Guerilla Branding
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Guerilla Branding

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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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Guerilla Branding Guerilla Branding Presentation Transcript

  • Guerrilla BrandingChristian Bartens, Online Analyst
  • 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
  • Our New Strategy 40% 60% of visitors to Australia.com of visitors 3rd May 2007, Christian Bartens, Online Analyst
  • Travellers Online 3rd May 2007, Christian Bartens, Online Analyst
  • Digital Programs InfiltrateInfluence 3rd May 2007, Christian Bartens, Online Analyst
  • Domestic Success Tourism Australia’s domestic reach quadrupled over the past eight months 3rd May 2007, Christian Bartens, Online Analyst
  • A New PlayerThe Consumer 3rd May 2007, Christian Bartens, Online Analyst
  • 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
  • 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
  • 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
  • Indirect Branding 3rd May 2007, Christian Bartens, Online Analyst
  • Dedicated Staff(Analytics Spend) Marketer + Developer + Sales person + Experience = Expensive Source: Jupiter Research 3rd May 2007, Christian Bartens, Online Analyst
  • 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
  • Questions?cbartens@tourism.australia.com