ice portal hsmai trends for 2014
TRANSCRIPT
An Expert’s Tips & Trends for
Effective Marketing in 2014
Presented by Henry Woodman, President of ICE Portal
Content Marketing
“Creating and distributing relevant and
valuable content to attract, acquire, and
engage a clearly defined and understood
target audience - with the objective of
driving profitable customer action”
• SEO = Machines
• Content Marketing = People
SEO Vs Content Mktg
What Counts!?
75%75% of consumers who booked direct visited an OTA and 83% performed a web search prior to booking.
- Search, OTAs, and Online Booking: An Expanded Analysis of the Billboard Effect, Cornell Hospitality , April 2009
18%Supplier’s look-to-book conversions increase up to 18% when videos and virtual tours are present.
- Hotels-seeker.com and ICE Portal split test analysis of 500 properties, April 2013
81% of online travel shoppers consult videos, virtual tours or pictures before booking.
- EyeForTravel : “Soon video travel will become prerequisite to sell online”
81%
Marketers Challenge
Your Visuals are Not Optimized
Your Visuals Are Not Displayed Everywhere
You Want to Increase Direct Bookings
Visuals Communicate Feelings
Feelings Influence Perceptions
Visuals = Perception
Do Your Prospects “See”
The Same Visuals …
In The Same Order …
Are Their Interests Similar!?
PrecICE - Targeting
• Family
• Romance
• Business
• Seniors
• Etc…
Curating Visuals into Relevant Groups to Deliver the Right Experience
to the Right Person at the Right Time and on the Right Device!
Are You Sharing?
Mobile
SocialLocal
User Generated Content
1. Allow Guest to Upload any Visuals
2. Curate & Optimize Visuals
3. Ensure The Visuals are Shared Everywhere
In 2014 ICE will Offer Clients the ICEbox and PrecICE Technology to
Collect, Curate, Optimize & Distribute User Generated (Guest) Visuals.
Your Attribution
The Solution!
1. Optimize Your Visuals
• Size, language, format, category …
2. Distribute Your Visuals Everywhere
• Travel, social, mobile & local sites
3. Increase Your Revenue
• Greater website traffic & higher conversion
What ICE Does
Collect, Manage, Optimize, Customize & Deliver Visuals
ICE Portal distributes visuals from travel suppliers to over 11 million
unique visitors a month on 1,000s of global websites in nine languages.
Thank You
P : + 1 ( 9 5 4 ) 8 9 3 - 6 7 7 8
W : w w w. I C E p o r t a l . c o m
E : H e n r y @ I C E p o r t a l . c o m
Henry Woodman President, ICE Portal