This document discusses seven trends disrupting consumer behavior: 1) moments mattering as opportunities for brand experiences, 2) the connected consumer through mobile devices, 3) the effect of ecommerce giants like Amazon, 4) the benefits of personalized content, 5) the collaborative sharing economy, 6) gaining intelligence through social media, and 7) humanizing automation through individualized messaging. It provides data points and examples to support each trend, advocating for applying social listening and personalization across marketing, sales, service, and more.
Keynote presentation for the Peak Campus Conference in Atlanta, GA on 1/12/17. We talk about two current technology disruption business and what we must do to evolve. At the core, this presentation is filled with tips to building sustainable growth by focusing on the foundation of digital change and not the hype.
How to Conversion Rate Optimize Like There's No TomorrowMichael Stricker
CRO Conversion Rate Optimization can be life and death for your web revenue. Learn 4 essential approaches to win competitively, bring targeted new prospects, diagnose sickly performance, and win with PageSpeed.
SearchLove London 2016 | Lisa Myers | The Mindset of Successful OutreachDistilled
Creative campaigns can do wonders for SEO, but even the best creative campaign won’t go anywhere without a push. Outreach of creative campaigns is a big part of what makes a campaign successful. Lisa will be sharing the secret of successful outreach; mindset. Inspiring the right mindset is what will push your campaigns and help you achieve the seemingly impossible.
SearchLove London 2016 | Larry Kim | Ten CRO Truth Bombs that will Change You...Distilled
You can increase conversion rates by A/B testing on-page elements like design, images, copy, UX, etc. But what if there was a different way that yielded 10x more conversion leverage and didn’t even involve touching a landing page – but instead focused on influencing the right people before and after they visit your site. Learn how new marketing technologies are rendering conventional CRO thinking obsolete.
SearchLove London 2015 | Wil Reynolds | Using Paid Social and Adwords to Dri...Distilled
Wil and his team spent four weeks promoting one asset using nothing but Twitter, LinkedIn, Facebook and AdWords. They were able to get rankings without links, outreach, or any other type of promotion. Hear what Wil learnt from his successes and failures, and walk away with a new perspective on paying to promote your content to audiences.
Marketing Strategies that make money while you sleepWil Reynolds
The power of doing one thing well, allows todays marketer to leverage repeatedly content and startegies that add value. Its hard to do 1 thing well, but when you do, don't try to repeat it! Instead use these tactics to make sure you are getting the most out of it, as these strategies will continue to earn you $$$, while you are sleeping.
SearchLove San Diego 2017 | Wil Reynolds | Intonation Matters: A New Approach...Distilled
Most of us search to solve a problem as quickly, easily, or thoroughly as possible. Once you decide your job is to help people find solutions to problems, you have to hear from them, not least because keyword research is lacking understanding of a searcher’s emotions. How many people searching for Rolex's today are dreamers vs. actual buyers, and how would you market to each group separately? You have to talk with them. Don't have time to talk to users? Google is a great proxy for what people want, and Wil will show you how to start turning keyword research into an empathetic exercise.
Keynote presentation for the Peak Campus Conference in Atlanta, GA on 1/12/17. We talk about two current technology disruption business and what we must do to evolve. At the core, this presentation is filled with tips to building sustainable growth by focusing on the foundation of digital change and not the hype.
How to Conversion Rate Optimize Like There's No TomorrowMichael Stricker
CRO Conversion Rate Optimization can be life and death for your web revenue. Learn 4 essential approaches to win competitively, bring targeted new prospects, diagnose sickly performance, and win with PageSpeed.
SearchLove London 2016 | Lisa Myers | The Mindset of Successful OutreachDistilled
Creative campaigns can do wonders for SEO, but even the best creative campaign won’t go anywhere without a push. Outreach of creative campaigns is a big part of what makes a campaign successful. Lisa will be sharing the secret of successful outreach; mindset. Inspiring the right mindset is what will push your campaigns and help you achieve the seemingly impossible.
SearchLove London 2016 | Larry Kim | Ten CRO Truth Bombs that will Change You...Distilled
You can increase conversion rates by A/B testing on-page elements like design, images, copy, UX, etc. But what if there was a different way that yielded 10x more conversion leverage and didn’t even involve touching a landing page – but instead focused on influencing the right people before and after they visit your site. Learn how new marketing technologies are rendering conventional CRO thinking obsolete.
