THE NEW ROUTES FOR CUSTOMER TRAVEL The new way in which the customer interacts with media.
“ The internet is the first thing that humanity  has built that humanity doesn’t understand,  the largest experiment in an...
The one way process
Awareness  Familiarity  Consideration  Purchase  Loyalty
“ Digital Media has levelled the playing field,  opening doors to anyone to have immediate and unlimited access to an audi...
Loyalty loop MOMENT OF  PURCHASE INITIAL  CONSIDERATION  SET Active Evaluation Post Purchase Experience Trigger On-going E...
Speed, Depth, and Dialogue along the customer journey “  ”
The importance of Web 2.0
Dialogue with the engagement pyramid Source: Universal McCann Media Tracker Wave March 2008 CURATORS PRODUCERS COMMENTATOR...
Integrating the customer into the process
“ I hear and I forget.  I see and I remember. I do and I understand.”   Confucius
Fiat 500
Things are evolving…fast, no very fast. “ Five years from now all media will either be completely digital or well on its w...
 
I am social, therefore I am.
<ul><ul><li>therogersmith hotel </li></ul></ul>new york
 
Post messages Reply to other users    Respond to direct messages  Twitter Monitor search terms for  leads and reputation P...
How to generate clicks on your site.
PPC Organic Pay Per Click and Organic Search
Google’s Golden Triangle. PPC Organic
CUSTOMER VALUE  LESS  ACQUISITION/ RETENTION COSTS = LIFETIME VALUE TRANSACTION VALUE NETWORK VALUE <ul><li>FREQUENCY </li...
1. Out of clutter, find simplicity.  2. From discord, find harmony. 3. In the middle of difficulty lies opportunity. Alber...
Thank you. For further information about maximizing your customer contact  email Garry Titterton on:  [email_address]   or...
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BTO 2009 - Garry C.Titterton - Caravaggio Consulting

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BTO - Buy Tourism Online '09
16 e 17 Novembre 2009
A Firenze, Stazione Leopolda

CARAVAGGIO CONSULTING
Garry C.Titterton

Published in: Education
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BTO 2009 - Garry C.Titterton - Caravaggio Consulting

  1. 1. THE NEW ROUTES FOR CUSTOMER TRAVEL The new way in which the customer interacts with media.
  2. 2. “ The internet is the first thing that humanity has built that humanity doesn’t understand, the largest experiment in anarchy that we have ever had” Eric Schmidt, CEO Google
  3. 3. The one way process
  4. 4. Awareness Familiarity Consideration Purchase Loyalty
  5. 5. “ Digital Media has levelled the playing field, opening doors to anyone to have immediate and unlimited access to an audience. But content must evolve with the platform.” Mark Pedowitz, President ABC Studios. Creating a dialogue
  6. 6. Loyalty loop MOMENT OF PURCHASE INITIAL CONSIDERATION SET Active Evaluation Post Purchase Experience Trigger On-going Exposure Information Gathering and shopping around 1. The consumer considers an initial set of brands based on perceptions and exposure to touch points 2. Consumers add or subtract brands as they evaluate what they want 3. Ultimately the consumer selects a brand 4. After purchase the consumer builds expectations based on experience to inform themselves for the next decision journey.
  7. 7. Speed, Depth, and Dialogue along the customer journey “ ”
  8. 8. The importance of Web 2.0
  9. 9. Dialogue with the engagement pyramid Source: Universal McCann Media Tracker Wave March 2008 CURATORS PRODUCERS COMMENTATORS SHARERS WATCHERS
  10. 10. Integrating the customer into the process
  11. 11. “ I hear and I forget. I see and I remember. I do and I understand.” Confucius
  12. 12. Fiat 500
  13. 13. Things are evolving…fast, no very fast. “ Five years from now all media will either be completely digital or well on its way to becoming intangible.” Steve Rubel Ad Age December 2008
  14. 15. I am social, therefore I am.
  15. 16. <ul><ul><li>therogersmith hotel </li></ul></ul>new york
  16. 18. Post messages Reply to other users Respond to direct messages Twitter Monitor search terms for leads and reputation Post new videos YouTube (& video sites) Monitor comments Submit posts Check popularity of content Digg & Delicious ( and bookmarking sites) Browse popular stories for ideas and trends Blog Post new entries regularly Check statistics for growth & traffic spikes Moderate comments Respond to comments Review other industry blogs Post new photos Monitor and respond to comments Review group submissions Submit photos to other groups Monitor “Explore “ page for creative ideas Check for reviews & content Respond to all reviews ( positive & negative) Encourage happy guests to review Flickr (& photo sites) Trip Advisor (& review sites) SOCIAL MEDIA MAINTENANCE
  17. 19. How to generate clicks on your site.
  18. 20. PPC Organic Pay Per Click and Organic Search
  19. 21. Google’s Golden Triangle. PPC Organic
  20. 22. CUSTOMER VALUE LESS ACQUISITION/ RETENTION COSTS = LIFETIME VALUE TRANSACTION VALUE NETWORK VALUE <ul><li>FREQUENCY </li></ul><ul><li>TRANSACTION SIZE </li></ul><ul><li>CUSTOMER CHURN RATE </li></ul>TOTAL SUM OF REFERRAL VALUES FROM ORIGINAL CUSTOMER BASE LIFETIME VALUE EQUATION
  21. 23. 1. Out of clutter, find simplicity. 2. From discord, find harmony. 3. In the middle of difficulty lies opportunity. Albert Einstein
  22. 24. Thank you. For further information about maximizing your customer contact email Garry Titterton on: [email_address] or click onto www.ip-seo.com or www.creative-mindset.com
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