Saša Petković, KG Media: Quality content is extremely important, focus on what readers want, and less on their own ambitions

Digital marketing has long been more than just one industry and today for each segment there are various experts specializing in only one area, precisely because of its complexity and daily development ...

Digital marketing has long been more than just one industry and today for each segment there are various experts specializing in only one area, precisely because of its complexity and daily development from day to day.

So for a long time the main focus has been on the company's digital DNA, marketing, communication as well as so important analytics, especially when we talk about the tourism sector, and everything is measurable on the Internet. So, it has long been no longer a question of advertising or not, having a website or not, communicating through social networks, etc. itd that everything is extremely important, and much more, because if you are not digitally present and active you will simply fail in the long run. Whether you want to admit it or not, it’s just like that.

But what we can learn from a lot of data and why it is extremely important, I talked to Sasa Petkovic, Senior Sales Manager from the advertising agency KG Media, who points out that there is a lot of data in analytical programs. " Given that there has long been a technical predisposition for the website owner to get information about what is happening on his website, what visitors are doing (or not doing) on ​​it, how many of them (not) met the main goal of the site, and the site owner consciously decides not to deal with it - most often, because it is too complex - I can only recommend the engagement of experts, who in such a situation will be able to interpret the available statistics and trends from analytics to the web owner. All this, so that the owner knows if he needs to fix anything on the website in order to earn even more on the service or products that he presents and sells through his own website. However, by using analytical programs on a daily basis, the analyst learns to distinguish the more important from the less important, for the specific specifics of the business for which this data is observed. ", Petković points out.

On the other hand, websites have somehow gone into the background with the advent of various booking portals, but as booking portals have taken over much of the work, and thus commissions, the focus returns to websites as the main sales channel, at least when talking about the hotel industry. . As Petković points out, the websites should never have lost so much of their sales, which were taken over by OTA (Online Travel Agencies), but how the market makes its own. "Some of the more successful OTAs have long realized the importance of analyzing and then shaping the behavior of users of their sites combined with using the most effective methods of Online Advertising. A perfect example here is the ubiquitous booking.com, which is one of the biggest advertisers on Google search engine. But even if they are the largest, and when it turns out that OTAs are taking an increasing share of the sales capacity of tourism companies, if those companies want to do something about it, there are a number of options and tools to do so. Starting with working on your own website, which should be perceived as the main advertising and potentially sales channel of the company. These are primarily industry trends: an increasing number of tourists book their accommodation online. The only question is: how visible is your tourist company, and how successfully does it communicate with that tourist, so that the latter decides to leave his money with you and not with the competition or intermediary", Says Petković.

All possible analytics is imperative today, all with the aim of better knowing the target group, the effect of campaigns, what and how the target group behaves on your website, what they want and ask for, etc.… But precisely because of the complexity and interpretation of all data there is a need for special managers, who know how to recognize and read all the data, and thus present them well. And one of the important tasks after the collected data is certainly Remarketing or Retargeting, Petković emphasizes. "Remarketing is just a tool, and as with other tools - hammers, drills, computers, Facebook pages, etc., etc. - it can be used successfully and unsuccessfully, and sometimes counterproductively. This is a method of re-targeting people who have visited your website before. The most common ailments of advertisers who use this tool - but not optimally - are frequent and continuous bombardment of people with the same (often, by mistake, generic) ads, and in the worst case, this "bombardment" is performed on people who have already converted / bought / booked on your pages, but you have not set a rule in the system to exclude these people from targeting. I would say that the more sophisticated a promotional tool is, the more it offers the opportunity for success, but also for failure. Unfortunately, the Online Advertising industry is such that changes to existing and the emergence of new online advertising tools occur on a weekly and sometimes daily basis."Says Petković and adds that all this should be monitored, and people who do not deal with it professionally often do not have time for that.

One of the new trends is certainly seen as a medium, as well as a focus on Instagram, and Facebook as much as it is declining in some segments is simply still the main medium, but certainly not the only one. As trends change more often, as well as the emergence of new social networks, we actually have a new digital marketing mix. Of course, the whole story should emphasize that a communication and branding strategy is needed, because not only the best possible reach is important, of course it all depends on the goal and from campaign to campaign, but it is necessary to segment well how and to whom we communicate because each target group or tourist profile has its own needs and habits and a different way of communicating to each group separately.

KG Media points out that the online marketing methods they have been using the most lately are: Content marketing (extremely important for successful SEO), Inbound marketing and lead generation, Onsite search engine optimization, social networks - in terms of paid advertising, but also community management and a number of other methods. "Social networks are really very important for company branding, for which it is important to choose the right "tone" of communication (put on your "PR" hat when posting on Facebook), interesting topics, quality materials (pictures and video), optimal time for posts and placement ads… There are really a lot of details that a smart advertiser must pay attention to today, all in order to reach as large a relevant population for their business, for as little money as possible. The digital media mix has been present in the media plans we create for ten years, but every year it dresses in a new outfit. Sometimes some new platforms don't live up to expectations, and you need to be aware of that. Here I return to the topic from the first question: the need and importance of analysis"Petkovic pointed out.

