Success In Internet Marketing


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Success In Internet Marketing

  1. 1. Success in Internet Marketing TravelCLICK Webinar May 2007 “ there is a better way” Jerome Wise VP - eCommerce
  2. 2. Agenda <ul><li>The importance of the Internet to the hotel industry </li></ul><ul><li>How to impact the bottom line </li></ul><ul><li>Taking a strategic approach to Internet marketing </li></ul><ul><li>Building an Internet marketing plan </li></ul><ul><li>The value of measurement and analysis </li></ul>
  3. 3. TravelCLICK’s experience <ul><li>Developed and hosting almost 200 hotel web sites </li></ul><ul><li>Managing online marketing campaigns for over 300 hotels </li></ul><ul><li>Clients range from individual 2 star hotel to worldwide major luxury brands </li></ul><ul><li>Delivered approximately $12 million in incremental business to our customers over the past 12 months </li></ul>
  4. 4. The importance of the web <ul><li>Online is no longer a niche channel worthy of investment for the future. </li></ul><ul><li>It is a significant channel now and should be actively managed. </li></ul><ul><li>Worldwide online travel sales is valued at $147 billion in 2007 * </li></ul><ul><li>Forecast to grow at 17% per year over the next 3 years * </li></ul>*source PhocusWright Inc 2006
  5. 5. The importance of the web <ul><li>Online travel sales will represent 41% of total travel sales by 2008 * </li></ul><ul><li>A further 38% of consumers make their decision online, but purchase offline ** </li></ul><ul><li>This means that almost 80% of travel sales will either be made online, or strongly influenced by online </li></ul>*(Europe) source eMarketer ** Forester Research 2006
  6. 6. The importance of the web <ul><li>Supplier sites are fighting back against the OTAs and in 2005 57% of online hotel sales were made on the supplier site, up from 53% in 2003 * </li></ul><ul><li>This is forecast to grow further as suppliers catch up with the OTAs in terms of technology, customer service and marketing </li></ul>* comScore Networks, April 2006 (US)
  7. 7. Where are the opportunities? <ul><li>There are three main opportunities that online sales present: </li></ul><ul><li>Incremental revenues </li></ul><ul><li>Reduced cost of sale </li></ul><ul><li>Enhanced brand loyalty and client relationships </li></ul>
  8. 8. Incremental revenues <ul><li>The internet is a level playing field in terms of sales and marketing </li></ul><ul><li>Everyone can attract new clients through very targeted and measurable marketing </li></ul><ul><li>Global distribution reach is available to all, not just the major brands that have global networks </li></ul>
  9. 9. Reduced cost of sale <ul><li>A brand web site has the lowest cost of sale </li></ul><ul><li>Enables business to be “channel shifted” from more expensive channels, such as travel agency or call centres </li></ul><ul><li>A strong brand web site enables the reliance on OTAs to be reduced and relationships to be renegotiated in order to bring down the overall cost of sale </li></ul>
  10. 10. Net Revenue* Consumer Spend $90.00 $150.00 Opaque Brand / Rep Co. $235.50 $275.00 GDS Travel Agent Pegasus Brand or Rep Co GDS Develop strategies and employ specific tactics to shift business mix to the most profitable channels *industry averages $250.00 $275.00 Property Website Booking Engine Provider $206.25 $275.00 Merchant Brand / Rep Co. *
  11. 11. Enhanced loyalty and client relationships <ul><li>A direct client should be retained for future marketing and relationship building </li></ul><ul><li>A customer booking through an OTA is likely to remain loyal to the booking channel </li></ul><ul><li>Actively seek to build relationships with clients delivered through OTAs for future, cheaper marketing </li></ul>
  12. 12. How to drive incremental revenue <ul><li>What are the various marketing opportunities? </li></ul><ul><li>What is each of them good for? </li></ul><ul><li>Where should the focus be? </li></ul>
  13. 13. The marketing opportunities <ul><li>Before looking at the opportunities, one should consider the four stages of customer interaction: </li></ul><ul><ul><li>Conversion </li></ul></ul><ul><ul><li>Acquisition </li></ul></ul><ul><ul><li>Retention </li></ul></ul><ul><ul><li>Analysis </li></ul></ul><ul><li>Focussing in each of these areas will create a solid action plan </li></ul>2. Acquire 1. Convert 3. Retain 4. Analyse
