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The Digital Toolkit - Etourism Forum

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Essentials for managing the digital scape presented at etourism forum by A.Gordon. Managing Digital for success

Essentials for managing the digital scape presented at etourism forum by A.Gordon. Managing Digital for success

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    The Digital Toolkit - Etourism Forum The Digital Toolkit - Etourism Forum Presentation Transcript

    • The Digital Toolkit Andrew Lloyd Gordon
    • The digital marketing toolkit Why you need a strategy Lay the foundations Use the tools
    • Why you need a Digital Strategy
    • Missed opportunities: lost business World online travel industry: $80 billion UK households with higher than average income (2007 data – econsultancy)
    • Your customers want to buy online Most popular products : music, books, DVDs and holidays 47% UK internet users booked a holiday online (2007 data – econsultancy)
    • Market to the world
    • Market to the individual
    • From Mass Marketing to 1 to 1 Marketing Complexity of Marketing 1 to 1 Marketing Segmented Marketing Mass Marketing Level of Targeting Required Source Reference: Sean Kelly, Comhra Ltd 10
    • Lay the foundations
    • Two key questions…. 1. Are my Europe: 382 customers million online? World: 1.5 billion 2. Is my Travel industry business accounts for suited to digital 24% of all online marketing? advertising
    • Know your business
    • ? Know what  you want to  achieve
    • Watch your competition What are they doing?
    • Know your customers
    • The digital consumer Comfortable with the medium They’re in control They’re fickle
    • They’re vocal
    • Know how well you’re doing
    • You don’t have to be a geek
    • Use the tools
    • The top 8 online activities 90 80 70 Ratings 60 Watch video Radio 50 Music 40 IM Social Media 30 Email Search 20 10 0
    • A little bit of history Search Engine Optimisation
    • Search Engine Optimisation
    • Pay to be listed (PPC) Paid Search PPC= 30% SEO= 70% PPC
    • Maintain a blog
    • Welcome to the Blogosphere 50 million blogs 175,000 blogs created every day Blogging activity doubling in size every 200 days
    • Choose your blogging platform
    • Make it search engine friendly
    • Encourage comments Leave a comment or else!
    • Use other media
    • Make it sticky
    • Blogging guidelines Be open, honest Explain your intentions and who you are Be accurate, spell check Be honest about mistakes
    • “Wanna know a secret?” Google loves frequently updated blogs!
    • Give it legs
    • Give it legs
    • Email marketing
    • Affiliate marketing
    • Online PR
    • Online PR
    • Social Media in the UK Rank Social Network % share 1 Facebook 45.29 2 BeBo 25.04 3 MySpace 14.75 4 Windows Live 1.59 Spaces 5 Friends Reunited 1.55 6 Club Penguin 0.83 7 Yahoo Groups 0.81 8 Nasza Klasa Hitwise Intelligence June 08 Source: 0.75 9 Faceparty 0.74 10 Tagged 0.72
    • Social Media in the US Rank Social Media UV Apr 08 1 YouTube 11.6 2 Facebook 10.2 3 Wikipedia 8.9 4 Blogger 5.2 5 MySpace 4.7 6 BeBo 4.5 7 Yahoo Answers 3.5 8 Slide 2.7 9 Windows Live Nielsen Online Apr 08 Source: 2.5 10 Tagged 2.0
    • Social Media
    • The size of Social Media Facebook – 150m Unique Users May 08 MySpace – 200m Unique Users June 08 Source: Comscore June 08
    • Cyprus groups on Facebook
    • Keep your eyes on the prize!
    • The digital marketing toolkit Why you need a strategy Lay the foundations Use the tools
    • Andrew Lloyd Gordon The Digital Toolkit