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  • HITEC Special: Does EU GDPR Affect U.S. Hospitality Companies?

    By Alvaro Hidalgo. The EU General Data Protection Regulation has set a path towards protecting personal data which many other countries will follow. In a global industry such as hospitality, it should be a primary objective to take the steps towards compliance.

  • 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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Pinterest for Business: Seven Helpful Tips [Infographic]

MarketingProfs·Requires Registration ·16 August 2018
Pinterest is an oft-overlooked social media platform, but it has more than 200 million monthly active users who spend an average of 14+ minutes on the site per visit. As a marketer, if your target audience is on Pinterest, you'll want to be there as well.
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How to Measure the ROI of Your B2B Content Marketing Campaigns

MarketingProfs·Requires Registration ·16 August 2018
Many companies these days see the benefits of content marketing. But, although content marketing's popularity (and necessity) continue to increase in the eyes of B2B marketers, 47% of them say they do not measure their content marketing ROI.
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Why Your Company Needs a Chatbot (and How to Get One): Bot Academy Founder Andrew Warner on Marketing Smarts [Podcast]

MarketingProfs·Requires Registration ·16 August 2018
Play the episode: Tweet inShare Andrew Warner spends a lot of time on Facebook Messenger, but his business hasn't exactly suffered. In fact, it's booming! Because Andrew isn't whiling away the hours: He's refining the use of chatbots to help companies reach potential customers and nurture them through conversion.
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The 100 Most Popular Keywords on Google Search [Infographic]

MarketingProfs·Requires Registration ·16 August 2018
Which keywords do people in the United States search for most on Google? To find out, Siege Media used the Ahrefs platform to examine the top queried terms on Google search in the US in the 12 months preceding June 1, 2018.
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64 Statistics That Will Guide Your Content Marketing [Infographic]

MarketingProfs·Requires Registration ·13 August 2018
What do you have in store for your content marketing program this year? If you're want to gather leads, you might consider creating webinars, whitepapers, reports, and e-books, which are the types of content B2B buyers are most likely to trade their contact information for.
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How to Get Sales Prospects to Care About Your Marketing Content

MarketingProfs·Requires Registration ·13 August 2018
One of the first lessons you learn as a content marketer is that your sales prospects don't care about your company. They certainly don't care about your products. But what's absolutely certain is that they do care about themselves.
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From Data to Actionable Intelligence: How Not to Sabotage Good Data With Bad Reporting

MarketingProfs·Requires Registration ·13 August 2018
If you love data reporting, raise your hand. I'm guessing the vast majority of you are not out there shouting "Me! Me!" right now. Synthesizing data, analyzing it, and compiling a report... most marketers (i.e., not data scientists) dread the prospect.
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The Correlation Between Mobile Page Speed and Search Rankings

MarketingProfs·Requires Registration ·13 August 2018
There is a significant correlation between fast mobile page load times and ranking toward the top of Google's mobile search engine results pages, according to recent research from Searchmetrics.
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The Science of Sharing: Who, What, Where, and Why [Infographic]

MarketingProfs·Requires Registration · 9 August 2018
It's the holy grail of social media marketing: How do you get users to share content?
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Startup Marketing and the Power of CX: Figurr Founder David Cooperstein on Marketing Smarts [Podcast]

MarketingProfs·Requires Registration · 9 August 2018
Startup marketing presents some challenges different from those of enterprise marketing (although they do have commonalities). But whether you're a brand new business or a centuries-old conglomerate, one aspect of your business is of paramount importance: customer experience (CX).
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How to Identify Offline B2B Influencers by Using Online and Offline Methods

MarketingProfs·Requires Registration · 9 August 2018
Influencer marketing is not new. Brands have been using celebrities to influence buyers for decades—even B2B brands, such as Accenture, which partnered with golf superstar Tiger Woods, for example.
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Measuring Sponsorship ROI: Marketers' Favorite Metrics

MarketingProfs·Requires Registration · 9 August 2018
Most marketers do not have a standardized process for measuring the return on investment (ROI) of their sponsorships, according to recent research from the Association of National Advertisers (ANA) and Marketing Accountability Standards Board (MASB).
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The Secret to ABM Success: How to Use Private Investigator Skills to Build a Winning Program

