eMarketing in 2010


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eMarketing in 2010

  1. 1. eMarketing in 2010 Rob Stokes
  2. 2. This is not about football
  3. 3. But a realisation that the internet is here to stay
  4. 4. … . and like it or not, tourism starts online
  5. 5. In the UK, the internet is now the biggest marketing channel in terms of spend
  6. 6. The average UK tourism company is spending well over 50% of it’s marketing budget online
  7. 7. Are we giving eMarketing the respect it deserves?
  8. 8. How it all fits together
  9. 10. eMarketing is NOT just a list of tactics
  10. 11. It achieves its true potential when these tactics work together
  11. 13. The tactics need each other
  12. 14. They feed off each other
  13. 15. They are substantially less effective without each other
  14. 16. At the centre of your eMarketing universe is your website
  15. 17. A hub to drive traffic to
  16. 18. A medium through which you can communicate and build a relationship with your audience
  17. 19. But it can’t just be any old website
  18. 20. You MUST add value to your user’s experience. Before, during and after their visit
  19. 21. Websites are no longer just brochures
  20. 22. They should be built to attract, convert and retain customers – or they shouldn’t exist at all
  21. 23. The average tourism website has 11 seconds to capture a user before they get bored and go elsewhere Travelmole
  22. 24. Is your website THAT good?
  23. 25. Our web development priorities
  24. 26. Monitoring your website’s performance
  25. 28. Top stats to keep an eye on
  26. 29. Goal metrics above all else: conversion rates!
  27. 30. Unique users (not HITS)
  28. 31. Traffic Sources (and their conversion rates)
  29. 32. Engagement Metrics
  30. 33. Bounce rate
  31. 34. Repeat users
  32. 35. Pages per user
  33. 36. Time spent on site
  34. 37. A quick word on mobile sites
  35. 38. Get one
  36. 39. Bringing traffic to your website
  37. 40. Search Engines!
  38. 41. 1 Billion searches each day
  39. 42. Lots of volume, but why is this important?
  40. 43. Searchers are looking for what your are offering
  41. 44. They WANT to find you!
  42. 45. And if they don’t find you, they WILL find your competitor
  43. 46. Over 40% of online bookings started with a search
  44. 47. Major considerations in 2010:
  45. 48. Organic search – keyword rich links are everything, build a site that offers so much value that it attracts them naturally
  46. 49. Universal search: make sure your images, videos and maps are optimised to take advantage of all the SERP real estate
  47. 51. Mobile search: location aware users in a highly goal driven mode
  48. 52. Expect paid search prices to rise heavily next year
  49. 53. Make sure your organic and paid search campaigns are learning from each other
  50. 54. Always be optimising your response paths
  51. 57. Search marketing will bring a lot of traffic to your site, but you can’t stop there…
  52. 58. You should be looking to build communities around your business
  53. 59. Social Media can play a big part in this
  54. 60. A few social media channels:
  55. 62. The most important one…
  56. 64. A few tips to take it to the next level
  57. 65. Be strategy lead. The medium is not the message
  58. 66. How will social media deliver on your business goals?
  59. 67. Push for critical mass quickly
  60. 68. Discover and target influential individuals and communities
  61. 69. Identify and fill content holes – don’t echo
  62. 70. Write with your keyword strategy at your side
  63. 71. Consider the impact of social media on your other eMarketing tactics
  64. 72. Create a social media culture internally, it will reflect externally
  65. 73. Let’s look at a few specific examples…
  66. 74. Online Video: YouTube <ul><li>Second largest search engine! </li></ul><ul><li>60% market share </li></ul><ul><li>100+ million viewers a night </li></ul><ul><li>‘ The overnight success’ thing </li></ul>
  67. 77. Encourage your customers to build content on your behalf
  68. 79. 300+ Million active users
  69. 80. <ul><li>And many ways to communicate with them: </li></ul><ul><li>Groups and Pages </li></ul><ul><li>Applications </li></ul><ul><li>Ads </li></ul><ul><li>Facebook Connect </li></ul>
  70. 82. <ul><li>Of the travellers who use Twitter... </li></ul><ul><li>52% Tweeted between 4 and Ten times per day </li></ul><ul><li>25% Tweeted 10 updates or more per day </li></ul><ul><li>60% Used Twitter to connect with hotels and transport </li></ul><ul><li>28% Made a reservation following an initial contact on Twitter </li></ul>
  71. 83. But the Buzz isn’t always good...
  72. 84. 11 million people search for “Ryanair” each month.
  73. 85. A Ryanair employee comments on a blog…
  74. 87. Followed by the official response
  75. 89. Then the online community got hold of it
  76. 91. Then the newspapers got hold of it
  77. 94. These powerful sites often linked to this site…
  78. 96. And we know how important good links are…
  79. 98. Why is your online reputation important?
  80. 99. Because peers are the most trusted source of recommendation Edelman Trust Barometer 2008
  81. 100. Consumer Generated Content influences over $10 Billion per year in online travel Compete.com
  82. 101. Tripadvisor.co.uk is the favourite website for UK users for holiday inspiration. European Travel Commission
  83. 102. 88% of Trip Advisor Visitors are influenced by the content the read on the site European Travel Commission
  84. 104. People are talking, are you listening?
  85. 105. Are you truly engaging with them?
  86. 106. Monitoring your online reputation helps you… … avoid a reputation crisis by informing you quickly … discover quick and effective new marketing opportunities … improve customer service through engagement … understand your customers’ needs and wants better … identify powerful influencers to target with WOM campaigns
  87. 107. A final word on email marketing
  88. 108. Do it and do it properly. It will serve you well.
  89. 109. <ul><li>In conclusion: eMarketing fundamentals </li></ul><ul><li>Get your website right, make it remarkable! </li></ul><ul><li>Drive qualified traffic to it. </li></ul><ul><li>Optimise the conversion of that traffic. </li></ul><ul><li>Build a relationship with your audience. </li></ul><ul><li>Test, test, test. </li></ul>
  90. 110. Thank You www.quirk.biz/etourism