As online marketing channels have become really complex, it is really important to understand how each of these channels are influencing buying decisions. Assisting channels play a big part in moving people to the decision making stage.
If you are like most people who do not have a deep understanding of these channels it can be intimidating, confusing and time consuming.
When I first got exposed to Online Marketing I started to understand the impact it can have on a hotel, it was amazing.
I started reading a lot of blogs, articles and took a lot of courses to start understanding how does online marketing work, but I have only scratched the surface.
As time has passed the online marketing world has become increasingly complex. However, there are some excellent resources available and one such resource has been released by Google.
Google has released journey to online purchase, a tool for anyone to understand the part these channels play in driving a person to buy
Below is screenshot of the journey broken down for the Travel Industry. Interestingly, it is a bit different for U.S. & Canada. If you look at Social, it acts as an “assist” action to conversion in U.S. and in Canada social acts as an “assist” but it is a lot closer to the “last interaction” (buying). It means in Canada when a person is interacting with a travel business on social channels they are closer to deciding on buying the product or service. Very interesting.
So when you are thinking about conversions on your website spend some time in the Multi-Channel Funnels.
When you are in there look at Assisted Conversions. This is what you will see.
Then, check out Top Conversion Paths.
Play around with the report. Get comfortable and more importantly, be curious.
If you want to learn more about it read Google’s explanation about it.
If you are just looking at the basic Google Analytics dashboard then you are looking at the last interaction a customer had before buying. When you look at the entire path a customer took that is when you will find out the top conversion paths, channels that assist in the buying process and more.
Online Marketing is a big field and it is always good to work with experts in the area. In most cases hotels work with Online Marketing Agencies and too many times they do not go beyond the basics. By the way, they are also 3rd parties, OTA’s charge commissions & OMA’s charge monthly fees. Invest time, energy, money and resources in understanding this field as it drives immense value.
If you want to get better results then you have to ask better questions.
Some of the resources I follow,
Web Analytics: Avinash Kaushik, Kaushik.net
Email Marketing: MailChimp
What are some of the resources you follow to stay up to date in this area?