DigiMarketing for Tourism, Leisure & Events<br />Ian Fenwick<br />Dr Ian Fenwick<br />24th November 2010<br />
DigiMarketing for Tourism, Leisure & Events<br />Ian Fenwick<br />Dr Ian Fenwick<br />24th November 2010<br />
http://www.campaignlive.co.uk/news/rss/1012528/Unilevers-new-marketing-chief-set-double-spend-digital/<br />“<br />we fish...
http://www.campaignlive.co.uk/news/rss/1012528/Unilevers-new-marketing-chief-set-double-spend-digital/<br />Digital market...
William Gibson<br />The future is already here.It's just not very evenly distributed<br />“<br />
2010: 1.97 billion internet users<br />http://internetworldstats.com/<br />http://en.wikipedia.org/wiki/Image:Internet_use...
Behaviour Changing<br />http://www.retrevo.com/content/blog/2010/03/social-media-new-addiction<br />
Behaviour Changing<br />http://www.retrevo.com/content/blog/2010/03/social-media-new-addiction<br />
Behaviour Changing<br />http://www.retrevo.com/content/blog/2010/03/social-media-new-addiction<br />
edm lists<br />games<br />SEM<br />brand<br />web<br />sites <br />e-commerce<br />SEO<br />digital presence<br />edm<br /...
What is digital marketing?<br />
“<br />DigiMarketing<br />Digital Marketing (digimarketing) is the evolution of marketing …happening when the majority of ...
digimarketing plan<br />do it now!<br />digimarketing mindset<br />
Price<br />Product<br />Place<br />Promotion<br />Traditional 4 P’s<br />
Digimarketing 4 P’s<br /><ul><li>clear opt-in
easy opt-out
customer-chosen content & frequency
relevance</li></ul>Permission<br />
Digimarketing 4 P’s<br />Permission<br />Participation<br />
18<br />
Today’s Consumers<br />
Source: OgilvyOne, Thailand<br />
Source: Asiasoft (Thailand) <br />
http://www.slideshare.net/rashmi/meet-dave-meet-slideshare<br />
Permission<br />Profile<br />Participation<br />
“<br />Personalization<br />Permission<br />Profile<br />Participation<br />behaviorally targeted ads twice as effective<b...
Amazon not logged in…impersonal<br />
Amazon logged in: Personalization<br />
Another sort of personalization<br />27<br />Source: Ogilvy Brazil	<br />
Rotten Tomatoes uses FB Personalization<br />http://www.rottentomatoes.com/<br />
Personalization<br />Permission<br />Profile<br />Participation<br />Profile (privacy)<br />
Personalization<br />4Ps<br />(Privacy)<br />Profile<br />Permission<br />Participation<br />
http://news.bbc.co.uk/2/hi/technology/7300434.stm<br />“<br />Personal data?<br />It’s mine– you can’t have it. If you wan...
“<br />Personalization<br />Permission<br />Profile<br />Participation<br />behaviorally targeted ads twice as effective<b...
http://adage.com/digitalnext/article?article_id=145204<br />
http://adage.com/digitalnext/article?article_id=145204<br />
Copyright Ian Fenwick<br />Source: OgilvyOne, Hong Kong, 2008, The HyperFactory, XS2TheWorld<br />a high benefit offer inc...
digimarketing plan<br />digimarketing mindset<br />
edm lists<br />games<br />SEM<br />brand<br />web<br />sites <br />e-commerce<br />SEO<br />digital presence<br />edm<br /...
Brand Proposition<br />digiMarketing 7-step Planning Framework©<br />
<ul><li>rests on perception: supported by reality
think of your brand as person
feel emotion</li></ul>What distinguishesyour brand?<br />What distinctivecustomerbenefitsdo you offer?<br />Brand Proposit...
KPI’s Success Measures<br />What business results do you want to achieve?<br />Brand Proposition<br /><ul><li>analytics goals
funnels</li></ul>How will you measure them?<br />Alwaysagree at the start. <br />digiMarketing 7-step Planning Framework©<...
