Digital natives. Mobile-first consumers. The Millennial Generation, born between 1980 and 1999, demands more from their technology to empower incredible travel experiences than any other generation. By 2025, Millennials are expected to comprise 75% of the British workforce with more earning power and greater ability to travel than ever before. Identifying the white space between technology and travel, for brands seeking to effectively market their products, services and destinations to Millennials, is essential for gaining a competitive advantage.
MWWPR provides insights into the travel habits of Millennials and identifies engagement opportunities for travel brands looking to gather affinities among millennial customers.
Delays, congestion and long lines can take
much of the charm out of airline travel. But
the data and triggers from sensors, actuators,
cameras, beacons, GPS and other connected
technologies that make up the Internet of Everything
can take the sting out of lines and delays, reshape
passenger experiences and streamline operations at
busy airports in North America and globally.
Mobile Trends Report 2014 for Travel industryCollective Camp
Mobile Trends 2014 for Travel Industry : Mobile First best practices for Travel, key-figures, iOS and Android penetration, mobile advertising, wearables, mobile marketing, , PureAgency.com, mobile and video, mobile and socia, internet trends, mobile predictions
Travelport Digital Webinar - Mobile Travel Trends 2017Travelport
Discover the mobile travel trends that will shape the mobile landscape for the travel industry in 2017 and beyond. With insights from Travelport Digital experts and travel industry heavyweights.
Digital natives. Mobile-first consumers. The Millennial Generation, born between 1980 and 1999, demands more from their technology to empower incredible travel experiences than any other generation. By 2025, Millennials are expected to comprise 75% of the British workforce with more earning power and greater ability to travel than ever before. Identifying the white space between technology and travel, for brands seeking to effectively market their products, services and destinations to Millennials, is essential for gaining a competitive advantage.
MWWPR provides insights into the travel habits of Millennials and identifies engagement opportunities for travel brands looking to gather affinities among millennial customers.
Delays, congestion and long lines can take
much of the charm out of airline travel. But
the data and triggers from sensors, actuators,
cameras, beacons, GPS and other connected
technologies that make up the Internet of Everything
can take the sting out of lines and delays, reshape
passenger experiences and streamline operations at
busy airports in North America and globally.
Mobile Trends Report 2014 for Travel industryCollective Camp
Mobile Trends 2014 for Travel Industry : Mobile First best practices for Travel, key-figures, iOS and Android penetration, mobile advertising, wearables, mobile marketing, , PureAgency.com, mobile and video, mobile and socia, internet trends, mobile predictions
Travelport Digital Webinar - Mobile Travel Trends 2017Travelport
Discover the mobile travel trends that will shape the mobile landscape for the travel industry in 2017 and beyond. With insights from Travelport Digital experts and travel industry heavyweights.
The Future of Wearables for Business Travel - ConcurSAP Concur
We review wearable technology and ways it is disrupting the travel space. Think of how being able to bypass airline security or check into your hotel without waiting in line by using a wearable watch might be like. Or submitting mileage to your expense report or monitoring your sun exposure with a wearable while on a trip? All of these possibilities are on the horizon. https://www.concur.com
City Tourism: Is the beaten path a thing of the past?TOPOSOPHY
Presentation by Manolis Psarros, Managing Director of TOPOSOPHY Destination Marketing Agency at WTM 2014 - City Tourism Seminar organized by European Tour Operators Association
Digital transformation in the Tourism Sector - University Of Salford ManchesterEmre Dirlik
In this report, the first phase of the digital business and entrepreneurship module within the digital business division of Salford University, Digital Business: Sector Investigation and Infographic, research will be conducted, analysis and information will be provided on the Tourism industry.
In this direction, it includes the strategic contributions to the sector by critically reviewing the tourism sector and evaluating the value and benefits of digital transformation in the sector. In addition, the report includes the infographic of the tourism sector by analyzing information from business owners and suppliers using Bloomberg, SWOT and sector reports.
In the report, the current environment required for digital transformation was reviewed in the tourism sector and the vuca technique was used to characterize leadership.
This Travel Tech Essentialist report seeks to uncover the cutting-edge trends that will reshape the online travel sector emerging from the worst crisis in its history.
If you want to download the presentation, sign up to the Travel Tech Essentialist newsletter at https://traveltechessentialist.substack.com/ and contact us to request a downloadable format.
http://www.scenic.com | The year 2016 will see further technological developments that enhance the travel experience. These various high-tech innovations include further upgrades in “virtual travel” technology, drone photography, Wi-Fi, and more.
Travel technology (also called tourism technology, and hospitality automation) is the application of Information Technology (IT) or Information and Communications Technology (ICT) in the travel, tourism and hospitality industry. One form of travel technology is flight tracking.
eTourism can be defined as the analysis, design, implementation and application of IT and e-commerce solutions in the travel&tourism industry; as well as the analysis of the respective economic processes and market structures and customer relationship management.
