1 internet strategy, customer focus and peruasion [day1 module1]
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Internet strategy, customer focus and persuasion
Website Promotion Workshop:: Tourism sector
January, 2012:: Alfons van Duijvenbode
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• Strategy and customer focus• Key success factors
• Communication and persuasion• Good practices
• Assignments
Agenda
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“Online information is now one of the primary influences on consumer decisions in nearly all major markets.’’
(Source: WTO: Handbook on E-marketing for Tourism Destinations)
“Latest international research shows that more than 80% of travellers use the “net” extensively to plan and
organise their trip.” (Source: Australian Tourism Data Warehouse)
Importance of the net
Centre for the Promotion of Imports from developing countries |
3
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Internet strategy
Do you apply an internet
strategy
or are you ….
” …having a website…..”
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Internet strategy ….
engagemen
t
conversion
persuasion
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Key success factors
Objectives
Goals
Unique Value
Proposition
DefinedTarget Groups
Customer
focus
Visibility
Findability
ProactiveMarketing
Engagement
Usability
compliant
MasterOf
Communication
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Communication and persuasion
How do people read on the Internet?
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Communication and persuasion• Don’t expect the user to read …..
• 200 words/minute | Average 30 sec per page
• KISS• Avoid large text blocs• Use bold headers and list items (bullets)
• Fast, action oriented medium ….Scan and click mentality
• Most important information first …Your product offer • What makes you unique, different from competition:
Your Value proposition (AIDAS)• Captured in a Tagline: Your pay-off
a clear, attractive and powerful one liner
show
show
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…. Use of pictures
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Communication and persuasion
• Convince (testimonials) ……. • Users scan for news (up to date info!), opportunities and
benefits, customized information, call to action buttons
• Reach out and Interact (on-site and in social media)
• Increasingly video oriented, 4 bn views per day in You Tube
“90% of online travel buyers say online video influence their travel purchases” (Source: PhoCusWright )
show
show
show
show
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…. Use of pictures
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Your customer focus
• Who are you targeting…?• What is their language…?• What do they look for…?• What do they expect…?
• Offer at least that…!
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Assignment