The Digital Toolkit - Etourism Forum

831 views

Published on

Essentials for managing the digital scape presented at etourism forum by A.Gordon. Managing Digital for success

Published in: Business, Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
831
On SlideShare
0
From Embeds
0
Number of Embeds
7
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

The Digital Toolkit - Etourism Forum

  1. 1. The Digital Toolkit Andrew Lloyd Gordon
  2. 2. The digital marketing toolkit Why you need a strategy Lay the foundations Use the tools
  3. 3. Why you need a Digital Strategy
  4. 4. Missed opportunities: lost business World online travel industry: $80 billion UK households with higher than average income (2007 data – econsultancy)
  5. 5. Your customers want to buy online Most popular products : music, books, DVDs and holidays 47% UK internet users booked a holiday online (2007 data – econsultancy)
  6. 6. Market to the world
  7. 7. Market to the individual
  8. 8. From Mass Marketing to 1 to 1 Marketing Complexity of Marketing 1 to 1 Marketing Segmented Marketing Mass Marketing Level of Targeting Required Source Reference: Sean Kelly, Comhra Ltd 10
  9. 9. Lay the foundations
  10. 10. Two key questions…. 1. Are my Europe: 382 customers million online? World: 1.5 billion 2. Is my Travel industry business accounts for suited to digital 24% of all online marketing? advertising
  11. 11. Know your business
  12. 12. ? Know what  you want to  achieve
  13. 13. Watch your competition What are they doing?
  14. 14. Know your customers
  15. 15. The digital consumer Comfortable with the medium They’re in control They’re fickle
  16. 16. They’re vocal
  17. 17. Know how well you’re doing
  18. 18. You don’t have to be a geek
  19. 19. Use the tools
  20. 20. The top 8 online activities 90 80 70 Ratings 60 Watch video Radio 50 Music 40 IM Social Media 30 Email Search 20 10 0
  21. 21. A little bit of history Search Engine Optimisation
  22. 22. Search Engine Optimisation
  23. 23. Pay to be listed (PPC) Paid Search PPC= 30% SEO= 70% PPC
  24. 24. Maintain a blog
  25. 25. Welcome to the Blogosphere 50 million blogs 175,000 blogs created every day Blogging activity doubling in size every 200 days
  26. 26. Choose your blogging platform
  27. 27. Make it search engine friendly
  28. 28. Encourage comments Leave a comment or else!
  29. 29. Use other media
  30. 30. Make it sticky
  31. 31. Blogging guidelines Be open, honest Explain your intentions and who you are Be accurate, spell check Be honest about mistakes
  32. 32. “Wanna know a secret?” Google loves frequently updated blogs!
  33. 33. Give it legs
  34. 34. Give it legs
  35. 35. Email marketing
  36. 36. Affiliate marketing
  37. 37. Online PR
  38. 38. Online PR
  39. 39. Social Media in the UK Rank Social Network % share 1 Facebook 45.29 2 BeBo 25.04 3 MySpace 14.75 4 Windows Live 1.59 Spaces 5 Friends Reunited 1.55 6 Club Penguin 0.83 7 Yahoo Groups 0.81 8 Nasza Klasa Hitwise Intelligence June 08 Source: 0.75 9 Faceparty 0.74 10 Tagged 0.72
  40. 40. Social Media in the US Rank Social Media UV Apr 08 1 YouTube 11.6 2 Facebook 10.2 3 Wikipedia 8.9 4 Blogger 5.2 5 MySpace 4.7 6 BeBo 4.5 7 Yahoo Answers 3.5 8 Slide 2.7 9 Windows Live Nielsen Online Apr 08 Source: 2.5 10 Tagged 2.0
  41. 41. Social Media
  42. 42. The size of Social Media Facebook – 150m Unique Users May 08 MySpace – 200m Unique Users June 08 Source: Comscore June 08
  43. 43. Cyprus groups on Facebook
  44. 44. Keep your eyes on the prize!
  45. 45. The digital marketing toolkit Why you need a strategy Lay the foundations Use the tools
  46. 46. Andrew Lloyd Gordon The Digital Toolkit

×