  14. 14. The marketing opportunities <ul><li>Equal focus and specific activities should be deployed to address each of these key areas: </li></ul><ul><li>Convert Acquire Retain Analyse </li></ul><ul><li>Web design SEO CRM Web analysis </li></ul><ul><li>Booking engine PPC Web design </li></ul><ul><li>Content Linking Customer service </li></ul>2. Acquire 1. Convert 3. Retain 4. Analyse
  15. 15. Site conversion is key to success <ul><li>Before investing in marketing efforts, a web site should be “fit for purpose” to convert at the highest rate </li></ul><ul><li>Increasing the conversion ratio of visitors to bookers is the single best investment </li></ul><ul><li>Once the site is optimised, then marketing activity to deliver incremental consumers should start </li></ul>1. Convert
  16. 16. What does an optimised site look like? <ul><li>Does it represent the brand in a clear and compelling way? </li></ul><ul><li>Is the navigation easy and logical? </li></ul><ul><li>Are there overt booking arguments (best rate guarantee, online-only offers, exclusive promotions) </li></ul><ul><li>Is the content fresh, up to date and compelling? </li></ul><ul><li>Is the “book now” button clearly displayed on every page? </li></ul><ul><li>Is the booking process simple, quick and efficient? </li></ul><ul><li>Is there an easy process for capturing email addresses, with clear rationale for consumers to provide their details? </li></ul><ul><li>Is the most relevant information displayed “above the fold”? </li></ul><ul><li>Are online security fears addressed? </li></ul>1. Convert
  17. 17. Measuring site conversion is essential <ul><li>Site conversion should be measured every month to ensure optimum site performance </li></ul><ul><li>Measuring Visits, Persuasion and Conversion will give an accurate picture of site performance </li></ul>Total site visits Total number of availability enquiries Total number of completed reservations 1. Convert
  18. 18. Driving incremental traffic to the site <ul><li>Now the site is optimised and performance measurement is in place, it is time to deploy marketing efforts. </li></ul><ul><li>Two distinct plans should be put into place to target: </li></ul><ul><ul><li>New and incremental customers </li></ul></ul><ul><ul><ul><li>Search Engine Optimisation, Pay-Per-Click, Linking </li></ul></ul></ul><ul><ul><li>Existing customers </li></ul></ul><ul><ul><ul><li>Email Marketing, Offline Marketing, Customer Service </li></ul></ul></ul>2. Acquire
  19. 19. Why are search engines important? <ul><li>89% of Internet users regularly use a search engine </li></ul><ul><li>In Europe, Google accounts for 76% of all searches </li></ul><ul><li>In Asia Pacific Google accounts for 67% </li></ul><ul><li>In the US Google accounts for 49% </li></ul><ul><li>It is important to know where users are searching to adjust the approach accordingly </li></ul>
  20. 20. New and incremental customers <ul><li>Search Engine Optimisation: </li></ul><ul><li>Definition: the process of improving the volume and quality of traffic to a web site from search engines via &quot;natural&quot; (&quot;organic“) search results </li></ul><ul><li>SEO is the single-most important online marketing activity </li></ul><ul><li>The benefits of a well “SEO’d” site will be dramatic </li></ul><ul><li>This is a strategic activity, that will deliver significant long-term benefit </li></ul>2. Acquire
  21. 21. New and incremental customers Natural search results PPC Results
  22. 22. New and incremental customers <ul><li>SEO does take up to 4 - 8 months to make a significant impact </li></ul><ul><li>The best results require an iterative process, not a one-time effort </li></ul><ul><li>Ensuring high-quality incremental traffic is delivered is vital </li></ul><ul><li>For short-term, tactical, traffic deploy Pay-per-click marketing as a complimentary activity </li></ul>2. Acquire
  23. 23. New and incremental customers <ul><li>PPC is a fantastic medium for turning on traffic immediately </li></ul><ul><li>A well-researched PPC campaign will deliver significant returns and will quickly become an ongoing activity </li></ul><ul><li>PPC campaigns compliment SEO activities </li></ul><ul><li>Running SEO and PPC side-by-side, ensures that you own the page </li></ul>2. Acquire
