Data Analytics (Google & Co.)
How to identify KPIs in your data analytics and read them as insights, then make decisions based on them… Read more »
Program
Apri/Chiudi
Use the filters for the advanced search on programs
BTO11 | RIGHT HERE, RIGHT NOW.
DAY ONE - MARCH 20TH 2019, WEDNESDAY
09:00
Metasearch engines for Hotels. The current scenario and future visions
Metasearch engines have grown exponentially over the past few years and reached maturity in 2018. Today, they represent an essential marketing and distribution tool for every hotel.
This panel will provide a complete vision of the current market, the pros and cons of each Metasearch engine and a vision of the technological platforms connected to all….. Read more »
10:00
Content Marketing for tourism. Build a content strategy according to your buyer personas
How to identify your typical customer and build a coherent and effective content marketing strategy, to be developed in the most appropriate formats and channels… Read more »
Does the future of search advertising lie in metasearch engines?
Research is becoming increasingly vertical and metasearch engine campaigns are starting to become accessible to the majority.
How do you rethink your own adv keywords strategy in light of this and which differences need to be taken into consideration? What is most useful?.. Read more »
12:00
Hotel Conversion Cycle: the method for generating requests and bookings
The method for optimising the rate of conversion of a website by managing the 5 phases of the purchasing process.
The website taken apart, revolutionised and rewritten.
The Showcase Website is dead… long live the Conversion Website… Read more »
14:00
SEO for Hotel
SEO auditing, SEO+UX, SEO landing pages/mobile SEO.
More advanced tools. After an introduction by Luca Bove on Google Maps marketing for Hotels, Marco Volpe will talk about how to do Search Engine Optimisation for tourism, which goes far beyond title, meta and link building.
In order to intercept the conscious demand of a potential guest, you….. Read more »
Budgeting and digital strategy in the hotel business: where to start
How do I plan a digital marketing budget for a hotel, looking for the best balance between OTA and direct marketing? Models for tracking digital performance for hotels.. Read more »
17:00
SEO for Tourist Destinations
After an introduction by Luca Bove on Google Maps Marketing for Tourist Destinations, Alessandro Binello will talk about Search Engines for Destinations: tips and strategies to optimise presence and mistakes to avoid… Read more »
BTO11 | RIGHT HERE, RIGHT NOW.
DAY TWO - MARCH 21ST 2019, THURSDAY
09:00
Today’s opportunities in the non-hotel sector and the Condhotel formula
With Danilo Beltrante, we will explore the great variety that the Extramura sector is made up of.
From the single rented property to generate a supplementary income, to Franchising of holiday homes.
There really is a place and an opportunity for everyone. Together, we will discover ways of working professionally and making a profit in this….. Read more »
What role do emotions play when we look for, evaluate and book a trip?
Booking.com, CISET and NeuroWebDesign together, to examine in depth the theme of user experience and the best neuromarketing techniques that allow us to optimise a website.
Together, we will analyse all the typical steps in the purchasing process, highlighting the emotional involvement of the user and how to detect it in a scientific way.
Texts and….. Read more »
11:00
Use digital channels strategically: Email, Facebook and Instagram Marketing for tourism
Today, the customer journey is increasingly fragmented and differentiated and, for any activity, it is essential to identify and develop its competitive advantages and bring the customer personas into focus, in order to understand how to use online and offline channels in a strategic way.
Enrico Marchetto, Veronica Gentili and Alessandra Farabegoli will conduct an excursus….. Read more »