Mobile Everywhere. Big Decisions in Small Moments Be Where Everyone's at. Context VS Content. The Rise of Instant Interaction.

1. Digital Marketing Trends
in Tourism
T H E O R Y & P R A C T I C E

2. Valentina Trikounaki
DIGITAL MARKETING & COMMUNICATION PROFESSIONAL
Head of Digital, "Mentory"
7 year experience in Digital Marketing services (strategy
& implementation of digital marketing plans, liaising with teams).
Experience in handling the digital marketing of over 20 season
openings of businesses in the tourism sector.
Holding a master’s degree in “Digital Media and Interactive
Environments” and a bachelor’s degree in “Communication and Mass
Media”.

3. www.mentory.gr
info@mentory.gr
Μεσογείων 2-4, Πύργος Αθηνών, Κτίριο Β
mentory.gr
210 7775517

4. Mobile Everywhere01
02
03
04
Big Decisions in Small Moments
Be Where Everyone's at
Context VS Content
05 The Rise of Instant Interaction
Digital Marketing Trends in Tourism

5. Mobile
Everywhere
01

11. Desktop is Dead
Mobile First

12. 02
Big
Decisions
in Small
Moments

13. A Real-Life Purchase Journey

18. "People are no longer doing long research
sessions. They are doing lots of smaller
sessions. Consumers are doing research in the
many connected moments on mobile and
desktop throughout their day. "
-Oliver Heckmann
VP Engineering Shopping and Travel
Google

19. This means you have to earn (and re-earn) each person's consideration in
every micro-moment they experience. How?
Be there.
You can't win if you're not in the game. Identify the micro-moments for
travelers that fit your business, then commit to being there to help when
they happen.
Be useful.
If you want to win the hearts and minds (and business) of travelers, you'll
need to do more than just show up. Be relevant to the person's need in that
moment. Connect them to the inspiration they're looking for and to the
answers they want.

20. Be Where
Everyone's
at03

21. 01 SOCIAL MEDIA
MARKETING
02 SEARCH ENGINE
MARKETING (SEM)
03 E-MAIL MARKETING 04 CONTENT MARKETING
Facebook, Instagram,
Twitter, TripAdvisor.
Google Pay Per Click
Campaigns (PPC), Search
Engine Optimization (SEO).
B2B & B2C Newsletter
Campaigns.
Creating quality content for
website, social media,
newsletters.
Digital Marketing Mix

23. Social Media are no longer free
Social media may not be free, but social media’s paid ads are
still the cheapest way to reach the widest audience.

25. Campaign – The highest level and where
you set your objective, that determines
the settings and optimization options of
the ad sets, and the available ad types.
The objective is the goal of your
campaign, what you are actually trying to
achieve. It can be site traffic, app
downloads, conversions, etc.
Ad set – The second level, and where you
will define most of the settings, like
budget, bid, targeting and more. A
campaign can contain multiple ad sets
with different targeting and ad types.
Ads – The third level of the campaign.
Ads are the used creatives. There are a
few types of ads in different campaign
objectives. Each ad set can contain
various ads at once.

26. Campaign objectives
1. Post engagement – Boost your page posts
2. Page likes – Promote your Facebook page
3. Local awareness – Promote your business to people around you
4. Brand awareness – Make more people familiar with your brand
5. Website clicks – Get website traffic
6. App installs – Get more people to install your app
7. Event responses – Get more event responses
8. Video views – Get more people to watch a video
9. Lead generation – Collect more leads
10. Website conversions – Drive actions on your website
11. App engagement – Increase your app engagement
12. Offer claims – Promote your offers
13. Product catalog sales – Dynamically present your products
14. Store visits – Drive more store visits and sales

28. 50 58,861
REACHEUROS - BUDGET
FACEBOOK ADS UNIQUE USERS 100%
10%
VIDEO WATCHES
how our numbers are looking

31. Case Study: 'nice n easy' EBA
Awards Video Campaign

32. 312 127,076
REACHEUROS - BUDGET
FACEBOOK ADS &
YOUTUBE TRUE
VIEW
UNIQUE USERS 100%
25%
VIDEO WATCHES
how our numbers are looking

33. Results – How much of your
chosen objective did you get?
Cost – How much you paid for each result
Amount spent – The total amount you will actually pay Facebook.
Reach – How many people saw your ad
Impressions – The number of times your ad was displayed.
Frequency – The average number of times people saw your ad.
Relevance score – How relevant your ad is to your audience.
Clicks (All) – Any click that was made on your ad.
Link Clicks – The number users who got to your website.
CTR (All) = All clicks (including any engagement)/Total impressions.
CTR (Link) = Clicks (Link)/ Total impressions. The percentage of people clicking
on your ad to reach your website.
CPC (All) – Cost Per Click – How much each click on your ad cost.

34. Content &
Context
04

35. Content refers to high quality, well written, helpful information that
provides value to your (current and potential) customers.
Context is delivering the right message at the right time to the right person.
It takes the content to the next level, by utilizing the proper channels and
segmenting your distribution for maximum efficiency.

36. Case Study:
Brad is single
Advertiser: Norwegian Ministry of Transport and Communications
Brand name: Norwegian Airlines
Agency: Try/Apt Oslo
Country: Norway
Category: Airlines
Released: September 2016
Eurobest Awards 2016 Print & Publishing Print Ad:
Print: Travel, Transport & Leisure Grand Prix
Eurobest Awards 2016 Print & Outdoor Craft Print & Outdoor Craft:
Copywriting Silver Eurobest
Epica Awards 2016 Press Transport & Tourism Gold - Print
Epica Awards 2016 Press Transport & Tourism Grand Prix Press
Epica Awards 2016 Humour Humour Gold

38. “We have used a playful advert to simply
highlight our flights to Los Angeles and
to mirror the conversations that people
throughout the UK are having about a
high-profile media story. We are pleased
that the vast majority of feedback has
been positive and people have read the
advert with the humour it was intended.”
—Norwegian, spokesperson

39. The Rise of
Instant
Interaction05

42. Chatbots:
The future
A chatbot is a service, powered by rules and sometimes
artificial intelligence, that you interact with via a chat
interface.

46. “People are now spending more time in
messaging apps than in social media and
that is a huge turning point. Messaging
apps are the platforms of the future and
bots will be how their users access all
sorts of services.”
—Peter Rojas, Entrepreneur in Residence
at Betaworks

47. FOCUS ON YOUR
CUSTOMERS
BUILD YOUR BRAND'S
STORY
UTILIZE CONTENT
MARKETING
GET YOUR BUSINESS
FOUND USING SEO
Build your marketing
strategy around your
customers.
Storytelling is one of the
most powerful marketing
tools.
Through creating quality
content, you build customer
trust.
Search engines can connect
you to new and relevant
audiences.
What Works Best?

48. "If you hire people just because they can
do a job, they’ll work for your money. But
if you hire people who believe what you
believe, they’ll work for you with blood,
sweat and tears.” -Simon Sinek

49. thank you.
Contact @valentinatrik
facebook.com/valentina.trikounaki
linkedin.com/in/valentinatrikounaki