google novosti za turizem by darko dujič
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Kako vam Google lahko pomaga pri vaši pojavnosti na spletu? V čem je turizem bolj specifičen?TRANSCRIPT
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Turizem, tehnologija in ljudje
Darko Dujič Country Business Development Manager Google Adria8cs
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Google Confidential and Proprietary
Globalni trendi
2 2
~ $1000 B eCommerce v
2012
2,3 B Ljudi na spletu (500M v 2003)
5 B Iskanj na Googlu
dnevno
Več kot 1 uro novih
YouTube vsebin na sekundo!
Source: Internetworldstats, J.P.Morgan “Nothing But Net: 2011 Internet Investment Guide”
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Google Confidential and Proprietary
3 Google confidential
..und fordert Opfer
Mobile
“You press the button, we do the rest.” 1888
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Google Confidential and Proprietary
80 bilijonov fotografij smo slikali
leta 2000
preko 3,5 trilijona fotografij smo slikali
leta 2011
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Google Confidential and Proprietary
Kaiser Wilhelm
5
Hoch zu Ross
”Verjamem v konja. Avto je le še ena muha enodnevnica." Cesar Viljem II. Nemški
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Google Confidential and Proprietary Image purchased from iStockphoto.com.
Vprašanje: Koliko naprav z operacijskim sistemom je aktivirano vsak dan? a) 400,000
b) 750,000
c) 1,000,000
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Google Confidential and Proprietary Image purchased from iStockphoto.com.
Vprašanje: Koliko naprav z operacijskim sistemom je aktivirano vsak dan? a) 400,000
b) 750,000
c) 1,000,000
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Google Confidential and Proprietary
Družabno, Lokalno & Mobilno
8 8
1.000 million+
230 mia minut+
1 od 6 minut
5 B+ naročnikov
35%+ penetracija
Porast iskanj 5x v zadnjih 2 letih
97% uporablja spletne medije
1 od 5 1 od 3
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Google Confidential and Proprietary
8%
25%
18%
40%
31%
56%
38%
57%
Leisure Travelers Business Travelers
2009 2010 2011 2012
Popotniki vedno več uporabljajo mobilne naprave za pridobivanje turističnih informacij Delež popotnikov, ki uporablja mobilno napravo za dostop do spleta za turistične informacije
Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012. Base: Used Internet as Source to Plan Trip.
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Google Confidential and Proprietary
Mobilna iskanja hitro rastejo
Source: Google internal data, 01.01.2009-30.09.2011, global, growth as measured by Q3 2011 versus Q3 2010.
+24% YoY
+120% YoY
Global Travel queries on Desktop. vs. Mobile
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Google Confidential and Proprietary
Trendi v industriji - 2012
11 11
1 39% vseh rezervacij je bilo izvedenih preko spleta (Europa)
2 Hotelske namestitve 27%, letalski prevozi 48%
3 12% rezervacij je bilo izvedeno preko OTA
4 Kje je priložnost?
Vrednost rezervacij?! US$ 100 milijard Source: PhoCus Wright, 2011
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Google Confidential and Proprietary
Regija! Google?
12 12
50% 60% 70% 80% 90% 100%
Croatia Slovenia Germany
Italy Austria
Slovakia Czech Republic
Netherlands
Internet Penetration Use Google?
132 milijonov ljudi!
OK, kakšen je dejanski potencial?
Source: Internetworldstats, Statcounter
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Google Confidential and Proprietary
Vprašanje: V kateri državi Evropske unije so v preteklem mesecu največ iskali ključno besedo Slovenija?
a) Hrvaška b) Nemčija c) Italija d) Avstrija e) Velika Britanija
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Google Confidential and Proprietary
Dinamika Turizma
Iskalni nizi v: Obseg mesečnega iskanja EU 13.000.000 * Global Market Finder Tool * Na podlagi 800 iskalnih izrazov Slovenskega turizma
VIR: Google (2012): Internal Data – Global Market Finder.
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Google Confidential and Proprietary
Znamka Elan je enako iskana kot Slovenija!
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Google Confidential and Proprietary Source: Google Internal Data, 2011
Turizem - razvoj spletnega iskanja Slovenija
Queries Matched queries
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Google Confidential and Proprietary
Visoka rast iskanj s področja turizma na različnih napravah v regiji EMEA
17 Source: Google internal data. Desktop and Mobile (tablet + smartphone) query volume for queries related to Travel. UK, DE, IT, ES, FR included for EMEA. Please use as a directional guide only. Future results may differ from above.