Many travelers take some form of mobile communication device with them on the road, whether it is a tablet computer or a mobile phone. To keep customers advised of changes many tourism and hospitality businesses use mobile communication; they send delay notices, offer deals and sponsor location-based advertising. Depending on the type of business the communication might happen through emails, text messaging or GPS tagging, for example.
The 2017 Imperative for Global Airlines By CellPoint MobileVanessa Horwell
Today’s airlines and travel companies face a market in which innovation is driven externally. The ability to support a range of mobile transactions for their mobile-first passengers will soon emerge as a critical, defining brand characteristic.
In this new travel market, the push for mobile-first strategies and brand DNA must start in the executive suite and filter throughout the entire organization if airlines hope to keep pace with a fast-moving mobile market and its revenue potential. Emboldened by a mobile-centric strategy, airlines will be able to attract more passengers, create more opportunities and paths to purchase, cater to a younger, mobile-focused customer, re-energize their loyalty programs and position themselves for success in the mobile environment.
This report looks at the powerful imperative of mobile-first strategies for payments, loyalty, operations, interactions and airlines' ability to cater to customers who arrive with high expectations.
From wearable to ubiquitous computing - Science fiction is now IT scienceNEORIS
From wearable to ubiquitous computing, Science fiction is now IT science
Neoris Practical InSights
Manuel Belaunzaran
Neoris Mexico CTO
This is the conjunction of internet-of-things, wearable computing, mobile apps, geo location, augmented reality, cloud computing and many other developments.
Sharing Economy and the Greek Tourism & Hospitality SectorTOPOSOPHY
This study focuses on the analysis of the sharing of assets, as a growing phenomenon in recent years, which has allowed consumers, through the online platforms of the sharing economy, to gain temporary access to goods and services, and use them according to their needs.
For the Greek tourism sector, there are both strategic and tactical reasons to study the growing intervention of companies associated with the sharing economy in the provision of a variety of tourism and hospitality services.
Frontier(less) Retail—an Innovation Group report created in partnership with WWD, the leading fashion, beauty and retail authority—reveals a retail landscape that has become borderless, blurred and amorphous.
Consumer expectations are becoming limitless—whether it’s instant delivery, intuitive commerce or compelling store experiences. Interfaces for retail are moving beyond the smartphone into our home environments, and the digital and physical worlds are blurring in new ways.
e3 MD Neil Collard looks at some of the digital trends that dominated 2016 and which of them will be evolving in 2017 at e3's AI Whitepaper launch event.
The Future of Wearables for Business Travel - ConcurSAP Concur
We review wearable technology and ways it is disrupting the travel space. Think of how being able to bypass airline security or check into your hotel without waiting in line by using a wearable watch might be like. Or submitting mileage to your expense report or monitoring your sun exposure with a wearable while on a trip? All of these possibilities are on the horizon. https://www.concur.com
City Tourism: Is the beaten path a thing of the past?TOPOSOPHY
Presentation by Manolis Psarros, Managing Director of TOPOSOPHY Destination Marketing Agency at WTM 2014 - City Tourism Seminar organized by European Tour Operators Association
Digital transformation in the Tourism Sector - University Of Salford ManchesterEmre Dirlik
In this report, the first phase of the digital business and entrepreneurship module within the digital business division of Salford University, Digital Business: Sector Investigation and Infographic, research will be conducted, analysis and information will be provided on the Tourism industry.
In this direction, it includes the strategic contributions to the sector by critically reviewing the tourism sector and evaluating the value and benefits of digital transformation in the sector. In addition, the report includes the infographic of the tourism sector by analyzing information from business owners and suppliers using Bloomberg, SWOT and sector reports.
In the report, the current environment required for digital transformation was reviewed in the tourism sector and the vuca technique was used to characterize leadership.
This Travel Tech Essentialist report seeks to uncover the cutting-edge trends that will reshape the online travel sector emerging from the worst crisis in its history.
If you want to download the presentation, sign up to the Travel Tech Essentialist newsletter at https://traveltechessentialist.substack.com/ and contact us to request a downloadable format.
http://www.scenic.com | The year 2016 will see further technological developments that enhance the travel experience. These various high-tech innovations include further upgrades in “virtual travel” technology, drone photography, Wi-Fi, and more.
Travel technology (also called tourism technology, and hospitality automation) is the application of Information Technology (IT) or Information and Communications Technology (ICT) in the travel, tourism and hospitality industry. One form of travel technology is flight tracking.
eTourism can be defined as the analysis, design, implementation and application of IT and e-commerce solutions in the travel&tourism industry; as well as the analysis of the respective economic processes and market structures and customer relationship management.
Many travelers take some form of mobile communication device with them on the road, whether it is a tablet computer or a mobile phone. To keep customers advised of changes many tourism and hospitality businesses use mobile communication; they send delay notices, offer deals and sponsor location-based advertising. Depending on the type of business the communication might happen through emails, text messaging or GPS tagging, for example.
The 2017 Imperative for Global Airlines By CellPoint MobileVanessa Horwell
Today’s airlines and travel companies face a market in which innovation is driven externally. The ability to support a range of mobile transactions for their mobile-first passengers will soon emerge as a critical, defining brand characteristic.
