Baby Boomers In Cyberspace Liz Ward May 2009 V3

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Baby Boomers in Cyberspace

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  • Presenter: Liz Ward, CEO, Australian Tourism Data Warehouse Pty Ltd
  • The rate of change in the online market is rapid. We’ve just gotten familiar with some concepts from the second evolution of the internet (Web 2.0) and have started to utilise mash-ups of data and social media web sites to engage customers and now we’re presented with the complex technology opportunities to market via the third evolution of the internet (Web 3.0)
  • Web 3.0 or the symantec web takes into its realm the concepts of natural language searching, artificial intelligence and connections always and everywhere. It’s never been more important than in 2009 the Australian industry to keep up with online and digital marketing trends and connecting to their target market, in your case, the Baby Boomers wherever they are searching online, has to be the strategic driver for strained marketing budgets.
  • One in five people on the planet have access to the internet. Internet penetration has grown by over 300% over the last 8 years.
  • Along with internet usage growth and frequent technological shifts we’ve been experiencing parallel consumer market changes. With an increasingly technology savvy consumer methods for reaching consumers have to keep evolving. And just when we think we’ve come to grips with generation Y we have the next generation, the Z’s who will be turning 18 in five years. This younger generation is even more connected and expect instant service and satisfaction no matter how they’re connected.
  • But what about the older generations who are taking to online media to do their business? How does it all come together, how many Baby Boomers are online and what are they doing online?
  • Contrary to the image of Generation Y as the net generation, internet users in their 20s don’t dominate every aspect of online life and boomers are just as likely as Gen Y to make travel reservations online. The internet is largely populated by younger generations and over half of the adult internet population is between 18 and 44 years old, and Younger and Older boomers make up 35% of the internet population. But larger %’s of older generations are online now than in the past and they are doing more activities online according to the Pew Research Centre’s surveys from 2206 – 2008.
  • From 2006 to 2008 the older generation have moved with quite strong growth onto the internet with the 50-54 year olds increasing by 10%. Access to broadband at home and wireless connection have paved the way for growth. Instant messaging, social networking and blogging have gained ground as online communication tools, but email remains the most popular online activity, particularly among older internet users. Conversely email is losing popularity with the younger generations.
  • Compared with teens and Gen Y, older generations use the internet less for socialising and entertainment and more as a tool for information searches, emailing and buying products. 74% of boomers are online.
  • However, boomers are big watchers of online videos so its stands to reason that they will keep increasing their use of video online. Whilst they are late adopters of social networking sites like Facebook and Twitter, these are still growing. They are inclined to read blogs - 30% of users will rate a product and 69% will make travel reservations online.
  • The best strategies have a simple and central theme – you need to keep it simple and easy for your boomer customer to do business with you. Absolutely central to finding your product is having a search engine optimisation (SEO) strategy. 90% of boomers are using search engines.
  • Whilst only a minority is using social networks at present, this will continue to grow. Social networking is something which you need to get involved in and be competent with. It is about being where your customer is and about being able to have a conversation with them on their terms.
  • Example of social networking site. Interact with your potential consumers by joining special interest groups on social networking sites as Facebook. This will connect you to people who are interested in your products area of special interest.
  • Connecting with consumers on their terms is a great capability of the internet – this is symbolic of the capabilities of the internet to enable you to shift from mass media to one on one marketing. For Example, the boomer can bookmark and share your website on their social networking sites providing you with introductions to their friends.
  • To be competitive online you need to have a linking strategy. Send your consumers to useful information Have reciprocal links back assist you achieve better rankings in search engines
  • You can’t just rely on visitation to your site. You need to ensure your product can be found on other sites – “fish where the fish are” Participate in the ATDW’s Tourism Exchange Australia to access online distributing channels.
  • Here’s an example of the Smokey Cape Lighthouse B&B on Tourism NSW’s website
  • A nd then again on aboutaustralia.com.au’s website – both ATDW distributors – providing broader exposure for this product, than just their own website
  • An important part of the strategy is to make it easy for the Baby Boomers to identify with your product. Carefully consider your choice of models in images. Are they relatable? Can the user identify with the model?