KPI’s Success Measures<br />Brand Proposition<br />what do you want from your digital activities?<br /><ul><li>e-commerce ...
pageviews?
how will you montieze
awareness?
how will you measure?
leads?
contact information
qualified leads?
how define qualified?</li></ul>funnels<br />
consider<br />aware<br />like<br />advocate<br />engaged<br />ready to buy<br />BUY<br />loyal<br />
consider<br />aware<br />like<br />advocate<br />engaged<br />ready to buy<br />Social media sales funnel<br />How will yo...
consider<br />ready to buy<br />engaged<br />like<br />advocate<br />BUY<br />aware<br />Social media megaphone<br />
KPI’s Success Measures<br />Who do you want to participate? <br />Think lifestyles, <br />Think digital lifestyles?<br />H...
data capture plan
is all data opt-in?
how will you get opt-in data, starting from now</li></ul>digiMarketing 7-step Planning Framework©<br />
KPI’s Success Measures<br />Participants<br />Brand Proposition<br />Which media do participants use now? <br />Where will...
KPI’s Success Measures<br />Participants<br />Brand Proposition<br />Media: digital & traditional<br />Content<br />digiMa...
The content elephant WILL need feeding<br />Brand Proposition<br />Content<br />digiMarketing 7-step Planning Framework©<b...
KPI’s Success Measures<br />Whatone-time content will you need?<br />Participants<br />Brand Proposition<br />Whaton-going...
Brand Proposition<br />What type of messaging will support your business impact goals?<br />may involve specific email or ...
KPI’s Success Measures<br />Set up analytics system<br />Who will monitor, interpret, optimize?<br />Participants<br />Bra...
Brand Proposition<br />Go back to your KPIs, agree measures of KPIs in your analytics<br />Who be responsible for measurin...
KPI’s Success Measures<br />Set-up monitoring:where? for what?<br />On-going Monitoring & Nurture<br />Participants<br />B...
KPI’s Success Measures<br />On-going Monitoring & Nurture<br />Participants<br />Brand Proposition<br />Analytics<br />Med...
Brand Proposition<br />Beyond paid media, how are competitors building their brands in digital?<br />Where are they presen...
digital days<br />digimarketing mindset<br />do it now<br />
site speed<br />You’ve got about 4 seconds<br />In that time I have to see what I want,<br />Or at minimum see clear signp...
site speed<br />browsers<br />2%<br />5%<br />8%<br />23%<br />60%<br />http://www.netmarketshare.com/browser-market-share...
site speed<br />browsers<br />2013<br />2%<br />5%<br />8%<br />23%<br />60%<br />2015<br />http://www.netmarketshare.com/...
speed<br />browsers<br />user friendly<br />
speed<br />browsers<br />user friendly<br /><ul><li>special mobile version
save space
simplify menus
separate/highlight buttons
minimize text entry </li></li></ul><li>speed<br />browsers<br />user friendly<br />search strategy<br />
you are here<br />over 184 m domains<br />
speed<br />browsers<br />user friendly<br />search strategy<br />seo<br />sem<br />
Paid ListingsSearch Engine Marketing (SEM)<br />Organic Listings<br />Search Engine Optimization (SEO)<br />
phrases<br />pages<br />long-tail<br />http://www.leftclick.com/blog/chasing-the-long-tail<br />
number of searches<br />hotel sunshine coast<br />more specific<br /><br /><br />more generic<br />http://www.leftclick....
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Digimarketing for Tourism. Presented at University of the Sunshine Coast

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Presentation on how to start, and how to fine-tune digital marketing. Start by understanding the digimarketing mindset...everything else follows from that.

