Leveraging Digital Marketing Opportunities

Presented to:Tourism Marketing MasterclassOctober 8 2008Matt Houltham

Agenda

1. Insights into changing consumer behaviour

2. Eight tips for getting the best ROI from your marketing budget

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are needed to see this picture.

We are now communicating differently…

Encyclopedia

Openness and Collaboration

Sources of information are evolving…

MashupSearch

Consumers trust dialogue with their peers

Ranking of “Trusted” Sources of InformationRecommendations from friends/family

Ads on mobile phones

Web banner ads

Search engine ads

Branded Web sites

Ads in magazines

Ads on radio

Ads on TV

Ads in newspapers

Requested email updates

Consumer opinions posted online

0% 20% 40% 60% 80% 100%

“I trust:”

Source: NACTAS Q3 2006 Media & Marketing Online Survey

Trust of brands is declining

…and consumer control is increasing

1. Dialogue/Participation

2. Content - WTWWTWI

3. Personalised experiences

What consumers are seeking…

Agenda

1. Insights into changing consumer behaviour

2. Eight tips for getting the best ROI from your marketing budget

Eight Tips For Improving Your Marketing ROI

1. Understand the customer’s decision process

2. Have a good destination ‘Website’

3. Drive traffic there

4. Make it easy to respond to your advertising

5. Update your site content regularly

6. Distribute your content everywhere

7. Join the conversation

8. Don’t forget your existing customers

How are people researching, finding and eventually buying your services? What role do digital channels play in this process?

1. Understand the customer’s decision process

…Prior to planning a trip

Of those researching online:

• 100% use search engines

• 80% of people use/look at online maps

• 89% look at photos online

• 36% use bookmarking websites (i.e. Digg / Del.icio.us / StumbleUpon / etc)

• 11% of respondents said their purchase decision was affected by Travel TV shows

• 15% of respondents said their purchase decision was affected by Travel sections in newspapers

Source: Google TNS Travel study 2008

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2. Have a good destination Website

A destination ‘Website’ that you control• Website, blog, social media profile• Ensure it is built to be ‘search friendly’

Establish a presence in other people’s websites• Tourism bodies• Directories (eg Webwombat)• Communities (eg TripAdvisor)• Aggregators (eg Wotif)• Leverage their scale & marketing clout

mywebsite.com.au

Directories/ Guides

Paid advertising or inclusion

Search Gov/local Gov bodies

Booking aggregators

Communities

PR

TV

Assetseg vehicles,

packaging. Email signatures, business

cards

Mags

Linking strategies

Online sources of traffic Traditional Advertising

etc

Affiliates/ Performance

3. Drive traffic to your destination

67% of Online Search is triggered by offline media

Natural/organic = SEO- “Free” traffic- Rankings controlled by algorithms- Little control as a marketer

Natural/organic = SEO- “Free” traffic- Rankings controlled by algorithms- Little control as a marketer

Paid/sponsored = SEA- Pay per click- High levels of control- Ad performance based on bids + quality score

Paid/sponsored = SEA- Pay per click- High levels of control- Ad performance based on bids + quality score

You control which keywords

your ad appears on.

You control which keywords

your ad appears on.

A picture or logo can be includedin the info window.

A picture or logo can be includedin the info window.

You can customise the mapicon which appears with your

Local Business Ad.

You can customise the mapicon which appears with your

Local Business Ad.

You can design a specificmarketing message

to promote a product or service.

You can design a specificmarketing message

to promote a product or service.

Geo-spatial Local business ads

Other ‘Pay for performance’ choices

4. Make it easy for people to respond to your ads

Search engines love ‘new news’ - update your ‘website’ as regularly as you can

5. Keep Your Site Content Fresh

The Red Thread UGC forum. People submit stories of their

Melbourne experiences via text, images or video.

People read / watch, rate & and respond Becomes content promoted throughout site

…Or let your customers do it for you

Destination Model

‘Everybody come to me’

Distributed Content Model

‘Fish where the fish are’

6. Distribute your content everywhere

Use content aggregators

You Tube

News

Related Searches

News archive

Images (Flickr etc)

Mobile site/application

Social media widget

Consider new channels

7. Join the conversation

Database Regular

eDM

mywebsite.com.au

Ad-hoc

Offer eDM

Ongoing conversation

Ad-Hoc Mobile

8. But don’t forget your existing customers

Targeted Email Offers

Surveys

Member Events

Product Trials

Direct Mail

Personalised Advice

E-vouchers

Monthly Newsletters

255,472 active members

Communicate regularly & offer value

Eight Tips For Improving Your Marketing ROI

1. Understand the customer’s decision process

2. Have a good destination ‘Website’

3. Drive traffic there

4. Make it easy to respond to your advertising

5. Update your site content regularly

6. Distribute your content everywhere

7. Join the conversation

8. Don’t forget your existing customers

Thankyou

Presented to:Tourism Marketing MasterclassOctober 8 2008Matt Houltham