  • Don’t use images of air brushed 25 year olds. Although the Baby Boomer ‘boys’ may appreciate such pictures, remember it is normally the female partner making the holiday choices and product purchase decisions.
  • Ensure your information is factual and will stand up to scrutiny as they read reviews about products and at the time of the actual visit.
  • For Example – If you say “unique”, consider and describe why and how? Consider your SEO and ensure you use relevant descriptive words in your text and in the tags associated with your images.
  • A great way to demonstrate you’re serious about your website content and the user’s experience online and with your products is to keep your website content current. For Example, update your site with news about your product and local area events.
  • Current information example – events list.
  • Cannot stress enough the importance of large, high quality images. Show clearly to the Baby Boomer what your product offers and how it is different to your competitors.
  • Oldham House provides a great example of use of large and multiple images to showcase the product and inspire the user.
  • The use of images such as floor plans and maps are great ways to add credibility to your product, improve your customer’s experience and help them to understand more about how they’ll enjoy a holiday with you.
  • Video speaks even more loudly than still images (particularly when it has audio). A video of your product can be interactive and captivating.
  • If you can get a video of your product onto your site and onto a video website such as You tube it will help boomers (who watch many videos) connect with your product. Example – Oldham House product linking from their site to a video produced by Channel 7.
  • Reviews can not be ignored, as uncomfortable as you may be with knowing what your customers think and say about your product you need to know what they are saying, welcome the feedback and act on it to keep improving your product.
  • Go to trip advisor and see if your product is rated and reviewed. Put a link to trip advisor on your site. This confidently shows to your potential customers what other people are saying about your product. Put a place on your site for your customers to leave testimonials about their holidays with you.
  • Your customers have now found you and have identified with your product. How can you make it easy for them to book your product?
  • You HAVE to have detailed pricing information on your website so that the BB’s can see what your product costs. Consumers will be wary of your product and will probably look on another site if they can not find obvious price information. BB’s are not short of money but want value for what they pay and a range of options. Show all inclusive pricing and tell them what extras you are throwing in.
  • Make it easy for them to reach you.
  • Make sure your contact details are visible on every page. Make sure that email addresses are clickable (linked to email) and that you also have a simple email enquiry form – this is your first chance to collect information about the customer. Respond to these enquiries as soon as possible.
  • Remember the boomers have a high propensity to shop online so don’t make this hard for them. Implement an online booking system so you can show the availability of your product and encourage instant booking.
  • Don’t hide your link to booking. Use obvious, big buttons which are visible on every page.
  • Provide an availability calendar so that you can commit the customer now.
  • Once you have got your product in an online banking system there is a good chance you can distribute it through other channels like TXA (Tourism Exchange Australia).
  • Here is an example of Oldham House product being found on an ATDW distribution website with its ‘Book Now’ button.
  • Availability can then be checked and the holiday can be booked immediately, often without even visiting your website. Remember the customer won’t always find your website – you need to fish where the fish are.
  • The Philosophy underlying all of these strategic website priorities is excellent service. Both online and during your customers experience with you, you need to respond to their questions and needs. Online – ensure you have excellent information and functionality on your site. Make sure you have an email policy to respond to emails as quickly as possible. If you have instant booking on your site and you get a booking – why not email the customer, thank them and ask them if they have any special needs.
  • This is a video about customers, tourism and the internet; and web 2.0 and how typically web 2.0 is used in travel decision making.
  • The video you just watched is an animated excerpt from our Tourism ekit Which holds a lot of the details and how to’s associated with developing or renewing your online strategy to better attract your target market. The tourism e-kit is available, free of charge, to the Australian tourism industry, to help them understand and navigate the online marketplace to more easily adopt modern online marketing strategies into their business. It’s a great tool to help educate non-technical staff, written in user friendly non-techo language and style. ATDW will keep it up to date with bi-annual updates. Please make use of it …it’s free.
  • Keep your strategy simple and prioritise – first of all make it easy for your boomer customers to find your product: In search engines On relevant websites through links and online distributions and being in the ATDW Through social networks
  • Make it easy for them to connect with your product through: Relevant images High quality images, videos and maps High quality, factual and current information on your site Get involved in your product reviews
  • Make it easy for them to buy your product, they want to shop online through: -contact details on every page -email query forms -great email response times (quickly) -online booking These are now fundamental essentials
  • Get e-educated The tourism e-kit has been developed for you and your staff.