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Digimarketing for Tourism. Presented at University of the Sunshine Coast

  1. 1. DigiMarketing for Tourism, Leisure & Events<br />Ian Fenwick<br />Dr Ian Fenwick<br />24th November 2010<br />
  2. 2. DigiMarketing for Tourism, Leisure & Events<br />Ian Fenwick<br />Dr Ian Fenwick<br />24th November 2010<br />
  3. 3. http://www.campaignlive.co.uk/news/rss/1012528/Unilevers-new-marketing-chief-set-double-spend-digital/<br />“<br />we fish where the fishes are<br />
  4. 4. http://www.campaignlive.co.uk/news/rss/1012528/Unilevers-new-marketing-chief-set-double-spend-digital/<br />Digital marketing’s like high school sex.<br />“<br />“<br />we fish where the fishes are<br />Everybody’s talkingabout it. Few people are doing it, and <br />those that are doing it,aren’t doing it very well<br />Keith Weed<br />Chief Marketing Officer, Unilever<br />June 25, 2010<br />
  5. 5. William Gibson<br />The future is already here.It's just not very evenly distributed<br />“<br />
  6. 6. 2010: 1.97 billion internet users<br />http://internetworldstats.com/<br />http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG<br />dstats.com/<br />of world’s population<br />29%<br />
  7. 7. Behaviour Changing<br />http://www.retrevo.com/content/blog/2010/03/social-media-new-addiction<br />
  8. 8. Behaviour Changing<br />http://www.retrevo.com/content/blog/2010/03/social-media-new-addiction<br />
  9. 9. Behaviour Changing<br />http://www.retrevo.com/content/blog/2010/03/social-media-new-addiction<br />
  10. 10.
  11. 11. edm lists<br />games<br />SEM<br />brand<br />web<br />sites <br />e-commerce<br />SEO<br />digital presence<br />edm<br />augmented reality<br />virtual worlds<br />QR codes<br />face-<br />book<br />twitter<br />nurture<br />mobiles<br />video<br />
  12. 12. What is digital marketing?<br />
  13. 13. “<br />DigiMarketing<br />Digital Marketing (digimarketing) is the evolution of marketing …happening when the majority of a company’s marketing uses digital channels<br />
  14. 14. digimarketing plan<br />do it now!<br />digimarketing mindset<br />
  15. 15. Price<br />Product<br />Place<br />Promotion<br />Traditional 4 P’s<br />
  16. 16. Digimarketing 4 P’s<br /><ul><li>clear opt-in
  17. 17. easy opt-out
  18. 18. customer-chosen content & frequency
  19. 19. relevance</li></ul>Permission<br />
  20. 20. Digimarketing 4 P’s<br />Permission<br />Participation<br />
  21. 21. 18<br />
  22. 22. Today’s Consumers<br />
  23. 23. Source: OgilvyOne, Thailand<br />
  24. 24. Source: Asiasoft (Thailand) <br />
  25. 25. http://www.slideshare.net/rashmi/meet-dave-meet-slideshare<br />
  26. 26. Permission<br />Profile<br />Participation<br />
  27. 27. “<br />Personalization<br />Permission<br />Profile<br />Participation<br />behaviorally targeted ads twice as effective<br />
  28. 28. Amazon not logged in…impersonal<br />
  29. 29. Amazon logged in: Personalization<br />
  30. 30. Another sort of personalization<br />27<br />Source: Ogilvy Brazil <br />
  31. 31. Rotten Tomatoes uses FB Personalization<br />http://www.rottentomatoes.com/<br />
  32. 32. Personalization<br />Permission<br />Profile<br />Participation<br />Profile (privacy)<br />
  33. 33. Personalization<br />4Ps<br />(Privacy)<br />Profile<br />Permission<br />Participation<br />
  34. 34. http://news.bbc.co.uk/2/hi/technology/7300434.stm<br />“<br />Personal data?<br />It’s mine– you can’t have it. If you want to use it for something, <br />then you have to negotiate with me. <br />I have to agree. I have to understand what I’m getting in return<br />Tim Berners-Lee<br />
  35. 35. “<br />Personalization<br />Permission<br />Profile<br />Participation<br />behaviorally targeted ads twice as effective<br />Profile (privacy)<br />
