOCIAL MEDIA GUIDELINESSEE MORE ONFREDERICGONZALO.COM
IS SOCIAL MEDIA ENHANCING OR RUINING THE TRAVEL EXPERIENCE? Here are five of my personal pros and cons about social media within the travel experience: 1. Sharing in real time. Once upon a time, you’d insert a film roll into your camera, or better yet have a disposable one, and you’d take pictures during your trip. A couple of days or weeks (or months) later, you’d have them developed atyour
WHY INSTAGRAM'S AQUISITION BY FACEBOOK IS GOOD AND BAD With the acquisition of Instagram, Facebook signals its intent to pursue and push more heavily in this direction, with increased shareability features. 2. The importance of visual sharing. Photo-sharing is probably only second to video-sharing, yet it’s a lot easier, faster and requires less editing or tech savvy to achieve. 7 OBSTACLES TO TRAVEL RIGHT NOW After more than a year since Covid-19 pandemic has hit the global stage, the travel industry is starting to look into the future with glimmers of hope. Occupancy rates in many touristic areas in the US and Mexico are showing real signs of rebound nearing almost 70-80% of 2019 levels, in some cases IS TRIPADVISOR PLUS A GAME-CHANGER? The more one travels, the more one is likely to revert to its TripAdvisor Plus program to get all the value from that $99 “investment”. “Tripadvisor Plus is a game changer for both travelers and hoteliers. Travelers get to enjoy a memorable experience thanks to special perks and discounts – and hotels have a brand newway to attract
HOW TO MEASURE YOUR NEWSLETTER PERFORMANCE Click-to-open rate (CTOR) = number of clicks / number of emails opened x 100. You can monitor two rates: the click-through rate, which applies to all of the emails you send out, and the click-to-open rate, which applies only to newsletter emails that have been opened. The click-through rate can vary based on how big your subscriber list is,the
UNDERSTANDING THE DIFFERENCE BETWEEN MOBILE-FIRST Instead, the former is actually a design strategy (mobile-first), while the latter is the result of a technical approach (responsive). If a business develops its website, the design is often based on the assumption that visitors will browse it on a desktop computer. Then, the website is modified to adapt to different devices, including THE FIVE CHALLENGES OF SOCIAL MEDIA MANAGEMENT IN TOURISM I recently ran a series of posts for the French side of this blog, interviewing different tourism organizations in the province of Quebec that execute many aspects of their travel marketing strategy effectively. There was a big city hotel, a destination spa in the Eastern Townships, a regional destination marketing organization (DMO), a cultural promotion office and a well-known resort located THE SEVEN BUSINESS DRIVERS OF A SOCIAL MEDIA STRATEGY Based on target audiences and resources at hand, tools will vary between traditional media and online tactics. Once you’ve laid out the road map, moving into social media should answer one or many of the following seven business drivers, depending on your priorities and resources: 1. Enhance Branding & Awareness. HOW TRAVELERS USE ONLINE SOURCES FOR TRAVEL DECISION-MAKINGSEE MORE ONFREDERICGONZALO.COM
ON THE IMPORTANCE OF HAVING SOCIAL MEDIA GUIDELINESSEE MORE ONFREDERICGONZALO.COM
IS SOCIAL MEDIA ENHANCING OR RUINING THE TRAVEL EXPERIENCE? Here are five of my personal pros and cons about social media within the travel experience: 1. Sharing in real time. Once upon a time, you’d insert a film roll into your camera, or better yet have a disposable one, and you’d take pictures during your trip. A couple of days or weeks (or months) later, you’d have them developed atyour
WHY INSTAGRAM'S AQUISITION BY FACEBOOK IS GOOD AND BAD With the acquisition of Instagram, Facebook signals its intent to pursue and push more heavily in this direction, with increased shareability features. 2. The importance of visual sharing. Photo-sharing is probably only second to video-sharing, yet it’s a lot easier, faster and requires less editing or tech savvy to achieve. 7 OBSTACLES TO TRAVEL RIGHT NOW After more than a year since Covid-19 pandemic has hit the global stage, the travel industry is starting to look into the future with glimmers of hope. Occupancy rates in many touristic areas in the US and Mexico are showing real signs of rebound nearing almost 70-80% of 2019 levels, in some cases WHAT TRAVELERS ARE NOW SEEKING What Travelers Are Now Seeking. It’s a fresh new year and we all look at 2021 with a glimmer of hope that things will improve in the travel industry. The Covid-19 virus is still very much active and impacting our universe, yet travel marketers must keep working withthe future in
THE UNDERPROMISE
The Underpromise – Overdeliver Conundrum. During a recent Clubhouse discussion about how travel marketing needs to adapt as we emerge from the ongoing pandemic, someone mentioned how traveler expectations had changed in recent months. More specifically, the conversation led to the fact that many consumers yearn to get out there and travel UNDERSTANDING THE DIFFERENCE BETWEEN MOBILE-FIRST Instead, the former is actually a design strategy (mobile-first), while the latter is the result of a technical approach (responsive). If a business develops its website, the design is often based on the assumption that visitors will browse it on a desktop computer. Then, the website is modified to adapt to different devices, including WHAT DOES TOURISM MEAN TO YOU? On September 27th, it’s World Tourism Day, and this year’s theme is “Tourism & Sustainable Energy: Powering Sustainable Development”.We don’t often take the time to ponder what the tourism industry means to our everyday life, yet 2012 marks the first the year where we will hit the 1 billion international visitors markworldwide.
