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eMarketing in 2010
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  • If you want just one point on the page
  • If you want just one point on the page
  • If you want just one point on the page
  • How do we take advantage of this?
  • If you want just one point on the page
  • If you want just one point on the page
  • If you want just one point on the page
  • If you want just one point on the page
  • If you want just one point on the page
  • If you want just one point on the page
  • If you want just one point on the page
  • If you want just one point on the page
  • A hub to drive traffic to
  • A medium through which you can communicate and build a relationship with your audience
  • But it can’t just be any old website
  • You MUST add value to your customer’s travel experience. Before, during and after.
  • Websites are no longer just brochures
  • They should be built to attract, convert and retain customers
  • Tourism websites have only 11 seconds to capture the customer on their website or risk them getting bored and going elsewhere
  • Is your website THAT good?
  • Our web development priorities: 1.) usability 2.) search engine visibility 3.) design
  • One point with one sub point
  • One point with one sub point
  • One point with one sub point
  • One point with one sub point
  • One point with one sub point

Transcript

  • 1. eMarketing in 2010 Rob Stokes
  • 2. This is not about football
  • 3. But a realisation that the internet is here to stay
  • 4. … . and like it or not, tourism starts online
  • 5. In the UK, the internet is now the biggest marketing channel in terms of spend
  • 6. The average UK tourism company is spending well over 50% of it’s marketing budget online
  • 7. Are we giving eMarketing the respect it deserves?
  • 8. How it all fits together
  • 9.  
  • 10. eMarketing is NOT just a list of tactics
  • 11. It achieves its true potential when these tactics work together
  • 12.  
  • 13. The tactics need each other
  • 14. They feed off each other
  • 15. They are substantially less effective without each other
  • 16. At the centre of your eMarketing universe is your website
  • 17. A hub to drive traffic to
  • 18. A medium through which you can communicate and build a relationship with your audience
  • 19. But it can’t just be any old website
  • 20. You MUST add value to your user’s experience. Before, during and after their visit
  • 21. Websites are no longer just brochures
  • 22. They should be built to attract, convert and retain customers – or they shouldn’t exist at all
  • 23. The average tourism website has 11 seconds to capture a user before they get bored and go elsewhere Travelmole
  • 24. Is your website THAT good?
  • 25. Our web development priorities
  • 26. Monitoring your website’s performance
  • 27.  
  • 28. Top stats to keep an eye on
  • 29. Goal metrics above all else: conversion rates!
  • 30. Unique users (not HITS)
  • 31. Traffic Sources (and their conversion rates)
  • 32. Engagement Metrics
  • 33. Bounce rate
  • 34. Repeat users
  • 35. Pages per user
  • 36. Time spent on site
  • 37. A quick word on mobile sites
  • 38. Get one
  • 39. Bringing traffic to your website
  • 40. Search Engines!
  • 41. 1 Billion searches each day
  • 42. Lots of volume, but why is this important?
  • 43. Searchers are looking for what your are offering
  • 44. They WANT to find you!
  • 45. And if they don’t find you, they WILL find your competitor
  • 46. Over 40% of online bookings started with a search
  • 47. Major considerations in 2010:
  • 48. Organic search – keyword rich links are everything, build a site that offers so much value that it attracts them naturally
  • 49. Universal search: make sure your images, videos and maps are optimised to take advantage of all the SERP real estate
  • 50.  
  • 51. Mobile search: location aware users in a highly goal driven mode
  • 52. Expect paid search prices to rise heavily next year
  • 53. Make sure your organic and paid search campaigns are learning from each other
  • 54. Always be optimising your response paths
  • 55.  
  • 56.  
  • 57. Search marketing will bring a lot of traffic to your site, but you can’t stop there…
  • 58. You should be looking to build communities around your business
  • 59. Social Media can play a big part in this
  • 60. A few social media channels:
  • 61.  
  • 62. The most important one…
  • 63.  
  • 64. A few tips to take it to the next level
  • 65. Be strategy lead. The medium is not the message
  • 66. How will social media deliver on your business goals?
  • 67. Push for critical mass quickly
  • 68. Discover and target influential individuals and communities
  • 69. Identify and fill content holes – don’t echo
  • 70. Write with your keyword strategy at your side
  • 71. Consider the impact of social media on your other eMarketing tactics
  • 72. Create a social media culture internally, it will reflect externally
  • 73. Let’s look at a few specific examples…
  • 74. Online Video: YouTube
    • Second largest search engine!
    • 60% market share
    • 100+ million viewers a night
    • ‘ The overnight success’ thing
  • 75.  
  • 76.  
  • 77. Encourage your customers to build content on your behalf
  • 78.  
  • 79. 300+ Million active users
  • 80.
    • And many ways to communicate with them:
    • Groups and Pages
    • Applications
    • Ads
    • Facebook Connect
  • 81.  
  • 82.
    • Of the travellers who use Twitter...
    • 52% Tweeted between 4 and Ten times per day
    • 25% Tweeted 10 updates or more per day
    • 60% Used Twitter to connect with hotels and transport
    • 28% Made a reservation following an initial contact on Twitter
  • 83. But the Buzz isn’t always good...
  • 84. 11 million people search for “Ryanair” each month.
  • 85. A Ryanair employee comments on a blog…
  • 86.  
  • 87. Followed by the official response
  • 88.  
  • 89. Then the online community got hold of it
  • 90.  
  • 91. Then the newspapers got hold of it
  • 92.  
  • 93.  
  • 94. These powerful sites often linked to this site…
  • 95.  
  • 96. And we know how important good links are…
  • 97.  
  • 98. Why is your online reputation important?
  • 99. Because peers are the most trusted source of recommendation Edelman Trust Barometer 2008
  • 100. Consumer Generated Content influences over $10 Billion per year in online travel Compete.com
  • 101. Tripadvisor.co.uk is the favourite website for UK users for holiday inspiration. European Travel Commission
  • 102. 88% of Trip Advisor Visitors are influenced by the content the read on the site European Travel Commission
  • 103.  
  • 104. People are talking, are you listening?
  • 105. Are you truly engaging with them?
  • 106. Monitoring your online reputation helps you… … avoid a reputation crisis by informing you quickly … discover quick and effective new marketing opportunities … improve customer service through engagement … understand your customers’ needs and wants better … identify powerful influencers to target with WOM campaigns
  • 107. A final word on email marketing
  • 108. Do it and do it properly. It will serve you well.
  • 109.
    • In conclusion: eMarketing fundamentals
    • Get your website right, make it remarkable!
    • Drive qualified traffic to it.
    • Optimise the conversion of that traffic.
    • Build a relationship with your audience.
    • Test, test, test.
  • 110. Thank You www.quirk.biz/etourism