In this new travel market, the push for mobile-first strategies and brand DNA must start in the executive suite and filter throughout the entire organization if airlines hope to keep pace with a fast-moving mobile market and its revenue potential. Emboldened by a mobile-centric strategy, airlines will be able to attract more passengers, create more opportunities and paths to purchase, cater to a younger, mobile-focused customer, re-energize their loyalty programs and position themselves for success in the mobile environment.
This report looks at the powerful imperative of mobile-first strategies for payments, loyalty, operations, interactions and airlines' ability to cater to customers who arrive with high expectations.
From wearable to ubiquitous computing - Science fiction is now IT scienceNEORIS
From wearable to ubiquitous computing, Science fiction is now IT science
Neoris Practical InSights
Manuel Belaunzaran
Neoris Mexico CTO
This is the conjunction of internet-of-things, wearable computing, mobile apps, geo location, augmented reality, cloud computing and many other developments.
Sharing Economy and the Greek Tourism & Hospitality SectorTOPOSOPHY
This study focuses on the analysis of the sharing of assets, as a growing phenomenon in recent years, which has allowed consumers, through the online platforms of the sharing economy, to gain temporary access to goods and services, and use them according to their needs.
For the Greek tourism sector, there are both strategic and tactical reasons to study the growing intervention of companies associated with the sharing economy in the provision of a variety of tourism and hospitality services.
Frontier(less) Retail—an Innovation Group report created in partnership with WWD, the leading fashion, beauty and retail authority—reveals a retail landscape that has become borderless, blurred and amorphous.
Consumer expectations are becoming limitless—whether it’s instant delivery, intuitive commerce or compelling store experiences. Interfaces for retail are moving beyond the smartphone into our home environments, and the digital and physical worlds are blurring in new ways.
e3 MD Neil Collard looks at some of the digital trends that dominated 2016 and which of them will be evolving in 2017 at e3's AI Whitepaper launch event.
The official Ogilvy Key Digital Trends for 2017. A yearly trend report outlining both where we believe the digital and social landscape is headed and what brands and agency partners should do about it. By Marshall Manson and James Whatley
Travel and tourism industry is the one of the fastest growing industries from history to current era. And from the last few decades, tourism industry is witnessing new emerging trends that are very much important for its development. These latest trends also influence tourism sector's marketing planning, strategic planing or making new business policies for peak seasons. Check the slides here to know about these new trends and their influences on tourism industry in detail.
Social Media Content Analysis of the Travel, Tourism and Hospitality Industry.Laughlin Rigby
Results of an exclusive Oct 2011 study by Travelshake.com analysing, categorising and ranking the different social media content themes posted by over 1200 tourism business from 77 countries worldwide via the Travelshake.com platform. Launched in May 2010, Travelshake.com was the world's first social media platform for the travel and tourism industry. The presentation also includes analysis of sub-sectors within the industry such as restaurants, hotels, transport and tourist boards.
Travel and hospitality industry - 2017 analytics landscapeMetriplica
Use and importance of analytical strategies in the travel and hospitality domain. This relatively recent development presents both a unique challenge and an extraordinary opportunity. An opportunity that many brands are not fully capitalizing on. We travel to connect, detach, explore and experience the world outside our homes. Some of us travel for business while others travel to discover themselves.
Let's see how.
Indonesia Travelers & their Online Behaviors basically highlights about how internet changed the way people travel in Indonesia and how it helps travelers to budget their trip smartly. Budget travelers have big potential to be targeted market.
Influencer Marketing for the Travel Industry in 2017gShift
Influencer marketing has changed so much in recent years, especially when it comes to the travel industry. In this session, we will look at current trends for travel bloggers and organizations within the space. We will look at how social media continues to play a big role and also how to identify the right influencers for your brand.
The travel industry continues to experience changes, stemming from travelers' interest in a more authentic travel experience, comfortable prices and convenience - as well as from technologies which enable companies to respond to these needs. Competitors in the market - including hotels, OTAs, apartment rentals, aggregators and search engines - turn to digital to enhance their offering before, during and after the traveler's journey.
This proposal of work contains details and samples of the user centric design process I follow. I have been trying to find a good graph that represents the process, but at the end I have decided to make my own! ;)
The 2017 Imperative for Global Airlines By CellPoint MobileVanessa Horwell
Today’s airlines and travel companies face a market in which innovation is driven externally. The ability to support a range of mobile transactions for their mobile-first passengers will soon emerge as a critical, defining brand characteristic. In this new travel market, the push for mobile-first strategies and brand DNA must start in the executive suite and filter throughout the entire organization if airlines hope to keep pace with a fast-moving mobile market and its revenue potential. Emboldened by a mobile-centric strategy, airlines will be able to attract more passengers, create more opportunities and paths to purchase, cater to a younger, mobile-focused customer, re-energize their loyalty programs and position themselves for success in the mobile environment.
