Hoteliers Need to Know What Online Readers Want and Don't Want
By Lorraine Abelow Founder & President, Abelow PR | July 03, 2016
A recent study revealed that ads bombarding the online community are offensive and editorial provides a more relaxing environment to absorb news. Gen X to Baby Boomers, according to the research, strongly objects to being hit constantly by brands online and in social media, to which they are constantly connected. The take away from this comprehensive investigation was that "Advertising on such sites is causing them to either cut back their use of such platforms, or even stop using them altogether," according to the report. Shocking and dismaying news indeed for those of us in marketing. The results of this study are fascinating and revealing.
When considering an integrated marketing program, this bodes well for editorial coverage in the coveted media these audiences go to directly. Interestingly, three-quarters of Millennials and Generation Z surveyed said they took offense at constant targeting by brands on social media, since it is where they enjoy interacting with friends and colleagues. It may come as a surprise to you that Generation Z kids, those after the Millennials, actually have a say in where to stay, according to their parents. That has been borne out in earlier surveys.
Research Reveals Where People Focus
In fact, the research suggests that younger generations place more trust in information they seek out themselves, again pointing the way to the inherent value of media coverage in the top tier press, something a top NYC-based boutique PR agency such as Abelow PR focuses on. Relationships with editors develop over time, and those ties result in such coverage as cover stories in Conde Nast Traveler and Hotels Magazine. Everyone wants to be in the travel or business section of the New York Times, and a top flight PR firm should achieve that for a client with news. Or they should be creative enough to come up with angles that will get this kind of exposure.
Millennials and Generation Z trust the most are sites that provide product reviews, such as Yelp and other important ones like Trip Advisor. These are also the sources most-trusted by older age groups (66%). However, from a marketing perspective, it is interesting to note that these demographic categories also go directly to the company websites, as they find them trustworthy. This argues for a well-executed and up-to-date presence with good content and captivating images.
The study also revealed a surprise: chat rooms and forums (65% and 44%) are closely followed. One site frequently mentioned was Reddit, and another was Quora.