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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

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