IS SOCIAL MEDIA ENHANCING OR RUINING THE TRAVEL EXPERIENCE? Here are five of my personal pros and cons about social media within the travel experience: 1. Sharing in real time. Once upon a time, you’d insert a film roll into your camera, or better yet have a disposable one, and you’d take pictures during your trip. A couple of days or weeks (or months) later, you’d have them developed atyour
5 SUCCESS FACTORS FOR EFFECTIVE STORYTELLING IN TRAVEL Travel marketing, at its core, is no different than marketing in any other industry; it is a means to reach financial objectives, increase revenues, lower costs and have an overall profitability making travel brands viable in the long term.. But how we communicate to our customer base and potential travelers, on the other hand, is where travel and hospitality has an edge: we sell dreams! WHY INSTAGRAM'S AQUISITION BY FACEBOOK IS GOOD AND BAD With the acquisition of Instagram, Facebook signals its intent to pursue and push more heavily in this direction, with increased shareability features. 2. The importance of visual sharing. Photo-sharing is probably only second to video-sharing, yet it’s a lot easier, faster and requires less editing or tech savvy to achieve. À QUI S'ADRESSE VOTRE PRODUIT OU SERVICE? À qui s’adresse votre produit ou service? La question qui coiffe ce billet est à la fois la plus facile mais aussi la plus complexe laquelle devra répondre tout entrepreneur ou organisation. Que votre produit ou service vise les consommateurs en direct (B2C, ou business to consumer ), des fournisseurs ou intermédiaires (B2B, ou PROS AND CONS OF USING FACEBOOK BUSINESS MANAGER With over 2 billion users, Facebook is the most popular social media platform in the world. It is therefore not surprising that more and more organizations using Facebook Business Manager to grow theirbrands and sales.
7 OBSTACLES TO TRAVEL RIGHT NOW After more than a year since Covid-19 pandemic has hit the global stage, the travel industry is starting to look into the future with glimmers of hope. Occupancy rates in many touristic areas in the US and Mexico are showing real signs of rebound nearing almost 70-80% of 2019 levels, in some cases IS TRIPADVISOR PLUS A GAME-CHANGER? The more one travels, the more one is likely to revert to its TripAdvisor Plus program to get all the value from that $99 “investment”. “Tripadvisor Plus is a game changer for both travelers and hoteliers. Travelers get to enjoy a memorable experience thanks to special perks and discounts – and hotels have a brand newway to attract
HOW TO MEASURE YOUR NEWSLETTER PERFORMANCE Click-to-open rate (CTOR) = number of clicks / number of emails opened x 100. You can monitor two rates: the click-through rate, which applies to all of the emails you send out, and the click-to-open rate, which applies only to newsletter emails that have been opened. The click-through rate can vary based on how big your subscriber list is,the
UNDERSTANDING THE DIFFERENCE BETWEEN MOBILE-FIRST Instead, the former is actually a design strategy (mobile-first), while the latter is the result of a technical approach (responsive). If a business develops its website, the design is often based on the assumption that visitors will browse it on a desktop computer. Then, the website is modified to adapt to different devices, including THE FIVE CHALLENGES OF SOCIAL MEDIA MANAGEMENT IN TOURISM I recently ran a series of posts for the French side of this blog, interviewing different tourism organizations in the province of Quebec that execute many aspects of their travel marketing strategy effectively. There was a big city hotel, a destination spa in the Eastern Townships, a regional destination marketing organization (DMO), a cultural promotion office and a well-known resort located THE SEVEN BUSINESS DRIVERS OF A SOCIAL MEDIA STRATEGY Based on target audiences and resources at hand, tools will vary between traditional media and online tactics. Once you’ve laid out the road map, moving into social media should answer one or many of the following seven business drivers, depending on your priorities and resources: 1. Enhance Branding & Awareness. HOW TRAVELERS USE ONLINE SOURCES FOR TRAVEL DECISION-MAKINGSEE MORE ONFREDERICGONZALO.COM