SearchLove London 2015 | Wil Reynolds | Using Paid Social and Adwords to Dri...Distilled
Wil and his team spent four weeks promoting one asset using nothing but Twitter, LinkedIn, Facebook and AdWords. They were able to get rankings without links, outreach, or any other type of promotion. Hear what Wil learnt from his successes and failures, and walk away with a new perspective on paying to promote your content to audiences.
Marketing Strategies that make money while you sleepWil Reynolds
The power of doing one thing well, allows todays marketer to leverage repeatedly content and startegies that add value. Its hard to do 1 thing well, but when you do, don't try to repeat it! Instead use these tactics to make sure you are getting the most out of it, as these strategies will continue to earn you $$$, while you are sleeping.
SearchLove San Diego 2017 | Wil Reynolds | Intonation Matters: A New Approach...Distilled
Most of us search to solve a problem as quickly, easily, or thoroughly as possible. Once you decide your job is to help people find solutions to problems, you have to hear from them, not least because keyword research is lacking understanding of a searcher’s emotions. How many people searching for Rolex's today are dreamers vs. actual buyers, and how would you market to each group separately? You have to talk with them. Don't have time to talk to users? Google is a great proxy for what people want, and Wil will show you how to start turning keyword research into an empathetic exercise.
SearchLove London 2016 | Marcus Tober | Why User-Focused Content is the Death...Distilled
With the evolution of machine-learning approaches, like RankBrain, coupled with the importance of content relevance, old-fashioned SEO tactics have died a sudden death – and traditional ranking factors are following suit. Today’s challenge for every digital marketer is to uncover specific user intent. In this session, you will learn how to meet the needs of your online audience by using data-driven technologies, and create the perfect content for every stage of the customer funnel.
PPC expert, Erin Sagin, will reveal the sinful ways that you’re harming your PPC account. From greed to envy, you may be shocked to learn that your PPC strategy is far from angelic.
I hope by reading this presentation you see examples of great content, and realize how that impacts how people feel about your brand. As people feel stronger about your brand, they are more likely to buy. I also wanted to show examples of how rankings are having a diminishing return in certain industries and how broadening the scope of what "SEO" means. SEO needs to go from such a focus on what ranks and include a bit more focus on why people buy.
SearchLove San Diego 2017 | Larry Kim | Content Marketing MoneyballDistilled
The content marketing bandwagon is ridiculously crowded and the vast majority of your efforts go nowhere - 99.9% of content gets fewer than a thousand shares and the average conversion rate from all this stuff is less than 1%. What’s a marketer to do in 2017 and beyond? Spoiler alert: the answer has virtually nothing to with the conventional wisdom of creating “quality content”. In this session on content marketing strategy, Larry will introduce new tactics for creating and cloning unicorns - the rare l content that does remarkably well on all channels, and even converts well, too.
SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email...Distilled
Discover which key lifecycle stage-specific campaigns can and should be automated. In this session Tamara will guide us through how to get started with lifecycle email campaigns, by sharing examples and best practices, and of course how to avoid those common pitfalls.
Humanizing The Serp, One Word at a TimeWil Reynolds
Searchlove London 2016
This is my attempt to bring a human perspective to search. The study of words people use, listening to what they think about the SERPS they find, and how those results are or are not solving problems. As algorithms get smarter, they mirror humans, lets start studying them too.
SearchLove San Diego 2017 | Tom Critchlow | The State of ContentDistilled
It’s time for a look at the landscape of content in 2017. Tom has worked with content businesses large and small, and will walk through the trends and technologies that shape content distribution today. Looking at different platforms, business models and influencers, there will be insights for anyone who publishes content to the web.
SearchLove San Diego 2017 | Marcus Tober | Ranking Factors in a Mobile-First ...Distilled
With Google rolling out the mobile-first index in 2017, the performance of a website’s mobile version is more relevant than ever. In this session, Marcus will reveal the most important mobile Ranking Factors, with a particular focus on content. Secondly, we will illuminate keyword opportunities with a much larger search volume on mobile, and analyze user needs and content demands that differ between desktop and mobile. By analyzing brands’ websites that exhibit outstanding mobile performance, you’ll take away best practices for mobile search optimization in 2017.
