This document is a presentation by Google about the internet and travel. It contains the following key points:
1) Google discusses how the internet has become the world's most visited "destination" and how travel searches and bookings have moved online in huge volumes.
2) They explain how the traditional purchase funnel model no longer applies as travelers conduct extensive online research across multiple sites before booking.
3) Google argues that they can help travel marketers by promoting their businesses throughout the travel research process using search marketing, display ads and YouTube, and by engaging travelers with interactive maps, street views and travel applications.
Greenlight's Insurance Sector Report, May 2013, Issue 16Greenlight Digital
A 360˚ analysis of the most important search terms, trends and benchmarking data in the Insurance sector. This report provides an exclusive snapshot of the Search and Social Media market for your sector right now. From the size of your potential audience to the top performing companies, it's all here.
Product focus:
Health Insurance, Home Insurance, Motor Insurance, Pet Insurance, Travel Insurance
The Hesperus - We offer a large selection of Nautical Clocks shown of various types like Chelsea U.S Maritime, Danish Ship Clock,
Wooden Regulator Day and Date Clock and Russian Submarine Clock etc.
Greenlight's Insurance Sector Report, May 2013, Issue 16Greenlight Digital
A 360˚ analysis of the most important search terms, trends and benchmarking data in the Insurance sector. This report provides an exclusive snapshot of the Search and Social Media market for your sector right now. From the size of your potential audience to the top performing companies, it's all here.
Product focus:
Health Insurance, Home Insurance, Motor Insurance, Pet Insurance, Travel Insurance
The Hesperus - We offer a large selection of Nautical Clocks shown of various types like Chelsea U.S Maritime, Danish Ship Clock,
Wooden Regulator Day and Date Clock and Russian Submarine Clock etc.
ONLAJN SARADNJA EVROPSKIH NACIONALNIH BIBLIOTEKA OD 1995. KA STVARANJU EVROPS...Olaf Janssen
Danas u Evropi postoji 45 državnih nacionalnih biblioteka. Ove biblioteke sarađuju od 1987. godine, kada je osnovana Konferencija direktora nacionalnih biblioteka Evrope (CENL – Conference of European National Librarians) – organizacija koja je udružila sve nacionalne biblioteke Evrope. Od 1995. godine nacionalne biblioteke Evrope su uključene u onlajn saradnju. Olaf D. Janssen razmatra stvaranje Evropske digitalne biblioteke tokom dvanaestogodišnje onlajn saradnje evropskih nacionalnih biblioteka, usredsredivši se na period 2005–2007.
Janssen, O.D. (2007), “Onlajn saradnja Evropskih nacionalnih biblioteka od 1995 - ka nju Evropske digitalne biblioteke”, in: The Herald of the National Library of Serbia, 2007, p. 9-22.
Full-text available at www.nb.rs/view_file.php?file_id=1805
Evaluation Wikipedian-in-Residence National Library & Archives of the Netherl...Olaf Janssen
The first Wikipedian-in-Residence (WiR) of the Netherlands (Hay Kranen) started working for National Library (KB) & National Archives (NA) on Oct 7th 2013. Early Oct 2014 his residency ended after almost a year.
In Part 1 of this (Dutch language) document we evaluate the (effect of the) WiR project from the perspectives of KB, NA, Wikimedia Netherlands (WMNL) and the WiR himself. We discuss what has been achieved and if this met the expectations of the project as defined in the beginning of the project. From this evaluation the project team makes a number of recommendations for future collaboration of KB and NA with Wikimedia/pedia.
In April 2014, management of KB, NA and WMNL verbally agreed to continue and strengthen their wiki-collaboration after the WiR project would end. Based on this intention and the recommendation from Part1, in Part 2 we discuss the interests and priorities of the parties involved in future collaboration.
Finally, in Part 3 we discuss how these interests and priorities will be fulfilled by activities and projects of KB, NA and WMNL in 2015
Combining all of the currently used recognition/reputation markers into one service creates a single reputation marketplace that academics can use to show their accomplishments and further their careers.
WW2 underground newspapers on Wikipedia using DBPedia , 12-2-2016, The HagueOlaf Janssen
Presentation about my project (https://en.wikipedia.org/wiki/nl:Wikipedia:Wikiproject/Verzetskranten) describing and interlinking all 1300 Dutch resistance newspapers from WW2 on Wikipedia using DBpedia.