ON THE IMPORTANCE OF HAVING SOCIAL MEDIA GUIDELINESSEE MORE ONFREDERICGONZALO.COM
IS SOCIAL MEDIA ENHANCING OR RUINING THE TRAVEL EXPERIENCE? Here are five of my personal pros and cons about social media within the travel experience: 1. Sharing in real time. Once upon a time, you’d insert a film roll into your camera, or better yet have a disposable one, and you’d take pictures during your trip. A couple of days or weeks (or months) later, you’d have them developed atyour
WHY INSTAGRAM'S AQUISITION BY FACEBOOK IS GOOD AND BAD With the acquisition of Instagram, Facebook signals its intent to pursue and push more heavily in this direction, with increased shareability features. 2. The importance of visual sharing. Photo-sharing is probably only second to video-sharing, yet it’s a lot easier, faster and requires less editing or tech savvy to achieve. 7 OBSTACLES TO TRAVEL RIGHT NOW After more than a year since Covid-19 pandemic has hit the global stage, the travel industry is starting to look into the future with glimmers of hope. Occupancy rates in many touristic areas in the US and Mexico are showing real signs of rebound nearing almost 70-80% of 2019 levels, in some cases IS TRIPADVISOR PLUS A GAME-CHANGER? The more one travels, the more one is likely to revert to its TripAdvisor Plus program to get all the value from that $99 “investment”. “Tripadvisor Plus is a game changer for both travelers and hoteliers. Travelers get to enjoy a memorable experience thanks to special perks and discounts – and hotels have a brand newway to attract
HOW TO MEASURE YOUR NEWSLETTER PERFORMANCE Click-to-open rate (CTOR) = number of clicks / number of emails opened x 100. You can monitor two rates: the click-through rate, which applies to all of the emails you send out, and the click-to-open rate, which applies only to newsletter emails that have been opened. The click-through rate can vary based on how big your subscriber list is,the
UNDERSTANDING THE DIFFERENCE BETWEEN MOBILE-FIRST Instead, the former is actually a design strategy (mobile-first), while the latter is the result of a technical approach (responsive). If a business develops its website, the design is often based on the assumption that visitors will browse it on a desktop computer. Then, the website is modified to adapt to different devices, including THE FIVE CHALLENGES OF SOCIAL MEDIA MANAGEMENT IN TOURISM I recently ran a series of posts for the French side of this blog, interviewing different tourism organizations in the province of Quebec that execute many aspects of their travel marketing strategy effectively. There was a big city hotel, a destination spa in the Eastern Townships, a regional destination marketing organization (DMO), a cultural promotion office and a well-known resort located THE SEVEN BUSINESS DRIVERS OF A SOCIAL MEDIA STRATEGY Based on target audiences and resources at hand, tools will vary between traditional media and online tactics. Once you’ve laid out the road map, moving into social media should answer one or many of the following seven business drivers, depending on your priorities and resources: 1. Enhance Branding & Awareness. HOW TRAVELERS USE ONLINE SOURCES FOR TRAVEL DECISION-MAKINGSEE MORE ONFREDERICGONZALO.COM
ON THE IMPORTANCE OF HAVING SOCIAL MEDIA GUIDELINESSEE MORE ONFREDERICGONZALO.COM
IS SOCIAL MEDIA ENHANCING OR RUINING THE TRAVEL EXPERIENCE? Here are five of my personal pros and cons about social media within the travel experience: 1. Sharing in real time. Once upon a time, you’d insert a film roll into your camera, or better yet have a disposable one, and you’d take pictures during your trip. A couple of days or weeks (or months) later, you’d have them developed atyour
