The digital consumer
  and strategies for
travel 2010 & beyond
           Presented by
           David Atkins

          ...
Does this apply to me?
   Branded Hotel
   Unbranded Hotel
   Brand owner
   Destination Service
   CVB/DMO
   Opera...
Change

   The only constant
imperative when it comes
  to Digital is CHANGE




       Copyright 2010 Digital DNA Infusion
What am I doing?




   Copyright 2010 Digital DNA Infusion
Flight Delayed




  Copyright 2010 Digital DNA Infusion
Moves Digital to Physical World
   No more platforms
   No more technical requirements
   Just be “human” & transparent...
A cross-functional strategy?
     39% of consumers have no destination in
      mind when starting their travel research
...
Where to start?


             PPC           Video
                                                                       ...
Follow the basics
   Your customer
   Your business                        Benchmark!
   What metric?
   What platform...
Curators
   Content, Experiences
   Not always of our own creation




               Copyright 2010 Digital DNA Infusion
Who should you market to?




        Copyright 2010 Digital DNA Infusion

                             Source: PhocusWrig...
Digital consumer behavioral data

•   65 % of consumers have had a digital experience
    change their perception of the b...
What works?
   OTAs- commerce & marketing?
   Social Media?
   Mobile Media?
   SEM/SEO?
   Display ads?
   Engageme...
Online Display Ads
Does online display advertising really
work?

The question is what is your metric?
CTRs= poor results a...
Social Media Data
   Avg SM User is spending 22 Hours
    per week (6.6 from work)
    • 2nd only to Email today
   38% ...
Beresford Data on Social Networks




                                 www.digitaldnainfusion.com
                        ...
Superbowl this weekend
   Pepsi?- Anyone know how much $$?
   HomeAway?




See Forrester Take on Pepsi’s Social Media p...
Mobile Stats
   LBS- The                           Morgan Stanley-
    standard in 2010                    Smartphones
...
Consumers’ use of Mobile




       Copyright 2010 Digital DNA Infusion
Copyright 2010 Digital DNA Infusion
Build a framework
   The key: alignment and education
   Cross functional (team, metrics, strat)




                  C...
www.digitaldnainfusion.com
Copyright 2009 Digital DNA Infusion
Where to start?
Establish a strategy and a digital owner(ship)
  person or group within your organization
    • Make sure ...
Know your customer/guest

                 The more you know about your digital
                  customer, the easier th...
All about data and action today




          Copyright 2010 Digital DNA Infusion
10 Key Takeaways
   Build a culture of analysis and measurement- have metrics
   Have a strategy and use it- base it on ...
Questions?
Entire Presentation and more @



  www.digitaldnainfusion.com/nyfeb2010




              Copyright 2010 Digit...
How to reach me?
   David@digitaldnainfusion.com
   Twitter @atkinsdavid
   Old School:
     Digital DNA Infusion
     ...
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Building a Digital Strategy Consumer Behavior Travel Social Media Mobile Media Sem Seo Ota

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Digital Strategy, Social Media, Mobile Media, Travel, OTA, Expedia, Orbitz, Priceline, Hotels, HSMAI, New York, Display, Razorfish, Compete, Google, Knowledge Networks, Beresford, Phocuswright

Presented at HSMAI NY Feb 2010

Contact Digital DNA Infusion for any questions

Published in: Travel, Technology, Business
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Building a Digital Strategy Consumer Behavior Travel Social Media Mobile Media Sem Seo Ota