J F M A M J J A S O N D J F M A M J J A S O N D
Air Travel Car hire Hotels & Accommodations Tourist Destinations
J F M A M J J A S O N D J F M A M J J A S O N D
Desktop Mobile and Tablet 2010 2011 2010 2011
+20%
+16%
+20%
+29%
+134% +128%
+161%
+160%
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Google Confidential and Proprietary
Iskanje razkriva pozicijo znamke Pozicija držav na spletu uporabnikov iz Nemčije
Adriatic
Počitnica
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Google Confidential and Proprietary
Iskanje razkriva pozicijo znamke Pozicija držav na spletu uporabnikov iz Italije
Adriatic
Počitnice v tujini
Počitnicce doma
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Google Confidential and Proprietary
Iskanje razkriva pozicijo znamke Pozicija držav na spletu uporabnikov iz ZDA
Osrednje Sredozemlje
Iberski polotok
D-F-CH-CZ
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Google Confidential and Proprietary
Iskanje razkriva pozicijo znamke Pozicija držav na spletu uporabnikov iz Velike Britanije
JV Sredozemlje
Iberski polotok
D-F-CH
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Google Confidential and Proprietary
Spletna orodjarna
PROUČI NAKUPNO VEDENJE POIŠČI PRODAJNE PRILOŽNOSTI
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Google Confidential and Proprietary
Consumer Barometer
PROUČI NAKUPNO VEDENJE
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Google Confidential and Proprietary 24
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Google Confidential and Proprietary
Sanjanje
Raziskovanje
Rezervacija
Deljenje
Izkušnja
Potovalni cikel je kompleksen
25
50% ljudi je začelo razmišljati o potovanju na spletu.
32% ljudi deli slike in
objavlja komentarje.
54% ljudi bo več časa posvetilo iskanju optimalne ponudbe na spletu.
Za 85% ljudi je internet najboljši vir za načrtovanje potovanja.
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Google Confidential and Proprietary
0%
5%
10%
15%
20%
25%
30%
More than a year before
7-12 months before
4-6 months before
2-3 months before
A month before
3 weeks before
2 weeks before
A week before
4-6 days before
2-3 days before
One day before
9-12 hours before
5-8 hours before
3-4 hours before
1-2 hours before
Within the hour of my purchase
A few moments before I
purchased
Restaurant Travel CPG Personal Care
Dolžina nakupnega procesa Najdaljši nakupni proces imajo v turizmu, avtomobilizmu in tehnologiji medtem, ko tudi v najbolj “spontani” kategoriji restavracij traja tudi nekaj ur predno potrošniki izberejo destinacijo.
Source: Google/Shopper Sciences, Zero Moment of Macro Study, Apr 2011 N = 5,000 www.thinkwithgoogle.com/insights
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Google Confidential and Proprietary
25%
31%
39%
48%
52%
54%
62%
69%
21%
26%
34%
37%
46%
48%
55%
62%
Poslovni turisti in zasebni potniki drugače raziskujejo v potovalnem ciklu
Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012.
Base: Use internet to plan trip. Leisure Travelers (2989) Business Travelers (1167).
Which of the following online sources do you typically use to plan leisure or business trips?
Poslovna potovanja
Hotelske spletne strani
Letalski prevozniki
Iskalniki
Družabna omrežja
Rent-a-car Potovalne primerjalne strani
Destinacije
OTA
Zasebna potovanja
Iskalniki
Hotelske spletne strani
Letalski prevozniki
OTA Potovalne primerjalne
strani
Destinacije
Rent-a-car
Družabna omrežja
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Google Confidential and Proprietary
‘ROPO’ analiza
Source: Account data, May 2011 – Dec 2011. Indexed queries are indexed and are not tied to an axis. These are shown to demonstrate seasonality.
Porabniki v VB še posebej intenzivno raziskujejo in opravljajo rezervacije hotelov na spletu
60%
50%
45%
37%
16%
14%
13%
23%
25%
45%
14%
12%
10%
8%
2%
12%
25%
22%
30%
37%
United Kingdom
United States
Europe
Middle East
Russia
Research Online, Purchase Online Research Online, Purchase OfflineResearch Offline, Purchase Online Research Offline, Purchase Offline
Source: www.consumerbarometer.eu, Hotels category 28
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Google Confidential and Proprietary
52% konverzij v turizmu so posledica večkratnih klikov
90% ogleševalcev uporablja atribucijski model zadnjega klika!?
40% porabnikov najprej raziskuje na spletu, nato opravi nakup offline
Peščica oglaševalcev vključuje ROPO učinek v medijski model
Source: Google Internal Data, eMarketer May 2011, Ipso OTX MediaCT/Google The Mobile Movement Study, April 2011, Society for New Communications Research, 2010
Vedenje porabnikov Vedenje oglaševalcev
Mnogo oglaševalcev šele prepoznava resnično nakupno vedenje v turizmu
71% uporabnikov pametnih telefonov, ko vidi oglas na TV, v tisku ali na spletu, išče preko mobilnika za več informacij.