WHY INSTAGRAM'S AQUISITION BY FACEBOOK IS GOOD AND BAD With the acquisition of Instagram, Facebook signals its intent to pursue and push more heavily in this direction, with increased shareability features. 2. The importance of visual sharing. Photo-sharing is probably only second to video-sharing, yet it’s a lot easier, faster and requires less editing or tech savvy to achieve. 7 OBSTACLES TO TRAVEL RIGHT NOW After more than a year since Covid-19 pandemic has hit the global stage, the travel industry is starting to look into the future with glimmers of hope. Occupancy rates in many touristic areas in the US and Mexico are showing real signs of rebound nearing almost 70-80% of 2019 levels, in some cases WHAT TRAVELERS ARE NOW SEEKING What Travelers Are Now Seeking. It’s a fresh new year and we all look at 2021 with a glimmer of hope that things will improve in the travel industry. The Covid-19 virus is still very much active and impacting our universe, yet travel marketers must keep working withthe future in
THE UNDERPROMISE
The Underpromise – Overdeliver Conundrum. During a recent Clubhouse discussion about how travel marketing needs to adapt as we emerge from the ongoing pandemic, someone mentioned how traveler expectations had changed in recent months. More specifically, the conversation led to the fact that many consumers yearn to get out there and travel UNDERSTANDING THE DIFFERENCE BETWEEN MOBILE-FIRST Instead, the former is actually a design strategy (mobile-first), while the latter is the result of a technical approach (responsive). If a business develops its website, the design is often based on the assumption that visitors will browse it on a desktop computer. Then, the website is modified to adapt to different devices, including WHAT DOES TOURISM MEAN TO YOU? On September 27th, it’s World Tourism Day, and this year’s theme is “Tourism & Sustainable Energy: Powering Sustainable Development”.We don’t often take the time to ponder what the tourism industry means to our everyday life, yet 2012 marks the first the year where we will hit the 1 billion international visitors markworldwide.
IS SOCIAL MEDIA ENHANCING OR RUINING THE TRAVEL EXPERIENCE? Here are five of my personal pros and cons about social media within the travel experience: 1. Sharing in real time. Once upon a time, you’d insert a film roll into your camera, or better yet have a disposable one, and you’d take pictures during your trip. A couple of days or weeks (or months) later, you’d have them developed atyour
5 SUCCESS FACTORS FOR EFFECTIVE STORYTELLING IN TRAVEL Travel marketing, at its core, is no different than marketing in any other industry; it is a means to reach financial objectives, increase revenues, lower costs and have an overall profitability making travel brands viable in the long term.. But how we communicate to our customer base and potential travelers, on the other hand, is where travel and hospitality has an edge: we sell dreams! WHY INSTAGRAM'S AQUISITION BY FACEBOOK IS GOOD AND BAD With the acquisition of Instagram, Facebook signals its intent to pursue and push more heavily in this direction, with increased shareability features. 2. The importance of visual sharing. Photo-sharing is probably only second to video-sharing, yet it’s a lot easier, faster and requires less editing or tech savvy to achieve. À QUI S'ADRESSE VOTRE PRODUIT OU SERVICE? À qui s’adresse votre produit ou service? La question qui coiffe ce billet est à la fois la plus facile mais aussi la plus complexe laquelle devra répondre tout entrepreneur ou organisation. Que votre produit ou service vise les consommateurs en direct (B2C, ou business to consumer ), des fournisseurs ou intermédiaires (B2B, ou PROS AND CONS OF USING FACEBOOK BUSINESS MANAGER With over 2 billion users, Facebook is the most popular social media platform in the world. It is therefore not surprising that more and more organizations using Facebook Business Manager to grow theirbrands and sales.