  36. 36. http://adage.com/digitalnext/article?article_id=145204<br />
  37. 37. http://adage.com/digitalnext/article?article_id=145204<br />
  38. 38. Copyright Ian Fenwick<br />Source: OgilvyOne, Hong Kong, 2008, The HyperFactory, XS2TheWorld<br />a high benefit offer incents consumer permission; voluntarily surrender of some privacy<br />
  39. 39. digimarketing plan<br />digimarketing mindset<br />
  40. 40. edm lists<br />games<br />SEM<br />brand<br />web<br />sites <br />e-commerce<br />SEO<br />digital presence<br />edm<br />augmented reality<br />virtual worlds<br />QR codes<br />face-<br />book<br />twitter<br />nurture<br />mobiles<br />video<br />
  41. 41. Brand Proposition<br />digiMarketing 7-step Planning Framework©<br />
  42. 42. <ul><li>rests on perception: supported by reality
  43. 43. think of your brand as person
  44. 44. feel emotion</li></ul>What distinguishesyour brand?<br />What distinctivecustomerbenefitsdo you offer?<br />Brand Proposition<br />What do you want to be famous for?<br />digiMarketing 7-step Planning Framework©<br />
  45. 45. KPI’s Success Measures<br />What business results do you want to achieve?<br />Brand Proposition<br /><ul><li>analytics goals
  46. 46. funnels</li></ul>How will you measure them?<br />Alwaysagree at the start. <br />digiMarketing 7-step Planning Framework©<br />
  47. 47. KPI’s Success Measures<br />Brand Proposition<br />what do you want from your digital activities?<br /><ul><li>e-commerce sales?
  48. 48. pageviews?
  49. 49. how will you montieze
  50. 50. awareness?
  51. 51. how will you measure?
  52. 52. leads?
  53. 53. contact information
  54. 54. qualified leads?
  55. 55. how define qualified?</li></ul>funnels<br />
  56. 56. consider<br />aware<br />like<br />advocate<br />engaged<br />ready to buy<br />BUY<br />loyal<br />
  57. 57. consider<br />aware<br />like<br />advocate<br />engaged<br />ready to buy<br />Social media sales funnel<br />How will you harness advocates to persuade others?<br />BUY<br />loyal<br />
  58. 58. consider<br />ready to buy<br />engaged<br />like<br />advocate<br />BUY<br />aware<br />Social media megaphone<br />
  59. 59. KPI’s Success Measures<br />Who do you want to participate? <br />Think lifestyles, <br />Think digital lifestyles?<br />How will you learn from their participation?<br />Participants<br />Brand Proposition<br /><ul><li>identify needed data
  60. 60. data capture plan
  61. 61. is all data opt-in?
  62. 62. how will you get opt-in data, starting from now</li></ul>digiMarketing 7-step Planning Framework©<br />
  63. 63. KPI’s Success Measures<br />Participants<br />Brand Proposition<br />Which media do participants use now? <br />Where will they go in the future?<br />How can you help them get there? <br />Can we own some new communications?<br />Media: digital & traditional<br />digiMarketing 7-step Planning Framework©<br />
  64. 64. KPI’s Success Measures<br />Participants<br />Brand Proposition<br />Media: digital & traditional<br />Content<br />digiMarketing 7-step Planning Framework©<br />
  65. 65. The content elephant WILL need feeding<br />Brand Proposition<br />Content<br />digiMarketing 7-step Planning Framework©<br />
  66. 66. KPI’s Success Measures<br />Whatone-time content will you need?<br />Participants<br />Brand Proposition<br />Whaton-going content?<br />Who’s responsibility?<br />How can you harness participation?<br />Media: digital & traditional<br />Content<br />digiMarketing 7-step Planning Framework©<br />
  67. 67. Brand Proposition<br />What type of messaging will support your business impact goals?<br />may involve specific email or other messaging to drive promotional activity, participation in events, etc.<br />How will you personalize your messaging?<br />What data must be created or used as part of messaging?<br />How will individuals’ data be kept current?<br />Content<br />
