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Oyo inbound strategy_digital_marketing
- 1. INBOUND MARKETING STRATEGY ofOYO IIM SIRMAUR Arjun Dixit || Ashish Gautam || Nivedita Das ||Sanat Kumar Gabel 1
- 2. Introduction- OYO • Industry- Travel& Hospitality • Product/Service: On the OYO platform, guests can do on-demand booking without waiting for a reply from a host, and they can check in and out instantaneously instead of waiting at a reservation desk. • Is it B2B or B2C? • Primary Business goal of OYO: Fixing the predictability. • Revenue: Rs. 2600 Crore (2016) COMPANY OVERVIEW 2
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- 6. SWOT ANALYSIS OFOYO STRENGTHS WEAKNESSES • Partial inventory • Inability to convert leads to clients • Customer retention/repeatability still a problem OPPORTUNITIES • Growing demand for aggregators • Surge in budget accommodation demand • More and more people are relying on technology • Vast reach of social media THREATS • Growing concerns about safety. • Competition from Zostel. • Fewer repeat customers. • Business model highly imitable. • Standardization • Use of advertising for brand recall • Ever growing network • Budget hotel • Young and highly spirited leader 6
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- 8. COMMUNICATION TONE OF VOICE EMOTIONAL •To attract customers for family vacations. • To increase customer retention about the brand. ALLURING Attractive images of tourist destination should be used to attract more tourists towards the spots FUNKY To attract the new generation solo travelers 8
- 9. ALWAYS-ON CHANNEL STRATEGY •#GoRogue #MMMC • Year long campaign which will run on social media to attract solo travelers. • Will attract customers by showing photos of captivating tourist destinations. • Will provide unknown details about that place to intrigue travelers. • Target Customer: Solo travelers who avoid tourist places during vacation and like to travel off-season. 9
- 10. Influencer Marketing Video Advertising SEOand Content marketing Email Marketing . Social Media Advertising. Retargeting SELECTION OF SOCIAL CHANNELS Affiliate Marketing 10
- 11. 71,3105 likes 714,829 follows. 1,342posts 50.7k followers 6.7k monthly views 1k follows. 10,103 subscribe. 2,367 likes 37.2k followers 11.8k tweets.
- 12. 1. FACEBOOK POSTS ○Location based posts. ○ Various campaigns like #LetTheTravelBegin. ○ Promotional Posts like OYO B Direct. ○ Membership programs promotion like #OYOWizard. ○ Updates on new offers. ○ Contact number for support staff available. ○ High response rate. SELECTION OF SOCIAL CHANNELS 12
- 13. 2. INSTAGRAM POSTS ○Picture tagged by the travelers. ○ Similar posts as facebook. ○ Festive posts and videos. ○ Famous spots and delicacies of tourist destinations (both national and international) captured. 13
- 14. 3. PINTEREST POSTS ○Creative posts. ○ Various diverse boards like “Glimpses of Ujjain”, “OYO color feed”. 14
- 15. 4. TWITTER POSTS ○Social and CSR activities. ○ Award ceremonies and events. ○ Similar promotional activities and posts like other channels. ○ Highly responsive to customer queries, feedback and complaints. ○ Updates on new offers with eye grabbing images as well as videos occasionally. 15
- 16. 5. YOUTUBE VIDEOS ○Various videos capturing different tourist destinations. ○ Use of trending hashtags. 16
- 17. SAMPLE CONTENT FOR SOCIALMEDIA 17
- 18. TACTICAL CAMPAIGN 0401 0203 July-September April-June October-December January-March QUARTER-1 • Campaign to attract tourists to cold locations in the state oh Kashmir or Himachal Pradesh. QUARTER-2 • Campaign to attract tourists to locations like Valley Of Flowers” in Uttarakhand. QUARTER-3 • Campaign to attract tourists to location which are famous for Christmas carnivals. Ex- Goa QUARTER-4 • Campaign to attract tourists to enjoy the full bloom of places in North- Eastern India like Sikkim. Target Customer: Families going on vacation, group of friends exploring new places. #MakeMostOfTheSeason 18
- 19. SOCIAL MEDIA LEDTACTICAL CAMPAIGN 19
