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  • HFTP Research Report: Pre-opening Expenditures in Hospitality

    A study of the pre-opening budget; the timeline for these expenditures; timeline for onboarding of staff; and the selection, installation and training of the technology component. By Agnes DeFranco, Ed.

  • New Global Directors Join the 2018-2019 HFTP Board

    The HFTP 2018-2019 Global Board of Directors was installed during the association's 2018 Annual Convention and introduces new directors Toni Bau, Carson Booth, CHTP and Mark Fancourt. These extensive director profiles give insight into the distinguished professions and personal goals of HFTP's newest association leaders.

  • Letter from the HFTP Global President: At the End of the Year, We Reflect on the Best of the Year

    As we prepare to transition to the new HFTP Global board at the 2018 Annual Convention in October, I would like to take the time to reflect on my year serving as HFTP Global president.

  • Members Only: 2018 HFTP Compensation and Benefits Report

    By Tanya Venegas, MBA, MHM, CHIA. Results to the biannual survey conducted by Hospitality Financial and Technology Professionals (HFTP). Information includes data on compensation and benefits trends for finance and technology professionals in the club and lodging industries.

Join the Marketing Rebellion or Get Left Behind: Author Mark Schaefer on Marketing Smarts

MarketingProfs·Requires Registration ·14 February 2019
Customer loyalty isn't really a thing anymore, but the few customers who are loyal are your most valuable marketing assets. To stay relevant, companies need to find a way into the two-thirds of marketing that's happening outside their control.

Marketers Beware: #BadStockPhotosOfMyJob

MarketingProfs·Requires Registration ·14 February 2019
A hashtag is making the rounds on Twitter, and it's one that marketers should be sure to take note of: #BadStockPhotosOfMyJob. The hashtag, started by scientists, shows stock images that fail to accurately represent what professionals of all kinds actually do.

The 20 Biggest Winners on Google Search Last Year

MarketingProfs·Requires Registration ·14 February 2019
YouTube and Amazon were the sites that made the biggest gains in organic search engine visibility last year, according to recent research from Searchmetrics.

How to Beat the Competition With Market Intelligence on Content, Positioning, and Leads

MarketingProfs·Requires Registration ·11 February 2019
Marketers have great visibility into what's happening within their company and what's happening throughout their marketing team. With so much to keep tabs on—from ads to blogs to positioning—marketers sometimes lack a thorough understanding of what's happening outside the four walls of their business, however.

Customer Retention: How to Assess and Improve Your B2B Customer Lifecycle

MarketingProfs·Requires Registration ·11 February 2019
By closely examining how a customer is acquired, retained, and (potentially) lost—call it the customer lifecycle—you can determine the points of strength and weakness of the process, and attach relative values to your customers based on how long they've bought from you and the journeys they've taken.

16 Planning Tips for Tradeshow Success [Infographic]

MarketingProfs·Requires Registration ·11 February 2019
Tradeshows generally cost a lot of money and time. They are massive marketing investments that are worth getting right.

Your Guide to Credit Card Processing Fees and Rates [Infographic]

MarketingProfs·Requires Registration · 7 February 2019
Small business owners have enough to worry about without getting into the nitty-gritty of credit card transactions. As long as your process works and you're able to accept payments from your customers, then you have more important things to worry about.

Caught Between Technology and Creativity: Can Marketers Strike a Balance?

MarketingProfs·Requires Registration · 7 February 2019
To define the current balance between data and creativity in marketing, we first have to look to the past for context. Millennial marketers have never known a world without tech and data. But for veteran marketers, the growth of technology use in marketing may seem a slow evolution, despite the rapid pace of change.

The Local Search Factors That Matter Most

MarketingProfs·Requires Registration · 7 February 2019
Marketers say succeeding on local search often simply comes down to a business's location, according to recent research from Moz.

21 Instagram Stats Every E-Commerce Brand Should Know [Infographic]

MarketingProfs·Requires Registration · 4 February 2019
It's hard enough for business to see a positive ROI on many of the more business-friendly social platforms, so putting your brand on Instagram might not seem worthwhile.

What Workers Want Most From Employers

MarketingProfs·Requires Registration · 4 February 2019
Workers say what they want most from employers is to be compensated and treated fairly, according to recent research from Clutch.

Unleash the Power of Video Marketing for Your Business: Five Ideas for Video Content

MarketingProfs·Requires Registration ·31 January 2019
Creating online content for your brand is one of the best ways of reaching customers and improving visibility.

How Voice Search Can Drive Phone Calls to Your Business [Infographic]

MarketingProfs·Requires Registration ·31 January 2019
When you type in a search request, it's logical that your next step is to click through to a website. So when you use voice search, what's your next step?

