Success In Internet Marketing
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Success In Internet Marketing

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Tin180.com là trang tin tức văn hóa lành mạnh. Các nội dung chính: xã hội, thế giới, thể thao, văn hóa, nghệ thuật, khoa học, thế giới số, đời sống, sức khỏe, cư dân mạng, kinh doanh, ô tô, xe máy,......

Tin180.com là trang tin tức văn hóa lành mạnh. Các nội dung chính: xã hội, thế giới, thể thao, văn hóa, nghệ thuật, khoa học, thế giới số, đời sống, sức khỏe, cư dân mạng, kinh doanh, ô tô, xe máy, chuyện lạ, giải trí

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  • 1. Success in Internet Marketing TravelCLICK Webinar May 2007 “ there is a better way” Jerome Wise VP - eCommerce
  • 2. Agenda
    • The importance of the Internet to the hotel industry
    • How to impact the bottom line
    • Taking a strategic approach to Internet marketing
    • Building an Internet marketing plan
    • The value of measurement and analysis
  • 3. TravelCLICK’s experience
    • Developed and hosting almost 200 hotel web sites
    • Managing online marketing campaigns for over 300 hotels
    • Clients range from individual 2 star hotel to worldwide major luxury brands
    • Delivered approximately $12 million in incremental business to our customers over the past 12 months
  • 4. The importance of the web
    • Online is no longer a niche channel worthy of investment for the future.
    • It is a significant channel now and should be actively managed.
    • Worldwide online travel sales is valued at $147 billion in 2007 *
    • Forecast to grow at 17% per year over the next 3 years *
    *source PhocusWright Inc 2006
  • 5. The importance of the web
    • Online travel sales will represent 41% of total travel sales by 2008 *
    • A further 38% of consumers make their decision online, but purchase offline **
    • This means that almost 80% of travel sales will either be made online, or strongly influenced by online
    *(Europe) source eMarketer ** Forester Research 2006
  • 6. The importance of the web
    • Supplier sites are fighting back against the OTAs and in 2005 57% of online hotel sales were made on the supplier site, up from 53% in 2003 *
    • This is forecast to grow further as suppliers catch up with the OTAs in terms of technology, customer service and marketing
    * comScore Networks, April 2006 (US)
  • 7. Where are the opportunities?
    • There are three main opportunities that online sales present:
    • Incremental revenues
    • Reduced cost of sale
    • Enhanced brand loyalty and client relationships
  • 8. Incremental revenues
    • The internet is a level playing field in terms of sales and marketing
    • Everyone can attract new clients through very targeted and measurable marketing
    • Global distribution reach is available to all, not just the major brands that have global networks
  • 9. Reduced cost of sale
    • A brand web site has the lowest cost of sale
    • Enables business to be “channel shifted” from more expensive channels, such as travel agency or call centres
    • A strong brand web site enables the reliance on OTAs to be reduced and relationships to be renegotiated in order to bring down the overall cost of sale
  • 10. Net Revenue* Consumer Spend $90.00 $150.00 Opaque Brand / Rep Co. $235.50 $275.00 GDS Travel Agent Pegasus Brand or Rep Co GDS Develop strategies and employ specific tactics to shift business mix to the most profitable channels *industry averages $250.00 $275.00 Property Website Booking Engine Provider $206.25 $275.00 Merchant Brand / Rep Co. *
  • 11. Enhanced loyalty and client relationships
    • A direct client should be retained for future marketing and relationship building
    • A customer booking through an OTA is likely to remain loyal to the booking channel
    • Actively seek to build relationships with clients delivered through OTAs for future, cheaper marketing
  • 12. How to drive incremental revenue
    • What are the various marketing opportunities?
    • What is each of them good for?
    • Where should the focus be?
  • 13. The marketing opportunities
    • Before looking at the opportunities, one should consider the four stages of customer interaction:
      • Conversion
      • Acquisition
      • Retention
      • Analysis
    • Focussing in each of these areas will create a solid action plan
    2. Acquire 1. Convert 3. Retain 4. Analyse
  • 14. The marketing opportunities
    • Equal focus and specific activities should be deployed to address each of these key areas:
    • Convert Acquire Retain Analyse
    • Web design SEO CRM Web analysis
    • Booking engine PPC Web design
    • Content Linking Customer service
    2. Acquire 1. Convert 3. Retain 4. Analyse
  • 15. Site conversion is key to success
    • Before investing in marketing efforts, a web site should be “fit for purpose” to convert at the highest rate
    • Increasing the conversion ratio of visitors to bookers is the single best investment
    • Once the site is optimised, then marketing activity to deliver incremental consumers should start
    1. Convert
  • 16. What does an optimised site look like?
    • Does it represent the brand in a clear and compelling way?
    • Is the navigation easy and logical?
    • Are there overt booking arguments (best rate guarantee, online-only offers, exclusive promotions)
    • Is the content fresh, up to date and compelling?
    • Is the “book now” button clearly displayed on every page?
    • Is the booking process simple, quick and efficient?
    • Is there an easy process for capturing email addresses, with clear rationale for consumers to provide their details?
    • Is the most relevant information displayed “above the fold”?
    • Are online security fears addressed?
    1. Convert