This report looks at the powerful imperative of mobile-first strategies for payments, loyalty, operations, interactions and airlines' ability to cater to customers who arrive with high expectations.
Check out the 5 travel and leisure trends of 2025 and find out how hyperpersonalization and human centric technology can play a pivotal role in digital transformation.
Top 5 Travel & Consumer Leisure Trends in 2025 | WNSRNayak3
Check out the 5 travel and leisure trends of 2025 and find out how hyperpersonalization and human centric technology can play a pivotal role in digital transformation.
Skift Report: 14 Global Trends That Will Define Travel in 2014Rafat Ali
At the start of 2014, we’re looking at 14 trends we think will drive travel industry and consumers this year and beyond. Design, user experience, data and ease of travel will define travel trends in 2014, and our 14 trends reflect that.
Tecnología móvil: una de las tendencias clave de los viajes de negocio Miguel Cabrera
La compañía Carlson Wagonlit Travel ha analizado las cinco tendencias clave que están transformando el mundo de los viajes corporativos: el uso de la tecnología móvil en la gestión, la personalización de los desplazamientos, la introducción de la economía colaborativa, las nuevas formas de reserva y las últimas soluciones de pago.
Industry 4.0 is a new revolution concerning the technical evolution. Furthermore, the new trend is called the fourth industrial revolution. It involves cyber-physical systems, the internet of things, cloud and cognitive computing. Due to the fact that the technology develops itself almost every day, new inventions are produced daily.
In 2014, they are looking at 14 trends they think it will drive travel industry and consumers this year and beyond. Design, user experience, data, and ease of travel will define travel trends in 2014, and the14 trends reflect that.
What does 2015 hold for travel management? As the
latest survey* from Carlson Wagonlit Travel (CWT) shows,
travel and meetings and events professionals have their
fingers on the pulse of industry trends and intend to
prioritize action in every area of the managed travel
process. This report presents the top trends and priorities
revealed in the survey, organized around five steps of
the travel continuum.
SimpliFlying Featured: Thinking Differently in the age of Connected TravellerSimpliFlying
Airport World Magazine, Aug/ Sep 2013 - Airport marketing is waking up to the immense opportunities in today’s age of ‘connected travellers’. These travellers, ever more hungry for new experiences, like to carry their living room with them as they travel – a smartphone, an iPad, a laptop. David McMullen and Shubhodeep Pal discuss marketing innovation in the age of the connected traveller.
Here's what travel and hospitality will look like by 2025 as organizations strive to offer endlessly personal and exceedingly convenient services to travelers.
Travel agents are re-inventing themselves and dong value-add to the “new normal”. In fact, the travel agents have not only reinforced but also expanded their spectrum of offerings, having logged into the online networks’ USPs by embracing the system and adding that “extra”.
PSI: The Global Travel & OOH industries in 2020 and beyond Posterscope
2019 proved to be another rollercoaster year for the global travel industry, and 2020 promises to be no different, as fluctuations in the economy, technology and politics continue to affect the way that people navigate the world. This is evident across all industries, not least in the global travel and international OOH sector. As the year is beginning to unfold, PSI has looked into what the rest of the year behold from the increase in hyper personalised travel experience, the global transformation through OOH automation and being connected at 35,000 feet
Similar to Digital Trends for the Travel Industry in 2015 and Beyond (20)
LSU Founder Matt Boffey kicked off his presentation by arguing that the automotive industry has a long way to go to become truly innovative, then gave us his top tips to do innovation successfully.
e3 MD Neil Collard presented Lessons From Automotive at Zetter Townhouse where he talked about how companies need to re-think what their core business provides, and instead think of how they can sell a service.
Senior Strategist, Kate Fitzpatrick, delivered her social media framework presentation at e3's Charity working lunch event to a room of senior third sector professionals.
Digitally Fit: How Sport Brands Champion Innovatione3
The one sector that is striving to channel innovation into everything they create is the Sport and Fitness sector. Neil Collard, MD of e3, looked at how you create an engaging and interactive experience within sport.
Nothing Like the Real World presented by Johan Kuylenstierna Corthesy’s. The company takes groups of millennials on blow-your-mind, off the scale experience weeks around exotic coastlines
Kate Fitzpatrick, e3 Senior Strategist presented this at the British Marine Seminar. Kate looks at the millennial behaviour and how this affects brands engagement in relation to data, personalisation, and tone-of-voice.
Kate Fitzpatrick, Senior Strategist, e3 and Joshua Leigh, Amnesty International both presented at Experiencing Charity: The Future of Giving, an e3 event looking at the future of the third sector. In these presentations we looked at trends, VR, 360, Labs, Innovation and many other ways charities are exploring immersive experiences.
This is the presentation deck from the June 14th Working Lunch '2016 The Year of Innovation' hosted by e3. It includes a list of the different models of innovation as well as the advice provided by David Ward, Director of Marketing and Innovation at Yodel.
Clare Reddington, Creative Director of Bristol's Watershed, talks us through her Playable City project and why diversity within in the innovation space is key to creating and connecting effectively.
