2009 Tourism Summit: Online Marketing - Santhana Naidu

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Presentation by Santhana Naidu about Online Marketing at the 2009 Indiana Tourism Summit

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2009 Tourism Summit: Online Marketing - Santhana Naidu

  1. 1. 2009 tourism SUMMIT<br />ONLINE MARKETING<br />September 16, 2009<br />
  2. 2. WHY ONLINE MARKETING IS VALUABLE<br />Relatively inexpensive when compared to most of the traditional mediums.<br />Accountability for advertisers.<br />Nearly all aspects of the campaign can be traced, tested and optimized. <br />Internet is used throughout the purchase funnel in the tourism industry and is considered the most powerful tool in prompting people to book a trip.<br />Search engines are used by 6 in 10 travelers. <br />
  3. 3. PRESENTATION OVERVIEW<br />Role of Internet in the Tourism industry<br />Strategies and tactics you can implement today<br />Optimizing your campaign<br />
  4. 4. Role of Internet in THE tourism Industry<br />
  5. 5. LEISURE TRAVEL TRENDS<br />Majority of the Leisure Travelers still plan on travelling just as much or more in 2009 (vs. 2008).<br />Online buying behavior has changed – travelers will shop around more to find the best deal before purchasing.<br />30% typically book packages that offer discounted rates.<br />8% of Leisure Travelers access travel information from their mobile device.<br />Nearly 50% of Business Travelers always or frequently make time for leisure activities when traveling for business.<br />
  6. 6. TRIP PLANNING RESOURCES USED BY TRAVELERS<br />Source: Google<br />
  7. 7. USED THROUGHOUT THE PURCHASE CYCLE<br />Online Advertising<br />Source: Google<br />
  8. 8. STRATEGIES & TACTICS YOU CAN IMPLEMENT TODAY<br />
  9. 9. 1. SEARCH ENGINE MARKETING<br />Nearly 3 out of 4 Leisure, Business & Affluent Travelers use search engines in trip planning.<br />According to Google, search engines surpassed OTAs as a more typically used online resource for trip planning.<br />Overnight accommodations, air travel, destinations, vacation activities, travel packages and car rental are the frequently searched keyword categories.<br />Search engine users spend more time shopping around for deals.<br />
  10. 10. 1. SEARCH ENGINE MARKETING (CONTD.)<br />Google, Yahoo & Bing<br />Manage your quality score<br />Delete your underperforming keywords<br />Avoid dynamic keyword insertion<br />Add negative keywords<br />Destination & display URLs<br />Improve your landing page conversion rate<br />Use conversion optimizer (if applicable)<br />Testing<br />Ad copy (Curiosity, insecurity, fear, vanity, etc.)<br />Landing pages<br />
  11. 11. 2. DISPLAY ADVERTISING<br />Ad networks vs. local sites<br />Purchasing basics<br />Add behavioral targeting<br />Start a “re-messaging” (AKA re-targeting) campaign<br />Add a strong call-to-action in the creative<br />Rich media / interactive ads<br />Request reports frequently and optimize<br />
  12. 12.
  13. 13. 3. CPL/CPA PROGRAMS<br />Low risk<br />Conversion rates differences<br />Lead nurturing process<br />
  14. 14. 4. MOBILE MARKETING<br />Some of the ad types you can choose from:<br />Search, display and trailers<br />Differences in the buying process<br />Keyword responses<br />Not as competitive as Internet…..yet!<br />
  15. 15. OPTIMIZING YOUR campaign<br />
  16. 16. 1. ANALYTICS<br />What metrics to use<br />Search<br />Display<br />CPL/CPA<br />Mobile<br />Frequency<br />Tools<br />Google Analytics<br />Landing page creation and management tool<br />
  17. 17. 2. GOOGLE WEBSITE OPTIMIZER<br />Eliminate guesswork from site design, increase website conversion rates and visitor satisfaction.<br />
  18. 18. 3. GOOGLE INSIGHTS<br />
  19. 19. 3. GOOGLE INSIGHTS (CONTD.)<br />
  20. 20. Thank YOU!Questions?<br />

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