Given during the 6th DBpedia International Community Meeting on 12-2-2016 in The Hague (http://wiki.dbpedia.org/meetings/TheHague2016)
I recently moved my license to Carrington Mortgage Services and this is why. It is so refreshing to be with a company that is EXCITED about the housing market.
Marketers have heard that tactics such as QR Codes, pURLS, apps and short codes are a good idea to quickly capture connections with customers. On a practical level, what are they specifically, how are they effectively used, and why should marketers consider using them?
On Tuesday August 23rd at 1:30PM (EDT), Anthony Joseph, VP of Marketing, Optify and Jennifer Wong, Digital Solutions Manager at Optify, teamed up with Target Marketing Magazine and Printing Impressions, and session sponsor EasyPurl at the InterACT! 2011 conference to answer these questions and provide step-by-step instructions in a live Interactive webinar presentation to teach audience members how to create each element (QR code, apps, pURLs & short codes) to benefit marketing campaigns.
In this Mobile Marketing Tools & Tips presentation attendees learned:
- How to create your own QR Codes, pURLs, apps and short codes.
- How to take, tie, and track a physical realm customer into the digital realm
- How to measure the activity from these mobile marketing creations in real time.
ONLAJN SARADNJA EVROPSKIH NACIONALNIH BIBLIOTEKA OD 1995. KA STVARANJU EVROPS...Olaf Janssen
Danas u Evropi postoji 45 državnih nacionalnih biblioteka. Ove biblioteke sarađuju od 1987. godine, kada je osnovana Konferencija direktora nacionalnih biblioteka Evrope (CENL – Conference of European National Librarians) – organizacija koja je udružila sve nacionalne biblioteke Evrope. Od 1995. godine nacionalne biblioteke Evrope su uključene u onlajn saradnju. Olaf D. Janssen razmatra stvaranje Evropske digitalne biblioteke tokom dvanaestogodišnje onlajn saradnje evropskih nacionalnih biblioteka, usredsredivši se na period 2005–2007.
Janssen, O.D. (2007), “Onlajn saradnja Evropskih nacionalnih biblioteka od 1995 - ka nju Evropske digitalne biblioteke”, in: The Herald of the National Library of Serbia, 2007, p. 9-22.
Full-text available at www.nb.rs/view_file.php?file_id=1805
Evaluation Wikipedian-in-Residence National Library & Archives of the Netherl...Olaf Janssen
The first Wikipedian-in-Residence (WiR) of the Netherlands (Hay Kranen) started working for National Library (KB) & National Archives (NA) on Oct 7th 2013. Early Oct 2014 his residency ended after almost a year.
In Part 1 of this (Dutch language) document we evaluate the (effect of the) WiR project from the perspectives of KB, NA, Wikimedia Netherlands (WMNL) and the WiR himself. We discuss what has been achieved and if this met the expectations of the project as defined in the beginning of the project. From this evaluation the project team makes a number of recommendations for future collaboration of KB and NA with Wikimedia/pedia.
In April 2014, management of KB, NA and WMNL verbally agreed to continue and strengthen their wiki-collaboration after the WiR project would end. Based on this intention and the recommendation from Part1, in Part 2 we discuss the interests and priorities of the parties involved in future collaboration.
Finally, in Part 3 we discuss how these interests and priorities will be fulfilled by activities and projects of KB, NA and WMNL in 2015
Combining all of the currently used recognition/reputation markers into one service creates a single reputation marketplace that academics can use to show their accomplishments and further their careers.
WW2 underground newspapers on Wikipedia using DBPedia , 12-2-2016, The HagueOlaf Janssen
Presentation about my project (https://en.wikipedia.org/wiki/nl:Wikipedia:Wikiproject/Verzetskranten) describing and interlinking all 1300 Dutch resistance newspapers from WW2 on Wikipedia using DBpedia.
Given during the 6th DBpedia International Community Meeting on 12-2-2016 in The Hague (http://wiki.dbpedia.org/meetings/TheHague2016)
I recently moved my license to Carrington Mortgage Services and this is why. It is so refreshing to be with a company that is EXCITED about the housing market.
Marketers have heard that tactics such as QR Codes, pURLS, apps and short codes are a good idea to quickly capture connections with customers. On a practical level, what are they specifically, how are they effectively used, and why should marketers consider using them?
