emarketing in 2010
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eMarketing in 2010Rob Stokes
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This is not about football
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But a realisation that the internet is here to stay
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…. and like it or not, tourism starts online
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In the UK, the internet is now the biggest marketing channel in terms of spend
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The average UK tourism company is spending well over 50% of it’s marketing budget online
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Are we giving eMarketing the respect it deserves?
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How it all fits together
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eMarketing is NOT just a list of tactics
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It achieves its true potential when these tactics work together
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The tactics need each other
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They feed off each other
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They are substantially less effective without each other
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At the centre of your eMarketing universe is your website
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A hub to drive traffic to
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A medium through which you can communicate and build a relationship with your audience
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But it can’t just be any old website
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You MUST add value to your user’s experience. Before, during and after their visit
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Websites are no longer just brochures
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They should be built to attract, convert and retain customers – or they shouldn’t exist at all
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The average tourism website has 11 seconds to capture a user before they get bored and go elsewhere
Travelmole
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Is your website THAT good?
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Our web development priorities
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Monitoring your website’s performance
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Top stats to keep an eye on
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Goal metrics above all else: conversion rates!
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Unique users (not HITS)
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Traffic Sources (and their conversion rates)
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Engagement Metrics
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Bounce rate
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Repeat users
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Pages per user
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Time spent on site
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A quick word on mobile sites
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Get one
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Bringing traffic to your website
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Search Engines!
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1 Billion searches each day
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Lots of volume, but why is this important?
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Searchers are looking for what your are offering
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They WANT to find you!
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And if they don’t find you, they WILL find your competitor
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Over 40% of online bookings started with a search
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Major considerations in 2010:
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Organic search – keyword rich links are everything, build a site that offers so much value that it attracts them naturally
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Universal search: make sure your images, videos and maps are optimised to take advantage of all the SERP real estate
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Mobile search: location aware users in a highly goal driven mode
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Expect paid search prices to rise heavily next year
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Make sure your organic and paid search campaigns are learning from each other
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Always be optimising your response paths
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Search marketing will bring a lot of traffic to your site, but you can’t stop there…
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You should be looking to build communities around your business
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Social Media can play a big part in this
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A few social media channels:
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The most important one…
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A few tips to take it to the next level
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Be strategy lead.
The medium is not the message
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How will social media deliver on your business goals?
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Push for critical mass quickly
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Discover and target influential individuals and communities
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Identify and fill content holes – don’t echo
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Write with your keyword strategy at your side
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Consider the impact of social media on your other eMarketing tactics
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Create a social media culture internally, it will reflect externally
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Let’s look at a few specific examples…
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Online Video: YouTube
Second largest search engine!
60% market share
100+ million viewers a night
‘The overnight success’ thing
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Encourage your customers to build content on your behalf
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300+ Million active users
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And many ways to communicate with them:
•Groups and Pages
•Applications
•Ads
•Facebook Connect
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Of the travellers who use Twitter...
•52% Tweeted between 4 and Ten times per day•25% Tweeted 10 updates or more per day•60% Used Twitter to connect with hotels and transport•28% Made a reservation following an initial contact on Twitter
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But the Buzz isn’t always good...
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11 million people search for “Ryanair” each month.
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A Ryanair employee comments on a blog…
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Followed by the official response
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Then the online community got hold of it
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Then the newspapers got hold of it
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These powerful sites often linked to this site…
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And we know how important good links are…
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Why is your online reputation important?
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Because peers are the most trusted source of recommendation
Edelman Trust Barometer 2008
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Consumer Generated Content influences over $10 Billion per year in online travel
Compete.com
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Tripadvisor.co.uk is the favourite website for UK users for holiday inspiration.
European Travel Commission
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88% of Trip Advisor Visitors are influenced by the content the read on the site
European Travel Commission
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People are talking, are you listening?
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Are you truly engaging with them?
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Monitoring your online reputation helps you…
… avoid a reputation crisis by informing you quickly… discover quick and effective new marketing opportunities… improve customer service through engagement … understand your customers’ needs and wants better … identify powerful influencers to target with WOM campaigns
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A final word on email marketing
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Do it and do it properly. It will serve you well.
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In conclusion: eMarketing fundamentals
•Get your website right, make it remarkable!
•Drive qualified traffic to it.
•Optimise the conversion of that traffic.
•Build a relationship with your audience.
•Test, test, test.
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Thank Youwww.quirk.biz/etourism