  1. 1. The digital consumer and strategies for travel 2010 & beyond Presented by David Atkins Principal Digital DNA Infusion David@digitaldnainfusion.com Twitter: @atkinsdavid 305-458-2311
  2. 2. Does this apply to me?  Branded Hotel  Unbranded Hotel  Brand owner  Destination Service  CVB/DMO  Operator  Sales, Marketing, Operations, Revenue Management, F&B etc Copyright 2010 Digital DNA Infusion
  3. 3. Change The only constant imperative when it comes to Digital is CHANGE Copyright 2010 Digital DNA Infusion
  4. 4. What am I doing? Copyright 2010 Digital DNA Infusion
  5. 5. Flight Delayed Copyright 2010 Digital DNA Infusion
  6. 6. Moves Digital to Physical World  No more platforms  No more technical requirements  Just be “human” & transparent Copyright 2010 Digital DNA Infusion
  7. 7. A cross-functional strategy?  39% of consumers have no destination in mind when starting their travel research online The Planning and  OTA fee changes increased their share 6% Review category (i.e. TripAdvisor) grew its vs suppliers How do you capitalize on this and what is driving the changes? share of all site visits by over 50% since  Consumers are searching less- 2008 • Searches down to 6 (circa 12 in 2009)  “Only” 50% of shoppers use search in the research process  92% of online bookings are “latent” Copyright 2010 Digital DNA Infusion Source: Compete & Google Dec 2009
  8. 8. Where to start? PPC Video Ownership Brand Site SEO/SEM Conversion IT Sales Display Social Ads Media Revenue Marketing OTA’s Distribution Copyright 2010 Digital DNA Infusion
  9. 9. Follow the basics  Your customer  Your business Benchmark!  What metric?  What platform? Copyright 2010 Digital DNA Infusion
  10. 10. Curators  Content, Experiences  Not always of our own creation Copyright 2010 Digital DNA Infusion
  11. 11. Who should you market to? Copyright 2010 Digital DNA Infusion Source: PhocusWright FYI May 2009
  12. 12. Digital consumer behavioral data • 65 % of consumers have had a digital experience change their perception of the brand/product • 97% of consumers report that their digital experiences influence whether or not to purchases goods, services or products from the brand/product • 97% of consumers have searched out a brand online • 69% have read a corporate blog • 73% have posted a review of a product or service • 44% of consumers who follow a brand on twitter do it for DEALS Copyright 2010 Digital DNA Infusion Source: Razorfish Q4 2009
  13. 13. What works?  OTAs- commerce & marketing?  Social Media?  Mobile Media?  SEM/SEO?  Display ads?  Engagement?  Behavioral?  Retargeting?  Video? Copyright 2010 Digital DNA Infusion
  14. 14. Online Display Ads Does online display advertising really work? The question is what is your metric? CTRs= poor results and disappointment Brand Awareness= Better but varied As part of a larger program with SEM= Display works to increase lift of queries for your term by more then 61% Copyright 2010 Digital DNA Infusion Source: Google and Comscore 2009
  15. 15. Social Media Data  Avg SM User is spending 22 Hours per week (6.6 from work) • 2nd only to Email today  38% say they have clicked on an Ad  Like tapping into your customers telephone calls to discuss you  Circa 23% say it has directly influenced a travel purchase decision www.digitaldnainfusion.com Beresford Research June 2009 Copyright 2010 Digital DNA Infusion Knowledge Networks 2009
  16. 16. Beresford Data on Social Networks www.digitaldnainfusion.com Copyright 2010 Digital DNA Infusion Beresford Research June 2009
  17. 17. Superbowl this weekend  Pepsi?- Anyone know how much $$?  HomeAway? See Forrester Take on Pepsi’s Social Media program: http://blogs.forrester.com/marketing/2010/01/social-media-is- the-new-super-bowl-pepsi-refresh-and-what-it-means-to- marketers.html Copyright 2010 Digital DNA Infusion
  18. 18. Mobile Stats  LBS- The  Morgan Stanley- standard in 2010 Smartphones  Gartner- 2010 outship PCs 1.2B Phones 2010 with rich  IDC- 500k+ commerce Apps in 2010  Gartner- 2013  SM, Booking, Phone vs PC Research, CS, Dreaming Copyright 2010 Digital DNA Infusion
  19. 19. Consumers’ use of Mobile Copyright 2010 Digital DNA Infusion
  20. 20. Copyright 2010 Digital DNA Infusion
  21. 21. Build a framework  The key: alignment and education  Cross functional (team, metrics, strat) Copyright 2010 Digital DNA Infusion
  22. 22. www.digitaldnainfusion.com Copyright 2009 Digital DNA Infusion
  23. 23. Where to start? Establish a strategy and a digital owner(ship) person or group within your organization • Make sure that all stakeholders are represented Do you have buy in? Who owns it?  How often to you revisit and update this strategy?  How and where does it connect to your total strategy?  How is it measured? By whom? Using what systems?  Is primary target B2C or B2B?  How does your data/CRM, mobile & email tie together?  Have you established benchmarks?  If you are a hotel are your brand, ownership, operations, franchisees and mgmt all aligned? Copyright 2010 Digital DNA Infusion
  24. 24. Know your customer/guest  The more you know about your digital customer, the easier they will be to find • Use Google’s free toolsets • Use your site analytics packages • Look at your email and CRM programs • Ask your OTA partners • One person’s niche could be a goldmine  Sojern, Flickr, Twitter, Priceline, RSS/Feeds (iGoogle) • Mobile is not a niche Copyright 2010 Digital DNA Infusion
  25. 25. All about data and action today Copyright 2010 Digital DNA Infusion
  26. 26. 10 Key Takeaways  Build a culture of analysis and measurement- have metrics  Have a strategy and use it- base it on your customer/consumer • Business, Digital, Social, Mobile  Go beyond • OTAs have more to offer than product distribution • Digital is more than direct response ecommerce • Social Media is more! • Mobile matters • More than sales, marketing and revenue management to digital  Get cross functional buy in and participation from all stakeholders  Leverage your relationships- Vendors, Partners, Customers  Know and ask your customer what, where and when  Listen and participate in Social Media • Competitive Intelligence • Customer Research  Cultivate internal expertise and train and support them  Lead don’t follow  IF YOU CAN NOT YOUR COMPETTION WILL Copyright 2010 Digital DNA Infusion
  27. 27. Questions? Entire Presentation and more @ www.digitaldnainfusion.com/nyfeb2010 Copyright 2010 Digital DNA Infusion
  28. 28. How to reach me?  David@digitaldnainfusion.com  Twitter @atkinsdavid  Old School: Digital DNA Infusion 6619 South Dixie Hwy Ste 306 Miami FL 33143 305-458-2311 Copyright 2010 Digital DNA Infusion

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