The presentation discusses the significance of an effective marketing strategy to purchase decisions of consumers.

1. Guerrilla Branding
Christian Bartens, Online Analyst

2. Competitive Category
Charting
search terms
to gauge and
compare brand
health shows a
competitive
environment
in the travel
category
3rd May 2007, Christian Bartens, Online Analyst

3. Our New Strategy
40% 60%
of visitors to Australia.com of visitors
3rd May 2007, Christian Bartens, Online Analyst

4. Travellers Online
3rd May 2007, Christian Bartens, Online Analyst

5. Digital Programs
Infiltrate
Influence
3rd May 2007, Christian Bartens, Online Analyst

6. Domestic Success
Tourism
Australia’s
domestic reach
quadrupled
over the past
eight months
3rd May 2007, Christian Bartens, Online Analyst

7. A New Player
The Consumer
3rd May 2007, Christian Bartens, Online Analyst

8. The Synthesisers
Web 2.0
10% 1%
100%
Synthesisers Creators
Consumers
find, adapt, start groups,
search for
add to and create and
and find
share publish
content
content content
Source: Isobar
3rd May 2007, Christian Bartens, Online Analyst

9. So What Do We Do?
Should we write our
own reviews and blogs
now and share our videos
on Youtube?
3rd May 2007, Christian Bartens, Online Analyst

10. Back To Basics
Search
Service
Products
Support
Employees
Distribution
Company Marketing Consumer
Experience
Brand
WOM, Blogs, Emails,
Reviews, Communities,
Social Networks, Photo
Sharing, Video Sharing
Source:
Don E. Schultz,
Northwestern University
3rd May 2007, Christian Bartens, Online Analyst

11. Indirect Branding
3rd May 2007, Christian Bartens, Online Analyst

12. Dedicated Staff
(Analytics Spend)
Marketer
+ Developer
+ Sales person
+ Experience
= Expensive
Source:
Jupiter Research
3rd May 2007, Christian Bartens, Online Analyst

13. Top 5 Considerations
§ Dedicated online analyst
§ Dedicated search marketer
§ State-of-the-art web analytics solutions
§ Base decisions on solid analysis of data
§ Indirect branding increasingly important
3rd May 2007, Christian Bartens, Online Analyst

14. Questions?
cbartens@tourism.australia.com