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Leveraging Digital Marketing Opportunities
Presented to:Tourism Marketing MasterclassOctober 8 2008Matt Houltham
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Agenda
1. Insights into changing consumer behaviour
2. Eight tips for getting the best ROI from your marketing budget
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QuickTime™ and a decompressor
are needed to see this picture.
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We are now communicating differently…
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Encyclopedia
Openness and Collaboration
Sources of information are evolving…
MashupSearch
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Consumers trust dialogue with their peers
Ranking of “Trusted” Sources of InformationRecommendations from friends/family
Ads on mobile phones
Web banner ads
Search engine ads
Branded Web sites
Ads in magazines
Ads on radio
Ads on TV
Ads in newspapers
Requested email updates
Consumer opinions posted online
0% 20% 40% 60% 80% 100%
“I trust:”
Source: NACTAS Q3 2006 Media & Marketing Online Survey
Trust of brands is declining
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…and consumer control is increasing
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1. Dialogue/Participation
2. Content - WTWWTWI
3. Personalised experiences
What consumers are seeking…
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Agenda
1. Insights into changing consumer behaviour
2. Eight tips for getting the best ROI from your marketing budget
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Eight Tips For Improving Your Marketing ROI
1. Understand the customer’s decision process
2. Have a good destination ‘Website’
3. Drive traffic there
4. Make it easy to respond to your advertising
5. Update your site content regularly
6. Distribute your content everywhere
7. Join the conversation
8. Don’t forget your existing customers
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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
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…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
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xx xx xx 14
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
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mywebsite.com.au
Directories/ Guides
Paid advertising or inclusion
Search Gov/local Gov bodies
Booking aggregators
Communities
PR
TV
Assetseg vehicles,
packaging. Email signatures, business
cards
Mags
Linking strategies
Online sources of traffic Traditional Advertising
etc
Affiliates/ Performance
3. Drive traffic to your destination
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67% of Online Search is triggered by offline media
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Natural/organic = SEO- “Free” traffic- Rankings controlled by algorithms- Little control as a marketer
Natural/organic = SEO- “Free” traffic- Rankings controlled by algorithms- Little control as a marketer
Paid/sponsored = SEA- Pay per click- High levels of control- Ad performance based on bids + quality score
Paid/sponsored = SEA- Pay per click- High levels of control- Ad performance based on bids + quality score
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You control which keywords
your ad appears on.
You control which keywords
your ad appears on.
A picture or logo can be includedin the info window.
A picture or logo can be includedin the info window.
You can customise the mapicon which appears with your
Local Business Ad.
You can customise the mapicon which appears with your
Local Business Ad.
You can design a specificmarketing message
to promote a product or service.
You can design a specificmarketing message
to promote a product or service.
Geo-spatial Local business ads
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4. Make it easy for people to respond to your ads
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Search engines love ‘new news’ - update your ‘website’ as regularly as you can
5. Keep Your Site Content Fresh
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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
…Or let your customers do it for you
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Destination Model
‘Everybody come to me’
Distributed Content Model
‘Fish where the fish are’
6. Distribute your content everywhere
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Use content aggregators
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You Tube
News
Related Searches
News archive
Images (Flickr etc)
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Mobile site/application
Social media widget
Consider new channels
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7. Join the conversation
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Database Regular
eDM
mywebsite.com.au
Ad-hoc
Offer eDM
Ongoing conversation
Ad-Hoc Mobile
8. But don’t forget your existing customers
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Targeted Email Offers
Surveys
Member Events
Product Trials
Direct Mail
Personalised Advice
E-vouchers
Monthly Newsletters
255,472 active members
Communicate regularly & offer value
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Eight Tips For Improving Your Marketing ROI
1. Understand the customer’s decision process
2. Have a good destination ‘Website’
3. Drive traffic there
4. Make it easy to respond to your advertising
5. Update your site content regularly
6. Distribute your content everywhere
7. Join the conversation
8. Don’t forget your existing customers
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Thankyou
Presented to:Tourism Marketing MasterclassOctober 8 2008Matt Houltham