2009 Tourism Summit: Online Marketing - Santhana Naidu

2009 tourism SUMMIT
ONLINE MARKETING
September 16, 2009

WHY ONLINE MARKETING IS VALUABLE
Relatively inexpensive when compared to most of the traditional mediums.
Accountability for advertisers.
Nearly all aspects of the campaign can be traced, tested and optimized.
Internet is used throughout the purchase funnel in the tourism industry and is considered the most powerful tool in prompting people to book a trip.
Search engines are used by 6 in 10 travelers.

PRESENTATION OVERVIEW
Role of Internet in the Tourism industry
Strategies and tactics you can implement today
Optimizing your campaign

Role of Internet in THE tourism Industry

LEISURE TRAVEL TRENDS
Majority of the Leisure Travelers still plan on travelling just as much or more in 2009 (vs. 2008).
Online buying behavior has changed – travelers will shop around more to find the best deal before purchasing.
30% typically book packages that offer discounted rates.
8% of Leisure Travelers access travel information from their mobile device.
Nearly 50% of Business Travelers always or frequently make time for leisure activities when traveling for business.

TRIP PLANNING RESOURCES USED BY TRAVELERS
Source: Google

USED THROUGHOUT THE PURCHASE CYCLE
Online Advertising
Source: Google

STRATEGIES & TACTICS YOU CAN IMPLEMENT TODAY

1. SEARCH ENGINE MARKETING
Nearly 3 out of 4 Leisure, Business & Affluent Travelers use search engines in trip planning.
According to Google, search engines surpassed OTAs as a more typically used online resource for trip planning.
Overnight accommodations, air travel, destinations, vacation activities, travel packages and car rental are the frequently searched keyword categories.
Search engine users spend more time shopping around for deals.

1. SEARCH ENGINE MARKETING (CONTD.)
Google, Yahoo & Bing
Manage your quality score
Delete your underperforming keywords
Avoid dynamic keyword insertion
Add negative keywords
Destination & display URLs
Improve your landing page conversion rate
Use conversion optimizer (if applicable)
Testing
Ad copy (Curiosity, insecurity, fear, vanity, etc.)
Landing pages

2. DISPLAY ADVERTISING
Ad networks vs. local sites
Purchasing basics
Add behavioral targeting
Start a “re-messaging” (AKA re-targeting) campaign
Add a strong call-to-action in the creative
Rich media / interactive ads
Request reports frequently and optimize

3. CPL/CPA PROGRAMS
Low risk
Conversion rates differences
Lead nurturing process

4. MOBILE MARKETING
Some of the ad types you can choose from:
Search, display and trailers
Differences in the buying process
Keyword responses
Not as competitive as Internet…..yet!

OPTIMIZING YOUR campaign

1. ANALYTICS
What metrics to use
Search
Display
CPL/CPA
Mobile
Frequency
Tools
Google Analytics
Landing page creation and management tool

2. GOOGLE WEBSITE OPTIMIZER
Eliminate guesswork from site design, increase website conversion rates and visitor satisfaction.

3. GOOGLE INSIGHTS

3. GOOGLE INSIGHTS (CONTD.)

Thank YOU!Questions?

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2009 Tourism Summit: Online Marketing - Santhana Naidu

by Indiana Office of Tourism Development on Sep 18, 2009

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2009 Tourism Summit: Online Marketing - Santhana Naidu — Presentation Transcript