  68. 68. KPI’s Success Measures<br />Set up analytics system<br />Who will monitor, interpret, optimize?<br />Participants<br />Brand Proposition<br />Need to link in non-web & non-digital<br />Analytics<br />Media: digital & traditional<br />Content<br />digiMarketing 7-step Planning Framework©<br />
  69. 69. Brand Proposition<br />Go back to your KPIs, agree measures of KPIs in your analytics<br />Who be responsible for measuring what (e.g. agencies, research suppliers, web designers, etc.)?<br />How will your organization record & share the learning?<br />what will be the key areas for optimization?<br />How can client & agency work quickly to effect modifications and optimize?<br />Analytics<br />
  70. 70. KPI’s Success Measures<br />Set-up monitoring:where? for what?<br />On-going Monitoring & Nurture<br />Participants<br />Brand Proposition<br />How do will our digimarketing to evolve?<br />Who will nurture brand relationships?<br />Analytics<br />Media: digital & traditional<br />Scanfor new ideas, on the horizon<br />Content<br />digiMarketing 7-step Planning Framework©<br />
  71. 71. KPI’s Success Measures<br />On-going Monitoring & Nurture<br />Participants<br />Brand Proposition<br />Analytics<br />Media: digital & traditional<br />Content<br />digiMarketing 7-step Planning Framework©<br />
  72. 72. Brand Proposition<br />Beyond paid media, how are competitors building their brands in digital?<br />Where are they present & with what kind of buzz?<br />Identify online influencers: important to your brands & markets. <br />Look at competitors’ activities; key sources for topics related to your brand & markets; monitor social media<br />identify targeted digital outlets (blogs, sites, etc.) & how those sites might best be influenced. <br />How will you leverage blogs, video, and other non-paid media to build influence?<br />On-going Monitoring & Nurture<br />
  73. 73. digital days<br />digimarketing mindset<br />do it now<br />
  74. 74. site speed<br />You’ve got about 4 seconds<br />In that time I have to see what I want,<br />Or at minimum see clear signposts<br />to what I want<br />
  75. 75. site speed<br />browsers<br />2%<br />5%<br />8%<br />23%<br />60%<br />http://www.netmarketshare.com/browser-market-share.aspx?qprid=1 August 2010<br />http://www.engadget.com/2010/01/15/gartner-forecasts-phones-overtaking-pcs-as-most-common-web-brows/<br />
  76. 76. site speed<br />browsers<br />2013<br />2%<br />5%<br />8%<br />23%<br />60%<br />2015<br />http://www.netmarketshare.com/browser-market-share.aspx?qprid=1 August 2010<br />http://www.engadget.com/2010/01/15/gartner-forecasts-phones-overtaking-pcs-as-most-common-web-brows/<br />
  77. 77. speed<br />browsers<br />user friendly<br />
  78. 78. speed<br />browsers<br />user friendly<br /><ul><li>special mobile version
  79. 79. save space
  80. 80. simplify menus
  81. 81. separate/highlight buttons
  82. 82. minimize text entry </li></li></ul><li>speed<br />browsers<br />user friendly<br />search strategy<br />
  83. 83. you are here<br />over 184 m domains<br />
  84. 84. speed<br />browsers<br />user friendly<br />search strategy<br />seo<br />sem<br />
  85. 85. Paid ListingsSearch Engine Marketing (SEM)<br />Organic Listings<br />Search Engine Optimization (SEO)<br />
  86. 86. phrases<br />pages<br />long-tail<br />http://www.leftclick.com/blog/chasing-the-long-tail<br />
  87. 87. number of searches<br />hotel sunshine coast<br />more specific<br /><br /><br />more generic<br />http://www.leftclick.com/blog/chasing-the-long-tail<br />
  88. 88.
