Disrupting Travel : The Digital Revolution Changing Business
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Disrupting Travel : The Digital Revolution Changing Business

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We look into the moments, data, and technology changing the travel industry. From SMS to Social, the marketing world has changed dramatically in the last data. How does it disrupt YOUR strategy?

We look into the moments, data, and technology changing the travel industry. From SMS to Social, the marketing world has changed dramatically in the last data. How does it disrupt YOUR strategy?

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  • image server failed so no images were displayed.
  • “Businesses need to be able to truly serve the individual.” Well said. Traditionally, marketer have targeted groups of customers; a select audience.Marketers are now shifting their focus to targeting individuals; the individuals that exist within a select audience.
  • Email has survived more “guru”-predicted, near-death experiences than any other medium. The lesson, “_____ Is Dead” proclamations are foolish in a world fragmented by channels and devices. There’s more than enough room for everyone. This should calm some content marketing nerves who woke up to “Blogging Is Dead” headlines earlier this year. But it should also serve as a cautionary tale about beating a dead subject line. “_____ Is Dead” headlines are clearly provocative, linkbait. However, if you ride such waves too late or with a faulty premise, you run the risk of sending “rolling eye content” and losing your credibility. Don’t sacrifice accuracy for provocation.
  • Email has survived more “guru”-predicted, near-death experiences than any other medium. The lesson, “_____ Is Dead” proclamations are foolish in a world fragmented by channels and devices. There’s more than enough room for everyone. This should calm some content marketing nerves who woke up to “Blogging Is Dead” headlines earlier this year. But it should also serve as a cautionary tale about beating a dead subject line. “_____ Is Dead” headlines are clearly provocative, linkbait. However, if you ride such waves too late or with a faulty premise, you run the risk of sending “rolling eye content” and losing your credibility. Don’t sacrifice accuracy for provocation.
  • Responsive design has moved from a nice to have to a must have. The increased, everyday importance and use of mobile in our lives requires us to design to meet customer expectations.And their number one expectation is that there be no pinching required to read what we are trying to sell them or tell them. Any effort needed to pinch-in or zoom-out is not worth the value they may find in your hard to read email … another lost subscriber, another lost opportunity.
  • Responsive design has moved from a nice to have to a must have. The increased, everyday importance and use of mobile in our lives requires us to design to meet customer expectations.And their number one expectation is that there be no pinching required to read what we are trying to sell them or tell them. Any effort needed to pinch-in or zoom-out is not worth the value they may find in your hard to read email … another lost subscriber, another lost opportunity.
  • Staples lets you change your email address, opt-down to receive fewer emails, or opt out completely. The options are clearly laid out.
  • Staples lets you change your email address, opt-down to receive fewer emails, or opt out completely. The options are clearly laid out.
  • Lowe’s email is very tablet-friendly. Even their navigation bar is touch-friendly. They limit their product grid to two columns wide, use large text and big buttons. They also use plenty of white space to boost contrast and make the text easier to read.They also use plenty of white space to boost contrast and make the text easier to read.
  • emails are still desktop-oriented. They’re very long, use small text, and have a 5-column wide product grid.
  • emails are still desktop-oriented. They’re very long, use small text, and have a 5-column wide product grid.
  • emails are still desktop-oriented. They’re very long, use small text, and have a 5-column wide product grid.
  • emails are still desktop-oriented. They’re very long, use small text, and have a 5-column wide product grid.
  • The email clients that block images by default have been struck through, but it’s changing all the time.
  • The email clients that block images by default have been struck through, but it’s changing all the time.
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  • This 2011 B&H email uses great defensive design techniques like HTML text and alt text,…
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  • Local Moments!Anywhere, anytime, anyhow is the new mantra. Sending consumers easy to action messages on their mobile devices can create exciting “right now” opportunities for brands to engage with their customers.
  • emails are still desktop-oriented. They’re very long, use small text, and have a 5-column wide product grid.
  • image server failed so no images were displayed.
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  • emails are still desktop-oriented. They’re very long, use small text, and have a 5-column wide product grid.
  • emails are still desktop-oriented. They’re very long, use small text, and have a 5-column wide product grid.
  • emails are still desktop-oriented. They’re very long, use small text, and have a 5-column wide product grid.
  • emails are still desktop-oriented. They’re very long, use small text, and have a 5-column wide product grid.
  • emails are still desktop-oriented. They’re very long, use small text, and have a 5-column wide product grid.
  • emails are still desktop-oriented. They’re very long, use small text, and have a 5-column wide product grid.
  • OK, last but not least: dataLet’s go back to what I said at the start of this chat: marketers used to target a select audience; now they need to shift their focus to target individuals within a select audience. Relevance is everything.
  • OK, last but not least: dataLet’s go back to what I said at the start of this chat: marketers used to target a select audience; now they need to shift their focus to target individuals within a select audience. Relevance is everything.
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Disrupting Travel : The Digital Revolution Changing Business Disrupting Travel : The Digital Revolution Changing Business Presentation Transcript

  • 146 Slides 45 Minutes
  • http://bit.ly/RCIAug
  • • Contrast – carefully consider your color choices to ensure the text and images stand out properly against the background. • Avoid reversing out small text on a dark background. • Text Size – 13px for body copy. No pinching = 15-16px (depending on font) and preview it on your mobile device.
  • • Imagery – Images help tell your brand’s story, so consider taking the time to choose artful shots that complement your message. • Layout – One-column layout works best for mobile. If you have a multi- column layout, plan how elements shift or stack.
  • Great defensive design techniques like HTML text and alt text.
  • Mothercare uses styled alt text and background colors for most of the effect, but also uses mosaic color blocking to recreate the stroller image.
  • First Time Visitor
  • Click One Product
  • Personalized Home Page
  • Personalization Served in Real-Time
  • Business Goal: OnlineShoes seeks to mirror this “in-store” experience through relevant product recommendation through out their site Increased Revenue Per Session By: 10.1% Solution: • Personalized Landing Pages – populated based on Google search terms • Leverage Business Rules. Ex: Cross-sell accessories only on cart page • Created a new recommendation scenario on out-of-stock product pages to recommend similar products
  • Transactional Recommendations When transactional messages are personalized, sales conversion rates can increase up to 25% Typical transactional emails are opened between 70%-80% of the time, providing an excellent opportunity to engage your loyal customers.
  • Consumers are suspicious of first-name personalization in subject lines. Open rates are lower when it’s used as are click rates.
  • Lenovo, welcome email Kyle, thank you for signing up. Enjoy your exclusive Lenovo offer. Michael’s, progressive profiling email — Kyle, isn't it time we got to know each other? Olive Garden, birthday email — Kyle, go celebrate your birthday with a free app or dessert! ThinkGeek, 5/17/13 — Kyle, I am your father
  • Helzberg created 60,000 unique animated gifs to target each of their subscribers by name with charms. The subject line was not personalized.
  • Outperformed a similar email by nearly 300% in items of revenue generated.
  • When you start to farm and not HUNT for new customers. You’ll harvest them for life.
  • Your marketing should be tailored first and foremost to your current customers and employees.