How hoteliers can leverage new Pinterest features to enhance their online marketing strategy
Introduction
It is evident that those business that provides services as the intangible product encounters greater challenges in the marketing than those who offer tangible products. This is because of the fact that the marketer is not in a position to demonstrate the physical features of the product hence making it difficult for the prospective buyers to understand the benefits derived from the product (Grewal & Levy, 2010). This calls for an engagement in extra creativity in order to successfully operate in the market, including a clear explanation of the intangible product.
According to the article, the intangible product here is the online marketing of hospitality products and brands that are offered by the Pinterest. The firm, like any other service provider, has been challenged by the marketing strategy and it is due to this reason that it has come up with some marketing features to maintain the competitiveness in the industry. These features are aimed to trap the potential online customers who are using the social network such as Facebook and twitter. Extra competition is needed in the service providing business since the businesses in this industry are not only competing with the other business but also against their prospects. For instance, the Pinterest has recommended online tools and features such as site redesign, Pinterest Web Analytics and business accounts.
Customer empowerment is also needed in the service providing business as a marketing strategy. In this case, technology can be used to enable the customers acquire what they need from the company, self-checkout lines has to be established to enable the customers to access to their need without direct interaction with the company’s associates (Hsia, 2013). For instance, the Printerest has established a website verification that encourages the users to visit their website and access to various hospitality products offered by the company. This enhances customer satisfaction because the customers can have access on the products of their choice, make purchase and pay for the services without a long wait. In other words, such a feature enables the company to change or reduce some processes and hence making it easier and simpler for customers to enjoy their intangible products. The customer has a full control of how they interact with the company.
When comes to develop trust, service marketers find it challenging to convince their prospective customers that they are trustworthy if the company has a poor reputation. This implies that the marketers of services have to be attached to a company that it is trustworthy and had a good reputation. For instance, the article has provided a Printerest’s analytics tool that enables the hoteliers to discover how much commitment they have received on Pinterest (Grewal & Levy, 2010). This tool enhances trust between the company and the hoteliers since hoteliers can be able to determine if the site users are pinning photos of their events, and create a rich imagery about their services hence building reputation.
For the success of the service provider business, there is a need create more channels of ordering to reduce the waiting period. Telephone, social media and the internet are some example of the channels that can be used to enhance the marketing of the intangible product since customers are provided with more efficient ways of ordering their products. For instance, through Pin It and Follow button on the Pinterest’s website, the hoteliers are able to “create a pin board highlighting local attractions and embed a Board widget showcasing this pin board on the ‘Area Attraction’ page” (Hsia, 2013).
It is important to use survey and research through online sources in order to answer the questions regarding the sale and marketing of the intangible products. This will involve, determine the number of the target audience, their taste and preference and comments about the intangible product. For instance, Pinterest has provided the hoteliers with the Pinterest Web Analytics that helps the hoteliers to determine what type of the contents is most popular among other features. Consequently, the hoteliers are able to better understand their target audience’s tastes and preferences, and hence adjust their marketing strategy accordingly.
In order to rekindle the business reputation, the services providers have to keep updating their profiles and giving their company’s image new look. This will enhance their competitive in the market since the target consumers will be convinced of better and improved services to come with the improved new look. For instance, Pinterest has designed a new look for their website that have addition features that are subjected to enhance more streamlined user experience. The new site does not only keep the users engaged, but also increases the chances to see and engage with hoteliers content.
In conclusion, the intangible service provider has to be in the frontline of concentrating on the value of their products to thrive in the competitive market. For instance, the customers need to be treated with priority and see the value on the services they acquire. For the satisfaction of the consumer, the service provider has to make their customers believe that they are getting the value for the money they are paying.
References
Grewal, D., & Levy, M. (2010). Marketing. Boston: McGraw-Hill Irwin.
Hsia, V. (2013). How hoteliers can leverage new Pinterest features to enhance their online marketing strategy. HeBS Digital. Retrieved from http://cdn.hebsdigital.com/cms/pressroom/13-HowCanHoteliersLeveragePinterest.pdf
