Building a New Digital Brand in 2016 - TUI
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How do you connect digital branding with performance marketing? How do you drive digital customer awareness and engagement with social media? In his talk Edwin will show you how TUI changed their name successfully from Arke to TUI and he will present a case study on how you connect branding activities with performance marketing.
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Building a New Digital Brand in 2016 - TUI
- 2. Discover your smile Driving your digital performance with digital branding Savage Marketing 2016 Amsterdam, 1 June 2016 Edwin Hof
- 4. 4 Building a new digital brand! Group Marketing | SLT Berlin | 5th April 2016 Branded Search Positive impact of the Ogre campaign Branded Popularity TUI quickly became most popular brand
- 5. 5
- 6. 6
- 7. Some amazing facts on digital migration Day was needed to gain higher website traffic than the year before 1 1 Week was needed to become most popular brand in Google search 2 Weeks were needed to achieve higher conversion than last year
- 9. 1) Marketing technology - ownership
- 10. 1) Marketing technology Director of data
- 11. New Metrics: Cost per new interested visitor Assisting revenu Soft conversions (cross device drop off point) 2) Digital first KPI’s
- 12. 2) Focus on new interested visitors
- 13. 3) Digital Storytelling Real time digital conversations with our customers
- 15. Our own data (1st party) User intention • Google search keywords • Onsite search keywords • Selection criteria (stars, acco, type, facilities, area) • Destination (Country or Region) • Funnel exit (funnel stages)
- 16. Data out of branding campaigns Users who have: • Viewed or clicked on our mastheads • Interacted with or viewed our videos
- 17. Data from partners (2nd party)
- 18. Exclude data 18
- 21. 3) Winning the moments that matter
- 22. 3) Storytelling in Doubleclick > Branding to Performance OUD NIEUW
- 23. OUD NIEUW RESULT: +50% post click conversion improvement per 1.000 impressions 3) Storytelling in Doubleclick > Branding to Performance
- 25. 3) Storytelling in Doubleclick > Branding to Performance Orientation phase Making conversation phase step 1 Decision making phase step 2
- 26. 3) Storytelling in Doubleclick > Branding to Performance
- 27. People / Moment Matrix Get – To - By Video dedicated for Families with young kids Video dedicated for Extended families Video dedicated for Families with older children
- 28. Winning the moments that matter in every stage of the customer journey based on data
- 29. Next step: Bridging the GAP between CRM & Digital CRM (online) marketing interactions 2nd party data 1st party data/Website behaviour Shopping history Product Price Last sales channel Age Pax party NPS