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The presentation discusses the significance of an effective marketing strategy to purchase decisions of consumers.

The presentation discusses the significance of an effective marketing strategy to purchase decisions of consumers.

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Transcript

  • 1. Guerrilla BrandingChristian Bartens, Online Analyst
  • 2. Competitive Category Charting search terms to gauge and compare brand health shows a competitive environment in the travel category 3rd May 2007, Christian Bartens, Online Analyst
  • 3. Our New Strategy 40% 60% of visitors to Australia.com of visitors 3rd May 2007, Christian Bartens, Online Analyst
  • 4. Travellers Online 3rd May 2007, Christian Bartens, Online Analyst
  • 5. Digital Programs InfiltrateInfluence 3rd May 2007, Christian Bartens, Online Analyst
  • 6. Domestic Success Tourism Australia’s domestic reach quadrupled over the past eight months 3rd May 2007, Christian Bartens, Online Analyst
  • 7. A New PlayerThe Consumer 3rd May 2007, Christian Bartens, Online Analyst
  • 8. The Synthesisers Web 2.0 10% 1% 100% Synthesisers CreatorsConsumers find, adapt, start groups, search for add to and create and and find share publish content content content Source: Isobar 3rd May 2007, Christian Bartens, Online Analyst
  • 9. So What Do We Do? Should we write our own reviews and blogsnow and share our videos on Youtube? 3rd May 2007, Christian Bartens, Online Analyst
  • 10. Back To Basics SearchServiceProductsSupportEmployeesDistribution Company Marketing ConsumerExperienceBrand WOM, Blogs, Emails, Reviews, Communities, Social Networks, Photo Sharing, Video Sharing Source: Don E. Schultz, Northwestern University 3rd May 2007, Christian Bartens, Online Analyst
  • 11. Indirect Branding 3rd May 2007, Christian Bartens, Online Analyst
  • 12. Dedicated Staff(Analytics Spend) Marketer + Developer + Sales person + Experience = Expensive Source: Jupiter Research 3rd May 2007, Christian Bartens, Online Analyst
  • 13. Top 5 Considerations§  Dedicated online analyst§  Dedicated search marketer§  State-of-the-art web analytics solutions§  Base decisions on solid analysis of data§  Indirect branding increasingly important 3rd May 2007, Christian Bartens, Online Analyst
  • 14. Questions?cbartens@tourism.australia.com