tips for engagement and conversion optimization - geoffrey davies
Post on 04-Jul-2015
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GEOFFREY DAVIESONLINE MARKETING DIRECTOR APAC
MULTICHANNEL AND ONSITE ENGAGEMENT @ AN INTERNATIONAL ENVIRONMENT
TODAY
INTRODUCTIEROAD TO CONVERSIONMULTICHANNEL & ENGAGEMENT STRATEGIEONSITE ENGAGEMENT OPTIMALISATIE
TRAVIX AT A GLANCE
6 BRANDS
3
WHERE WE OPERATE
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LOCATED IN
17 POINTS OF SALES19 COUNTRIES
TRAVIX AT A GLANCE
2 MILLIONAIR BOOKINGS
5
TRAVIX AT A GLANCE
COMBINED SALES
USD $ 2 BILLION(USD 1,2 BIL IN 2011)
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+ + + +
CONVERSION ROADMAP
CONVERSION ROADMAP
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Channel A Channel BOnsite
engagementConversie
CONVERSION ROADMAP
ENGAGEMENT OPTIMALISATIE IS DE JUISTE TOON OP DE JUISTE PLAATS OP DE JUISTE TIJD
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CONVERSION ROADMAP
ENGAGEMENT STRATEGIE MOET DUS MINIMAAL 2 ELEMENTEN BEVATTEN:
CHANNEL STRATEGIEONSITE OPTIMALISATIE STRATEGIE
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CHANNEL STRATEGIE
CHANNEL STRATEGIE
KEUZE EN INZET VAN ELK KANAALHANGT AF VAN CHANNEL CONTRIBUTIE
ELK KANAAL DIENT EEN EIGEN DOELMAAR IS AAN ELKAAR GERELATEERD.
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A
C
D
E
B
CHANNEL STRATEGIE – BEREIK
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BEREIK
Breed bereik Targeted bereik
CHANNEL
META ** ***
Affiliate ** **
SEO/ Search * **
SEM *** ***
Social Media * ***
Media buying/ display *** *
Email marketing * ****
CHANNEL STRATEGIE – PRIJS OF MERK?
14
PRIJS/MERK GEDREVEN
Prijs Merk
CHANNEL
META **** *
Affiliate *** **
SEO/ Search o **
SEM * **
Social Media o ***
Media buying/ display * ***
* **
Email marketing ** **
CHANNEL STRATEGIE – DOELSTELLINGEN
15
MARKETING DOELSTELLING
Sales volume Branding Traffic
CHANNEL
META **** * ***
Affiliate *** ** **
SEO/ Search * ** ****
SEM *** ** ****
Social Media * **** **
Media buying/ display * **** *
* ** ***
Email marketing ** ** **
CHANNEL STRATEGIE – TERMIJN
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RESULTAAT TERMIJN
Korte termijn Lange termijn
CHANNEL
META **** *
Affiliate ** ***
SEO/ Search * ****
SEM *** **
Social Media * ***
Media buying/ display ** ***
* **
Email marketing * ***
CHANNEL STRATEGIE - INTERRELATIONSHIP
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Display/ Social Media
SEM
META
SEO
CHANNEL STRATEGIE - INTERRELATIONSHIP
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Display/ Social Media
SEM
META
SEO
CHANNEL STRATEGY - INTERRELATIONSHIP
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CONVERSION ROADMAP
DUS:ENGAGEMENT OPTIMALISATIE IS DE JUISTE TOON (BOODSCHAP) OP DE JUISTE PLAATS (KANAAL) OP HET JUISTE TIJDSTIP (WANNEER ZETJE WELK KANAAL IN)
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ONSITE OPTIMALISATIE
CUSTOMERCENTRIC
THINK GLOBALACT LOCAL
A DIFFERENT LOOK AND FEEL,LOCALS AT CUSTOMER SERVICE,A DIFFERENT TONE OF VOICE AND A LOCAL MARKETING APPROACH
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DIFFERENTIATIE
LOCAL DIFFERENCES
FRONT-END / CMS
www.cheaptickets.nl www.cheaptickets.hk www.cheaptickets.sg
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ONSITE OPTIMALISATIE
Hoge Fall Out in funnel
BIGCHALLENGES
CHALLENGES
TAALCULTUURE-COMM MATURITY BETALINGSMETHODES LOCATIE
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CHALLENGES
TAAL
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CHALLENGES
TAAL
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Merknaam
CHALLENGES
CULTUUR
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Afbeeldingen
CHALLENGES
CULTUUR
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Aanspreek vorm?
CHALLENGES
CULTUUR
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Propositie en ontwerp
CASE CT ASIA
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KOPIE VAN CHEAPTICKETS.NL
CASE CT ASIA
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WERKT NIET
CASE CT ASIA
37
REDESIGN
CASE CT ASIA
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REDESIGN TH MASCOTTE
BETERECONVERSIE
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