online marketing proposal for travel industry
TRANSCRIPT
OUR VISION
ORM Search Engine
Marketing Virtual
Seminars Viral
Marketing EDMS, SMS Campaign
Social Media Marketing
ChatBlogging Services
Vision Acquisition and loyalty of profitable customers
Customer Centric Digital Marketing Program
Direct Marketing Rich Media SEO & SEM
UNDERSTANDING DIGITAL MARKETING
Visibility (Online promotion)
Sales,Leads
Awareness
Interactivity, Engagement
Brand Promotion
Incr
eas
ing
Mat
uri
ty o
f O
nlin
e M
arke
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“You are there only if they can find you”Generate visibility with the relevant community. Anyone looking for similar services should be able to find it
“Provide information to engage people ongoingly”
“Generate awareness of your products or services” - Make yourself omnipresent online. Through Videos, presentations, blogs, photos, articles, etc.
“Build Trust & Credibility with potential customer” - Online Reputation Management
“Develop capability for people to contact you online.” - Actual sale may not be online.
Social Networking Sites
Engaged Customer
Engaged Prospect
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2
Banner Ads
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2Paid Ads at SNS
Paid Ads at Content Sites, Forum
Community
Personal Networks3
SEO
ORM
Paid Ads• Accomplish short-term
lead generation objectives via paid ads.
communities• Build communities on
Facebook, Orkut and other community platforms.
• Inside peeks, stories, gossips, etc
Reach TG• Review sites
• Local city sites
• Engage, interact, and promote with help of Awards, Polls, Contests
Blogs and Forums• Interact with audience
on relevant blogs, forums, and communities
• SELL THE CONCEPT
Optimizaion• Reach out to people via
SEO and SMO
• Spreading content where it reaches the TG for them to engage with it.
Engage customers
• Engage, interact, and promote with help of Awards, Polls, Contests
• Incentivizes the customer to promote and publicize
Community platform - Ongoing
engagement
Online Presence -Reach & Brand
PromotionBrand Building
Online Reputation Management
Lead Generation Sales
WHAT CAN YOU ACHIEVE
HOSPITALITY 2.0 IS EVOLVING
Everyone loves to travel. 80 percent of the vacation is based on the referral.
38 percent of consumers make their decision online, but purchase
offline**
consumers are spending nearly twice as much time online than they did only four years ago mostly exchanging credible information
86% of all travel and vacation research now
done online
Worldwide online travel sales is valued at $147 billion in 2007*
Forecast to grow at 17 percent per year over the
next 3 years*
almost 86 percent of travel sales will either be made online, or strongly
influenced by online
Vertical Search
Hospitality 2.0
Slideshare Vlogs &
Podcasts
User- Generated
Content
Mapping & Mashups
Tagging
HOSPITALITY 2.0 ECOSYSTEM
Blogs
Wikis
Online Videos
Podcasts
Photos
Creating Content (an indicative list)
Tagging RSS
APIs
User Participation Open Architectures
Applications
Embedding Into Applications
Mashups
Social NetworksDiscussion Boards
Prominent social networking sites for content proliferation:
Forums
Blog
Neeraj likes the video a lotand puts it on his blog. It isseen by his 500 daily readers.
Mona travels to goa anduploads a video and pictureson the social network.
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Madhu sees the video andpictures while planning a tripto goa. It helped her decidewhere to stay in goa.
PROPOSED IMPLEMENTATION PLAN
Website Micro site SEO PPC SMM ORM Mobile
IMPLEMENTATION PLAN
PHASE 0 [NOW TO PRELAUNCH]
• Sell the concept
• Build presence across the internet
• Capture audiences at related forums
PHASE I [PRELAUNCH]
• Continue campaigns from previous phase
• Extensive banner campaign
• Insider stories and progress
PHASE II [POSTLAUNCH]
• Focus on generating engagement
• Talk about the success of the client
• Capture and promote content
IMPLEMENTATION PHASES
MEASUREMENT AND REPORTINGSEO
• SEO implementation progress
• Organic rankings on major search engines
• Website traffic and Conversion report
• Accomplishments of the month
• Next month plan
• Other specifics measurability parameters identified during measurability implementation.
SMM
• Social Media Reports based on channels selected
• Accomplishments of the month
• Next month plan
• Other specifics measurability parameters identified during measurability implementation.
• Website traffic and Conversion report
PPC
• PPC implementation progress
• Total Clicks and Spending – CPC (Cost Per Click) and CTR (Click Through Rate)
• Conversion Metrics - Total No of Conversions; Conversion percentage - Cost Per Conversion
• Accomplishments of the month
• Other specifics measurability parameters identified during measurability implementation.
MeasureLead Generation and Sales+ Brand Promotion + Engagement + Brand Recall + Increased probability of Sales
RESPONSIBILITIES
Measure[Results | Rankings | Traffic | Members | Engagements | Feedbacks | Tonality | Queries | Customers]
Client
• Business knowledge transfer
• Content & creative creation (Raw content including Videos)
• Support conceptualization for new campaigns
• Define messaging and product positioning
• Community participation support / Domain expertise (Engage with community)
• Promotion (leveraging other channels including offline)
• Feedback & reviews
We
• Overall online marketing roadmap
• Support conceptualization of new campaigns and applications
• Social media marketing execution
• Online reputation management
• Lead Community Participation
• Search Engine Optimization
• Paid Ads
• Online PRs & social bookmarking
• Measurability, analysis & recommendations
KEY IS NOT TO JUST REACH OUT TO PEOPLE, BUT TO KEEP THEM ENGAGED.
Thank You!Braj Mohan Chaturvedi [email protected]+91 9958166889