Creating non-real connected experiences in the real worlde3
Where does VR, AR or Mixed Reality fit into the real world? How do you creative immersive experiences in simulated scenarios. Creative Director, Dom Baker or e3, talks us through the premise of TimexPlacexJoy
How does digital fit seamlessly into the customer journey in the physical world? e3 Head of Strategy Nicola Hinds takes a look at the most innovative technology and campaigns dominating immersive experiences.
Four models and four habits that drive innovatione3
Brands are responding in different ways to the innovation challenge. Matt Boffey,Founder at London Strategy Unit, will talk introduce 3 models for innovation, sharing the pros and cons for each and sharing examples of large corporates who have incorporated them into their organisation:
- Innovation Lab
- Entrepreneurship
- Outsource
Dom Baker, Creative Director at e3, walks through two examples from Yodel (Innovation Lab) and YouTube (Outsource). We will follow the process from start to finish, looking at the scenario, the process and the outcomes with a particular focus on lessons learnt.
Innovation is a driver of growth, something we should all be aggressively exploring. In this talk, Nicola Hinds, Head of Strategy at e3, will go through interesting examples, and share the materials you need to take back to your organisation. She'll cover:
· Exploring the axiom that product is service is marketing
· Examples of current trends
· Particular focus on how large corporates have innovated
Digital disruption in the auto market. alex rose, marketing director, who ca...e3
ex-Google industry manager, Alex Rose – now Marketing Director at WhoCanFixMyCar, presents his talk – Digital Disruption in The Automotive Industry: From Meerkats to Motoring.
Past, present, future – how digital is disrupting the automotive market. nei...e3
e3 MD, Neil Collard's opening talk at 'Driving the Future - The Future of Automotive' event, held at The London Transport Museum, Covent Garden. December 2014.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
2. WHITEPAPER2015
2
EXECUTIVE
SUMMARYAt the end of 2013, e3 produced the first in a series of trend papers
focussed on the travel sector. It specifically looked at how the growing
influence of mobile and social gave rise to a much more connected traveller.
As the landscape of the travel industry continues to shift and flex around
new technologies, we are seeing both the emergence and development of
new and existing trends.This second paper in the series discusses how
the continued growth and confidence in mobile gives rise to new research
and purchasing behaviours. For 2015, we’ve identified 4 key digital travel
trends we feel have implications right across the industry, from airlines
and hotels to airports and online booking agents:
1. SELF-SERVICE AND THE CURRENCY OF TIME
From airport luggage drops and boarding passes to hotel check-ins,
self-service is big news. We live in a culture of instant fulfilment,
where expectations are set by the immediacy of mobile and social
media. Customers will gladly adopt new technologies and serve
themselves if that means they can avoid waiting, so smart travel
and hospitality companies are early adopters too.
Why it’s interesting
Innovations in technology create innovations in customer service and
satisfaction by providing a seamless, convenient and connected experience.
2. DIY TRAVEL
Self-service travel is particularly popular with Do-It-Yourself travellers who
plan, manage and book travel online, rarely speaking to another human being
in the process. These DIY travellers prefer to feel independent and enjoy their
trip without having to interact with others, be it travel agents, hotel concierg-
es or tour guides, which poses a challenge for an industry that focuses on the
human service element.
To fulfil these customers’ needs and differentiate their offering, digital-only
companies like Airbnb, Roomarama, HomeAway and CitizenM make the
absence of human interaction a selling point.
Why it’s interesting
To compete, traditional travel companies must make the most of their access
to customer data and high-spec technology to serve customers on their terms.
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65%
3. MOBILE BOOKING
148.3 million bookings were made online last year,
and 65% of same-day hotel reservations were made
via a smartphone, according to eMarketer1
. Consumer
confidence in mobile, along with the industry’s ability
to provide real time pricing information, combine to
create a growing wave of mobile bookings.
Why it’s interesting
Companies that are already delivering great booking experiences are now
turning their attention to easier booking on any device, deeper insight into
customer context, flexible customer preference management, and extended
involvement in the customer’s trip.
4. AUTHENTIC EXPERIENCES
Authenticity is valuable in 2015. The trend for authentic experiences has
broken the surface in the past year as travel mentality has shifted from
‘tourist’ to ‘traveller’. Digital connects people across the globe, with new
companies helping travellers find accommodation, guides and other
services within the local community to satisfy the consumer’s desire
not to feel like a tourist.
Why it’s interesting
Big names in the travel industry recognise the need to cater to this mindset
shift from tourist to traveller. And whatever you want to experience when
you travel, there’s someone only a click away waiting to show you authentic
local sights.
—
All four of these trends have two important elements in common: mobile
technology and the Millennial audience are behind self-service, DIY travel,
mobile booking and the search for authentic experiences.
—
THE YEAR AHEAD
2015 will be an exciting, but challenging one for the industry. The battle for
bookings will be won not only by owning big data, but more importantly, by
interpreting it correctly. In doing this, organisations will successfully deliver
a more personalised, contextual experience for their customers - something
we are doing with a number of clients here at e3, including Bristol Airport
and Centro.
