Guerrilla BrandingChristian Bartens, Online Analyst
Competitive Category                       Charting                       search terms                       to gauge and ...
Our New Strategy         40%                    60% of visitors to Australia.com    of visitors                           ...
Travellers Online            3rd May 2007, Christian Bartens, Online Analyst
Digital Programs                                      InfiltrateInfluence                   3rd May 2007, Christian Barten...
Domestic Success                     Tourism                     Australia’s                     domestic reach           ...
A New PlayerThe Consumer          3rd May 2007, Christian Bartens, Online Analyst
The Synthesisers                Web 2.0                    10%                      1%   100%              Synthesisers   ...
So What Do We Do?  Should we write our own reviews and blogsnow and share our videos      on Youtube?                3rd M...
Back To Basics                         SearchServiceProductsSupportEmployeesDistribution Company                Marketing ...
Indirect Branding            3rd May 2007, Christian Bartens, Online Analyst
Dedicated Staff(Analytics Spend)                                                          Marketer                        ...
Top 5 Considerations§  Dedicated online analyst§  Dedicated search marketer§  State-of-the-art web analytics solutions§...
Questions?cbartens@tourism.australia.com
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Guerilla Branding

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The presentation discusses the significance of an effective marketing strategy to purchase decisions of consumers.

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Guerilla Branding

  1. 1. Guerrilla BrandingChristian Bartens, Online Analyst
  2. 2. Competitive Category Charting search terms to gauge and compare brand health shows a competitive environment in the travel category 3rd May 2007, Christian Bartens, Online Analyst
  3. 3. Our New Strategy 40% 60% of visitors to Australia.com of visitors 3rd May 2007, Christian Bartens, Online Analyst
  4. 4. Travellers Online 3rd May 2007, Christian Bartens, Online Analyst
  5. 5. Digital Programs InfiltrateInfluence 3rd May 2007, Christian Bartens, Online Analyst
  6. 6. Domestic Success Tourism Australia’s domestic reach quadrupled over the past eight months 3rd May 2007, Christian Bartens, Online Analyst
  7. 7. A New PlayerThe Consumer 3rd May 2007, Christian Bartens, Online Analyst
  8. 8. The Synthesisers Web 2.0 10% 1% 100% Synthesisers CreatorsConsumers find, adapt, start groups, search for add to and create and and find share publish content content content Source: Isobar 3rd May 2007, Christian Bartens, Online Analyst
  9. 9. So What Do We Do? Should we write our own reviews and blogsnow and share our videos on Youtube? 3rd May 2007, Christian Bartens, Online Analyst
  10. 10. Back To Basics SearchServiceProductsSupportEmployeesDistribution Company Marketing ConsumerExperienceBrand WOM, Blogs, Emails, Reviews, Communities, Social Networks, Photo Sharing, Video Sharing Source: Don E. Schultz, Northwestern University 3rd May 2007, Christian Bartens, Online Analyst
  11. 11. Indirect Branding 3rd May 2007, Christian Bartens, Online Analyst
  12. 12. Dedicated Staff(Analytics Spend) Marketer + Developer + Sales person + Experience = Expensive Source: Jupiter Research 3rd May 2007, Christian Bartens, Online Analyst
  13. 13. Top 5 Considerations§  Dedicated online analyst§  Dedicated search marketer§  State-of-the-art web analytics solutions§  Base decisions on solid analysis of data§  Indirect branding increasingly important 3rd May 2007, Christian Bartens, Online Analyst
  14. 14. Questions?cbartens@tourism.australia.com

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