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Leveraging Digital Marketing Opportunities

Leveraging Digital Marketing Opportunities. Presented to: Tourism Marketing Masterclass October 8 2008 Matt Houltham. Agenda. Insights into changing consumer behaviour Eight tips for getting the best ROI from your marketing budget. We are now communicating differently ….

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Leveraging Digital Marketing Opportunities

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  1. Leveraging Digital Marketing Opportunities Presented to:Tourism Marketing MasterclassOctober 8 2008Matt Houltham

  2. Agenda • Insights into changing consumer behaviour • Eight tips for getting the best ROI from your marketing budget

  3. We are now communicating differently…

  4. Sources of information are evolving… Openness and Collaboration Search Mashup Encyclopedia

  5. Trust of brands is declining “I trust:” Consumers trust dialogue with their peers Ranking of “Trusted” Sources of Information Recommendations from friends/family Consumer opinions posted online Requested email updates Ads in newspapers Ads on TV Ads on radio Ads in magazines Branded Web sites Search engine ads Web banner ads Ads on mobile phones 0% 20% 40% 60% 80% 100% Source: NACTAS Q3 2006 Media & Marketing Online Survey

  6. …and consumer controlis increasing

  7. What consumers are seeking… • Dialogue/Participation • Content - WTWWTWI • Personalised experiences

  8. Agenda • Insights into changing consumer behaviour • Eight tips for getting the best ROI from your marketing budget

  9. Eight Tips For Improving Your Marketing ROI • Understand the customer’s decision process • Have a good destination ‘Website’ • Drive traffic there • Make it easy to respond to your advertising • Update your site content regularly • Distribute your content everywhere • Join the conversation • Don’t forget your existing customers

  10. How are people researching, finding and eventually buying your services? What role do digital channels play in this process? 1. Understand the customer’s decision process

  11. …Prior to planning a trip Of those researching online: • 100% use search engines • 80% of people use/look at online maps • 89% look at photos online • 36% use bookmarking websites (i.e. Digg / Del.icio.us / StumbleUpon / etc) • 11% of respondents said their purchase decision was affected by Travel TV shows • 15% of respondents said their purchase decision was affected by Travel sections in newspapers Source: Google TNS Travel study 2008

  12. 2. Have a good destination Website A destination ‘Website’ that you control • Website, blog, social media profile • Ensure it is built to be ‘search friendly’ Establish a presence in other people’s websites • Tourism bodies • Directories (eg Webwombat) • Communities (eg TripAdvisor) • Aggregators (eg Wotif) • Leverage their scale & marketing clout xx xx xx 14

  13. 3. Drive traffic to your destination Directories/ Guides Linking strategies Gov/local Gov bodies Booking aggregators Affiliates/ Performance Assets eg vehicles, packaging. Email signatures, business cards PR Communities TV Mags Search Online sources of traffic Traditional Advertising etc Paid advertising or inclusion mywebsite.com.au

  14. 67% of Online Search is triggered by offline media

  15. Paid/sponsored = SEA • Pay per click • High levels of control • Ad performance based on bids + quality score • Natural/organic = SEO • “Free” traffic • Rankings controlled by algorithms • Little control as a marketer

  16. Geo-spatial Local business ads You control which keywords your ad appears on. You can design a specific marketing message to promote a product or service. A picture or logo can be included in the info window. You can customise the map icon which appears with your Local Business Ad.

  17. Other ‘Pay for performance’ choices

  18. 4.Make it easy for people to respond to your ads

  19. Search engines love ‘new news’ - update your ‘website’ as regularly as you can 5.Keep Your Site Content Fresh

  20. …Or let your customers do it for you The Red Thread UGC forum. People submit stories of their Melbourne experiences via text, images or video. People read / watch, rate & and respond Becomes content promoted throughout site

  21. 6. Distribute your content everywhere Distributed Content Model ‘Fish where the fish are’ Destination Model ‘Everybody come to me’

  22. Use content aggregators

  23. You Tube News Related Searches News archive Images (Flickr etc)

  24. Consider new channels Mobile site/application Social media widget

  25. 7. Join the conversation

  26. 8. But don’t forget your existing customers Database mywebsite.com.au Ad-Hoc Mobile Regular eDM Ad-hoc Offer eDM Ongoing conversation

  27. Communicate regularly & offer value Monthly Newsletters Product Trials Surveys Targeted Email Offers Direct Mail Member Events Personalised Advice E-vouchers 255,472 active members

  28. Eight Tips For Improving Your Marketing ROI • Understand the customer’s decision process • Have a good destination ‘Website’ • Drive traffic there • Make it easy to respond to your advertising • Update your site content regularly • Distribute your content everywhere • Join the conversation • Don’t forget your existing customers

  29. Thankyou Presented to:Tourism Marketing MasterclassOctober 8 2008Matt Houltham

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