HOME - FREDERIC GONZALO - TRAVEL MARKETING SPEAKER ANDABOUTSERVICESSTOREBLOGCONTACTFR President & Partner. U92. « Frederic was the Co-Chair of EyeforTravel’s Online Marketing Strategies for Travel Summit in Miami. His knowledge and passion for the travel industry made him an obvious choice. After going the extra mile to deliver a breakoutsession of
IS TRIPADVISOR PLUS A GAME-CHANGER? The more one travels, the more one is likely to revert to its TripAdvisor Plus program to get all the value from that $99 “investment”. “Tripadvisor Plus is a game changer for both travelers and hoteliers. Travelers get to enjoy a memorable experience thanks to special perks and discounts – and hotels have a brand newway to attract
THE FIVE CHALLENGES OF SOCIAL MEDIA MANAGEMENT IN TOURISMSOCIAL MEDIA IMPACT ON TOURISMTOURISM AND SOCIAL MEDIAISSUES AFFECTING TOURISMISSUES RELATED TO TOURISMTOURISM ISSUES IN CHINA I recently ran a series of posts for the French side of this blog, interviewing different tourism organizations in the province of Quebec that execute many aspects of their travel marketing strategy effectively. There was a big city hotel, a destination spa in the Eastern Townships, a regional destination marketing organization (DMO), a cultural promotion office and a well-known resort located WHY TIKTOK MATTERS FOR TRAVEL BRANDS Why TikTok Matters For Travel Brands. When it comes to social media, there is no hotter platform right now than TikTok. This extremely popular mobile app has been making headlines for the past months, partly due to privacy concerns since it is owned by Chinese company ByteDance. Launched in China in 2016, where it operates under the nameDouyin
HOW TO MEASURE YOUR NEWSLETTER PERFORMANCE Click-to-open rate (CTOR) = number of clicks / number of emails opened x 100. You can monitor two rates: the click-through rate, which applies to all of the emails you send out, and the click-to-open rate, which applies only to newsletter emails that have been opened. The click-through rate can vary based on how big your subscriber list is,the
WHAT DOES TOURISM MEAN TO YOU? On September 27th, it’s World Tourism Day, and this year’s theme is “Tourism & Sustainable Energy: Powering Sustainable Development”.We don’t often take the time to ponder what the tourism industry means to our everyday life, yet 2012 marks the first the year where we will hit the 1 billion international visitors markworldwide.
UNDERSTANDING THE DIFFERENCE BETWEEN MOBILE-FIRSTANGULAR MOBILE DEVELOPMENTUSING ANGULAR FOR MOBILE DEVELOPMENT Instead, the former is actually a design strategy (mobile-first), while the latter is the result of a technical approach (responsive). If a business develops its website, the design is often based on the assumption that visitors will browse it on a desktop computer. Then, the website is modified to adapt to different devices, including ON THE IMPORTANCE OF HAVING SOCIAL MEDIA GUIDELINESSEE MORE ONFREDERICGONZALO.COM
HOW TRAVELERS USE ONLINE SOURCES FOR TRAVEL DECISION-MAKINGSEE MORE ONFREDERICGONZALO.COM
5 WAYS TO TARGET TRAVELERS WITH FACEBOOK MARKETING 4. Create look-alike audiences. The reason many marketers flock to Facebook is in great part due to its ability to create personalized audiences to target, for example based on existing lists and databases that a company owns. Likewise, we can create “look-alike” audiences, which replicate patterns and behaviors of existing users ina given
HOME - FREDERIC GONZALO - TRAVEL MARKETING SPEAKER ANDABOUTSERVICESSTOREBLOGCONTACTFR President & Partner. U92. « Frederic was the Co-Chair of EyeforTravel’s Online Marketing Strategies for Travel Summit in Miami. His knowledge and passion for the travel industry made him an obvious choice. After going the extra mile to deliver a breakoutsession of
IS TRIPADVISOR PLUS A GAME-CHANGER? The more one travels, the more one is likely to revert to its TripAdvisor Plus program to get all the value from that $99 “investment”. “Tripadvisor Plus is a game changer for both travelers and hoteliers. Travelers get to enjoy a memorable experience thanks to special perks and discounts – and hotels have a brand newway to attract
THE FIVE CHALLENGES OF SOCIAL MEDIA MANAGEMENT IN TOURISMSOCIAL MEDIA IMPACT ON TOURISMTOURISM AND SOCIAL MEDIAISSUES AFFECTING TOURISMISSUES RELATED TO TOURISMTOURISM ISSUES IN CHINA I recently ran a series of posts for the French side of this blog, interviewing different tourism organizations in the province of Quebec that execute many aspects of their travel marketing strategy effectively. There was a big city hotel, a destination spa in the Eastern Townships, a regional destination marketing organization (DMO), a cultural promotion office and a well-known resort located WHY TIKTOK MATTERS FOR TRAVEL BRANDS Why TikTok Matters For Travel Brands. When it comes to social media, there is no hotter platform right now than TikTok. This extremely popular mobile app has been making headlines for the past months, partly due to privacy concerns since it is owned by Chinese company ByteDance. Launched in China in 2016, where it operates under the nameDouyin
HOW TO MEASURE YOUR NEWSLETTER PERFORMANCE Click-to-open rate (CTOR) = number of clicks / number of emails opened x 100. You can monitor two rates: the click-through rate, which applies to all of the emails you send out, and the click-to-open rate, which applies only to newsletter emails that have been opened. The click-through rate can vary based on how big your subscriber list is,the
WHAT DOES TOURISM MEAN TO YOU? On September 27th, it’s World Tourism Day, and this year’s theme is “Tourism & Sustainable Energy: Powering Sustainable Development”.We don’t often take the time to ponder what the tourism industry means to our everyday life, yet 2012 marks the first the year where we will hit the 1 billion international visitors markworldwide.
