Engagement in the Digital Age

What does it mean? How do we do it in the hospitality sector?

The ways in which we target and engage with our chosen audiences as businesses are rapidly being turned on their head. As the Digital Age changes the way we do everything, at a seemingly faster and faster rate, the traditional ways of reaching a remote audience, although still an important part of the marketing and promotional mix, are rapidly being diluted in their effectiveness as we learn that we need to speak to our audience in multiple ways and on a completely different level.

Not that long ago, phoning people up and asking them if we can send mail and information either electronically or indeed in good old paper format, was a good way of getting people familiar with who we are and what we do and so getting them to buy our products and services.

But there is now a new form of engagement. A subscriber is someone who “likes” you. Your target audience will now “view” you rather than read about you. And “share” it if they really like what they see with people all over the world merely by touching a button.

So, engagement has gone way beyond visuals and text. Although getting someone to “like” you, which for businesses is the new digital equivalent of a subscriber, is potentially quicker and easier to achieve than getting someone onto your mailing list, they are also much easier to lose. Leaving someone with a bad perception could also damage your brand very quickly amongst many people.

Digital Entrepreneur Jamie Bolding, who you will be able to see speaking at TourTrax’ s Innovation in the Digital Age event in the Spring, sums it up very eloquently in the above video.

As Jamie points out, we need to engage our chosen audience on an emotional level. For a brand operating in the hospitality sector, the opportunity is endless with humour and food offering great ways to offer a light-hearted, foody twist to any content that you may generate to try and get people to stay in your hotel or visit your bar or restaurant. This is exactly what Jamie has done very successfully with the launch of his own food delivery service, Twisted London.

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