200704hitwiseuniversitycebitsydneyv3 121117114316-phpapp02

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200704hitwiseuniversitycebitsydneyv3 121117114316-phpapp02

  1. 1. Guerrilla Branding Christian Bartens, Online Analyst
  2. 2. Competitive Category Charting search terms to gauge and compare brand health shows a competitive environment in the travel category 3rd May 2007, Christian Bartens, Online Analyst
  3. 3. Our New Strategy 40% 60% of visitors to Australia.com of visitors 3rd May 2007, Christian Bartens, Online Analyst
  4. 4. Travellers Online 3rd May 2007, Christian Bartens, Online Analyst
  5. 5. Digital Programs Infiltrate Influence 3rd May 2007, Christian Bartens, Online Analyst
  6. 6. Domestic Success Tourism Australia’s domestic reach quadrupled over the past eight months 3rd May 2007, Christian Bartens, Online Analyst
  7. 7. A New Player The Consumer 3rd May 2007, Christian Bartens, Online Analyst
  8. 8. The Synthesisers Web 2.0 100% Consumers search for and find content 10% Synthesisers find, adapt, add to and share content 1% Creators start groups, create and publish content Source: Isobar 3rd May 2007, Christian Bartens, Online Analyst
  9. 9. So What Do We Do? Should we write our own reviews and blogs now and share our videos on Youtube? 3rd May 2007, Christian Bartens, Online Analyst
  10. 10. Back To Basics Service Products Support Employees Distribution Company Search Marketing Consumer Experience Brand WOM, Blogs, Emails, Reviews, Communities, Social Networks, Photo Sharing, Video Sharing Source: Don E. Schultz, Northwestern University 3rd May 2007, Christian Bartens, Online Analyst
  11. 11. Indirect Branding 3rd May 2007, Christian Bartens, Online Analyst
  12. 12. Dedicated Staff (Analytics Spend) Marketer + Developer + Sales person + Experience = Expensive Source: Jupiter Research 3rd May 2007, Christian Bartens, Online Analyst
  13. 13. Top 5 Considerations §  Dedicated online analyst §  Dedicated search marketer §  State-of-the-art web analytics solutions §  Base decisions on solid analysis of data §  Indirect branding increasingly important 3rd May 2007, Christian Bartens, Online Analyst
  14. 14. Questions? cbartens@tourism.australia.com

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