  24. 24. Top left is the most valuable area of the page
  25. 25. TravelCLICK PPC Campaigns <ul><li>In 2007 we are running approximately 40 campaigns </li></ul><ul><li>Forecast to generate: </li></ul><ul><ul><li>$8 million incremental revenue </li></ul></ul><ul><ul><li>13,000 incremental reservations </li></ul></ul><ul><li>Year to date, we are delivering a 8:1 ROAS </li></ul>
  26. 26. Existing customers <ul><li>Existing customers are often overlooked in the fervour to find new ones </li></ul><ul><li>If managed effectively they can: </li></ul><ul><ul><li>Reduce the overall cost of sale through channel shifting </li></ul></ul><ul><ul><li>Increase their loyalty and value </li></ul></ul><ul><li>Communication of the online proposition in an offline environment is vital </li></ul><ul><li>Regular, and relevant, email communication will build loyalty and reinforce the brand </li></ul>3. Retain
  27. 27. Existing customers <ul><li>Building the customer database is very important and can be achieved relatively easily: </li></ul><ul><ul><li>Sign-up process on web site </li></ul></ul><ul><ul><li>Run online promotions / competitions </li></ul></ul><ul><ul><li>Sign-up at check-in / check-out </li></ul></ul><ul><ul><li>Ensure offline communication encourages email sign-up </li></ul></ul><ul><li>A communication calendar should be developed to ensure regular emails are sent with compelling offers </li></ul>3. Retain
  28. 28. Measurement and analysis <ul><li>Online offers unparalleled measurement and tracking opportunities </li></ul><ul><li>There are three key areas to measure: </li></ul><ul><ul><li>Site conversion </li></ul></ul><ul><ul><li>Site performance </li></ul></ul><ul><ul><li>Marketing return </li></ul></ul>4. Analyse
  29. 29. Measuring site conversion is essential <ul><li>Site conversion should be measured every month to ensure optimum site performance </li></ul><ul><li>Measuring Visits, Persuasion and Conversion will give an accurate picture of site performance </li></ul>Total site visits Total number of availability enquiries Total number of completed reservations 4. Analyse
  30. 30. Measurement and analysis <ul><li>Site performance </li></ul><ul><li>Correct use of the web site analysis tool will show: </li></ul><ul><ul><li>Where are customers visiting from </li></ul></ul><ul><ul><li>Where are they leaving the site </li></ul></ul><ul><ul><li>How long are they staying </li></ul></ul><ul><ul><li>Which search engines are delivering the traffic </li></ul></ul><ul><li>This information will assist in changing the web site to meet the customers’ needs </li></ul>4. Analyse
  31. 31. Measurement and analysis <ul><li>Marketing return </li></ul><ul><li>Return on investment (ROI) or return on advertising spend (ROAS) are the most common metrics </li></ul><ul><li>Equally important is the contribution that marketing efforts make to the overall business </li></ul><ul><li>Other performance metrics to consider are: </li></ul><ul><ul><li>Cost-per-acquisition </li></ul></ul><ul><ul><li>Number of email sign-ups </li></ul></ul>4. Analyse
  32. 32. Measurement and analysis <ul><li>A simple spreadsheet gives a dashboard view: </li></ul>4. Analyse
  33. 33. Why TravelCLICK? <ul><li>TravelCLICK is your ideal online marketing partner </li></ul><ul><li>21 years experience in hotel electronic distribution </li></ul><ul><li>Specialist Internet Marketing Services team working only within the hospitality sector </li></ul><ul><li>Offers a full service suite of Internet marketing solutions </li></ul><ul><li>Ongoing relationships with over 12,000 clients worldwide </li></ul><ul><li>Shared interest in your success </li></ul>
  34. 34. Summary <ul><li>Today up to 80% of all bookings are influenced by the web </li></ul><ul><li>A strategic, planned, approach to online marketing will produce far better returns than tactical activity </li></ul><ul><li>Investing in existing customers, as well as prospecting for new ones, is crucial for overall success </li></ul><ul><li>Measuring performance and adjusting campaigns will produce stronger returns </li></ul>
  35. 35. Success in Internet Marketing TravelCLICK Webinar May 2007 “ there is a better way” Jerome Wise VP - eCommerce