"Focus on what readers want, and less on their own ambitions" Sasa Petkovic, KG Media

Quality content is key, but quality content is not an article in which you praise yourself and how you are the best, the fastest, the best… Quality content must give new value and always has and will always have its audience - a quality audience. It is this audience that is not stupid and they know very well how to recognize classic PR, which has lost its value due to the "prostitution" of the market, and the new ones are not stupid and know how to distinguish good content from bad. A new trend in the future that is already on our doorstep is to measure the success of the campaign through time metrics, ie how much time the user has spent on your page, ie article. It is quality content that creates trust and gives added value to the reader, as well as much more time reading a quality article, while in classic PR articles the time is extremely short, again because readers immediately or very quickly realize that it is an ordinary PR article.

Precisely because of the "prostitution" of the digital media space, various pop-up banners that pop up from all sides, videos that start themselves or you can interrupt them, the explosion of various PR articles and "stupid" headlines that only aim to get a click, and not important content or quality, has led to mistrust of readers, as well as the emergence of Ad Blocker.

Perhaps the best summary of the whole story and the point at “i” is a great video by Gary Vaynerchuk and an explanation of why he will never buy a Samsung mobile phone. Look.

The solution is precisely quality content, which in turn brings us a much longer time to stay at the party, ie every news item. As Petković points out, we must divide quality content into two groups, where one must not exclude the other, but exist in parallel. "The content should be of good quality for the user / visitor / reader, but also for search engines. If I were to give preference to one of those two categories, I would give it to the user experience. In the long run, consequently, more readers will have content that their readers recognize as quality, than a bunch of pointlessly complex keywords that are forcibly inserted into some, often orthographically incorrect text. Google's algorithm recently has AI technology, which recognizes semantics. This means you can now write without emphasizing just one form of keyword, whether it fits the text or not. Regardless of everything, we suggest content authors to start by choosing an interesting topic for the target audience and compose content that has some minimum of its own. They say it's 300 words per page / article. Then let them advertise to their heart's content, paying attention to the corporate tone and creating original content (Google has to say that it doesn't like copy / paste but content published elsewhere). Then they can - if they are lucky and use some SEO tool like Yoast in WordPress - create that content by eliminating the SEO mistakes that such a specialized tool warns us about. Our recommendation is that content authors prefer to focus on what readers want, and less on their own ambitions. Consequently, part of these readers - their target audience - will give them back what is the goal of all these activities. By purchasing, that is, by booking"Petkovic emphasizes.

In the end, the most important and holy grail of marketing, and that is what all our promotional activities, and everything else, comes down to - and that is an increase in earnings. How can travel agents optimize websites in order to increase sales? It sounds simple, as Petković points out, but it certainly isn't. “It's very simple. The more you bring your potential customers to your website, the greater the potential for increased sales. By investing in SEO, in the long run you increase the possibility that more people will find you on search engines (Google, Bing () and consequently visit your site. Again, quality content is important because we all know that visits through organic search results are free. In addition, there are studies that say that a large number of Internet search engine users trust organic search results more than paid ads. Here we can draw a parallel with the press: more readers of periodicals trust journalistic articles than paid advertisements. Another type of media, the same user psychology. We have been informing our clients for years about the importance of owning a Blog section (it was called "blog", "news" or "news" - less important), within which they can publish new content (Content) that search engines adore. Let's put it laymanly: search engines like situations when - when re-analyzing your web pages - they find new content relevant to the users of those same search engines. Let's simplify even more: if your facility is located in Split and you write a quality article "What to do in Split" on your website, you have a good chance that English-speaking users who are interested in what to do in Split will find you on Google, click on link, get to your site, and then - if the site is cleverly designed to give visitors an intuitive "solution" in the form of a reservation - maybe sell the accommodation”Concludes Petković from the advertising agency KG Media.

We always think that we can do everything ourselves and how it is all a waste of money, of course you can and must educate yourself, but for a serious result without professional help you will certainly not succeed. That there is something in this "marketing" is sufficiently shown by the example of the famous drink Coca-Cola, which the whole world knows about, but is still aggressively advertised.

If you want to educate yourself, you can read various tips from Saša Petković and his colleagues on the already mentioned blog pages, ie quality content that you can find here: https://kg-media.eu/blog/ , or even better, listen to Sasa Petkovic 's live lecture and ask him for advice at 11th Congress of Croatian Camping which will be held from 13.-15.11.2017. in Šibenik.

And don’t forget, there will always be those who will offer you some service for less money. But everything has its value as well as the end result. Don't play games, it's all about your money, ie sales success, and thus increasing your income. Because marketing is never a cost, but an investment. Invest your money wisely.

Author: Goran Rihelj

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