UNDERSTANDING THE DIFFERENCE BETWEEN MOBILE-FIRSTANGULAR MOBILE DEVELOPMENTUSING ANGULAR FOR MOBILE DEVELOPMENT Instead, the former is actually a design strategy (mobile-first), while the latter is the result of a technical approach (responsive). If a business develops its website, the design is often based on the assumption that visitors will browse it on a desktop computer. Then, the website is modified to adapt to different devices, including ON THE IMPORTANCE OF HAVING SOCIAL MEDIA GUIDELINESSEE MORE ONFREDERICGONZALO.COM
HOW TRAVELERS USE ONLINE SOURCES FOR TRAVEL DECISION-MAKINGSEE MORE ONFREDERICGONZALO.COM
5 WAYS TO TARGET TRAVELERS WITH FACEBOOK MARKETING 4. Create look-alike audiences. The reason many marketers flock to Facebook is in great part due to its ability to create personalized audiences to target, for example based on existing lists and databases that a company owns. Likewise, we can create “look-alike” audiences, which replicate patterns and behaviors of existing users ina given
HOME - FREDERIC GONZALO - TRAVEL MARKETING SPEAKER AND President & Partner. U92. « Frederic was the Co-Chair of EyeforTravel’s Online Marketing Strategies for Travel Summit in Miami. His knowledge and passion for the travel industry made him an obvious choice. After going the extra mile to deliver a breakoutsession of
7 OBSTACLES TO TRAVEL RIGHT NOW After more than a year since Covid-19 pandemic has hit the global stage, the travel industry is starting to look into the future with glimmers of hope. Occupancy rates in many touristic areas in the US and Mexico are showing real signs of rebound nearing almost 70-80% of 2019 levels, in some casesONLINE STORE
Purchase digital marketing webinars, ebooks and consulting services from our online store. WHAT DOES TOURISM MEAN TO YOU? On September 27th, it’s World Tourism Day, and this year’s theme is “Tourism & Sustainable Energy: Powering Sustainable Development”.We don’t often take the time to ponder what the tourism industry means to our everyday life, yet 2012 marks the first the year where we will hit the 1 billion international visitors markworldwide.
THE SEVEN BUSINESS DRIVERS OF A SOCIAL MEDIA STRATEGY Based on target audiences and resources at hand, tools will vary between traditional media and online tactics. Once you’ve laid out the road map, moving into social media should answer one or many of the following seven business drivers, depending on your priorities and resources: 1. Enhance Branding & Awareness. ON THE IMPORTANCE OF HAVING SOCIAL MEDIA GUIDELINES Yet having a social media policy in place is a good practice, putting safeguards in place to help organizations, employees and stakeholders alike navigate in the ever increasingly evolving sphere of social media. There are essentially three good reasons to have a 5 SUCCESS FACTORS FOR EFFECTIVE STORYTELLING IN TRAVEL Travel marketing, at its core, is no different than marketing in any other industry; it is a means to reach financial objectives, increase revenues, lower costs and have an overall profitability making travel brands viable in the long term.. But how we communicate to our customer base and potential travelers, on the other hand, is where travel and hospitality has an edge: we sell dreams! PROS AND CONS OF USING FACEBOOK BUSINESS MANAGER With over 2 billion users, Facebook is the most popular social media platform in the world. It is therefore not surprising that more and more organizations using Facebook Business Manager to grow theirbrands and sales.
