1 internet strategy, customer focus and peruasion [day1 module1]

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  • e.g. for a dive resort, or a culinary experience, or a canopy walk, or a jungle trekking adventure travel agent
    compare for example: http://www.balidiving.com/, and http://www.prodivebali.com/
    And how not to….: http://www.palawandg.clara.net/index.html
  • 1 internet strategy, customer focus and peruasion [day1 module1]

    1. 1. Internet strategy, customer focus and persuasion Website Promotion Workshop :: Tourism sector January, 2012 :: Alfons van Duijvenbode
    2. 2. • Strategy and customer focus • Key success factors • Communication and persuasion • Good practices • Assignments Agenda
    3. 3. “Online information is now one of the primary influences on consumer decisions in nearly all major markets.’’ (Source: WTO: Handbook on E-marketing for Tourism Destinations) “Latest international research shows that more than 80% of travellers use the “net” extensively to plan and organise their trip.” (Source: Australian Tourism Data Warehouse) Importance of the net Centre for the Promotion of Imports from developing countries | 3
    4. 4. Internet strategy Do you apply an internet strategy or are you …. ” …having a website…..”
    5. 5. Internet strategy …. engagement conversion persuasion
    6. 6. Key success factors Objectives Goals Unique Value Proposition Defined Target Groups Customer focus Visibility Findability Proactive Marketing Engagement Usability compliant Master Of Communication
    7. 7. Communication and persuasion How do people read on the Internet?
    8. 8. Communication and persuasion • Don’t expect the user to read ….. • 200 words/minute | Average 30 sec per page • KISS • Avoid large text blocs • Use bold headers and list items (bullets) • Fast, action oriented medium ….Scan and click mentality • Most important information first …Your product offer • What makes you unique, different from competition: Your Value proposition (AIDAS) • Captured in a Tagline: Your pay-off a clear, attractive and powerful one liner show show
    9. 9. …. Use of pictures
    10. 10. Communication and persuasion • Convince (testimonials) ……. • Users scan for news (up to date info!), opportunities and benefits, customized information, call to action buttons • Reach out and Interact (on-site and in social media) • Increasingly video oriented, 4 bn views per day in You Tube “90% of online travel buyers say online video influence their travel purchases” (Source: PhoCusWright ) show show show show
    11. 11. …. Use of pictures
    12. 12. Your customer focus • Who are you targeting…? • What is their language…? • What do they look for…? • What do they expect…? • Offer at least that…!
    13. 13. Assignment

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