1 eMarketer Survey, September 2014
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INTRODUCTION
At the end of 2013, e3 produced the first in a series of trend papers
focussed on the travel sector, looking at the rise of the connected traveller,
particularly the influence of mobile and social. As the landscape of the
travel industry continues to change, now is a good time to identify new
trends and this second paper in the series discusses how the continued
growth and confidence in mobile gives rise to new behaviours.
Every year brings new predictions and trends about what to watch out for
over the coming 12 months – the digital sector is no different. Digital currency.
Wearable tech. The internet of things. The “high-tech” is now mainstream as
Millennials drive cultural change.
In fact, change is the only constant. That, and the perennial mantra of
‘know your customer’, which is always worth repeating. Understanding
consumer behaviour is the key to delivering experiences they’ll treasure
— and to riding the wave of change, because changes in customer
expectations and behaviours prompt the evolution of fresh solutions.
In 2015, consumers are coming to expect every brand experience to
be convenient, personalised and immersive. These expectations are
no different when consumers plan or buy travel. Statistics from the
Association of British Travel Agents (ABTA) illustrate the recent shift
in travel consumers’ researching and buying behaviours — particularly
those of Millennials.
Q1 2015: TRAVEL
WHITEPAPER #2
By Kate Fitzpatrick, Strategist, e3
NEXT STOP:
DIGITAL TRENDS FOR
THE TRAVEL INDUSTRY
IN 2015 AND BEYOND
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Mobile device use for
researching travel options
is rising, but PCs and laptops
are still the more commonly
used device in this phase.
44%16 to 24
year olds
18% of total internet users
use social media to research
and plan travel,
but that number rises to
44% among 16- to 24-year-olds,
who focused on social media
more than any other age group1
.
1 (ABTA: Consumer Holiday Trends Report, September 2014)
18%
RESEARCH
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Millennials are much more
likely than other age groups
to make travel bookings via
mobile devices.
35%88%
88% of 16-to-24-year-old internet
users had used a PC or laptop
to book travel in the 12 months
ending July 2014 — the smallest
proportion across all age groups.
16 to 24 year olds
But 35% of Millennials had used
a mobile phone to book travel
— the highest percentage across
all age brackets1
.
1 (ABTA: Consumer Holiday Trends Report, September 2014)
Y
BOOKING
of millennials
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2015’S CONNECTED TRAVELLER
Search ‘digital travel trends 2015’ and you’ll get roughly 95 million search
results. To narrow the information firehose, we’ve picked out 4 key trends that
will have implications across the industry, from airlines and hotels to airports
and online booking agents:
1. Self-service
2. DIY Travel
3. Mobile Booking
4. Authentic Experiences
There are a plethora of others, with the best of the rest including the
rise of the bleisure traveller, tech free travel and wellness tourism.
1. SELF-SERVICE
Self-service is big news for the aviation industry this year. Most consumers
view airports as painful stepping stones, a necessary ordeal on the journey
to their destination. To make airport experiences more meaningful,
convenient and connected, airport operators are finding smarter ways
to serve passengers.
Gatwick Airport plans to become ‘the world’s most efficient two runway
airport’ by cutting down passenger transit time and getting rid of queues.
According to the architect Sir Terry Farrell, “queues have literally been
designed out. The new terminal will be simple and convenient to use.”
Improved IT infrastructure and mobile technology provide the foundation
for innovation. Aviation technology provider SITA’s 2014 Airport IT Trends
Survey reports that more than 80% of the world’s airports are planning
projects in the self-service and mobile areas over the next 3 years, and
nearly three-quarters of airports expect most of their passengers will
use self-service check-in by 2017.
Multi-service kiosks, self-bag drop and self-boarding services are the
big drivers of self-service in aviation, and will see a lot of investment over
the next 2-3 years.However, with budgets for these developments already
allocated, some airports are already seeking the next tech opportunity to
help gain competitive advantage.
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HELSINKI AIRPORT INTRODUCES
FLOW MANAGEMENT TECHNOLOGY
In July 2014, Helsinki became the world’s first airport to introduce passenger
flow management technology. The whole customer pathway from car park
to departure gate is now monitored by more than 300 iBeacons tracking the
Wi-Fi enabled phones of passengers. It’s estimated that up to 70% of phones
moving through the airport are Wi-Fi enabled. This sensor network gives
Helsinki Airport reliable real-time data on how people are moving around the
terminal, including any clusters or bottlenecks. This insight makes it much
easier to plan more effective terminal traffic management strategies, avoid
queues and keep passenger satisfaction high.
In addition to this, the airport is looking to push out messages that gives
passengers helpful information based on their location in the airport. This,
in time, will provide a retail opportunity to use location technology to deliver
personalised, time sensitive offers and promote lucrative ancillary services
such as battery recharging or buggy hire.