MarketingProfs·Requires Registration · 6 August 2018
You've probably seen the reports, case studies, and testimonials about the advantages of account-based marketing (ABM). But let's be honest: Although some marketers are successful with ABM, many struggle to achieve its promised value.
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Facebook vs. Google: AdRank Auction Factors [Infographic]

MarketingProfs·Requires Registration · 6 August 2018
Many businesses use Google AdWords as part of their advertising strategy, but many are still warming up to Facebook Ads. An infographic from Ice Cube Marketing compares the two platforms, which—perhaps not surprisingly—have some similarities.
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How to Spot Authentic (and Fake) Instagram Influencers

MarketingProfs·Requires Registration · 6 August 2018
In a single day's worth of posts that have sponsored or ad tags on Instagram, about 50% are fake engagements, according to data from the anti-fraud company Sway Ops.
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The State of Marketing Technology in 2018

MarketingProfs·Requires Registration · 6 August 2018
In 2018, nearly two-thirds (65%) of companies will increase their marketing technology budgets from 2017 levels, according to recent research from Walker Sands and chiefmartec.com.
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Most B2B Businesses Are Barely Even Marketing: 'Bullseye Marketing' Author Louis Gudema on Marketing Smarts [Podcast]

MarketingProfs·Requires Registration · 2 August 2018
Some people might take issue with Louis Gudema's new book, Bullseye Marketing: How to Grow Your Business Faster, because it seems so contrary to what many "bleeding edge" marketing strategists are recommending. Louis has conducted research on hundreds of B2B companies and discovered that the vast majority are barely marketing at all, much less exploring technologies like AI, voice search, and machine-learning.
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Why Email Still Reigns Supreme [Infographic]

MarketingProfs·Requires Registration · 2 August 2018
Despite all the marketing channels that have emerged in the past two decades, email has succeeded in holding its ground. It remains one of the most effective tools that marketers have to reach both prospects and customers.
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How to Launch Your First Employee Advocacy Program, and Why You Should

MarketingProfs·Requires Registration · 2 August 2018
The proven power of influencers in digital marketing has also led to the emergence of employee social advocacy: the voluntary promotion of a company by its own employees on social media platforms.
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The Biggest Barriers to Successful Marketing Attribution

MarketingProfs·Requires Registration · 2 August 2018
Marketers say technology and data challenges are the biggest barriers to successful marketing attribution, according to recent research from Ascend2.
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Creating Weekly SEO Reports Doesn't Have to Suck

MarketingProfs·Requires Registration ·30 July 2018
Whether you are in charge of the SEO internally for a company or for external clients, you need to demonstrate ongoing improvements to the program and, possibly, the return on investment (ROI).
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The Ultimate Cheat Sheet for Writing Explainer Video Scripts [Infographic]

MarketingProfs·Requires Registration ·30 July 2018
If you've enjoyed watching an explainer video, chances are the copywriting had a lot to do with your positive experience. Yes, quality of the video and your interest in the product were probably factors as well, but the basis of a great explainer video is its script.
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The 5Ws (and 1H) of Marketing Success: Adapting Messaging Strategy on the Fly

MarketingProfs·Requires Registration ·30 July 2018
Email isn't going away, but don't get too attached. Other channels and mediums may be more effective, depending on the specific situation and the audience.
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How Job Candidates Evaluate Potential Employers

MarketingProfs·Requires Registration ·30 July 2018
Job candidates say the factors most damaging to a potential employer's brand are a reputation for poor work-life balance and excessive turnover, according to recent research from MRINetwork.
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Unanswered Calls: The Plague of Paid Search ROI [Infographic]

MarketingProfs·Requires Registration ·26 July 2018
When shoppers want immediate communication with a company, they often (still!) pick up the phone and call. That's especially simple to do now as online and mobile click-to-call features become more popular.
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Voice, AI, and the Future of Search: SEO Expert Jeremiah Smith of SimpleTiger on Marketing Smarts [Podcast]

MarketingProfs·Requires Registration ·26 July 2018
Artificial intelligence is powering the world's most powerful learning machine: Google. As the search engine gets deeper insight into what makes people tick, it's adjusting search engine rankings to bring the most relevant, engaging content to the top of the search rankings.

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