Travel 2.0 - Key aspects and emerging trends

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Online marketing for travel industry in Finland.

Presentation for Kajaani AMK SLOK seminar.

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Travel 2.0 - Key aspects and emerging trends

  1. 1. Travel 2.0 ^_^Key aspects and emerging trends Kajak SLOK seminar 25.5.2011
  2. 2. PLEASE INTERRUPT ME!
  3. 3. www.lumolink.com
  4. 4. SERVICES Web development Online marketing TrainingWe are also developing a secret product :)
  5. 5. PROJECT SPOTLIGHT: UNIX- TUTORIALS• Category • Search engine optimization• Client • Internal project• URL • www.unix-tutorials.com
  6. 6. PROJECT SPOTLIGHT: UNIX- TUTORIALS• Created in 2 weekends• Statistics for past 6 month • Over 100 000 visitors • Visitors from 204 countries • 71,91% of traffic from search engines• Marketing budget: 0€
  7. 7. PROJECT SPOTLIGHT: JONGLA PORTAL• Category • Web portal• Client • Jongla Oy• URL • www.jongla.com
  8. 8. PROJECT SPOTLIGHT: ANTON & NINA• Category • Search engine optimization for an e- commerce site• Client • Antoniina Oy• URL • www.antonnina.com
  9. 9. PROJECT SPOTLIGHT: ANTON & NINA• Total revenue increase +145,87%• Total conversion rate increase +197,31%• Revenue increase from search engines +264,23%• Increase in organic search engine traffic +27,74%• Conversion rate increase for search engine traffic +196.61%• Total increase in visits +25,81% Definition: Conversion rate is percentage of clicks that result in a commissionable activity (sale or lead)
  10. 10. PROJECT SPOTLIGHT: UBI WEB APP• Category • Custom web application• Client • Oulu city
  11. 11. PROJECT SPOTLIGHT: 65 DEGREES NORTH• Category • Optimizing the site for mobile devices• Client • 65 Degrees North / City of Oulu• URL • www.65degreesnorth.com
  12. 12. Before we had travel agents
  13. 13. Now we have Internet
  14. 14. Desire Research Purchase Trip Post trip
  15. 15. Desire
  16. 16. Research
  17. 17. Purchase
  18. 18. PURCHASE PROCESS• Encourage people to share the deal • Consider using GroupOn like services• Offer some complimentary service / gift • Makes price comparison much harder• Make next purchase even easier• Calculate conversion rate and employ A/B testing
  19. 19. Travel
  20. 20. “Analysts believe that, based on the current rateof change and adoption, the mobile web will bebigger than desktop Internet use by 2015.” -- Source: Morgan Stanley analysis 2010
  21. 21. Post trip
  22. 22. POST TRIP SURVEY• Did you like your trip?• Would us recommend it to your friend?• If you answered no please let us know why
  23. 23. AGGREGATE• You should aggregate user generated content • Reviews • Multimedia • Tips & Tricks
  24. 24. Services Content Products Your website (Value)(Monetization) Conversion
  25. 25. GOOD CONTENTMANAGEMENT ALLOWS YOU TO• Edit content yourself• Doesn’t vendor lock you• Is search engine friendly• Allows you to modify it to fit your needs• Well supported
  26. 26. ANALYZE ANALYZE ANALYZE...
  27. 27. STATISTICS - FB
  28. 28. GOOGLE WEBMASTER TOOLSShould reflect keywordsyou want to rank for
  29. 29. GOOGLE ANALYTICS ECOMMERCE
  30. 30. GOOGLE ANALYTICS ECOMMERCE
  31. 31. GOOGLE ANALYTICS ALERTS
  32. 32. GOOGLE WEBMASTER TOOLS
  33. 33. COOLHAUS
  34. 34. EXAMPLE
  35. 35. WHAT COULD THEY DO BETTER• Offer complimentary gifts to those that check-in using social networks• Integrate Facebook which allows them to stay in touch with clients• Encourage people share their experience in the hotel• Monitor rating sites• Advertise to Russians and provide content in Russian• Create a search engine optimized content creation plan• Calculate return on investment for different marketing channels• Syndicate local events from other sources
  36. 36. ONLINE MARKETINGSHOULD BE IN THE CORE OF YOUR BUSINESS
  37. 37. THANK YOU!Connect with me via Email / Twitter / LinkedIn / Facebook / FriendFeed Follow LumoLink on: Twitter / LinkedIn / Facebook / FriendFeed www.lumolink.com
  38. 38. IMAGE CREDITS• http://www.flickr.com/photos/drb62/3614775858/

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