79% velikih spletnih oglaševalcev še vedno nima optimizirane strani za
mobilnike.
71% jih meni, da je mnenje družinskih članov in prijateljev pomemben dejavnik nakupne
odločitve.
60% od Fortune 500 podjetij uporablja določeno obliko trženja na družabnih omrežjih ob pomanjkanju
strategije in merjenja vpletenosti.
29
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Google Confidential and Proprietary
Don
osno
st k
onve
rzij
čas
Keyword Coverage
Bid and Position Analysis
Always-on Budgets
Formats, Targeting,
Optimization
Online conversions (path to conversion, LTV)
Offline conversions
(ROPO)
Znanost iskanja Modeliranje atribucije
Pot do konverzij v turizmu skozi AdWords
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Google Confidential and Proprietary
Ali je AdWords oglaševanje ali prodaja?
31 31 Oboje.
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Google Confidential and Proprietary
AdWords je oglaševanje
32 32
Da
Branding Gradnja zavedanja
Doseg Interes
Destinacija Produkti
Posebne ponudbe
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Google Confidential and Proprietary
Iskanje
Potreba Želja Nakup
TV oglas
Nasvet prijatelja
Obisk trgovine
Iskanje promocij
Priložnosti nagovoriti potrošnika
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Google Confidential and Proprietary
Ali uporabljamo celoten digitalni komunikacijski splet?
Social
Display
Video Mobile
Search
?% investicija
?% investicija
?% investicija
? % investicija
?% investicija
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Google Confidential and Proprietary
AdWords kot prodaja
35 35
Z Googlom poskušaš ujeti interes in nakupni namen ljudi, ki so že bili pod vplivom sporočil oglaševalskega spleta prvih dveh faz potovalnega cikla!!!
Odvisno od strategije – pokrij lastne znamke in produkte nato širi aktivnosti.
Meritev, meritev, meritev – določi ciljni ROI, ko omejitev postane kapaciteta.
Always on!
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Google Confidential and Proprietary
AdWords – primerjalne prednosti
36 36
1 Izračunaš strošek rezervacije
2 Pregled investicije do centa
3 Fleksibilnost – vključi/izključi, ko je potrebno
4 Testiraj in razvijaj produkte
5 Preprosta kontrola proračuna
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Google Confidential and Proprietary
AdWords model zaključenega prihodkovno- investicijskega kroga*
EUR 100,000 Začetna inves8cija
Google: Self-Funding Distribution Model
EUR 125,000 nazaj v
distribucijo
Ponovna inves8cija 50% dobička
EUR 0,75 CPC = 133.333 klikov 1.25% conv. rate = 1,667 rezervacij Povprečna vrednost rezervacije = EUR 750 Prihodek: EUR 1,250,000 Donosnost = 20%
Rezultati
* Example
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Google Confidential and Proprietary 38
Najbolj pogosto vprašanje - paid in/ali organic?
?
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Google Confidential and Proprietary
Source: Hilton Hotels Group data for Search for 7.08.2007-26.11.2007.
Organski del ni “realiziral” rezervacij, ko so ustavili kampanje na Hiltonove znamke v AdWordsu.
Con
vers
ions
SEM izključen (za Hilton znamke)
0
20
40
60
80
100
120
140
7-13
/8/0
7
14-2
0/8/
07
21-2
7/8/
07
28-3
/9/0
7
4-10
/9/0
7
11-1
7/9/
07
18-2
4/9/
07
25-1
/9/0
7
2-8/
10/0
7
9-15
/10/
07
16-2
2/10
/07
23-2
9/10
/07
30-5
/11/
07
6-12
/11/
07
13-1
9/11
/07
20-2
6/11
/07
Total Conversions
Conversions from Paid Search
Conversions from Organic search
SEM ponovno vključen (za Hilton znamke)
SEM za brand iskalne nize = povečane konverzije
39
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Google Confidential and Proprietary
Priložnosti danes!?
40 40
1 Popotnik in tehnologija so spremenili prodajni okvir industrije.
2 Potovalni cikel je kompleksen in zahteva ponovni premislek o vseh trženjskih aktivnostih.
3 Globalnost in lokalnost - konkurenca destinacij in turističnih storitev
4 AdWords – produkti/akvizicije/prodajni kanal?
5 Priložnosti: Prouči in bodi prisoten skozi celoten potovalni cikel
Meri, testiraj, spremeni, implementiraj – ponovi vajo! Premisli celoten splet – integracija online in offline
Celovit digitalni splet + vsebina
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Google Confidential and Proprietary
Ausblick
4141
„Ko vije veter sprememb, nekateri gradijo zidove, drugi mline na veter.” Kitajski pregovor
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Hvala! Darko Dujič