• What to Expect at HITEC Houston 2018: Elite Education, Exhibits, E20X and More

    HOUSTON: A booming cosmopolitan city that is home to more than 2 million Texans, NASA’s famous Johnson Space Center, and — in just two short months — the world’s largest hospitality exhibition HITEC®.

  • HFTP Report: Hospitality Data Security — Strategy for Data Protection and Regulation Compliance

    This guide from Hospitality Financial and Technology Professionals (HFTP(R)) covers safeguards that can be implemented in hospitality businesses today, tips on how to continuously improve security and data regulation compliance.

  • HFTP GDPR Guidelines: Privacy Policies for Hotels

    This document offers points to consider in the development of a hotel’s privacy policy. In view of the multiple organisational and legal structures under which hotels operate, as well as the complexity of the third party landscape that may be part of the complete guest experience, this document serves as a guideline only.

  • HFTP GDPR Guidelines: Hospitality Guest Registration Cards

    This document offers recommendations for guest information collection on the guest registration card along with consent for use. It can be used as a guideline for loyalty cards, health data, export of data outside of the EU, privacy policies and direct marketing.

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The Best Days and Times to Post on Social Media [Infographic]

MarketingProfs·Requires Registration ·21 May 2018
When is the best time to post on social media? Unmetric, an AI-powered social media analytics platform, reviewed social media posts from 100 brands over a five-week period, then compiled the data into an infographic that explores the answers to that question. The data shows...
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Brand Love Is Bullsh*t... So Now What Do We Do? Five Things.

MarketingProfs·Requires Registration ·21 May 2018
As marketers, we want to work to build one of those iconic brands. A brand people love. You know... Apple. A brand that customers would walk across hot shards of iPhone screens to buy. The brand customers simply can't and won't live without. However, the idea that people love brands and they are hopelessly devoted to them is—brace yourself—false. I know, heresy... right?
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How to Measure Touchpoint Effectiveness: Six Steps to Better Customer Experiences

MarketingProfs·Requires Registration ·21 May 2018
Perhaps you've had this experience or something similar: You take your car in for service to a place you've used frequently over the years. You drive in and complete the intake process. You provide some information about the car's performance and any problems. The service manager provides an estimate and tells you when to return. You're delighted when the service manager calls to tell you can pick up your call earlier than expected and the bill will be less than estimated. But then, a few days later, your engine light goes on. You call the service manager. He can't explain why it went on but suggests you bring it back. You're frustrated because you've just been without your car and paid for service. After an exploratory look, the service manager tells you that this will be a significant additional cost. But, you say, they had the car for several days for a complete checkup, shouldn't this issue have been discovered then? The service manager says, well, sometimes things happen. You leave your car to be fixed and you pay again when you pick it up.
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How B2B Marketing and Sales Teams Are (and Aren't) Using Data

MarketingProfs·Requires Registration ·21 May 2018
Only about half of B2B marketing decisions are made using data, according to recent research from Dun & Bradstreet and Forrester Research. The report was based on data from a survey of 500 professionals with responsibility for, or influence over, data strategy and/or management at B2B organizations with 500 or more employees.
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Employee Engagement and 'Intelligent Inbound': SmartBug Media Founder Ryan Malone on Marketing Smarts [Podcast]

MarketingProfs·Requires Registration ·17 May 2018
The best marketing messages start with empathy for the audience, but marketing organizations should have empathy for their employees, too. Better work/life balance means better marketing, which ultimately brings better business results. The truth of this becomes plain if you look candidly at your own work as a marketer: No one does his or her best work if burned out.
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How to Tap Into Hidden Marketing Spend to Fuel Growth: Optimizing CPE

MarketingProfs·Requires Registration ·17 May 2018
Planning, tracking, and optimizing advertising and trade spend has become table stakes for marketers at many consumer goods (CPG) companies. Despite those advances, consumer promotions and engagement (CPE) remains something of a forgotten area of marketing spend.
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Next-Gen Audiences: Unleashing AI to Predict What Your Customers Will Do Next

MarketingProfs·Requires Registration ·17 May 2018
Over the past several years, the marketing function has witnessed three significant changes that have transformed the profession so that it can better drive business results and enhance the customer experience.
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The Most In-Demand Marketing Areas of Expertise by Employers