  89. 89. number of searches<br />1,320,000<br />9 ads page 1<br />6 ads page 2<br />77,500<br />6 ads on p1<br />4 ads on p2<br />92,500<br />2 ads<br />48,700<br />1 ad<br />wheel chair accessible<br />hotel sunshine coast <br />long stay<br />hotel sunshine coast<br />hotel sunshine<br />coast<br />with pets<br />hotel sunshine coast <br />more specific<br /><br /><br />more generic<br />http://www.leftclick.com/blog/chasing-the-long-tail<br />
  90. 90. speed<br />browsers<br />user friendly<br />search strategy<br />social media<br />
  91. 91. people sharing content with people<br />creating content for people<br />people helping each other;<br />and bypassing traditional <br />marketing…like yours<br />What are Social Media?<br />
  92. 92. “<br />In June 2020, on average, the global consumer spends about 1 in every 4.5 minutes online on blogs or social networking sites<br />The Nielsen Company<br />http://www.emarketer.com/Article.aspx?R=1007797<br />
  93. 93. traditional marketing was a monologuemarketers talked, people listened (maybe)<br />people are tiredof monologues, they want dialogues<br />social network marketing is a series of conversations<br />
  94. 94. 76%<br />Yankelowich<br />Advertising lies…<br />
  95. 95. “<br />…internet users trust recommendations from people they know<br />& opinions posted by unknown consumers online<br />more than advertisements on television, on the radio, in magazines and newspapers, or in other traditional media<br />Nielsen Online, April 2009<br />Social networks don’t lie…<br />Cited in http://www.bazaarvoice.com/resources/stats<br />globally more than 2/3rd consumers read online reviews when making purchase decisions<br />
  96. 96. go where customersgo.NASBN<br />…No Another Social Bloody Network<br /> engage early adopter employees<br />
  97. 97. http://www.intel.com/sites/sitewide/en_us/social-media.htm<br />
  98. 98. go where customersgo.NASBN<br /> engage early adopter employees<br /> be transparent:insincerity hard to hide<br /> …but judicious: you’re speaking to half a billion people, your words last forever<br />read before you write; read more than you write; listen before you talk<br />
  99. 99. http://mashable.com/2010/06/21/virgin-america-klout-influencers/<br />Are you monitoring<br /> What’s being said? <br /> What’s the sentiment?<br /> Who’s talking?<br /> Who are the opinion leaders? <br />
  100. 100. Are you monitoring<br /> What’s being said? <br />What’s the sentiment?<br /> Who’s talking?<br /> Who being listened to?<br />who are opinion leaders?<br />About you?<br /> About your competitors?<br /> About your partners (channel etc.)?<br /> About the market?<br />incredible market research opportunity<br />
  101. 101. go where customersgo.NASBN<br /> engage early adopter employees<br /> be transparent:insincerity hard to hide<br /> …but judicious: you’re speaking to half a billion people, your words last forever<br />read before you write; read more than you write. Free market monitoring<br />write whatyou know; take responsibility.You represent your brand<br />
  102. 102. make it a genuine conversation<br /><ul><li>reflect on others’ comments
  103. 103. and reply, acknowledge, them
  104. 104. on a timely basis</li></li></ul><li>make it a genuine conversation<br />add value: earn attention,engage critics<br />admit mistakes, apologize, move on: if in doubt, wait and think before you hit enter<br />unify marketing across digital and non-digital channels<br />influence, express your view, nudge along…but don’t expect to control<br />
  105. 105. Blendtec: <br />Will it blend?<br />
  106. 106. 4 years of “Will it Blend”:<br />117,105,290 views (June 15, 2010)<br />Blendtec retail sales up over 700%<br />Advertising a profit center: videos made $50,000+<br />http://www.willitblend.com/http://en.wikipedia.org/wiki/Will_It_Blend http://www.squidnews.com/2007/02/09/will-it-blend-the-interview/<br />
  107. 107. it’s not advertising, it’s just a really cool way to say goodbye<br />Source: OgilvyOne, Hong Kong, 2008,<br />“<br />
  108. 108. THANK YOU<br />ian@digiAindra.com <br />

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