Five Reasons Your Marketing Messages Aren't Hitting the Spot, and How to Make Sure They Do

MarketingProfs·Requires Registration ·31 January 2019
A lot of marketing directors are constantly tweaking their messaging. Sure, it's easy to get jammed up. Especially when you've got so many moving parts to consider. But I've spotted a few common issues that show up in the messaging of all kinds of businesses, whether they're brand new or three decades established.

How to Perform a Detailed SERP Analysis to Find Low-Difficulty Keywords

MarketingProfs·Requires Registration ·28 January 2019
Why Low-Difficulty Keywords Are Worth Your Time Backlinks are the most influential ranking factor in Google's non-localized algorithm, according to industry experts. I won't deny that there are a lot of other factors that influence rankings, but it's also important that everyone in the SEO industry understand and appreciate the influence backlinks have on rankings.

13 Psychological Pricing Hacks to Increase Sales [Infographic]

MarketingProfs·Requires Registration ·28 January 2019
What’s the difference between $1.00, $0.99, and $0.98? More than you might think. We’re not talking about a few cents here. We’re talking about pricing psychology, which is explained in this infographic from Wikibuy, a browser extension that finds lower prices at other sellers while you shop on Amazon.

15 Ways to Tap the Power of Collaborative Content

MarketingProfs·Requires Registration ·28 January 2019
Two heads are better than one. Teams can accomplish what individuals cannot. Unity is strength. I would guess you're picking up on where I'm headed... In this article, we're going to explore the immense possibilities of content created through collaboration. Why do such a thing? I'll answer that question with a short list, and then we'll dig into a longer list of ways to bring collaborative content to life.

How to Use Augmented Reality to Attract Customers [Animated Infographic]

MarketingProfs·Requires Registration ·24 January 2019
Augmented reality can help your brand stand apart from the competition by offering interactive and engaging experiences.

How Customer Participation Builds Trust in the Age of GDPR

MarketingProfs·Requires Registration ·24 January 2019
The term "customer participation" is sometimes used interchangeably with "customer engagement," but to do so misses the mark on why the former is so much more than the latter.

Five Email Trends and Best-Practices for 2019

MarketingProfs·Requires Registration ·21 January 2019
A change in calendar year is an ideal time to think about where things have been and where things are going. For email marketers, the future is bright—as long as we take advantage of important trends and apply best-practices.

Context Is Everything: Transmedia vs. Integrated Campaigns [Video]

MarketingProfs·Requires Registration ·21 January 2019
With the introduction of new advertising and marketing channels, brands have the opportunity to tell more complex—and more interesting—stories. Content on different channels and on different devices is consumed in different ways; as a result, there are more challenges for the storyteller—but more opportunities, too.

How Content Intelligence Can Empower Your Business [Infographic]

MarketingProfs·Requires Registration ·21 January 2019
Content intelligence allows you to gain actionable insights into your content strategy—which is important if you want that strategy to succeed.

Five Things Micro-Influencers Want Brands to Understand in 2019

MarketingProfs·Requires Registration ·17 January 2019
Marketers who understand the value of engagement in influencer marketing also understand the power of micro-influencers. These micro-influencers make up the majority of the influencer marketing community. Unlike celebrities or high-profile influencers, these "average" social media users have a down-to-earth demeanor that makes them relatable. They are regular people with regular social media accounts who are authentically driven to share their passions; in doing so, they have an incredible endorsement power that speeds up the process of building brand trust among consumers.

The Worst SEO Mistake You Can Make: Ignoring Content Distribution

MarketingProfs·Requires Registration ·14 January 2019
Content marketing has been on the rise for the past decade—and it's showing no signs of slowing down any time soon. As a marketing strategy, content is here to stay. However, producing content alone doesn't guarantee your business success. For instance, 75% of online articles don't earn any external backlinks, and 50% get two or fewer interactions on Facebook, a study by Moz found. That's not a surprise. Content supply has overtaken content demand, resulting in a phenomenon referred to as content shock—and a fierce fight for users' attention.

What Do CMOs Predict for 2019? [Infographic]

MarketingProfs·Requires Registration ·14 January 2019
A year ago we published an infographic by PAN Communications about what CMOs predict for the marketing landscape in 2018. This year, the marketing and PR agency released predictions from 19 CMOs for 2019. Those marketing leaders run the gamut—from Lee Odden at TopRank Marketing, to SAP CMO Alicia Tillman, to Michael Brenner, who serves as both a CEO and a CMO. Each prediction brings a fresh perspective to what marketers can expect this year.

Instagram Benchmarks for Brands: Engagement, Hashtag, and Emoji Trends

MarketingProfs·Requires Registration ·10 January 2019
Video is the content type that tends to spark the most engagement on Instagram, according to recent research from quintly. The report was based on data from an analysis of more than 8.9 million Instagram posts made by 44,432 brand profiles between January 1 and September 30, 2018.

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