  • 17. Measuring site conversion is essential
    • Site conversion should be measured every month to ensure optimum site performance
    • Measuring Visits, Persuasion and Conversion will give an accurate picture of site performance
    Total site visits Total number of availability enquiries Total number of completed reservations 1. Convert
  • 18. Driving incremental traffic to the site
    • Now the site is optimised and performance measurement is in place, it is time to deploy marketing efforts.
    • Two distinct plans should be put into place to target:
      • New and incremental customers
        • Search Engine Optimisation, Pay-Per-Click, Linking
      • Existing customers
        • Email Marketing, Offline Marketing, Customer Service
    2. Acquire
  • 19. Why are search engines important?
    • 89% of Internet users regularly use a search engine
    • In Europe, Google accounts for 76% of all searches
    • In Asia Pacific Google accounts for 67%
    • In the US Google accounts for 49%
    • It is important to know where users are searching to adjust the approach accordingly
  • 20. New and incremental customers
    • Search Engine Optimisation:
    • Definition: the process of improving the volume and quality of traffic to a web site from search engines via "natural" ("organic“) search results
    • SEO is the single-most important online marketing activity
    • The benefits of a well “SEO’d” site will be dramatic
    • This is a strategic activity, that will deliver significant long-term benefit
    2. Acquire
  • 21. New and incremental customers Natural search results PPC Results
  • 22. New and incremental customers
    • SEO does take up to 4 - 8 months to make a significant impact
    • The best results require an iterative process, not a one-time effort
    • Ensuring high-quality incremental traffic is delivered is vital
    • For short-term, tactical, traffic deploy Pay-per-click marketing as a complimentary activity
    2. Acquire
  • 23. New and incremental customers
    • PPC is a fantastic medium for turning on traffic immediately
    • A well-researched PPC campaign will deliver significant returns and will quickly become an ongoing activity
    • PPC campaigns compliment SEO activities
    • Running SEO and PPC side-by-side, ensures that you own the page
    2. Acquire
  • 24. Top left is the most valuable area of the page
  • 25. TravelCLICK PPC Campaigns
    • In 2007 we are running approximately 40 campaigns
    • Forecast to generate:
      • $8 million incremental revenue
      • 13,000 incremental reservations
    • Year to date, we are delivering a 8:1 ROAS
  • 26. Existing customers
    • Existing customers are often overlooked in the fervour to find new ones
    • If managed effectively they can:
      • Reduce the overall cost of sale through channel shifting
      • Increase their loyalty and value
    • Communication of the online proposition in an offline environment is vital
    • Regular, and relevant, email communication will build loyalty and reinforce the brand
    3. Retain
  • 27. Existing customers
    • Building the customer database is very important and can be achieved relatively easily:
      • Sign-up process on web site
      • Run online promotions / competitions
      • Sign-up at check-in / check-out
      • Ensure offline communication encourages email sign-up
    • A communication calendar should be developed to ensure regular emails are sent with compelling offers
    3. Retain
  • 28. Measurement and analysis
    • Online offers unparalleled measurement and tracking opportunities
    • There are three key areas to measure:
      • Site conversion
      • Site performance
      • Marketing return
    4. Analyse
  • 29. Measuring site conversion is essential
    • Site conversion should be measured every month to ensure optimum site performance
    • Measuring Visits, Persuasion and Conversion will give an accurate picture of site performance
    Total site visits Total number of availability enquiries Total number of completed reservations 4. Analyse
  • 30. Measurement and analysis
    • Site performance
    • Correct use of the web site analysis tool will show:
      • Where are customers visiting from
      • Where are they leaving the site
      • How long are they staying
      • Which search engines are delivering the traffic
    • This information will assist in changing the web site to meet the customers’ needs
    4. Analyse
  • 31. Measurement and analysis
    • Marketing return
    • Return on investment (ROI) or return on advertising spend (ROAS) are the most common metrics
    • Equally important is the contribution that marketing efforts make to the overall business
    • Other performance metrics to consider are:
      • Cost-per-acquisition
      • Number of email sign-ups
    4. Analyse
  • 32. Measurement and analysis
    • A simple spreadsheet gives a dashboard view:
    4. Analyse
  • 33. Why TravelCLICK?
    • TravelCLICK is your ideal online marketing partner
    • 21 years experience in hotel electronic distribution
    • Specialist Internet Marketing Services team working only within the hospitality sector
    • Offers a full service suite of Internet marketing solutions
    • Ongoing relationships with over 12,000 clients worldwide
    • Shared interest in your success
  • 34. Summary
    • Today up to 80% of all bookings are influenced by the web
    • A strategic, planned, approach to online marketing will produce far better returns than tactical activity
    • Investing in existing customers, as well as prospecting for new ones, is crucial for overall success
    • Measuring performance and adjusting campaigns will produce stronger returns
  • 35. Success in Internet Marketing TravelCLICK Webinar May 2007 “ there is a better way” Jerome Wise VP - eCommerce