Digital Marketing for Outbound Tourism (TTAA)

1. Digital Marketing for Outbound Tourism
Shivek Sachdev (Managing Director, OMG Experience)

3. Speaker Profile

4. Definition of Marketing
• …process for communicating value of goods/services to customer
• …กระบวนการของการสื่อสารคุณค่าของผลิตภัณฑ์หรือบริการไปยังลูกค้า
• Inbound Marketing vs. Outbound Marketing (General Concepts)

5. Sales vs. Marketing
• Both want to increase sales
• For small organizations, it’s usually the same people!
• What about your organization structure?
• Sales are more cunning, agree?
• Sales are more convincing, agree?
• Sales are more good looking, agree?
• Demand creation (Marketing) – very expensive!
• Let’s try some examples…

6. Sales vs. Marketing – Who’s Who?

7. Sales vs. Marketing
• Both want to increase sales
• For small organizations, it’s usually the same people!
• What about your organization structure?
• Sales are more cunning, agree?
• Sales are more convincing, agree?
• Sales person are more good looking, agree?
• Demand creation (Marketing) – very expensive!
• Let’s try some examples…

8. Sales vs. Marketing – Demand Creation (Traditional)

9. Sales vs. Marketing – Demand Creation (Digital)

10. Sales vs. Marketing – Demand Creation (Digital)

11. From Traditional Marketing to Digital Marketing
Sales Visit
Knocked Door Sales
Then
Now

12. From Traditional Marketing to Digital Marketing
Print Ads
Brochures
Then
Now

13. From Traditional Marketing to Digital Marketing
Billboard
Magazines
Then
Now

14. From Traditional Marketing to Digital Marketing
Radio
TV Ads
Cold Calls
Then
Now

15. From Traditional Marketing to Digital Marketing
Webpage
Email Blast
Then
Now

16. From Traditional Marketing to Digital Marketing
SEO (1st Generation)
Then
Now

17. From Traditional Marketing to Digital Marketing
Adwords
Analytics
Then
Now

18. From Traditional Marketing to Digital Marketing
Blogs
Reviews
Then
Now

19. From Traditional Marketing to Digital Marketing
Social Media
Online Ads
Then
Now

20. From Traditional Marketing to Digital Marketing

21. Changes in Consumer Behavior (Before)
What has changed?

22. Changes in Consumer Behavior (After)

23. Changes in Consumer Behavior (Before)
What is this? What about now?

24. Changes in Consumer Behavior (After)

25. Why Digital Marketing?
• Changes in consumer behavior
• Caused by???
• TECHNOLOGY
• Digital Marketing leverages on technology to???
• What have you seen?

26. Marketing in the Outbound Tourism Industry
Who are the players?
• Airlines
• Wholesales
• Agents
• End Users

27. Marketing in the Outbound Tourism Industry
• Fictional Example
Bhutan Airlines
Agents Agents Agents Agents
Agents Agents Agents

28. Marketing in the Outbound Tourism Industry
• Where does Digital Marketing come into action?
Bhutan Airlines
Agents
Brand & Fares
Brand & Fares
Brand
(Mass Media)
Brand & Packages

29. Digital Marketing Checklist
• Responsive Website
• Mobile Enabled
• Tablet Enabled
• Updated Content
• Social Media Enabled
• E.g. Facebook
• Rich Content
• Youtube, Facebook, Instagram etc. (Video Content)
• Blog
• Drive Sales & Conversion
• SEO/ Google Ads/ Facebook Ads etc.
• Monitor and Optimize

30. Example: Responsive Website

31. Example: Responsive Website (Tablets)

32. Example: Responsive Website (Mobile)

33. Example: Social Media Enabled

34. Digital Marketing Case Studies
1) Market Research using Google Adwords: Keyword Planner
2) Creating Product Awareness using Facebook Ads (Push Strategy)
3) Creating Product Awareness using SEO (Pull Strategy)
4) Engage with Prospects using MailChimp
5) Closing Sales using Remarketing
6) Measure Results using Google Analytics

35. Case 1: Market Research
Using Google Adwords: Keyword Planner

36. Case 1: Market Research
Using Google Adwords: Keyword Planner

37. Case 1: Market Research
Using Google Adwords: Keyword Planner

38. Case 1: Market Research
Using Google Adwords: Keyword Planner

39. Case 1: Market Research
Using Google Adwords: Keyword Planner

40. Case 2: Creating Product Awareness
Using Facebook Ads (Push Strategy)

41. Case 2: Creating Product Awareness
Using Facebook Ads (Push Strategy)

42. Case 2: Creating Product Awareness
Using Facebook Ads (Push Strategy)

43. Case 2: Creating Product Awareness
Using Facebook Ads (Push Strategy)

44. Case 3: Creating Product Awareness
Using SEO (Pull Strategy)
Paid Ads
Organic (SEO)

45. Case 4: Engage with Prospects
Using MailChimp

46. Case 4: Engage with Prospects
Using MailChimp
Call to Action

47. Case 4: Engage with Prospects
Using MailChimp

48. Case 4: Engage with Prospects
Using MailChimp

49. Case 4: Engage with Prospects
Using MailChimp

50. Case 4: Engage with Prospects
Using MailChimp

51. Case 4: Engage with Prospects
Using MailChimp

52. Case 4: Engage with Prospects
Using MailChimp

53. Case 5: Closing Sales
Using Remarketing

54. Case 5: Closing Sales
Using Remarketing

55. Case 6: Measure Results
Using Google Analytics

56. Case 6: Measure Results
Using Google Analytics

57. Case 6: Measure Results
Using Google Analytics

58. Case 6: Measure Results
Using Google Analytics

59. Statistics & Conclusions

60. Statistics & Conclusions

61. Statistics & Conclusions

62. Statistics & Conclusions

63. Statistics & Conclusions

64. Problem? Innovate or die!