The document outlines a multichannel marketing strategy focusing on onsite engagement optimization for Travix, which operates in 19 countries and generates significant sales. It emphasizes the importance of choosing the right channels, aligning them with specific goals, and ensuring messages are appropriately tailored to different local markets. It also addresses challenges such as cultural differences and language barriers that impact customer conversion rates.

1. GEOFFREY DAVIES
ONLINE MARKETING DIRECTOR APAC
MULTICHANNEL AND ONSITE ENGAGEMENT
@ AN INTERNATIONAL ENVIRONMENT

2. TODAY
INTRODUCTIE
ROAD TO CONVERSION
MULTICHANNEL & ENGAGEMENT STRATEGIE
ONSITE ENGAGEMENT OPTIMALISATIE

3. TRAVIX AT A GLANCE
6 BRANDS
3

4. WHERE WE OPERATE
4
LOCATED IN
17 POINTS OF SALES
19 COUNTRIES

5. TRAVIX AT A GLANCE
2 MILLION
AIR BOOKINGS
5

6. TRAVIX AT A GLANCE
COMBINED SALES
USD $ 2 BILLION
(USD 1,2 BIL IN 2011)
6
+ + + +

7. CONVERSION
ROADMAP

8. CONVERSION ROADMAP
8
Channel A Channel B
Onsite
engagement
Conversie

9. CONVERSION ROADMAP
ENGAGEMENT OPTIMALISATIE IS DE
JUISTE TOON OP DE JUISTE PLAATS OP
DE JUISTE TIJD
9

10. CONVERSION ROADMAP
ENGAGEMENT STRATEGIE MOET DUS MINIMAAL
2 ELEMENTEN BEVATTEN:
CHANNEL STRATEGIE
ONSITE OPTIMALISATIE STRATEGIE
10

11. CHANNEL STRATEGIE

12. CHANNEL STRATEGIE
KEUZE EN INZET VAN ELK KANAAL
HANGT AF VAN CHANNEL CONTRIBUTIE
ELK KANAAL DIENT EEN EIGEN DOEL
MAAR IS AAN ELKAAR GERELATEERD.
12
A
C
D
E
B

13. CHANNEL STRATEGIE – BEREIK
13
BEREIK
Breed bereik Targeted bereik
CHANNEL
META ** ***
Affiliate ** **
SEO/ Search * **
SEM *** ***
Social Media * ***
Media buying/ display *** *
Email marketing * ****

14. CHANNEL STRATEGIE – PRIJS OF MERK?
14
PRIJS/MERK GEDREVEN
Prijs Merk
CHANNEL
META **** *
Affiliate *** **
SEO/ Search o **
SEM * **
Social Media o ***
Media buying/ display * ***
* **
Email marketing ** **

15. CHANNEL STRATEGIE – DOELSTELLINGEN
15
MARKETING DOELSTELLING
Sales volume Branding Traffic
CHANNEL
META **** * ***
Affiliate *** ** **
SEO/ Search * ** ****
SEM *** ** ****
Social Media * **** **
Media buying/
display * **** *
* ** ***
Email marketing ** ** **

16. CHANNEL STRATEGIE – TERMIJN
16
RESULTAAT TERMIJN
Korte termijn Lange termijn
CHANNEL
META **** *
Affiliate ** ***
SEO/ Search * ****
SEM *** **
Social Media * ***
Media buying/ display ** ***
* **
Email marketing * ***

17. CHANNEL STRATEGIE - INTERRELATIONSHIP
17
Display/
Social
Media
SEM
META
SEO

18. CHANNEL STRATEGIE - INTERRELATIONSHIP
18
Display/
Social
Media
SEM
META
SEO

19. CHANNEL STRATEGY - INTERRELATIONSHIP
19

20. CONVERSION ROADMAP
DUS:
ENGAGEMENT OPTIMALISATIE IS DE
JUISTE TOON (BOODSCHAP)
OP DE JUISTE PLAATS (KANAAL)
OP HET JUISTE TIJDSTIP (WANNEER ZET
JE WELK KANAAL IN)
20

21. ONSITE OPTIMALISATIE

22. CUSTOMER
CENTRIC

23. THINK GLOBAL
ACT LOCAL

24. A DIFFERENT LOOK AND FEEL,
LOCALS AT CUSTOMER SERVICE,
A DIFFERENT TONE OF VOICE
AND A LOCAL MARKETING
APPROACH
24

25. DIFFERENTIATIE
LOCAL DIFFERENCES
FRONT-END / CMS
www.cheaptickets.nl www.cheaptickets.hk www.cheaptickets.sg
25

26. 26

27. 27
ONSITE OPTIMALISATIE
Hoge Fall Out in funnel

28. BIG
CHALLENGES

29. CHALLENGES
TAAL
CULTUUR
E-COMM MATURITY
BETALINGSMETHODES
LOCATIE
29

30. CHALLENGES
TAAL
30

31. CHALLENGES
TAAL
31
Merknaam

32. CHALLENGES
CULTUUR
32
Afbeeldingen

33. CHALLENGES
CULTUUR
33
Aanspreek vorm?

34. CHALLENGES
CULTUUR
34
Propositie en ontwerp

35. CASE CT ASIA
35
KOPIE VAN CHEAPTICKETS.NL

36. CASE CT ASIA
36
WERKT NIET

37. CASE CT ASIA
37
REDESIGN

38. CASE CT ASIA
38
REDESIGN TH MASCOTTE

39. BETERE
CONVERSIE