Mtm Iulm Web 2 0 Tourism

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Web 2.0 for the Tourism Industry

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Mtm Iulm Web 2 0 Tourism

  1. 1. WEB TRAVEL 2.0: OPPORTUNITIES AND RISKS
  2. 2. THE WAR FOR ATTENTION 2
  3. 3. THE MARKETING DIVIDE
  4. 4. HOW TO GAIN ONLINE VISIBILITY You Create Visibility (offerts/contents) • You earn your Visiblity (word of mouth) • You work on findability(search engine marketing) • You Buy Visibility (advertising) • • You Share Visibility (co-marketing) 4
  5. 5. PRICE AS A COMMUNICATION TOOL 5
  6. 6. CONTENTS TO GET ATTENTION 6
  7. 7. HOW TO EARN TRUST 7
  8. 8. FINDABILITY STRATEGIES Search Engine Marketing Search Engine Optimization Organic Pay-Per-Click Positioning Advertising 8
  9. 9. PURCHASING ATTENTION
  10. 10. SHARING ATTENTION 10
  11. 11. THE “WEB EVOLUTION”
  12. 12. THE IMPACT OF “SOCIAL WEB” ON TOURISM NEW DYNAMICS OF SOCIAL BEHAVIOUR OF REFINED Evolution of INTERACTION AND DIFFERENTIAL users BUYING Evolution of the new Evolution of Evolution of intermediares Technological qualification for “Social Web” INVOLVMENT OF USERS WIDGETATION OF IN THE MARKETING TURISTIC OFFERS PROCESS Evolution New Of the Competitors incumbent Maurizio Goetz 2008 NEW MODELS OF MARKETING DISTRIBUTION (SYNDICATION)
  13. 13. USER EVOLUTION
  14. 14. DIFFERENCES IN TASTE 14
  15. 15. DIGITAL NATIVES AND DIGITAL IMMIGRANTS 15
  16. 16. THE USER IS THE MEDIA 16
  17. 17. SHARING IS NOT BROADCASTING 17
  18. 18. YOU BUY MORE THEN A PRODUCT 18
  19. 19. REAL AND META WORLDS 19
  20. 20. CONTEXT IS KING 20
  21. 21. MULTITASKING 21
  22. 22. CITIZEN MARKETEERS 22
  23. 23. MEDIA IS EVERYWHERE
  24. 24. ALWAYS ON 24
  25. 25. LIFE STREAMING
  26. 26. TYPOLOGY OF WEB USERS 26
  27. 27. DYNAMIC ANALYSIS OF PUBLIC TYPOLOGY Fonte Forrester
  28. 28. USER EVOLUTION Phase One: sharing experiences Users organise Users create a The users a change of social network exchange information for meeting information and people with pertaining to experiences the same their travel amongst each interests experiences other Technological qualification User Generated Content PersonalTravel Blog Tourist Audiovisual web Social Network Social Bookmarking Travel guide UGC Wiki travel Rating
  29. 29. THE ROLE AND THE TECHNOLOGY QUALIFICATION AND THE UGC
  30. 30. SHARING EXPERIENCES/1
  31. 31. SHARING EXPERIENCES/2 31
  32. 32. SHARING KNOWLEDGE
  33. 33. SHARING + MEETING PEOPLE 33
  34. 34. SHARING – MEETING – IN TOUCH 34
  35. 35. CREATING PERSONAL SOCIAL NETWORKS 35
  36. 36. NEW INTERMEDIARY AND THE UGC 36
  37. 37. SOCIAL NETWORK – TRAVEL ADVICE – E-COMMERCE 37
  38. 38. TECHNOLOGY FOR “ALWAYS ON” 38
  39. 39. TECHNOLOGY FOR “ALWAYS ON” Social Travel Bookmark 39
  40. 40. EVOLUTION OF THE USER Phase Two: Social Travels Users use The users Users their organise to use tools travels to travel always create together, more new amongst sophistic relationsh themselves ated ips Tecnologie abilitanti Social Travels co-travelling service second generation search tools
  41. 41. CO-TRAVEL SERVICE/1 41
  42. 42. CO-TRAVEL SERVICE/2
  43. 43. INTELLIGENCE TOOLS 43
  44. 44. EVOLUTION OF THE ‘MIDDLEMAN’
  45. 45. NEW INTERMEDIARY FOR GROUP TRAVEL 45
  46. 46. UGC REMIX 46
  47. 47. SERVICE INTERGRATION 2.0 47
  48. 48. NEW MEDIATION 48
  49. 49. SERVICES MOST AIMED AT 49
  50. 50. EVOLVED SERVICES/1 50
  51. 51. EVOLVED SERVICES/2
  52. 52. EVOLVED SERVICES/3
  53. 53. NEW SUPPLEMENTS 2.0 53
  54. 54. NEW SUPPLEMENTS 2.0 54
  55. 55. NEW COMPETITORS
  56. 56. DICTIONARY EDITORS 56
  57. 57. APPARTMENT EXCHANGE 57
  58. 58. NEW SERVICES OF ADS 58
  59. 59. IS IT STILL A SEARCH OPERATOR? 59
  60. 60. NEW BOOKING SERVICES 60
  61. 61. THE EVOLUTION OF THE GUIDE Formato 2.0 61
  62. 62. DENTIST OR TOUR OPERATOR?
  63. 63. DESTINATION BRANDING
  64. 64. COMPETITIVE EVOLUTION OF TURISTIC SEARCH TOOLS Competizione Competizione sulla Competizione per locale o globale precisione l’attenzione Competizione sui Competizione sui travel partners business models
  65. 65. SEIZING THE OPPORTUNITY OF THE COMPETITION 2.0
  66. 66. DESTINATION BRANDING 2.0
  67. 67. “SOCIAL” GREECE 67
  68. 68. MY AUSTRALIA TRAVEL WIKI 68
  69. 69. “COOL” AUSTRIA 69
  70. 70. MAURIZIO GOETZ WWW.MARKETINGUSABILE.BLOGSPOT.COM

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