On Tuesday August 23rd at 1:30PM (EDT), Anthony Joseph, VP of Marketing, Optify and Jennifer Wong, Digital Solutions Manager at Optify, teamed up with Target Marketing Magazine and Printing Impressions, and session sponsor EasyPurl at the InterACT! 2011 conference to answer these questions and provide step-by-step instructions in a live Interactive webinar presentation to teach audience members how to create each element (QR code, apps, pURLs & short codes) to benefit marketing campaigns.
In this Mobile Marketing Tools & Tips presentation attendees learned:
- How to create your own QR Codes, pURLs, apps and short codes.
- How to take, tie, and track a physical realm customer into the digital realm
- How to measure the activity from these mobile marketing creations in real time.
How to Win the Zero Moment of Truth - iCrossing and Google WebinariCrossing
On November 15, 2011, Google and iCrossing partnered for a Webinar titled, "How to Win the Zero Moment of Truth". The Webinar was led by Jim Lecinksi, Google's Managing Director of U.S. Sales and Operations and author of Winning the Zero Moment of Truth, and Rachel Pasqua, iCrossing's Vice President of Mobile. For more information, please contact FindOut@icrossing.com.
New year, new trends in how (and why!) people travel. The Global Business Travel Association (GBTA) predicts that business travel alone will be a $1.6 trillion market by 2020. Any shift in habits among the travel industry can create a cascading effect for many businesses, so it’s wise to stay up-to-date on the latest market trends.
Creating Personalized Experiences for In-Market TravelersNoble Studios
At Noble Studios, we believe in the power of personalized experiences. At the Destinations International 2019 Annual Convention, Noble Studios CEO Jarrod Lopiccolo presented this deck on a web app developed for our client, Visit Newport Beach, which functions as a digitial concierge for in-market travelers.
Travel industry is particularly affected by changes in consumer’s decisional process. This presentation proposes a diagnostic and recommendations for travel and tourism industry managers.
Avvio webinar global marketing tips, techniques & tacticsAvvio
This month’s webinar was designed to help you capitalise on the direct business opportunities available in the international marketplace. Our guest presenter Maeve Kneafsey, MD, Elucidate is a specialist in area of international marketing and strategy development. Maeve provided our audience with key insights into current global tourism trends and identified the differences in purchasing behaviours and attitudes. Maeve shared practical tips on how to research, plan and execute an international marketing campaign.
Dmitry Sholomko: Skaitmeninio marketingo tendencijos ir „Google“Login2009
Dmitry apžvelgs skaitmeninės rinkodaros padėtį dabartinės ekonominės situacijos metu bei pateiks sėkmingų „Google“ verslo pritaikymo pavyzdžių iš kompanijos pasaulinės ir regioninės praktikos.
1. Google, the Internet and Travel
Andrew Pozniak – andrewpozniak@google.com
Emerging Europe, Middle East and Africa - Travel
Google Confidential and Proprietary 1
2. Agenda
Google presentation and viewpoint
Agency perspective - Traffic Brand (Mandy Schreiber &
Jan Boshoff)
View from the advertiser and panel discussion – Rhino
Africa/Afrika (Ingo Bruggemann and Anton de Wit)
Q&A
Google Confidential and Proprietary 2
4. The Internet - the world‟s most visited destination
• User numbers by region
North Europe
America 390m
247m Asia
Middle 650m
East 46m
Africa
Central/South 54m
America 174m Oceania/
Australasia
21m
Source: Internet World Stats – Dec 08 Google Confidential and Proprietary 4
5. In this fast growing world our company has a
mission…
Google Confidential and Proprietary 5
6. We‟ve grown quickly from small beginnings…
Google Confidential and Proprietary 6
7. And are becoming a global company
Approximately 20,000 full-time employees worldwide
Google Confidential and Proprietary 7
