Nikhil Rungta on Best Practices of Yatra in Online Marketing - Presentation Transcript
Yatra’s yatra Nikhil Rungta General Manager & Head – Marketing, Yatra.com
Yatra Today
Over 100,000 Page Views per day
Over 1 million registered users
Over Rs 1,100 crores Sales
Over 600 employees
Over 10 offices in 10 cities
Voted as the most used website for Travel – Juxt Consult
Top 100 Start up’s in Asia – Red Herring.
Best Online travel Agency 08 – Galileo Awards
Flash Back
Market Scenario
2006
Makemytrip, Cleartrip, Travelguru had a headstart
People used Travel sites to look up fares but booked on airlines sites
Low cost airlines had made people getting used to booking online
IRCTC was fueling the same too
Skepticism about booking online – security of the transaction, credit card limits, credibility of the company
Task at hand
Last to enter the market – how to make a dent
0 to 60 – in no time
Land grab
Marketing Plan
Category Strategy:
Do print. Print works.
Our Strategy:
Do TV. TV works better.
Do Online. Online drives traffic.
Online Marketing Plan
Search Engine Marketing – to generate transactions
Google Adwords
Display Advertising – to add to the TV activity
Yahoo
Rediff
Sify
MoneyControl
IBNLive
Emailers
Benefits of Online Marketing Traditional Online how many (reach) one-way spray-n-pray high spillage who (targeted) two-way aim-n-shoot low spillage intuitive data driven Learnings
Learnings
Set objectives
Define target audience
WHO is more important than HOW MANY
Prioritize markets
Metros vs Tier I, II, III
North India vs South India
South Delhi vs East Delhi
Set Budgets
%age of Gross Sales/Net Income (Rule of thumb: 3 rd of net income)
Choose media basis
Long Term - Brand building
Short Term - Lead generation/Transactions
Learnings
Set Outcomes
Short term
Number of visits to the site
Number of calls to the call centre
Number of walk-ins to the retail outlet
Long term
Market share
Mind share
Vallet share
Word-of-mouth share
Plan online marketing keeping in mind that the new consumer has
Scarcity of time:
Ease of navigation - less clicks/hyperlinks…
Connectivity/download problems - less graphics
Scarcity of attention:
Short, simple, easy to understand message…
Say more in less
Scarcity of Trust:
Do not mislead, over promise, hide costs
Give what you Show
Understand Consumer Behavior
Net Net
What to expect from online:
High on ROI: Pay for Performance
Start-Stop at will
Reach national as well as international markets
Dynamic customization – change creative real time
Quick results – need more traffic immediately, SEM is way to go
Behavioral/Contextual/Geographical targeting
Data base collection
Very very measurable
What lies ahead…
Social Media Marketing
Socialize on the web: Youtube, Flickr, Orkut, Facebook, Linkedin, twitter
Word of mouth
Targeted
Indefinite shelf life
Time is the only cost
Direct and immediate feedback
Marketing on Mobiles
WAP sites
SMS 2.0
Right message at Right place (point of sale)
Location specific (GPS) – highly personalized advertising
Mobile coupons
Higher conversions
Video Ads
The new TV (specially on News and entertainment sites)
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