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
  • eMarketing in 2010

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

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