MarketingProfs·Requires Registration ·17 May 2018
Most marketing leaders expect to expand their teams this year, with digital talent being the most in demand, according to recent research from McKinley Marketing Partners.
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Tons of Traffic, but Few Conversions? Three Ideas for Repurposing Blog Traffic

MarketingProfs·Requires Registration ·30 April 2018
We've all been there: The shimmer of some high-traffic, super broad-match keyword catches your eye, and you go to town creating a blog post about a related topic without thinking too deeply about how tailored the content is for your target audience. A few months later, SEO kicks in and traffic starts showing up to the page, and you begin climbing SERPs for related queries at breakneck speed. Maybe your post is even starting to show an impact on your reporting. Congrats, you've got some vanity metrics to show off!
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Modern Marketing Intelligence: A Data-Collection Guide for Today's Marketers [Infographic]

MarketingProfs·Requires Registration ·30 April 2018
Market intelligence (MI) uncovers information you can use both to shape your marketing and product strategies and to rise above your competitors. Simply put, it's vital to business (and marketing) success. Product intelligence, competitor intelligence, market understanding, and customer understanding are the cornerstones of MI. The raw data for that intelligence and understanding can exist in text, video, and voice form, and sources of that raw data include e-commerce analytics, Internet research, sales logs, social media, and surveys.
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The Tactics of Marketing Strategy: A Marketer's Guide

MarketingProfs·Requires Registration ·30 April 2018
There are (probably) 14,821 templates for marketing plans. One is sure to be perfect for you and your company, and you'll probably find the right one about a month past your deadline. But it's really not a template you need. It's a tactical approach to understanding where you've been, where you are, where you're going (or should be), and what resources are required to get there. Easy. Really.
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The Impact of Saying Thanks in Email Subject Lines

MarketingProfs·Requires Registration ·30 April 2018
Email subject lines that express gratitude tend to outperform email subject lines that do not, according to recent research from Cheetah Digital. The report was based on 2017 data from email campaigns sent by Cheetah Digital clients in a wide range of verticals. The researchers found email subject lines that included terms such as "with heartfelt thanks" and "thank you!" had average unique open and unique click rates that were 69% and 38% higher, respectively, than subject lines which did not express gratitude.
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Five Ways to Successfully Promote Your Loyalty Rewards Program

MarketingProfs·Requires Registration ·27 April 2018
Loyalty rewards programs can significantly increase customer engagement and retention. However, to make a loyalty program successful, you must promote it aggressively and get your users to adopt it and engage with it. The objectives for a good loyalty program promotion campaign are twofold: creating awareness about the program for new customers; and engaging already-enrolled customers through targeted campaigns.
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Eight Ways to Make Money on YouTube [Infographic]

MarketingProfs·Requires Registration ·27 April 2018
Yes, it is possible to make money via YouTube, and it's not just about ads. Ads may be the easiest and most well-known way to monetize YouTube content, but an infographic by video editor Filmora offers other ideas as well. For example, you might consider...
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How Small Business Owners Got Their Start

MarketingProfs·Requires Registration ·27 April 2018
Most small business owners worked a full-time job while starting their own firm, according to recent research from Paychex. The report was based on data from a survey of 413 people in the United States who own a business that has fewer than 500 employees. Some 59% of respondents say they worked a full-time job while initially building their own own business. The reasons small business owners started their own firms range widely by industry, the survey found. For example, 53% of marketing and advertising small business owners started their own firm to have more flexible hours, whereas 53% of technology small business owners started their own firm to pursue a passion:
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What Is GDPR, and How Can It Impact Your Business? [Infographic]

MarketingProfs·Requires Registration ·24 April 2018
The General Data Protection Regulation (GDPR) is set to go into effect on May 25. It will change the way businesses worldwide process and store client and employee information, and there are serious consequences for failure to comply.