  • It will help you to get online which is where you and your product have to be to access this baby boomer market.
  • Thank you.
  • Baby Boomers In Cyberspace Liz Ward May 2009 V3

    1. 1. boomers in cyberspace
    2. 2. Slide Intelligent tourism distribution www.atdw.com.au
    3. 3. Slide Intelligent tourism distribution Web 3.0
    4. 4. Slide Intelligent tourism distribution
    5. 5. Slide Intelligent tourism distribution www.atdw.com.au
    6. 6. Slide Intelligent tourism distribution www.atdw.com.au
    7. 7. Slide Intelligent tourism distribution www.atdw.com.au Source: http://www.pewinternet.org
    8. 8. Slide Intelligent tourism distribution www.atdw.com.au Source: http://www.pewinternet.org Percentage of Americans Online by Age – 2005 to 2008
    9. 9. online boomers Slide Intelligent tourism distribution www.atdw.com.au 74% of boomers online 52% online every day 35% online several times per day 90% use email 90% use search engines 70% purchase online
    10. 10. online boomers Slide Intelligent tourism distribution www.atdw.com.au 49% watch videos online eg. YouTube 20% use social networks eg. facebook, linked-in 27% read blogs 30% rate a product 69% make travel reservations
    11. 11. help boomers find your product Slide Intelligent tourism distribution www.atdw.com.au <ul><ul><li>Search engine optimisation </li></ul></ul><ul><ul><li>Participate in social networks </li></ul></ul><ul><ul><li>Have a linking strategy </li></ul></ul><ul><ul><li>Have an online distribution strategy including </li></ul></ul><ul><ul><ul><ul><li>Participate in ATDW and Tourism Exchange Australia </li></ul></ul></ul></ul>
    12. 12. help boomers find your product Slide Intelligent tourism distribution www.atdw.com.au <ul><ul><li>Search engine optimisation </li></ul></ul><ul><ul><li>Participate in social networks </li></ul></ul><ul><ul><li>Have a linking strategy </li></ul></ul><ul><ul><li>Have an online distribution strategy including </li></ul></ul><ul><ul><ul><ul><li>Participate in ATDW and Tourism Exchange Australia </li></ul></ul></ul></ul>
    13. 13. Slide Intelligent tourism distribution www.atdw.com.au Insert Video Here – Video on tutorial for Web 2.0
    14. 14. Slide Intelligent tourism distribution www.atdw.com.au Insert Video Here – Video on tutorial for Web 2.0
    15. 15. help boomers find your product Slide Intelligent tourism distribution www.atdw.com.au <ul><ul><li>Search engine optimisation </li></ul></ul><ul><ul><li>Participate in social networks </li></ul></ul><ul><ul><li>Have a linking strategy </li></ul></ul><ul><ul><li>Have an online distribution strategy including </li></ul></ul><ul><ul><ul><ul><li>Participate in ATDW and Tourism Exchange Australia </li></ul></ul></ul></ul>
    16. 16. help boomers find your product Slide Intelligent tourism distribution www.atdw.com.au <ul><ul><li>Search engine optimisation </li></ul></ul><ul><ul><li>Participate in social networks </li></ul></ul><ul><ul><li>Have a linking strategy </li></ul></ul><ul><ul><li>Have an online distribution strategy including </li></ul></ul><ul><ul><ul><ul><li>Participate in ATDW and Tourism Exchange Australia </li></ul></ul></ul></ul>
    17. 17. Slide Intelligent tourism distribution www.atdw.com.au Insert Video Here – Video on tutorial for Web 2.0
    18. 18. Slide Intelligent tourism distribution www.atdw.com.au Insert Video Here – Video on tutorial for Web 2.0
    19. 19. help boomers identify with your product Slide Intelligent tourism distribution www.atdw.com.au <ul><li>Web site: </li></ul><ul><ul><li>Models in images </li></ul></ul><ul><ul><li>Factual information </li></ul></ul><ul><ul><li>Current information </li></ul></ul><ul><ul><li>High quality images </li></ul></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>Reviews </li></ul></ul>