Why it’s interesting
The increasing adoption of mobile has fundamentally changed consumer
behaviour. It shapes people’s expectation of interactions with brands, products
and services. This trend presents an interesting scenario: if passengers begin
to view airports as short-term destinations in their own right, the battle for
bottoms will shift from the sky back into the airport lounge.
Figure 1.0 Screenshot of Helsinki Airport website- image courtesy of Finavia
http://www.finavia.fi/en/helsinki-airport/
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2. DIY TRAVEL
Do-It-Yourself travellers, also occasionally called ‘silent travellers’, are
digitally confident, independent individuals who use a range of devices
and tools to plan, manage and book travel online. Their relationships
with travel brands, hotels and booking agents are purely digital
— because that’s the way they like it.
DIY travellers can interact with brands as much or as little as they want,
which poses a huge challenge for an industry that typically emphasises
the human service element.
If consumers choose to limit human interaction, how can the
industry identify, understand and fulfil their needs?
How can brands cross the digital barrier and get the insight they
need to differentiate their offering, without becoming intrusive?
Fulfilment and differentiation are the most critical parts of this challenge,
as DIY travellers are the most likely to use social media to comment on,
praise or criticise services. Digital-only startups like Airbnb, Roomarama
and HomeAway tell compelling stories online to sell a travel experience
without human contact, taking advantage of the increasing distance
between digital-focused DIY-ers and traditional travel providers.
CitizenM, a small, independent chain of international hotels, purposely
caters for the preferences of the DIY traveller by weaving technology,
independence and quality service into its brand story. These hotels offer
a unique combination of services and facilities: airport-inspired self
check-in, free Wi-Fi, and a tablet with which to control the blinds,
lighting and free movie service in every guest room.
They also skip the features DIY travellers don’t need, such as concierges and
dining rooms. Many hotel companies have adopted CitizenM’s model, including
Z Hotels, Qbic, The Nadler (formally Base2Stay), and YOTEL for the
business market.
Traditional hoteliers and travel agents are fighting back by adjusting their
approach to target DIY travellers more effectively, using technology-based
propositions they hope will provide the ‘personal’ element of the experience.
Starwood Hotels and Resorts Worldwide, the owner of the W Hotel chain and
manager of the Sheraton brand, now lets customers use their mobiles to
check in via SPG keyless entry.
—
—
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3. MOBILE BOOKING
The impact of mobile technology on consumer behaviour is undeniable and
ever-present. Time is currency in this culture of immediacy. Google reports
that travellers spend an average of 55 minutes to book a hotel and flights; they
visit 17 websites and click four different search ads per travel search and 90%
of these travellers use more than one device during the booking process1
.
2014 saw the highest number of online travel bookings ever, reaching
148.3 million, with 65% of same day hotel reservations made via a
smartphone2
. This growth is enabled
by confidence in mobile technology, mainstreaming high-spec devices
and real time pricing capabilities.
But as audiences become accustomed to online booking, they also become
increasingly demanding of the service. For companies that already deliver
great booking experiences, the focus has shifted to deliver excellence
across three key areas:
How can we make it even easier for our customers to book on the device of
their choice?
— How can we better understand our customer in context?
— How can we extend and shape the experience beyond the final
click to book?
— How can we make it even easier for our customers to book on the
device of their choice?
1 (The 2013 Traveller, Google Think)
2 (eMarketer Survey, September 2014)
Figure 2.0 Screenshot of the SPG Keyless Entry App website (desktop version)
Why it’s interesting
To thrive in the DIY travellers’ market, traditional travel companies will have
to master the art of the invisible and use data as their new concierge.
Figure 2.0 https://www.spgpromos.com/keyless/
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THE CONTEXTUAL CONSUMER
In 2015, marketers and organisations have to understand audience
behaviours and needs in context rather than in isolation. Context
influences device choice and hence the options that you need to
present at any given time to a customer.
For instance, mobile engagement provider Mobiquity reports that consumers
use different devices depending on how soon they plan to travel. The closer
their departure date, the more likely they are to use a smartphone — and
after departure the smartphone is the clear winner over any other device.
Organisations that know and manage their customers’ preferences, both
dynamic and persistent, will benefit in the long term as personalisation and
customer-centricity continue to dominate in coming years.
EXTENDING THE EXPERIENCE
Understanding context lets you tailor the customer’s travel experience in
ever-increasing detail. For example, if your preferred device while travelling
is a mobile and you’re likely to dine out every night, Expedia could offer
you an app-based service like OpenTable. The OpenTable app helps users
find and book local restaurants, but also lets diners review their order, pay,
add a tip and leave the restaurant without ever having to wait for
a server’s attention.
Why it’s interesting
The more we understand customer preference, the more valuable mobile
becomes to travel industry brands and marketers.
MAKING BOOKINGS EASIER
Expedia CEO Dara Khosrowshahi recognises the complexity of the research
and planning phase that precedes booking, and wants to help customers by
tracking their searches. According to Khosrowshahi, “Expedia’s users now
shop across more sites than ever before. A user who’s doing a flight search
will be doing over 40 flight searches before booking a flight and we are seeing
users shop across multiple devices.”
