The Digital Marketing Travel Strategy for 2016 - Alexandra Tudor
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What digital marketing strategies can play a major role in developing a business from the Travel segment? Alexandra Tudor - PPC Architect Canopyst - had some valuable insights @Lumea SEO PPC event - April 2016.
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The Digital Marketing Travel Strategy for 2016 - Alexandra Tudor
- 1. canopy.ro TAKING DIGITAL TO NEW HEIGHTS
- 2. canopy.ro TAKING DIGITAL TO NEW HEIGHTS The digital travel strategy for 2016 ALEXANDRA TUDOR
- 3. canopy.ro TAKING DIGITAL TO NEW HEIGHTS canopy.ro The old way to grow a business: build a brand, advertise, build customers. The new way to grow a business: create the customers, they’ll build your brand. Marty Neumeier
- 4. canopy.ro TAKING DIGITAL TO NEW HEIGHTS Your brand terms bring 80% of your conversions with 10% of your budget
- 5. canopy.ro TAKING DIGITAL TO NEW HEIGHTS 1. Build your brand
- 6. canopy.ro TAKING DIGITAL TO NEW HEIGHTS canopy.ro AWARENESS INTEREST CONSIDERATION INTENT EVALUATION PURCHASE PURCHASE FUNNEL $$$ $$$ $$$ $$$ $$$ $$$ $$$ $$$ $$$ $$$$$$ $$$ CUSTOMERS
- 7. canopy.ro TAKING DIGITAL TO NEW HEIGHTS canopy.ro SATISFACTION DELIGHT CONFIDENCE INCREASING TRUST ENGAGEMENT SENSE OF BELONGING EMPOWERMENT FULFILLMENT $$$ Customers will improve your product / service Customers build a brand tribe The tribe / brand supports the company
- 8. canopy.ro TAKING DIGITAL TO NEW HEIGHTS canopy.ro Step 1: Focus on your customers.
- 9. canopy.ro TAKING DIGITAL TO NEW HEIGHTS canopy.ro Product or Service Features Benefits Experiences Meaning Shares on fb Talking about your brand at beer (or conferences) Recurring customers + new customers
- 10. canopy.ro TAKING DIGITAL TO NEW HEIGHTS canopy.ro Examples in tourism. Pensiunea Alfa, Navodari
- 11. canopy.ro TAKING DIGITAL TO NEW HEIGHTS canopy.ro Step 2: Grow your tribe.
- 12. canopy.ro TAKING DIGITAL TO NEW HEIGHTS
- 13. canopy.ro TAKING DIGITAL TO NEW HEIGHTS Make your clients feel that they are special
- 14. canopy.ro TAKING DIGITAL TO NEW HEIGHTS canopy.ro Try to surprise your customer. Always.
- 15. canopy.ro TAKING DIGITAL TO NEW HEIGHTS 2. Performance is important too
- 16. canopy.ro TAKING DIGITAL TO NEW HEIGHTS Remarketing Remarketing for search • It is absolutely necessary to customize messages being served based on your costumers past interaction with your website.
- 17. canopy.ro TAKING DIGITAL TO NEW HEIGHTS Dynamic Remarketing
- 18. canopy.ro TAKING DIGITAL TO NEW HEIGHTS
- 19. canopy.ro TAKING DIGITAL TO NEW HEIGHTS Mobile • In 2016, 51.8% of travelers who book trips via digital means will do so using a mobile device, according to eMarketer (US) • App • Bid on brand terms • Stay on the first position for valuable keywords
- 20. canopy.ro TAKING DIGITAL TO NEW HEIGHTS
- 21. canopy.ro TAKING DIGITAL TO NEW HEIGHTS Source: Ipsos MediaCT, Google Travel Study, May to June 2013.
- 22. canopy.ro TAKING DIGITAL TO NEW HEIGHTS Video
- 23. canopy.ro TAKING DIGITAL TO NEW HEIGHTS
- 24. canopy.ro TAKING DIGITAL TO NEW HEIGHTS Location in your ads • Google My Business • Specify location in your ads
- 25. canopy.ro TAKING DIGITAL TO NEW HEIGHTS Be the first one to test new features Facebook Canvas
- 26. canopy.ro TAKING DIGITAL TO NEW HEIGHTS
- 27. canopy.ro TAKING DIGITAL TO NEW HEIGHTS Take outs • Focus on your customers, they build your brand • You can easily create the need • Be bold • Go mobile • Video is a must • Use new features • Always use remarketing • Create an experience
- 28. canopy.ro TAKING DIGITAL TO NEW HEIGHTS ALEXANDRA TUDOR| alexandra@canopy.ro