5 ÉLÉMENTS ESSENTIELS POUR CRÉER UNE INFOLETTRE RÉUSSIE Voici quelques conseils à retenir lors de la création de l’objet de votre infolettre : Personnalisez votre texte avec les données disponibles sur vos clients. Le taux d’ouverture d’une infolettre peut même augmenter de 20% si l’objet du courriel est personnalisé pour le destinataire, avec son prénom par exemple. 10 BONNES PRATIQUES D'ENTREPRISES SUR LINKEDIN 10. Service-client. Enfin, même si Linkedin n’est pas reconnue pour son aspect B2C, il est intéressant de voir certaines entreprises y prendre une présence avec l’intention d’y garder contact aussi avec leur clientèle, quitte à ce que soit plutôt une clientèle d’affaires, par exemple.Votre recherche...
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Frederic Gonzalo
Spécialiste marketing numérique Vulgarisateur web et médias sociauxEn savoir plus
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Frederic Gonzalo
Spécialiste marketing numérique Vulgarisateur web et médias sociauxEn savoir plus
Webinaires
Disponibles en ligne à partir de 39 $S’inscrire
Frederic Gonzalo
Spécialiste marketing numérique Vulgarisateur web et médias sociauxEn savoir plus
Webinaires
Disponibles en ligne à partir de 39 $S’inscrire
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------------------------- Nos services ont pour objectif d’aider les entreprises à comprendre et maitriser les notions du marketing numérique afin d’optimiser leur performance sur le web et les médias sociaux.CONFÉRENCES
------------------------- Engagez Frédéric pour vulgariser les subtilités du marketing numérique au moyen d’exemples simples et concrets.FORMATIONS
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------------------------- Téléchargez nos publications pertinentes pour comprendre et maîtriser les enjeux du marketing numérique. Découvrez tous nos services J’ai suivi la formation Facebook et j’ai mis en pratique vos trucs. Les résultats sont excellents. De plus les visiteurs de notre site proviennent majoritairement de notre Facebook. J’ai donc rentabilisé la formation et je poursuis mon travail pour augmenter le trafic, les partages, les échanges. Merci! »Claire Drolet
Conseillère aux communciationsAutobus Laval
Je vous recommande son Ebook : 5 règles d’or pour une stratégie de contenu efficace. Le meilleur guide que j’ai lu en français pour intéresser et fidéliser votre clientèle. »Serge Daigneault
Fondateur et conseillerWeb MTL
Lors de la conférence, Frédéric a su vulgariser avec brio les propos afin que tous les participants comprennent bien les subtilités du marketing d’aujourd’hui. Nous avons particulièrement apprécié le fait qu’il ait appuyé ses dires avec des exemples concrets et pertinents à l’auditoire invité. »Stéphanie Dupuis
Présidente
THEMA Stratégie Conseil De bons conseils, de bons trucs, de bonnes astuces. Conférencier intéressant et dynamique qui sait prêcher par l’exemple. »Thomas Gagnon
Coordonnateur ventes & marketingLa Saguenéenne
Conférences pertinentes et efficaces! M. Gonzalo maîtrise très bien ses sujets et il sait répondre efficacement aux questions sanss’égarer. »
Évelyne Auger
Coordonnatrice Ventes & Marketing Côtes à Côtes Resto-Grill Frédéric a une vision globale du marketing. Il donne une direction claire au travail des intervenants / consultants externes et maximise le ROI de chaque discipline. Il est très au fait des nouvelles technologies et sait doser leur utilisation selon leurs forces respectives. »René Godbout
René Godbout, PrésidentZendatamarketing
Frédéric possède 2 atouts de taille : une excellente connaissance du marketing touristique et une forte vision des médiasnumériques. »
Louis Duchesne
Vice-Président QuébecCossette
Monsieur Gonzalo connaît très bien le monde du tourisme et les nouveaux médias associés aux efforts marketing. En plus d’être un bon orateur, il a su capter mon attention. »Luc Villeneuve
Photographe professionnel360o Image
J’ai suivi la formation Facebook et j’ai mis en pratique vos trucs. Les résultats sont excellents. De plus les visiteurs de notre site proviennent majoritairement de notre Facebook. J’ai donc rentabilisé la formation et je poursuis mon travail pour augmenter le trafic, les partages, les échanges. Merci! »Claire Drolet