To facilitate this process, Expedia developed ScratchPad to track a
logged-in user’s searches regardless of device, so users can continue
their search activity seamlessly even if they switch devices partway
through the process. Once the user indicates a destination preference,
Expedia pushes relevant content including daily price changes and
relevant offers.
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4. AUTHENTIC EXPERIENCES
The trend for authentic experiences has been growing for at least a
year, together with other recent trends, such as the ‘internet of me’
and hyperlocality, that revolve around concepts of community and self.
The authenticity trend has arguably been driven by the ubiquity of social
networking. People now suffer from ‘Facebook envy’ and the ‘Instagram
effect’: they’re surrounded by filtered images of friends and strangers
having the time of their lives. Hiking Machu Picchu, eating with locals
in downtown Hanoi or free climbing in Yosemite National Park. It’s a
FOMOist’s nightmare.
Travel mentality has undergone a huge shift, particularly among millennials,
who are moving from ‘tourists’ to ‘travellers’. Digital is clearly the catalyst
for this change, connecting people across the globe much more easily than
before, leading to the creation of multiple services and product to cater for
these needs.
Accommodation-finding is the best-known of these services, with Airbnb
leading the way. A peer-to-peer platform that connects travellers worldwide
with local people who have rooms or properties to rent, Airbnb not only
facilitates the booking but offers the first step to an authentic and local
travel experience. This has brought about rapid brand growth over the
past 5 years.
In the past, this side of the travel industry was cause for safety
concerns with many horror stories reported by people using disreputable
accommodation-finding websites. Today, the transparency and vigilance
of market leaders like Airbnb sets higher expectations and gives consumers
confidence. But accommodation isn’t the only thing travellers want.
Digital networks help travellers find authentic experiences with other humans,
too. Vayable is a portal designed to match travellers with a network of local
citizens and communities. It lets users book onto tours and experiences with
local people, share their experiences with others and even buy experiences
as gifts.
Meanwhile, Berlin based company My Plus One lets users ‘Book a Local’ for
activities and experiences ranging from seeing street art to going clubbing.
Users fill in a form, select how much time they’d like to spend with their local,
get pricing, then wait for locals to accept their request. Whilst Hallo Hello,
a pop-up restaurant in Copenhagen Airport, gave culinary-minded travellers
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a place to gather before they set off on the next stage of their journey.
Big names in the travel industry recognise the need to cater to this mindset
shift from tourist to traveller. In 2014, Marriott Hotels partnered with MIT’s
Mobile Experience to develop the prototype for Six Degrees, a business
social networking platform. It featured an app, a hotel lobby display screen
and an interactive table to connect guests via their social profiles, bringing
them together by showing what they might have in common.
The aim of the experiment was to turn Marriott’s lobbies into proactive,
social tech hubs for their guests. Marriott has also launched the Travel
Brilliantly programme which actively explores co-creation opportunities
with their patrons to keep the hotel experience authentic.
Why it’s interesting
Whatever you want to experience when you travel, there’s someone
only a click away waiting to show you authentic local sights.
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The trends discussed here have 2 key elements in common: mobile technology
and Millennials, the audience segment driving mobile use.
These 16 to 34 year olds are the new generation of consumers, and they’re
pushing the boundaries of what’s possible in the travel industry. Whether it’s
real time pricing, virtual check-in, or sharing a meal at a local’s table, the
Millennial appetite for digital flexibility is opening up the travel market to
new opportunities.
Amidst the many exciting new brands and platforms, it’s encouraging to see
that long term players are flexing their propositions to support the Millennial
market. But traditional travel brands will have to think and act fast to keep up
with their more adaptable digital competitors.
The year ahead will be an exciting but challenging one for the industry. The
battle for bookings will be won not only by owning big data, but by interpreting
it correctly to deliver a personalised, contextual experience for the customer
– something we are doing with a number of clients here at e3, including
Bristol Airport and Centro transport network.
FUELLING CHANGE
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ABOUT
THE AUTHOR
Kate Fitzpatrick | Strategist, e3
e: kate.fitzpatrick@e3.co.uk
Kate has over 8 years’ experience within digital, working on both client and
agency side. Prior to e3, Kate worked at Bray Leino in an account direction and
strategic role for a variety of clients including Legal & General, The Royal Mint,
AXA, and Sun Life Direct. Her client-side experience saw her heading up the
digital marketing output for the fiction division of HarperCollins Publishers.
Kate’s experience covers B2B and D2C digital campaigns and executions,
from social media to content strategy.
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To discuss any of the information in this
paper, to arrange a free workshop, or to
discuss any of your digital requirements,
please contact:
John Lynch | New Business Director, e3
t: 0117 9021333
e: john.lynch@e3.co.uk
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ABOUT e3
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We work with globally recognised brands including Kia, Royal Navy, Orange
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Working from London and Bristol, e3 has grown into an agency of more than
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