How much time and money do we collectively burn by fixing the same kinds of basic, "binary," well-defined things over and over again (e.g., meta tags, 404s, URLs, etc), when we could be teaching others throughout our organizations not to break them in the first place?
As long as we "own" technical SEO, there's no reason (for example) for the average developer to learn it or care — so they keep making the same mistakes. We proclaim that others are doing things wrong, but by doing so we only reinforce the line between our skills and theirs. We need to start giving away bits of the SEO discipline, and technical SEO is the easiest piece for us to stop owning.
It's time for more democratization, education, collaboration, and investment in open-source projects so we can fix things once, rather than a million times.
SEO and Content Tatics that will turn visitors into contacts Dreamforce 16 Ch...97th Floor
Chris Bennett delves into answering questions with content and using data to free up your time to spend on what really matters, creating awesome content.
The Future for Marketers - Strategy, Creativity and TechnologyPaddy Moogan
By Paddy Moogan at Marketing Festival 2014 in Brno. Paddy talks about the future for marketers which is in the middle of strategy, creativity and technology.
Ask any CEO what they want from their marketing team and they'll all say the same thing: growth. But with so many different things you could do, how do you know what you should do to unlock new growth?
The answers you're looking for are hiding in your data. In this presentation we'll cover exactly how you can analyze your data to uncover new growth opportunities and achieve your goals.
You'll learn how to:
Slice your data to find new growth opportunities
Validate ideas with simple tests before committing to expensive initiatives
Use data to drive product changes that maximize growth
You'll see real-world examples of how the growth teams at Airbnb, GrowthHackers and Facebook use this same process to unlock new growth from smart data insights.
25+ Reasons why predicting CTR from Rankings is ImpossibleWil Reynolds
So, you want to develop a model showing how rankings in Google, Bing, etc will lead to clicks, conversions, and revenue? We think that is dangerous in all cases, but especially for sites with very little historical data. As SEO professionals, we get it, mobile vs desktop, logged in vs non logged in, personalized vs non-personalized, brand vs unbranded, again we get it, but our bosses and clients sometimes don't, so we decided to share with you one of our slide decks built specifically to help the SEER team to get our clients thinking more holistically about the impact SEO can have. We hope it helps you getting your bosses and clients thinking more holistically too.
Are you hungry for Google's secret sauce? Well look no further! We have brought together two of the biggest names in the industry for a FREE live webinar! If you want to get a taste, join us as Larry Kim from Wordstream and Bryan Todd from Perry Marshall disclose a unique twist on AdWords with our session; “Totally Insane Strategies to Triple your Click-Through Rate”.
Logos, Brand and Underpants: One Startup's Journey to Finding Their Visual Id...Kissmetrics on SlideShare
1 Reasons every startup should invest in a strong visual identity Lessons Bob learned on the path toward building a brand every team member is proud of What to do if you end up with a logo that looks like underpants
WHAT YOU’RE GOING TO LEARN
Company DNA EVOLVING A VISUAL IDENTITY
WE LOVE DATA We are 130 people who are crazy… about data.
HOW WE GOT STARTED We started out just like any other company: a few passionate people with a big idea
BUT WHAT HAPPENS WHEN YOU GROW?
FONTS Everything Breaks
WHAT BREAKS? Communication Management style Recruiting Compensation
Workflows Office space Visual identity?
WHAT IS COMPANY DNA? Company DNA: The most potent attributes of the founding team. Common Convention: this identity sticks with a company forever My Take: This is a weak metaphor. Company DNA mutates in its own lifetime.
RJMETRICS DNA Our story is just one case study on how company DNA can evolve. We’ve changed a lot. We’ve also made a lot of mistakes. I hope you can learn from the story.
SO WHAT WAS OUR DNA?
FRUGALITY. TO A FAULT.
State Prison County Prison
$400/mo? Sold! State Prison County Prison
Clown Tie Wrinkled MC Hammer Pants
Act I: Outsourcing
FAKE IT UNTIL YOU MAKE IT What do you do if style isn’t in your DNA?
You buy it! …but what if you’re a broke company?
You outsource it!
2008 (OUR FUNDING YEAR) Standards for consumer use impacted expectations for business use “Consumerization of the enterprise”
MEANWHILE...WE GREAT AND STARTED HIRING Our needs evolved, and our DNA did too.