8. We work with the world‟s leading National Tourist
Organisations and travel brands
Google Confidential and Proprietary 8
10. Despite shocks Travel is a robust and resilient
industry
Source: UNWTO World Tourism Barometer – Jan 09 Google Confidential and Proprietary 10
11. Africa already has a 5% share of international
tourist arrivals
Source: UNWTO World Tourism Barometer – Jan 09 Google Confidential and Proprietary 11
12. And grew by close to 5% last year
Source: UNWTO World Tourism Barometer – Jan 09 Google Confidential and Proprietary 12
13. As you know, the Internet influences travel
decisions more than ever before
Ways someone initially becomes Once interested in a country ways
interested in a country information is found
Other Ads,
3% Other, 8% Other,
Travel Family 13%
agent, 6% Family and and
friends, friends,
Special 35%
package 8%
offer, 7%
Travel
Press
agent,
article,
12%
10% Internet,
67%
TV/
Internet,
Cinema,
18%
13%
Source: FutureBrand Country Brand Index – Oct 07 Google Confidential and Proprietary 13
14. For customers research online….and they book
online, in huge volumes
European leisure/unmanaged business travel market gross bookings € bn
Source: PhoCusWright European Online Travel Overview – Nov 08 Google Confidential and Proprietary 14
15. The challenge for Travel Marketers
Google Confidential and Proprietary 15
16. The classic „purchase funnel‟ no longer applies
Simple and rational but…
TV Awareness
Print
Research
Radio
Planning
Brochures
Purchase
Direct Mail
Google Confidential and Proprietary 16
17. The reality is far more complex…
Traditional “Analog” New “Digital”
Awareness Express
intent
Research
Educate and
Planning evaluate
Purchase Purchase
Google Confidential and Proprietary 17
18. The new marketing - chasing travellers‟ „digital
footprints‟
Awareness Express
intent
Research
Educate and
Planning evaluate
Purchase Purchase
€‟s
Google Confidential and Proprietary 18
19. Case Study – “The Sun Seeker”
From “Holidays in the Sun” to First Choice
Purchase in 33 days
First Search Purchase
Holidays in the Sun FirstChoice
HolidayRentals Teletext Holidays
TripAdvisor TUI
TUI Hotels.com
TravelRepublic ebookers
Visits
HolidayWatchdog TUI TUI Thomas Cook
First Choice TripAdvisor
AirTours First Choice First Choice
TUI Expedia AirTours
Thomas Cook FirstChoice Airtours
Thomas Cook First Choice First Choice
TUI Olympic Holidays
Spain Holidays Cheap Flights Cyprus Palm Beach Hotel
Searches
Cyprus holidays Larnaca Cyprus
Europe Holidays Cyprus Holidays Cyprus Hotels Thomson
Holidays
Holidays in the Sun
Beau Rivage Hotel
Cyprus
Day 0 Day 5 Day 8 Day 13 Day 21 Day 29 Day 33
Source: comScore custom analysis- UK Population, Q1 2007. Travel searchers in January time aligned and monitored over 12 week
period from first search. Purchases tracked at set of online travel merchants including Ryanair, easyJet and British Airways. Google Confidential and Proprietary 19
20. Travelers are heavily engaged in the search
process
78% travel transactions involve search
31 days spent searching
13 travel searches before
booking
26 travel site visits prior
to booking
Google Confidential and Proprietary 20
21. And they‟re willing to invest time to save money
Find
Cheap
Flights
Save Get the
Money Best
Deal
34%
They will invest more aren‟t letting the economy
Say they time shopping
around for the besttheir travel plans
impact deals
Source: http://www.gallup.com/Home.aspx,Travel Decision-Making Study, Google & M&RR, April 2008, Surprising number of companies 21
cut travel spending, By Dan Reed, USA TODAY, http://www.usatoday.com/travel/news/2009-02-09-company-travel-spending-cut_N.htm,Google Confidential and Proprietary
Google Follow-up Holiday Shopping Intentions Study, Online Testing Exchange and Google, February 4, 2009
22. In fact, ongoing travel search growth is strong
2009
2008
2007 + 22% + 21%
Hotels and
Accommodations
searches on Google DE
Source: Google Internal – Estimates based on a sample of available category-related Google data .