    20. 20. Slide Intelligent tourism distribution www.atdw.com.au Insert Video Here – Video on tutorial for Web 2.0
    21. 21. help boomers identify with your product Slide Intelligent tourism distribution www.atdw.com.au <ul><li>Web site: </li></ul><ul><ul><li>Models in images </li></ul></ul><ul><ul><li>Factual information </li></ul></ul><ul><ul><li>Current information </li></ul></ul><ul><ul><li>High quality images </li></ul></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>Reviews </li></ul></ul>
    22. 22. Slide Intelligent tourism distribution www.atdw.com.au Insert Video Here – Video on tutorial for Web 2.0
    23. 23. help boomers identify with your product Slide Intelligent tourism distribution www.atdw.com.au <ul><li>Web site: </li></ul><ul><ul><li>Models in images </li></ul></ul><ul><ul><li>Factual information </li></ul></ul><ul><ul><li>Current information </li></ul></ul><ul><ul><li>High quality images </li></ul></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>Reviews </li></ul></ul>
    24. 24. Slide Intelligent tourism distribution www.atdw.com.au Insert Video Here – Video on tutorial for Web 2.0
    25. 25. help boomers identify with your product Slide Intelligent tourism distribution www.atdw.com.au <ul><li>Web site: </li></ul><ul><ul><li>Models in images </li></ul></ul><ul><ul><li>Factual information </li></ul></ul><ul><ul><li>Current information </li></ul></ul><ul><ul><li>High quality images </li></ul></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>Reviews </li></ul></ul>
    26. 26. Slide Intelligent tourism distribution www.atdw.com.au Insert Video Here – Video on tutorial for Web 2.0
    27. 27. Slide Intelligent tourism distribution www.atdw.com.au Insert Video Here – Video on tutorial for Web 2.0
    28. 28. help boomers identify with your product Slide Intelligent tourism distribution www.atdw.com.au <ul><li>Web site: </li></ul><ul><ul><li>Models in images </li></ul></ul><ul><ul><li>Factual information </li></ul></ul><ul><ul><li>Current information </li></ul></ul><ul><ul><li>High quality images </li></ul></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>Reviews </li></ul></ul>
    29. 29. Slide Intelligent tourism distribution www.atdw.com.au Insert Video Here – Video on tutorial for Web 2.0
    30. 30. help boomers identify with your product Slide Intelligent tourism distribution www.atdw.com.au <ul><li>Web site: </li></ul><ul><ul><li>Models in images </li></ul></ul><ul><ul><li>Factual information </li></ul></ul><ul><ul><li>Current information </li></ul></ul><ul><ul><li>High quality images </li></ul></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>Reviews </li></ul></ul>
    31. 31. Slide Intelligent tourism distribution www.atdw.com.au Insert Video Here – Video on tutorial for Web 2.0
    32. 32. help boomers book your product Slide Intelligent tourism distribution www.atdw.com.au <ul><ul><li>Pricing information </li></ul></ul><ul><ul><li>Contact information </li></ul></ul><ul><ul><li>Availability </li></ul></ul><ul><ul><li>Online booking </li></ul></ul><ul><ul><li>Online distribution </li></ul></ul><ul><ul><li>Excellent service </li></ul></ul>
    33. 33. Slide Intelligent tourism distribution www.atdw.com.au Insert Video Here – Video on tutorial for Web 2.0
    34. 34. help boomers book your product Slide Intelligent tourism distribution www.atdw.com.au <ul><ul><li>Pricing information </li></ul></ul><ul><ul><li>Contact information </li></ul></ul><ul><ul><li>Availability </li></ul></ul><ul><ul><li>Online booking </li></ul></ul><ul><ul><li>Online distribution </li></ul></ul><ul><ul><li>Excellent service </li></ul></ul>
    35. 35. Slide Intelligent tourism distribution www.atdw.com.au Insert Video Here – Video on tutorial for Web 2.0
