Exploiting the Facebook Paradox
Analyzing the Social Network's Success Helps Hotels Find the Balance between Intimate and Invasive
By Carolyn Murphy Marketing Specialist, Revinate | July 2015
It's clear that today's consumers expect relevancy in their interactions with brands, and hotel guests are no exception. In fact, a lack of relevancy in communications can hurt the relationship between a brand and its customers. According to a 2014 Gigya report, after receiving irrelevant information or products from a company, 43% of consumers ignored all future communications from the brand. Twenty percent stopped buying products from the company altogether.
At the same time, there's an increase in consumer concerns about the security of their personal data, and this complicates the issue. TRUSTe recently found that 42% of consumers are more concerned about data privacy than they were one year ago.
The question is, how can hoteliers collect the data they need to deliver relevancy and develop personal relationships with their guests without being invasive?
Consumer Trust as a Cost-Benefit Analysis