Mapping media and technology to the travel buying process
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Mapping media and technology to the travel buying process

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This deck looks at aligning the travel buying process with technology and media to create a more natural, user centric approach.

This deck looks at aligning the travel buying process with technology and media to create a more natural, user centric approach.

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  • An avid traveler, outdoor junkie and an occasional nerd, Rob splits his time between leading the creative and digital arm of KPS3 Marketing and finding the next best adventure spot. He has been involved in the travel space for over 6 years now working with visitor bureaus, ski resorts, travel magazines and countless others. Prior to joining KPS3 Rob spent three years at One To One Interactive leading their travel and tourism practice and managing a team of creative, technical, and strategic professionals to create dynamic websites supported and grown through mobile, email, social and online advertising. He has an extensive background in digital marketing and technology and has a depth of knowledge and understanding of emerging technologies to assist KPS3’s strategic communication services. Rob graduated from the University of Nevada, Reno, where he received his bachelor’s degree in journalism with an emphasis in advertising and received a minor in marketing. Rob currently serves on the board for Truckee Meadows Tomorrow and the Nevada Public Health Foundation.
  • We are all humans… we Think, Act and Evolve based on similar patterns. Those patterns can be discovered, mapped and exploited to make stronger media and technology decisions. When you get into the habits and trends of people your able to anticipate what they will react and respond to based on the stage of the buying process they are in.Google adwords, transactional emails, location based applications, on-site signage, specific pages on our websites… these are all areas that allow us to know exactly what stage in the buying process our clients are in and we can deliver and create technology based on that. Some areas are a but ambiguous, but the ones we know we need to capitalize on.
  • We are all humans… we Think, Act and Evolve based on similar patterns. Those patterns can be discovered, mapped and exploited to make stronger media and technology decisions. When you get into the habits and trends of people your able to anticipate what they will react and respond to based on the stage of the buying process they are in.Google adwords, transactional emails, location based applications, on-site signage, specific pages on our websites… these are all areas that allow us to know exactly what stage in the buying process our clients are in and we can deliver and create technology based on that. Some areas are a but ambiguous, but the ones we know we need to capitalize on.
  • When you look at how people make travel decisions you will find that they make them based on a similar process and understanding that process is key to getting/building the right technology and delivering the right message to them
  • The next step is a no brainer, but you need to know your assets and your product line so that you can successfully accomplish step 3.
  • Now that you understand the way people make purchases you can successfully map them together and create a natural experience for your user
  • Now lets get into the nitty gritty and dig into each step and the underling social needs for each
  • Every traveler instinctively follows a similar path when booking a vacation.
  • The travel buying process has underlying social components that all humans possess. Understanding which aspects relate to each stage is the key to building relevant online technology.
  • Facebook example… making sure that you talk about each component
  • Go through all the types of assets here
  • Not where you show $$$
  • Transactional emails

Transcript

  • 1. Mapping Media + Technology to the buying process
    Rob Gaedtke - KPS3 Marketing
  • 2. KPS3 Marketing
    One to One
    Twelve Horses
    KPS3 Marketing
  • 3. Agenda:
    The concept
    Presentation cliff notes
    A deeper dive
    How the buying process works
    Assembling your assets
    Tying it all together
    Concept in action
    Questions
  • 4. The Concept
    Products
    Human
    Media
    TECHNOLOGY
  • 5. The Cliff Notes
  • 6. 1
    2
    3
    Understand how people make travel purchasing decisions
    Gathering your products and assets
    Mapping them together to create natural, relevant interactions
  • 7. 1
    2
    3
    Understand how people make travel purchasing decisions
    Gathering your products and assets
    Mapping them together to create natural, relevant interactions
  • 8. 1
    2
    3
    Understand how people make travel purchasing decisions
    Gathering your products and assets
    Mapping them together to create natural, relevant interactions
  • 9. The Deep Dive
  • 10. how people make travel purchasing decisions
    1
    The buyingprocess
  • 11. Social influence
    Personal influence
    Openness to marketing
    1
    1. THINK
    Research
    Explore
    Imagine
    Dream
    The buyingprocess
  • 12. Social influence
    Personal influence
    Openness to marketing
    1
    2. ACT
    Discover
    Experience
    Build
    Realize
    The buyingprocess
    1. THINK
    Research
    Explore
    Imagine
    Dream
  • 13. Social influence
    Personal influence
    Openness to marketing
    1
    3. EVOLVE
    Remember
    Share
    Consider “next”
    The buyingprocess
    2. ACT
    Discover
    Experience
    Build
    Realize
    1. THINK
    Research
    Explore
    Imagine
    Dream
  • 14. THINK
    • Personal identity
    • 15. Social considerations
    1
    The buyingprocess
    Why it works
  • 16. THINK
    • Personal identity
    • 17. Social considerations
    • 18. Basic human needs
    • 19. Tangibles – dates, prices, amenities
    • 20. Social experience
    • 21. Sharing & connecting
    1
    ACT
    The buyingprocess
    Why it works
  • 22. THINK
    • Personal identity
    • 23. Social considerations
    • 24. Basic human needs
    • 25. Tangibles – dates, prices, amenities
    • 26. Social experience
    • 27. Sharing & connecting
    1
    ACT
    The buyingprocess
    Why it works
    EVOLVE
    • Social belonging
    • 28. Acceptance
  • Assemble your products and assets
    2
    Products& assets
  • 29. PRODUCTS
    2
    Products& assets
  • 30. assets
    2
    Products& assets
    TECHNOLOGY
    Media
  • 31. Integrating your assets with the purchase process
    3
    CONNECTINGIT ALL
  • 32. Brand driven media campaigns, experience based SEO, SEM campaigns using experience modifiers “best, fun, relaxing, exciting,” easy access to reviews and user generated content, optimized photos and videos, social channels.
    think
    Channels
    media
    Technology
    PRODUCTS
    Core PRODUCT LINE ONLY
  • 33. Booking engines, internal site search, planning tools, maps and logistic information, time sensitive deals and specials, opt-in email + text options for tips and advice, retargeting campaigns, upsell/cross sell deals on location services (foursquare, facebook, etc.), onsite signage for app downloads, incentives to share photos, cookie based/product based upsell campaigns.
    ACT
    Channels
    media
    Technology
    PRODUCTS
    Core PRODUCT LINE + Secondary products/upsell opportunities
  • 34. Feedback email campaigns, ways to share via social channels, upsell opportunities for future visits, thank you emails + messaging, incentive programs for advocates, link building opportunities, user generated content
    evolve
    Channels
    Technology
    Technology
    Technology
    PRODUCTS
    Retargeting core product line
  • 35. Samples of this concept in action
  • 36. product
    Stage
    Channel
    Core Product line
    Think
    technology
    Photo based search
  • 37. product
    Stage
    Channel
    Core Product
    Think
    Media
    Early winter branding
  • 38. product
    Stage
    Channel
    Secondary products/upsell opportunities
    act
    Technology
    Helpful info
    Cross sell opportunities
    Up sell opportunities
  • 39. product
    Stage
    Channel
    Brand
    evolve
    Technology
    Sharing opportunities
  • 40. Questions?
  • 41. Thank you