The Disconnect Between B2B Tech Buyers and Vendors

MarketingProfs·Requires Registration ·23 April 2018
B2B technology vendors tend to focus on a number of marketing and sales tactics that buyers don't find especially useful or trustworthy, according to recent research from TrustRadius. The report was based on data from a survey of 438 B2B technology buyers and 240 individuals who work for B2B technology vendors.
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Seven Ways to Increase Email Open and Clickthrough Rates [Infographic]

MarketingProfs·Requires Registration ·18 April 2018
You've got your email program up and running, and maybe it's even going pretty well. And you're A/B-testing, right? Testing pieces of creative is helpful, but remember to look at the entire email. Even email campaigns that seem to be working well may have room for improvement.
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Doing Well, Doing Good, and Doing Right: Nichole Kelly Explains 'Conscious Marketing' on Marketing Smarts [Podcast]

MarketingProfs·Requires Registration ·18 April 2018
Ever since traveling vendors sold their wares in towns and villages, marketing has affected the choices people make; and, sometimes, it's hard to say whether those choices are ultimately in the best interests of the consumer. That end result bears considering, says Nichole Kelly. She's the chief consciousness officer at Conscious Marketing Institute and author of the book How to Measure Social Media: A Step-by-Step Guide to Developing and Assessing Social Media ROI. Previously, Nichole was CEO of Social Media Explorer, where she grew the agency side of the business to multimillion-dollar revenue in 18 months. Previously, she held in-house marketing roles, including at Sherwin-Williams.
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The Quickest Way to Improve Your Marketing ROI: Upgrade What Your People Do

MarketingProfs·Requires Registration ·18 April 2018
We marketers have an affinity for shiny toys. Yes, we do—just admit it. We love cool technologies that promise us improved leads, higher conversion rates, and better prospects. As the CEO of a technology company, I'm also the first one to tell you that the ROI on many of those shiny new toys hasn't panned out—and won't pan out. In our pursuit of better organizational performance and higher ROI from our marketing budget, we marketers consistently overlook the one area that will give us the highest ROI boost: investment in our marketing team. Before you dismiss this as just another article on team motivation and skill development, know that it's not. Read on to get solid tips to improve the ROI of your marketing investments.
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Instagram Engagement by Day of the Week

MarketingProfs·Requires Registration ·18 April 2018
Which days of the week do brands post most on Instagram? Are there certain days when audiences tend to engage more with brand posts? To find out, Unmetric examined the Instagram posts and engagement levels (likes and comments on posts) of 100 US-focused brands in a range of industries. The data was collected between November 15 and December 22, 2017. The brands examined publish the most posts to Instagram on Thursdays and Tuesdays. Total interactions are also highest on Thursdays and Tuesdays.
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Marketing Technology: Navigating the Shift From All-in-One to Best-of-Breed Solutions

MarketingProfs·Requires Registration ·13 April 2018
Welcome to the new age of marketing tech—the era of distributed platforms, microservices, and modularization. The number of available solutions has grown rapidly over the past several years, and marketing channels have been multiplying faster than marketers can keep up. Last year alone, the number of marketing-tech offerings—everything from all-in-one solutions to individual best-of-breed platforms—increased 40%.
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How Mobile Devices Affect Romantic Relationships [Infographic]

MarketingProfs·Requires Registration ·13 April 2018
Men tend to see mobile devices as relationship builders, whereas women tend to see them as relationship disruptors, according to recent research from Fetch and Toluna. The report was based on data from a survey of more than 3,000 Americans who are in romantic relationships. Some 61% of men say they believe that their mobile device helps them feel closer to their significant other, whereas only 45% of women say the same.

Brand Loyalty Programs: Satisfaction and Engagement Trends

MarketingProfs·Requires Registration ·11 April 2018
Some 71% of consumers who are members of loyalty programs say membership is a meaningful part of their relationships with brands, according to recent research from Bond Brand Loyalty. The report was based on data from assessments made by 50,000 global consumers on the loyalty programs of 800 brands in a range of sectors, including retail, grocery, CPG, gas, entertainment, and hospitality.
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How to Use Webinars to Build Good Customer Relationships

MarketingProfs·Requires Registration · 6 April 2018
Webinars are truly a great marketing strategy for generating leads for your business. However, that's certainly not the only measure of their effectiveness. Webinars are an excellent platform to communicate and interact with your customers, and they can be your secret weapon for building great customer relationships.
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Bitcoin Basics: A Brief History [Infographic]

MarketingProfs·Requires Registration · 6 April 2018
Maybe you're a fan of Bitcoin and got lucky with its recent surge in value (or unlucky with the subsequent drop), or maybe you're skeptical of the cryptocurrency. Either way, you've most certainly heard about it. Whether Bitcoin will become the future of money, as some predict, is yet to be seen, but if you want to learn more about this technology, its history, and the way it works, then read on. Cartwright King, a British law firm, has created an infographic about the basics of Bitcoin.

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