    36. 36. help boomers book your product Slide Intelligent tourism distribution www.atdw.com.au <ul><ul><li>Pricing information </li></ul></ul><ul><ul><li>Contact information </li></ul></ul><ul><ul><li>Availability </li></ul></ul><ul><ul><li>Online booking </li></ul></ul><ul><ul><li>Online distribution </li></ul></ul><ul><ul><li>Excellent service </li></ul></ul>
    37. 37. Slide Intelligent tourism distribution www.atdw.com.au Insert Video Here – Video on tutorial for Web 2.0
    38. 38. Slide Intelligent tourism distribution www.atdw.com.au Insert Video Here – Video on tutorial for Web 2.0
    39. 39. help boomers book your product Slide Intelligent tourism distribution www.atdw.com.au <ul><ul><li>Pricing information </li></ul></ul><ul><ul><li>Contact information </li></ul></ul><ul><ul><li>Availability </li></ul></ul><ul><ul><li>Online booking </li></ul></ul><ul><ul><li>Online distribution </li></ul></ul><ul><ul><li>Excellent service </li></ul></ul>
    40. 40. Slide Intelligent tourism distribution www.atdw.com.au
    41. 41. web 2.0 e-kit tutorial Slide Intelligent tourism distribution www.atdw.com.au
    42. 42. help boomers book your product Slide Intelligent tourism distribution www.atdw.com.au <ul><ul><li>Pricing information </li></ul></ul><ul><ul><li>Contact information </li></ul></ul><ul><ul><li>Availability </li></ul></ul><ul><ul><li>Online booking </li></ul></ul><ul><ul><li>Online distribution </li></ul></ul><ul><ul><li>Excellent service </li></ul></ul>
    43. 43. web 2.0 e-kit tutorial Slide Intelligent tourism distribution www.atdw.com.au Web 2.0 video 9 minutes 50 seconds
    44. 44. get e-kitted up Slide Intelligent tourism distribution <ul><li>Very easy to understand tutorials for industry on web strategy and online marketing </li></ul><ul><li>Extremely popular already (80,000+ downloads) </li></ul><ul><li>Topics include </li></ul><ul><ul><li>Planning for a new website </li></ul></ul><ul><ul><li>Finding a good web professional </li></ul></ul><ul><ul><li>Target market 101 </li></ul></ul><ul><ul><li>Blogging </li></ul></ul><ul><ul><li>Google tools </li></ul></ul><ul><ul><li>The internet, web 2.0 and the tourism industry </li></ul></ul><ul><li>www.atdw.com.au/tourism_e_kit.asp </li></ul>www.atdw.com.au
    45. 45. think strategically Slide Intelligent tourism distribution www.atdw.com.au <ul><ul><li>Finding your product </li></ul></ul>
    46. 46. think strategically Slide Intelligent tourism distribution www.atdw.com.au <ul><ul><li>Finding your product </li></ul></ul><ul><ul><li>Connecting with your product </li></ul></ul>
    47. 47. think strategically Slide Intelligent tourism distribution www.atdw.com.au <ul><ul><li>Finding your product </li></ul></ul><ul><ul><li>Connecting with your product </li></ul></ul><ul><ul><li>Purchasing your product </li></ul></ul>
    48. 48. think strategically Slide Intelligent tourism distribution www.atdw.com.au <ul><ul><li>Finding your product </li></ul></ul><ul><ul><li>Connecting with your product </li></ul></ul><ul><ul><li>Purchasing your product </li></ul></ul><ul><ul><li>Get e-educated </li></ul></ul>
    49. 49. think strategically Slide Intelligent tourism distribution www.atdw.com.au <ul><ul><li>Finding your product </li></ul></ul><ul><ul><li>Connecting with your product </li></ul></ul><ul><ul><li>Purchasing your product </li></ul></ul><ul><ul><li>Get e-educated </li></ul></ul><ul><ul><li>Get online </li></ul></ul>
    50. 50. more information <ul><li>Liz Ward, CEO, ATDW </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>+61 7 3112 1761 </li></ul></ul><ul><ul><li>www.atdw.com.au </li></ul></ul>Slide Intelligent tourism distribution www.atdw.com.au

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