Developing an Online Marketing strategy…

How the web has changed our lives…

How the web has changed our lives…

How the web has changed our lives…

How the web has changed our lives…

How the web has changed…

How the web has changed… The web is more than just content… It’s about connecting… Communities… Sharing… Participation… Learning… Growing… and helping other people get there.

The web is more than just content…

It’s about connecting…

Communities…

Sharing…

Participation…

Learning…

Growing… and helping other people get there.

What does this mean for you? Spurred by the Internet, the travel industry is undergoing a revolution that is redefining the rules of engagement between travel firms and consumers New travel sites and social networks Collaboration and sharing Comparison Build up a trusted base of referrals making them less reliant on traditional areas of expertise

Spurred by the Internet, the travel industry is undergoing a revolution that is redefining the rules of engagement between travel firms and consumers

New travel sites and social networks

Collaboration and sharing

Comparison

Build up a trusted base of referrals making them less reliant on traditional areas of expertise

What does this mean for you? Target specific interests yet provide large amounts of information Interactivity User Generated Content Complete end-to-end journey Young people coming of age during the dawn of the Internet have different expectations of the businesses that serve them. They like businesses to come to them, with the right product, at the right time, in the right way. Travel providers need to revise their service model from that of mass consumption to one of true customisation.

Target specific interests yet provide large amounts of information

Interactivity

User Generated Content

Complete end-to-end journey

Young people coming of age during the dawn of the Internet have different expectations of the businesses that serve them.

They like businesses to come to them, with the right product, at the right time, in the right way.

Travel providers need to revise their service model from that of mass consumption to one of true customisation.

Digital marketing…

What is digital marketing? So what? What does this mean for a marketer? Marketing is effectively the practice of communicating with current and potential customers Connections…conversations…involvements

So what?

What does this mean for a marketer?

Marketing is effectively the practice of communicating with current and potential customers

Connections…conversations…involvements

Setting objectives… It all starts with setting objectives What do you want to achieve? What do you need people to do in order to achieve those objectives? And how do you measure that success? Develop and set those Key Performance Indicators (KPI’s) against which everything can be tracked, measured and refined…

It all starts with setting objectives

What do you want to achieve?

What do you need people to do in order to achieve those objectives?

And how do you measure that success?

Develop and set those Key Performance Indicators (KPI’s) against which everything can be tracked, measured and refined…

Your Business and it’s digital objectives Attract: VISIT MY WEBSITE Engage: USE MY WEBSITE Convert: MAKE A PURCHASE ON MY WEBSITE Retain: MAKE ANOTHER PURCHASE OR PROVIDE REFERRAL

Example put into practice…

Attract…

Attracting users… There are numerous tactics you can employ to attract users to your digital environment Digital Marketing includes numerous solutions: Digital media Search engine marketing Social media networking Online reputation management Destination Management Services

There are numerous tactics you can employ to attract users to your digital environment

Digital Marketing includes numerous solutions:

Digital media

Search engine marketing

Social media networking

Online reputation management

Destination Management Services

Digital media…

Paid Placements Natural or Organic Searches Search marketing… Search term used by user

Social networks…

Online reputation management… Conversations taking place without you Critical to understand what is being said – measure and track Engage in those conversations Bringing client service to the forefront of the business

Conversations taking place without you

Critical to understand what is being said – measure and track

Engage in those conversations

Bringing client service to the forefront of the business

Destination Management Services… Booking engines Aggregators Travel Search Engines

Booking engines

Aggregators

Travel Search Engines

Destination Management Services…

Engage…

Engaging users… Establish a web presence What are they looking for and then how do you give it to them Ensure your call to action is clear and actionable Allow them to interact with you Develop conversation and dialogue Monitor effectiveness and optimise

Establish a web presence

What are they looking for and then how do you give it to them

Ensure your call to action is clear and actionable

Allow them to interact with you

Develop conversation and dialogue

Monitor effectiveness and optimise

ENGAGE: Use my website…

Convert…

Converting users… Give them a reason why… Why now… And how… Provide mechanism to reach your pre-established KPI’s

Give them a reason why…

Why now…

And how…

Provide mechanism to reach your pre-established KPI’s

Convert…

Retain…

Retaining users… Now you’ve established a relationship, it is critical to maintain and grow that relationship It costs 10 times more to attract as opposed to retain customers They can become your best advocates…Word of Mouth Understand their behaviour, how did they engage with you, what did you learn about them The more you understand about them…the more value you can provide to them (and your business)

Now you’ve established a relationship, it is critical to maintain and grow that relationship

It costs 10 times more to attract as opposed to retain customers

They can become your best advocates…Word of Mouth

Understand their behaviour, how did they engage with you, what did you learn about them

The more you understand about them…the more value you can provide to them (and your business)

Retaining users… Build lists and start profiling customers Survey tools Get permission and make it clear who you are Keep your lists healthy Send the right message and get the timing right Test and tweak as you go Know your metrics

Build lists and start profiling customers

Survey tools

Get permission and make it clear who you are

Keep your lists healthy

Send the right message and get the timing right

Test and tweak as you go

Know your metrics

Dynamic personalization and segmenting James likes to buy “best sellers Alice is into “bargain prices” Alice prefers “murder mysteries ” James likes Latin American Authors James and Alice both have to pay their taxes

Theory in practice SAT & Expedia…

The Placements…

The Results… 37% YOY increase 33% YOY increase

The Results…

Conclusion… Put yourself in your customer’s shoes Walk yourself through the full conversion cycle Tailor make your strategy to suit your business The online environment presents numerous opportunities to reach your target market with unique and relevant messaging. Defining objectives and “key success events” is the first step to developing an online campaign From here, assessing – and then testing – the numerous opportunities allows you to develop an online model that works specifically for your business. Good luck…it’s a dynamic, exciting environment that can help you build your brand.

Put yourself in your customer’s shoes

Walk yourself through the full conversion cycle

Tailor make your strategy to suit your business

The online environment presents numerous opportunities to reach your target market with unique and relevant messaging.

Defining objectives and “key success events” is the first step to developing an online campaign

From here, assessing – and then testing – the numerous opportunities allows you to develop an online model that works specifically for your business.

Good luck…it’s a dynamic, exciting environment that can help you build your brand.

Thank You Bronwen Auret [email_address] +27 11 280 5493 Di Charton [email_address] +27 21 487 1008