MEANWHILE...AND EXTERNAL PRESSURE WAS RISING We A/B Tested our Want Ads
WE MOVED TO PHILADELPHIA
Act II: Hired Guns
MEANWHILE...(STILL NO DESIGNER ON STAFF)
BORROWING FROM OUR MENTORS
IT WAS TIME FOR A WEBSITE REDESIGN “Can you throw in a logo?”
SELF ANALYSIS
Act III: Identity
FRUGALITY BECOMES EFFICIENCY DNA MUTATION
“We need a new visual identity.”
Risky click of the day…
Google customer survey results:
WHAT DO WE DO? ü Abandon the dodecahedron? ü Hang our heads in shame?
50,000 uniques 0.1% view-to-SQL 50 SQLs 19.8% SQL-to-paid 10 paying clients $20k ARR ACV $200k of new ARR/year 15x ARR Multiple (w00t!) $3MM of Equity Value
A Secret Society…
HACKATHONS ARE FOR HACKING!
Epilogue: Dodeca Pride
IDENTITY IS A PART OF CULTURE Inputs: • How people treat each other • Your core values Outputs: • Perks • Identity
REASONS EVERY STARTUP SHOULD INVEST IN A STRONG VISUAL IDENTITY
Keynote: Rand Fishkin, Moz
How Can a Marketer Keep Up with Google's Insane Pace of Change?
Google claims to make hundreds of algorithmic changes every year. New results types are overwhelming many search terms. Keyword referral data might be completely gone soon. Dozens of unique software vendors offer tools in the SEO field. What’s a time-challenged, email-overloaded, trying to work-life balance marketer to do?
There may not be a one-size-fits-all-solution, but, in this presentation, Rand will present processes we can all follow to differentiate the unimportant from what really matters, and focus on building valuable, long-term traffic for our companies and/or clients.
SearchLove London 2016 | Marcus Tober | Why User-Focused Content is the Death...Distilled
With the evolution of machine-learning approaches, like RankBrain, coupled with the importance of content relevance, old-fashioned SEO tactics have died a sudden death – and traditional ranking factors are following suit. Today’s challenge for every digital marketer is to uncover specific user intent. In this session, you will learn how to meet the needs of your online audience by using data-driven technologies, and create the perfect content for every stage of the customer funnel.
PPC expert, Erin Sagin, will reveal the sinful ways that you’re harming your PPC account. From greed to envy, you may be shocked to learn that your PPC strategy is far from angelic.
I hope by reading this presentation you see examples of great content, and realize how that impacts how people feel about your brand. As people feel stronger about your brand, they are more likely to buy. I also wanted to show examples of how rankings are having a diminishing return in certain industries and how broadening the scope of what "SEO" means. SEO needs to go from such a focus on what ranks and include a bit more focus on why people buy.
SearchLove San Diego 2017 | Larry Kim | Content Marketing MoneyballDistilled
The content marketing bandwagon is ridiculously crowded and the vast majority of your efforts go nowhere - 99.9% of content gets fewer than a thousand shares and the average conversion rate from all this stuff is less than 1%. What’s a marketer to do in 2017 and beyond? Spoiler alert: the answer has virtually nothing to with the conventional wisdom of creating “quality content”. In this session on content marketing strategy, Larry will introduce new tactics for creating and cloning unicorns - the rare l content that does remarkably well on all channels, and even converts well, too.
SearchLove London 2015 | Tamara Gielen | Leveraging the Hidden Power of Email...Distilled
Discover which key lifecycle stage-specific campaigns can and should be automated. In this session Tamara will guide us through how to get started with lifecycle email campaigns, by sharing examples and best practices, and of course how to avoid those common pitfalls.
Humanizing The Serp, One Word at a TimeWil Reynolds
Searchlove London 2016
This is my attempt to bring a human perspective to search. The study of words people use, listening to what they think about the SERPS they find, and how those results are or are not solving problems. As algorithms get smarter, they mirror humans, lets start studying them too.
SearchLove San Diego 2017 | Tom Critchlow | The State of ContentDistilled
It’s time for a look at the landscape of content in 2017. Tom has worked with content businesses large and small, and will walk through the trends and technologies that shape content distribution today. Looking at different platforms, business models and influencers, there will be insights for anyone who publishes content to the web.