Google Confidential and Proprietary 22
23. How Google can help
Google Confidential and Proprietary 23
24. What‟s our role in all of this?
Google Confidential and Proprietary 24
25. Our proposition – to „promote‟ and „engage‟
Promote
Capture
consumers
throughout the
decision cycle
Engage
Convert to
travellers
with digital
content
Google Confidential and Proprietary 25
27. Customers tell you what they‟re interested in when
they search
south africa holidays 2009
27
Promote Google Confidential and Proprietary
28. Search marketing offers reach, targeting and
control
„AdWords‟
pay only if
user clicks
„AdWords‟
pay only if
user clicks
„Natural‟
search
results
28
Promote Google Confidential and Proprietary
29. Clicking on the Ad takes the customer to the most
relevant page of the Advertiser‟s site
29
Promote Google Confidential and Proprietary
30. Google Adwords in more detail
How it works Why it works
You create your ads • Excellent control
• Highly measurable results
• Completely flexible spend
with no minimum
• Global reach
• Choose searches
• Choose target • Addresses new audiences
countries at the moments of highest
• Set budgets relevance
Customers click on
your ads and connect
with your business
30
Promote Google Confidential and Proprietary
31. Google Adwords allows your marketing to be as
flexible as customer demand
Google Confidential and Proprietary 31
32. It doesn‟t end with Search. We‟ve also built the
world‟s largest online Advertising Network
• The Google Content
Text Ads (Advertising) Network has
• 765bn page views/
month
• 566m unique visitors/
Display month
Ads
• Serves Text, Display and
Video Ads on targeted
publisher sites
• Offers full advertising
Video flexibility – unlike TV, Print
Ads or Outdoor
• Is fully transparent and
puts the advertiser in
control
Source: ComScore Media Metrix 32
Promote Google Confidential and Proprietary
33. Display and Search work strongly together
Trip to New Zealand
36%
26% Of consumers turned to search for more
Of marketers coordinated display
information after seeing a display ad
buys with search marketing
33
Source: Jupiter Research – Nov 08
Promote Google Confidential and Proprietary
34. Major destinations and brands are already using
YouTube as a dynamic promotional medium
• YouTube is the world‟s largest
video site and second largest
search engine (after Google)
• Every travel business can create its
own user channel free of charge –
or build a fully branded presence
34
Promote Google Confidential and Proprietary
35. YouTube search is increasingly similar to Google
35
Promote Google Confidential and Proprietary
36. For many YouTube is TV for the 21st century!
Selected Unique monthly
countries visitors (millions)
UK 14.7
Germany 12.9
France 11.4
Spain 11.2
Italy 8.8
Netherlands 5.6
Source: Nielsen – Nov/Dec 08 36
Promote Google Confidential and Proprietary
37. Engage
Convert researchers to travellers with engaging applications and
content
Google Confidential and Proprietary 37
38. Use Google Maps on your own sites to assist
users with navigation and to explore destinations
38
Engage Google Confidential and Proprietary
39. The information available on our Maps is getting
richer and richer
39
Engage Google Confidential and Proprietary
40. You can also publish your content to Google Maps
Google Confidential and Proprietary 40
41. Use Google Earth to highlight the breadth and depth
of your travel product
41
Engage Google Confidential and Proprietary
42. Disney have combined video, photos and 3D
models for a completely immersive experience
42
Engage Google Confidential and Proprietary
43. There are many more opportunities to reach the
customer too
43
Engage Google Confidential and Proprietary
44. Use Google Sites to build your own online
presence
44
Engage Google Confidential and Proprietary
45. In summary
Google Confidential and Proprietary 45
46. In Western Europe, Internet advertising is expected
to account for 15% of spend in 2009
Share of advertising spend by medium
5% 1%
6% TV
30% Newspapers
14%
Internet
Magazines
Outdoor
15% Radio
Cinema
29%
Source: ZenithOptimedia Oct 08 Google Confidential and Proprietary 46
47. We can partner with you to promote your
business at scale and with precision
Google
Mass
Marketing
Scale
Yesterday
Today
Niche
Marketing
Precision
Google Confidential and Proprietary 47
48. Don‟t get left behind on the shore…
Google Confidential and Proprietary 48
49. Let‟s work together and make the most of the
opportunity!
Google Confidential and Proprietary 49
50. Thank you!
Andrew Pozniak – andrewpozniak@google.com
Emerging Europe, Middle East and Africa - Travel
Google Confidential and Proprietary 50
51. Agenda
Google presentation and viewpoint
Agency perspective - Traffic Brand (Mandy Schreiber &
Jan Boshoff)
View from the advertiser and panel discussion – Rhino
Africa/Afrika (Ingo Bruggemann and Anton de Wit)
Q&A
Google Confidential and Proprietary 51