Conseillère aux communciationsAutobus Laval
Je vous recommande son Ebook : 5 règles d’or pour une stratégie de contenu efficace. Le meilleur guide que j’ai lu en français pour intéresser et fidéliser votre clientèle. »Serge Daigneault
Fondateur et conseillerWeb MTL
Lors de la conférence, Frédéric a su vulgariser avec brio les propos afin que tous les participants comprennent bien les subtilités du marketing d’aujourd’hui. Nous avons particulièrement apprécié le fait qu’il ait appuyé ses dires avec des exemples concrets et pertinents à l’auditoire invité. »Stéphanie Dupuis
Présidente
THEMA Stratégie Conseil De bons conseils, de bons trucs, de bonnes astuces. Conférencier intéressant et dynamique qui sait prêcher par l’exemple. »Thomas Gagnon
Coordonnateur ventes & marketingLa Saguenéenne
Conférences pertinentes et efficaces! M. Gonzalo maîtrise très bien ses sujets et il sait répondre efficacement aux questions sanss’égarer. »
Évelyne Auger
Coordonnatrice Ventes & Marketing Côtes à Côtes Resto-Grill Frédéric a une vision globale du marketing. Il donne une direction claire au travail des intervenants / consultants externes et maximise le ROI de chaque discipline. Il est très au fait des nouvelles technologies et sait doser leur utilisation selon leurs forces respectives. »René Godbout
René Godbout, PrésidentZendatamarketing
Frédéric possède 2 atouts de taille : une excellente connaissance du marketing touristique et une forte vision des médiasnumériques. »
Louis Duchesne
Vice-Président QuébecCossette
Monsieur Gonzalo connaît très bien le monde du tourisme et les nouveaux médias associés aux efforts marketing. En plus d’être un bon orateur, il a su capter mon attention. »Luc Villeneuve
Photographe professionnel360o Image
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LE BLOGUE
-------------------------21 mars 2021
DE L’OBLIGATION DE SUIVRE LA PARADE… Le marketing numérique, du web aux médias sociaux, est en constante évolution. Vous trouvez que ça va trop vite? C’est le cas!22 février 2021
CLUBHOUSE, NOUVELLE COQUELUCHE DES MÉDIAS SOCIAUX! La nouvelle folie au niveau des médias sociaux? L’audio. Et c’est Clubhouse qui enflamme présentement la toile!14 février 2021
TIKTOK VS INSTAGRAM REELS: LE COMBAT DE L’ANNÉE! Instagram met l’emphase sur les reels, ce qui laisse croire à un combat à finir avec TikTok et l’attention des utilisateurs!16 mai 2021
MÉDIAS SOCIAUX EN 2021: ÉTAT DES LIEUX Survol des 10 médias sociaux principaux en 2021, et leur utilisation potentielle pour une entreprise.2 mai 2021
13 STATS TIKTOK EN 2021 TikTok poursuit sa croissance fulgurante. Voici quelques statistiques récentes qui illustrent cette progression.11 avril 2021
FACEBOOK, T’ES PÉNIBLE, TU SAIS? Les changements, bogues et irritants sont devenus monnaie courante avec Facebook. Ces problèmes empoisonnent la plateforme!21 mars 2021
DE L’OBLIGATION DE SUIVRE LA PARADE… Le marketing numérique, du web aux médias sociaux, est en constante évolution. Vous trouvez que ça va trop vite? C’est le cas!22 février 2021
CLUBHOUSE, NOUVELLE COQUELUCHE DES MÉDIAS SOCIAUX! La nouvelle folie au niveau des médias sociaux? L’audio. Et c’est Clubhouse qui enflamme présentement la toile!14 février 2021
TIKTOK VS INSTAGRAM REELS: LE COMBAT DE L’ANNÉE! Instagram met l’emphase sur les reels, ce qui laisse croire à un combat à finir avec TikTok et l’attention des utilisateurs!16 mai 2021
MÉDIAS SOCIAUX EN 2021: ÉTAT DES LIEUX Survol des 10 médias sociaux principaux en 2021, et leur utilisation potentielle pour une entreprise.2 mai 2021
13 STATS TIKTOK EN 2021 TikTok poursuit sa croissance fulgurante. Voici quelques statistiques récentes qui illustrent cette progression.11 avril 2021
FACEBOOK, T’ES PÉNIBLE, TU SAIS? Les changements, bogues et irritants sont devenus monnaie courante avec Facebook. Ces problèmes empoisonnent la plateforme! Tous les articles du blogue__Partagez450
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