2009 tourism SUMMITONLINE MARKETINGSeptember 16, 2009

WHY ONLINE MARKETING IS VALUABLERelatively 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 OVERVIEWRole of Internet in the Tourism industryStrategies and tactics you can implement todayOptimizing your campaign

Role of Internet in THE tourism Industry

LEISURE TRAVEL TRENDSMajority 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 TRAVELERSSource: Google

USED THROUGHOUT THE PURCHASE CYCLEOnline AdvertisingSource: Google

STRATEGIES & TACTICS YOU CAN IMPLEMENT TODAY

1. SEARCH ENGINE MARKETINGNearly 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 & BingManage your quality scoreDelete your underperforming keywordsAvoid dynamic keyword insertionAdd negative keywordsDestination & display URLsImprove your landing page conversion rateUse conversion optimizer (if applicable)TestingAd copy (Curiosity, insecurity, fear, vanity, etc.)Landing pages

2. DISPLAY ADVERTISINGAd networks vs. local sitesPurchasing basicsAdd behavioral targetingStart a “re-messaging” (AKA re-targeting) campaignAdd a strong call-to-action in the creativeRich media / interactive adsRequest reports frequently and optimize

3. CPL/CPA PROGRAMSLow riskConversion rates differencesLead nurturing process

4. MOBILE MARKETINGSome of the ad types you can choose from:Search, display and trailersDifferences in the buying processKeyword responsesNot as competitive as Internet…..yet!

OPTIMIZING YOUR campaign

1. ANALYTICSWhat metrics to useSearchDisplayCPL/CPAMobileFrequencyToolsGoogle AnalyticsLanding page creation and management tool

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

3. GOOGLE INSIGHTS

3. GOOGLE INSIGHTS (CONTD.)

Thank YOU!Questions?