This week’s articles include a report on how digital marketing is delivering higher ROI than offline-marketing channels, how Google’s ad changes are impacting retailers, and ways to help sell products that are not selling.
- “Digital Brings Greater ROI for Retail Marketers” [eMarketer]: More than 75 percent of retailers surveyed achieved greater ROI from digital than for offline-marketing channels.
- “How Google’s Search Results Changes Affect Retail Marketers” [Internet Retailer]: Little has changed for retailers with Google’s decision to stop showing ads on the right side of search results.
- “3 Ways to Sell Products That Don’t Sell” [PracticalEcommerce]: Price comparisons, volume discounts, and conveying scarcity are three methods of helping products to sell.
- “Using App Data to Improve the Customer Experience” [Mobile Commerce Daily]: Four key datasets are important for digital marketing programs to deliver personalized experiences.
- “How the Hospitality Sector Is Slowly Waking Up to Big Data Analytics” [Hospitalitynet]: Although the hospitality sector collects large amounts of data, many hoteliers continue to struggle to deepen their understanding of their customers.
- “It’s time for the Moneyball of destination marketing” [Tnooz]: In an attempt to fill off-season travel gaps, many travel marketers are looking to data and statistical rigor to help.
- “The Tiny Hilton Robot Concierge That Hints at IBM’s Ambitious Plans for Travel” [Skift]: A new venture between IBM & Hilton aims to redefine the concept of the concierge.