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#BTWIC2014 "5 buoni motivi per cui un’azienda turistica deve investire in marketing digitale"

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A Matera ho raccontato 5 buoni motivi per investire in marketing digitale: dalle persone alla possibilità di misurare e partire con investimenti modulari.
Questa è la declinazione sul settore travel della seconda delle Venice Lessons, per vedere tutte le video lezioni su YouTube: http://bit.ly/1wEdYtr

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#BTWIC2014 "5 buoni motivi per cui un’azienda turistica deve investire in marketing digitale"

  1. 1. “5 buoni motivi per cui un’azienda turistica deve investire in marketing digitale”
  2. 2. Perché 5 buoni motivi?
  3. 3. Venice Lessons #2 http://bit.ly/ZLmVmA
  4. 4. #1 “Ve lo chiedono le persone”
  5. 5. “91% di chi ha un accesso a internet ha prenotato online almeno un prodotto o un servizio turistico nell'ultimo anno e utilizza i motori di ricerca come fonte principale per piani<icare una vacanza, il 42% utilizza smartphone o tablet per piani<icare, prenotare e informarsi e il 68% cerca sul web prima di decidere luogo modalità del suo viaggio”.
  6. 6. Internet in Italia • Gli utenti di internet sono il 63,5% della popolazione (+1,4% rispetto a un anno fa). • Sono il 90,4% dei giovani • 84,3% delle persone diplomate o laureate • 83,5% dei residenti nelle grandi città Fonte: 11° Rapporto Censis/Ucsi sulla comunicazione – ottobre 2013
  7. 7. E nel mondo http://bit.ly/1gzyKRI
  8. 8. “La spesa digitale degli italiani per il turismo si attesta attorno ai 7 miliardi e ammonta al 22% della spesa totale.” Politecnico -­‐ Osservatorio Innovazione Digitale nel Turismo 2014 http://bit.ly/1snxCH8
  9. 9. “Se guardiamo alla spesa digitale complessiva, il 46% della spesa turistica digitale è riconducibile a viaggi domestici, in crescita dell'11% rispetto al 2013.”
  10. 10. “Il 34% è generato dai viaggi di italiani all'estero (outgoing), in crescita del +9% rispetto al 2013. Il rimanente 20% è la spesa degli stranieri in Italia (incoming), in crescita del 6% rispetto al 2013.”
  11. 11. “[…]quello raccolto dalle strutture ricettive aumenta del 6% rispetto al 2013, il settore dei trasporti cresce dell'11%, quello dei pacchetti viaggio cresce del 13%.”
  12. 12. #2 “Permette investimenti modulari”
  13. 13. Bill Gates, 1996 – Content is king http://bit.ly/1zZOGDc
  14. 14. “But the broad opportunities for most companies involve supplying information or entertainment. No company is too small to participate.”
  15. 15. “Un mezzo per tutte le tasche” • A differenza di mezzi tradizionali come <iere e TV, il digital marketing ha investimenti di ingresso sostenibili dalla maggior parte delle PMI • Attenzione: bassa barriera all’ingresso ma alta barriera al successo
  16. 16. Come faccio a sapere se aumentare gli investimenti? • Investo, misuro e decido dove continuare a investire • Comparazione di più strumenti: mantengo ciò che mi porta risultati
  17. 17. #3 “Ampliica gli altri investimenti in marketing e comunicazione”
  18. 18. Il momento della verità (ZMOT) PRIMA http://bit.ly/1qQDtnp
  19. 19. Il momento della verità (ZMOT) ADESSO http://bit.ly/1qQDtnp
  20. 20. Guida della città Articolo su rivista di viaggi Insegna per strada Digital (motori di ricerca, sito, Pagina Facebook, video su YT, ecc) Pubblicità su stampa locale
  21. 21. #4 “Permette di misurare e migliorare”
  22. 22. Pianiico Agisco Miglioro Misuro
  23. 23. Per misurare: Facebook Insights
  24. 24. Per misurare: Twitter Analytics https://analytics.twitter.com/
  25. 25. Per misurare: Twitter Analytics
  26. 26. Per misurare: Google Analytics Settembre-­‐ottobre 2013 Da quali siti arrivano i visitatori? E che cosa fanno sul mio sito?
  27. 27. Per misurare: Google Analytics Settembre-­‐ottobre 2014 Da quali siti arrivano i visitatori? E che cosa fanno sul mio sito?
  28. 28. Per misurare: Google Analytics Settembre-­‐ottobre 2014 vs. 2013 Posso confrontare che cosa ha generato le visite e come sono cambiate le conversioni
  29. 29. Per misurare: Google Analytics Sono diminuite le sessioni (-­‐10,49%) ma sono aumentate le conversioni (+175,24%), soprattutto da parte di visitatori provenienti da siti esterni (+647,89%), in particolare da Facebook.
  30. 30. #5 “Funziona :) perché porta risultati, purché si abbiano obiettivi chiari e una strategia”
  31. 31. Chi Perché Dove Quando Cosa Come
  32. 32. • Rifare il sito non è un obiettivo • Aprire una Pagina Facebook non è un obiettivo • Inviare una newsletter non è un obiettivo
  33. 33. Sono esempi di obiettivi • Aumentare le visite al sito del 30% • Ricevere 40 e-­‐mail di richiesta informazioni al mese • Aumentare le prenotazioni dirette del 15% (estate 2015 rispetto a estate 2014) • Raggiungere entro <ine anno 100 nuovi iscritti alla newsletter
  34. 34. E serve una strategia • Il piano di marketing digitale è come un viaggio. • Se non ho una strategia, una mappa e una rotta ben chiare, mi perdo e non arrivo a destinazione.
  35. 35. Grazie, buon viaggio e buoni viaggiatori!
  36. 36. Contatti miriam@miriambertoli.com www.miriambertoli.com @miriambertoli www.facebook.com/miriam.bertoli it.linkedin.com/in/miriambertoli/ • Marketing digitale dal 2000 • Consulenza e formazione per PMI • Autrice del libro “Web marketing per le PMI”

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