SearchLove San Diego 2017 | Marcus Tober | Ranking Factors in a Mobile-First ...Distilled
With Google rolling out the mobile-first index in 2017, the performance of a website’s mobile version is more relevant than ever. In this session, Marcus will reveal the most important mobile Ranking Factors, with a particular focus on content. Secondly, we will illuminate keyword opportunities with a much larger search volume on mobile, and analyze user needs and content demands that differ between desktop and mobile. By analyzing brands’ websites that exhibit outstanding mobile performance, you’ll take away best practices for mobile search optimization in 2017.
How much time and money do we collectively burn by fixing the same kinds of basic, "binary," well-defined things over and over again (e.g., meta tags, 404s, URLs, etc), when we could be teaching others throughout our organizations not to break them in the first place?
As long as we "own" technical SEO, there's no reason (for example) for the average developer to learn it or care — so they keep making the same mistakes. We proclaim that others are doing things wrong, but by doing so we only reinforce the line between our skills and theirs. We need to start giving away bits of the SEO discipline, and technical SEO is the easiest piece for us to stop owning.
It's time for more democratization, education, collaboration, and investment in open-source projects so we can fix things once, rather than a million times.
SEO and Content Tatics that will turn visitors into contacts Dreamforce 16 Ch...97th Floor
Chris Bennett delves into answering questions with content and using data to free up your time to spend on what really matters, creating awesome content.
The Future for Marketers - Strategy, Creativity and TechnologyPaddy Moogan
By Paddy Moogan at Marketing Festival 2014 in Brno. Paddy talks about the future for marketers which is in the middle of strategy, creativity and technology.
Ask any CEO what they want from their marketing team and they'll all say the same thing: growth. But with so many different things you could do, how do you know what you should do to unlock new growth?
The answers you're looking for are hiding in your data. In this presentation we'll cover exactly how you can analyze your data to uncover new growth opportunities and achieve your goals.
You'll learn how to:
Slice your data to find new growth opportunities
Validate ideas with simple tests before committing to expensive initiatives
Use data to drive product changes that maximize growth
You'll see real-world examples of how the growth teams at Airbnb, GrowthHackers and Facebook use this same process to unlock new growth from smart data insights.
25+ Reasons why predicting CTR from Rankings is ImpossibleWil Reynolds
So, you want to develop a model showing how rankings in Google, Bing, etc will lead to clicks, conversions, and revenue? We think that is dangerous in all cases, but especially for sites with very little historical data. As SEO professionals, we get it, mobile vs desktop, logged in vs non logged in, personalized vs non-personalized, brand vs unbranded, again we get it, but our bosses and clients sometimes don't, so we decided to share with you one of our slide decks built specifically to help the SEER team to get our clients thinking more holistically about the impact SEO can have. We hope it helps you getting your bosses and clients thinking more holistically too.
Are you hungry for Google's secret sauce? Well look no further! We have brought together two of the biggest names in the industry for a FREE live webinar! If you want to get a taste, join us as Larry Kim from Wordstream and Bryan Todd from Perry Marshall disclose a unique twist on AdWords with our session; “Totally Insane Strategies to Triple your Click-Through Rate”.
Logos, Brand and Underpants: One Startup's Journey to Finding Their Visual Id...Kissmetrics on SlideShare
1 Reasons every startup should invest in a strong visual identity Lessons Bob learned on the path toward building a brand every team member is proud of What to do if you end up with a logo that looks like underpants
WHAT YOU’RE GOING TO LEARN
Company DNA EVOLVING A VISUAL IDENTITY
WE LOVE DATA We are 130 people who are crazy… about data.
HOW WE GOT STARTED We started out just like any other company: a few passionate people with a big idea
BUT WHAT HAPPENS WHEN YOU GROW?
FONTS Everything Breaks
WHAT BREAKS? Communication Management style Recruiting Compensation
Workflows Office space Visual identity?
WHAT IS COMPANY DNA? Company DNA: The most potent attributes of the founding team. Common Convention: this identity sticks with a company forever My Take: This is a weak metaphor. Company DNA mutates in its own lifetime.
RJMETRICS DNA Our story is just one case study on how company DNA can evolve. We’ve changed a lot. We’ve also made a lot of mistakes. I hope you can learn from the story.
SO WHAT WAS OUR DNA?
FRUGALITY. TO A FAULT.
