Frequently Asked Questions

Internet Marketing Experts Who Anticipate Your Needs and Provide Answers and Solutions…

Q: What is Internet marketing?

A: Internet marketing is a process by which a company drives potential customers to its Website by using a variety of strategies including search engine optimization and linkage research and acquisition. These programs are often complemented and enhanced by additional online initiatives such as search engine advertising (pay per click), analytics and reporting, interactive media, e-mail marketing, etc.

A common misconception about Internet marketing is that it consists of just having a Website. What many don't realize is that there are multiple facets to Internet marketing, and that it is the most cost-effective way a company can directly measure and reach its marketing goals and objectives. Internet marketing can, with the proper guidance, the right tools and technology, and the most effective website: increase brand awareness and credibility, improve efficiency, increase revenues and drive qualified leads.

Q: I’ve had my Website for quite some time now, and it just doesn’t generate enough traffic and revenues for me. What can I do?

A: If you want to get noticed on the web, you need to do more than just have a Website. You need to implement programs such as Search Engine Marketing, Linkage/Interactive Media, E-mail Marketing, and Web Database Marketing that will generate qualified traffic. The E-strategists at E-site Marketing can evaluate your current Website and create a customized Internet marketing program that will drive traffic and revenue for you.

Q: I have implemented Internet marketing programs in the past, but they just were not very effective. What went wrong?

A: What may have happened is the Internet marketing programs were not targeted to the right markets. Or, it may be that the keywords optimized for your search engine marketing were not keywords that your target markets search for. Perhaps the e-mail marketing campaign was sent to the wrong markets. There can be any number of reasons, but the bottom line is that to implement an effective Internet marketing campaign, you must develop a targeted Internet marketing strategy.

Q: I oversee all marketing for a medium-sized resort hotel. Is it necessary to hire a separate company to oversee my Internet marketing program?

A: You might be interested in a marketing partner such as E-site Marketing, a company that specializes in the hospitality industry and that has developed a range of products ideally suited to the online marketing needs of hotels and resorts, and other hospitality-related companies. E-site Marketing can guide you through the process of Internet marketing and lay the foundation so that you have a clear understanding of how you can take advantage of online marketing strategies that will increase awareness, drive qualified leads and increase revenue.

Q: Is it necessary to have an online as well as a traditional offline marketing program?

A: Yes, it is necessary. As experts in hospitality Internet marketing, E-site Marketing provides clients with highly customized strategy consulting services designed around each company's business model. From analyzing a Website to creating a comprehensive e-business plan for your company, E-site Marketing will guide you in developing an Internet marketing program that will enhance and complement your existing offline marketing strategies.

Q: What separates E-site Marketing from other “leading” Internet Marketing companies?

A: While there are many Internet Marketing companies to consider when selecting a vendor/partner, several factors distinguish E-site Marketing from the competition:

• Superior Customer Service and Quality Assurance
• Hospitality Industry Expertise and Specialization
• Proven Results and Maximization of Return on Investment (ROI)
• Customized Solutions and Products

Q: As a hospitality company, what are the most current developments in Internet marketing and technology that we should be aware of and potentially utilizing as part of our marketing strategy?

A: Two trends that have recently emerged are RSS technology and Blogs. RSS (Real Simple Syndication) allows you to make headlines and summaries of your Website content available through a syndicated “feed” that your customers subscribe to. By notifying your target audience of fresh content posted to your Website, you can distribute promotions, news and events to build strong customer relationships, encourage repeat visits, and potentially drive revenue.

Blogs or Weblogs (a running journal or commentary) have quickly become a powerful way for marketing professionals to engage customers, prospects and the media. When combined with RSS feeds, blogs can be automatically broadcasted to diverse channels/audiences.

Q: How can you help a hotel select among the merchant models more effectively?

A: With access to a hotel’s Central Reservations System reporting and combining other customized Key Performance Indicators, E-site Marketing can provide comprehensive channel management services. We analyze the hotel’s overall sales strategy/objectives, review their competitive set and placement on third-party channels, and determine which channels/models will best meet the hotel’s needs and deliver maximum return on investment. In addition, E-site Marketing utilizes extensive monitoring and tracking tools to measure program effectiveness.

We encourage our clients to maintain rate parity across all channels, decrease their dependence on third-party sites to avoid brand and price erosion, and utilize merchant models/third-party sites to effectively augment distribution when appropriate – not just as a distressed inventory solution.