- 20. ATTRACT, ENGAGE, DELIGHT 20 01 02 03 •Referral discount • Extra discount to repeat customers. • Post purchase email surveys to know the feedback • Conversational bots- To revert to customer queries and grievances 24*7 • Engage customers by asking them to post photos on social media. • Push notification • Video- Youtube • Content Strategy- Put captivating content on travel blogs. • SEO- Put long tailed keyword for the product/service offered in the site. Ex- Couple friendly ATTRACT ENGAGE DELIGHT
- 21. STRATEGY EXECUTION TIMELINE QuarterA A B C D Quarter B Quarter C Quarter D Quarter A (April 19-June 19) • #MakeMostOfTheSeason: Kashmir • Organic Clicks 500000+ • Bounce Rate <30% Quarter B (July 19-Sep 19) • #MakeMostOfTheSeason: Uttrakhand • Organic Clicks 520000+ • Bounce Rate <25% Quarter C (Oct 19-Dec 19) • #MakeMostOfTheSeason: Goa • Organic Clicks 540000+ • Bounce Rate <20% Quarter D (Jan 20-Mar 20) • #MakeMostOfTheSeason: North-East • Organic Clicks 550000+ • Bounce Rate <15% 21
- 22. • To improvethe Search Engine Results of the website of OYO Rooms Business Objectives • SEO Optimization • Short page titles • Better meta description Website Goals • Organic Clicks • Click Through Rate (CTR) • Bounce Rate Measurement MEASUREMENT PLAN 22
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- 24. On Page SEOSEO Score of the website Homepage 24
- 25. 1. Improving thepage titles 2. Improving the meta description 3. Headings keywords to be improved 25
- 26. Meta Description Meta description helpsa better results of the search using SEO. Higher in the search query, better the chances of customer clicks. 42% 12% 9% 3% 26
- 27. Page Titles Problem: • Thetitles are long and have repetitive words • Vague and unclear titles • Many titles start with the company’s name Possible solutions: • Figure out better title names by avoiding company’s name • Short and specific titles 27
- 28. Competitor’s Analysis OYO Treebo FabHotels Overall Performance 74/10062/100 94/100 Performance 24/30 27/30 24/30 Mobile 30/30 15/30 30/30 SEO 10/30 10/30 30/30 Security 10/10 10/10 10/10 28
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- 32. Comparison of BounceRates 32
- 33. Bounce Rate ofOYO 33
- 34. Bounce Rate ofTreebo 34
- 35. Bounce Rate ofFabHotels 35
- 36. OYO Treebo FabHotels 35.10%66.30% 41.70% 36
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- 46. KEYWORD RESEARCH &PPC STRATEGIES 46
- 47. Keyword Research OYO Rooms Offers Up to20% off on booking through HDFC Credit card Region Plan a trip to Goa Features 80% off on Wizard membership Travel, Vacation etc. Budget travel #MMMC #GoRogue Competitors Treebo, Fabhotel etc. Online Hotel Booking, Budget hotel etc. 47
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- 57. CTR = 111872/368000= 30.4% 57
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- 59. CTR = 22/18100= 0.121% 59
- 60. MOBILE STRATEGY • Apps Platforms: Play Store App Store Adoption : 10 million plus installs Push notifications Promotions and deals can be positioned better • WAP Site Landing page can be improved Lite website for slow connections Browser compatibility Suitable chrome add-ins to improve user performance and recommendations 60
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- 68. • Targeted marketingand campaigns to retain customers. • Targeted promotional emails • Remarketing • Referral promotion: offering referral codes online • Short page titles • Better meta-description: include more impactful keywords • Better naming of the hotels (naming without the name of company) • Include better performing keywords in the headings and content • Mobile landing page can be more attractive. RECOMMENDATIONS 68
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Editor's Notes
- #13 Paytm 250 cash back 90% response rate which is better than competitors
- #14 Arambol lake of Goa Video of Jaipur Gangtok ropeway Rajasthani thali at Jaipur, missal pav and katakirr of pune.
- #16 Similar- FB posts Events- panel discussion where Rites Agarwal participated.
- #19 © Copyright PresentationGo.com – The free PowerPoint template library
- #63 Source : https://testmysite.thinkwithgoogle.com/