State Prison County Prison
$400/mo? Sold! State Prison County Prison
Clown Tie Wrinkled MC Hammer Pants
Act I: Outsourcing
FAKE IT UNTIL YOU MAKE IT What do you do if style isn’t in your DNA?
You buy it! …but what if you’re a broke company?
You outsource it!
2008 (OUR FUNDING YEAR) Standards for consumer use impacted expectations for business use “Consumerization of the enterprise”
MEANWHILE...WE GREAT AND STARTED HIRING Our needs evolved, and our DNA did too.
MEANWHILE...AND EXTERNAL PRESSURE WAS RISING We A/B Tested our Want Ads
WE MOVED TO PHILADELPHIA
Act II: Hired Guns
MEANWHILE...(STILL NO DESIGNER ON STAFF)
BORROWING FROM OUR MENTORS
IT WAS TIME FOR A WEBSITE REDESIGN “Can you throw in a logo?”
SELF ANALYSIS
Act III: Identity
FRUGALITY BECOMES EFFICIENCY DNA MUTATION
“We need a new visual identity.”
Risky click of the day…
Google customer survey results:
WHAT DO WE DO? ü Abandon the dodecahedron? ü Hang our heads in shame?
50,000 uniques 0.1% view-to-SQL 50 SQLs 19.8% SQL-to-paid 10 paying clients $20k ARR ACV $200k of new ARR/year 15x ARR Multiple (w00t!) $3MM of Equity Value
A Secret Society…
HACKATHONS ARE FOR HACKING!
Epilogue: Dodeca Pride
IDENTITY IS A PART OF CULTURE Inputs: • How people treat each other • Your core values Outputs: • Perks • Identity
REASONS EVERY STARTUP SHOULD INVEST IN A STRONG VISUAL IDENTITY
Keynote: Rand Fishkin, Moz
How Can a Marketer Keep Up with Google's Insane Pace of Change?
Google claims to make hundreds of algorithmic changes every year. New results types are overwhelming many search terms. Keyword referral data might be completely gone soon. Dozens of unique software vendors offer tools in the SEO field. What’s a time-challenged, email-overloaded, trying to work-life balance marketer to do?
There may not be a one-size-fits-all-solution, but, in this presentation, Rand will present processes we can all follow to differentiate the unimportant from what really matters, and focus on building valuable, long-term traffic for our companies and/or clients.
Moments Matter - The Technology Trends Changing Consumer BehaviorKyle Lacy
Presentation given at an evening event in Kansas City in December. Moments Matter is the idea that technology, experiences, employees, digital properties, and devices are all apart of the brand experiences. It is up to us as marketers to build the technology and data management systems to help deliver a cohesive experience to the brand.
Six Technology Trends Changing Business in EuropeKyle Lacy
Session deck from Connections EMEA and WebTrends conferences on November 5th and 6th in London. We discuss the top six trends that are completely transforming the way brands and consumers communicate. Mobile, social, email, smart tech, personalization, collaborative consumption, youtility and data.
Moments Matter - Technology Trends Changing the Way We Live, Work and Communi...Kyle Lacy
Technology trends are completely disrupting every facet of our lives and we must remember that any moment should matter when interacting with a consumer.
This presentation was given at Summer Brand Camp in Dallas on June 3, 2015.
New and updated deck! Featuring the five technology trends completely changing consumer behavior. This includes everything from email marketing, personalization, Uber, Airbnb, Sharing Economy, moments matter, customer lifecycle marketing, leveraging your owned audience, the power of Amazon and growth of mobile technology. Everything is changing the way consumers behave.
1. Moments Matter
2. Connected Consumer
3. Owned Audiences
4. Collaborative Economy
5. Humanizing Automation
Marketing is Dead. Build a Foundation. Ignore the Hype.Kyle Lacy
My presentation for the State of Search conference in Dallas, TX on 11/12/2016. We talked about how the customer experience is the only things that matter. It is the only thing that makes you relevant. There are 4 Ps to the survival of marketing as a profession - people, process, programs and performance.
YOUR PEOPLE SHOULD DEVELOP & RE-DEVELOP YOU PROCESSES & PROGRAMS TO IMPROVE PERFORMANCE.
Updated deck on marketing technology trends. This is the travel and hospitality edition. Presentation was given at the DMAI Technology & Finance Conference in Miami, FL on October 22, 2014.
