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Online Marketing Strategy: Planning for Challenges and Opportunities

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Presenters: Bronwen Auret, Head of Digital, Business Day Financial Mail …

Presenters: Bronwen Auret, Head of Digital, Business Day Financial Mail
Diane Charlton, MD, Acceleration Media

This session looks at how to develop an effective strategic marketing plan, incorporating coordinated on- and offline marketing. It also covers key online marketing tools and techniques and explains how to implement targeted and measurable campaigns.

Published in: Travel, Business, News & Politics

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  • Transcript

    • 1. Developing an Online Marketing strategy…
    • 2.
    • 3. How the web has changed our lives…
    • 4. How the web has changed our lives…
    • 5. How the web has changed our lives…
    • 6. How the web has changed our lives…
    • 7. How the web has changed…
    • 8. 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.
    • 9. 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
    • 10. 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.
    • 11. Digital marketing…
    • 12. 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
    • 13. 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…
    • 14. 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
    • 15. Example put into practice…
    • 16. Attract…
    • 17. 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
    • 18. Digital media…
    • 19. Paid Placements Natural or Organic Searches Search marketing… Search term used by user
    • 20. Social networks…
    • 21. 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
    • 22. Destination Management Services…
        • Booking engines
        • Aggregators
        • Travel Search Engines
    • 23. Destination Management Services…
    • 24. Engage…
    • 25. 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
    • 26. ENGAGE: Use my website…
    • 27. Convert…
    • 28. Converting users…
        • Give them a reason why…
        • Why now…
        • And how…
        • Provide mechanism to reach your pre-established KPI’s
    • 29. Convert…
    • 30. Retain…
    • 31. 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)
    • 32. 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
    • 33. 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
    • 34. Theory in practice SAT & Expedia…
    • 35. The Placements…
    • 36. The Results… 37% YOY increase 33% YOY increase
    • 37. The Results…
    • 38. 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.
    • 39. Thank You Bronwen Auret [email_address] +27 11 280 5493 Di Charton [email_address] +27 21 487 1008