Challenges for the Modern Marketer
As competition increases and consumer preferences shift with greater frequency, the pressure on marketing to reach potential guests and patrons intensifies. In response, marketing itself must shift—it must modernize with the times, adjusting its efforts to changing markets, even as the pace of change in those in hospitality is accelerating.
New marketing methods such as search engine optimization, pay-per-click across social media and inbound marketing have introduced new techniques to engage potential consumers while also creating challenges as marketing professionals in hospitality struggle to adapt their approaches to these shifts. By 2024, one-third of marketing organizations in hospitality will abandon marketing technologies in favor of frictionless interactions with digital experience technologies across all channels and devices. In an increasingly online world where consumers can shift from one brand and location to another at any time, marketing must develop new ways to catch and hold their attention. Doing this well requires systematic, flexible and continuous hospitality planning.