How to upgrade your travel marketing campaigns to first classtnooz
How can travel and hospitality marketers take their campaigns from transactions to relationships that drive real revenue?
Many customers still love the high street experience of booking via a brochure and agent, whilst for others the internet brings self-service convenience and choice.
As business models changed and more companies started interacting with thousands and then millions of people, marketers couldn't maintain the personal conversations of the past. So they shifted to sending generic messages that could reach the masses.
But today's customers expect a more personal touch. Join this FREE Silverpop webinar to learn why now is the time to start using everything you know about each customer in order to deliver the perfect customer experience; and hear how other travel marketers are putting this into action already.
Panelists for the webinar are:
Dave Walters, product evangelist, Silverpop
Kevin May, moderator and editor, Tnooz
Gene Quinn, producer and CEO, Tnooz
This webinar took place on Thursday 12 February 2015.
http://www.DestinationMarketing.org - Victoria Isley of DMAI and Scott Beck of Visit Salt Lake discuss what's now and whats next in destination marketing at US Travel's ESTO 2013 Conference in Richmond Virginia.
For many consumers, email is the lifeline through which they maintain relations with businesses. In fact seven in 10 adults prefer email as their primary marketing communications channel, with 91% indicating that they like to receive promotional emails for companies they do business with.
Courtesy of: Direct Marketing News
Infographic insights from LinkedIn's Workplace Learning Report from Lessonly, the leader in team learning software. We agree that "the single biggest driver of business impact is the strength of an organization's learning culture." Learn more at Lessonly.com.
How Consumer Technology Companies Are Changing the WorldKyle Lacy
Presentation given at SMPS Build Business Conference on July 17, 2017. We talk about the importance of Amazon, Google, Alibaba and the other consumer tech giants changing the world.
How to Build the Business of the Future v2Kyle Lacy
This is the second presentation of Closing the Knowledge Divide. This version was used for the Quality Associates user conference on June 15th in Washington DC.
Closing the Knowledge Divide: How to Build the Business of the FutureKyle Lacy
Presentation given on April 25th to TrueU in Indianapolis, IN. This is a new presentation focused on how to close the knowledge divide through speed, access and analytics and what it takes to build the business of the future.
Change Agents: How Consumer Centric Technology Companies Change the WorldKyle Lacy
My presentation for the APICS Conference in Scottsdale, AZ on 2/23/2017. The talk is focused on the investments huge consumer centric technology companies are making to change the world. We talk about two current trends: Mobile and Instant Gratification and two future trends: Artificial Intelligence and Blockchain. Enjoy
What I Learned About Software Marketing and Growth After 2 Years in Venture C...Kyle Lacy
This deck is being used for a presentation at High Alpha's Marketing Forum in Indianapolis on 1/2/17. I've spent the past two years working at OpenView, a venture capital firm based in Boston.
The lessons I learned watching the partners, my colleagues, portfolio CEOs, countless pitch meetings and hundreds of conversations between leadership teams was invaluable.
Here are a few.
A look at the 4 Ps (People, Process, Programs and Performance) that every org should be developing as they grow. Your PEOPLE should develop & re-develop your PROCESSES & PROGRAMS to improve PERFORMANCE.
You Can't Growth Hack Your Way to SuccessKyle Lacy
It's important to build a marketing strategy around a foundation instead of stringing together small "growth hacking" experiments. It's about PEOPLE, PERSONAS, PROCESSES, and PERFORMANCE.
Your PEOPLE should develop and re-develop your PERSONAS and PROCESSES to improve PERFORMANCE.
Marketing is Dead. Only Moments Matter - UserTesting Roadshow - 10/5/2016Kyle Lacy
Another adjustment to my Marketing is Dead deck which covers how to evolve in the digital environment. The only thing that matters or should matter to digital marketing is the experience the consumer is having with your brand.
Presentation given at the Zillow Group's Multifamily conference in Austin, Texas on 9/27/2016. We dive into the changes happening in digital marketing and what YOU (the marketer) must do to survive. It's a scary world out there.
Marketing is Dead - Uberflip User Conference PresentationKyle Lacy
Presentation given at Uberflip's User Conference on 8/25/2016. The deck focuses on the 3 disruptions of the marketing profession by technology and the 5 ways to survive. Enjoy!
Marketing is Dead - Understanding the Shifts Changing Marketing TodayKyle Lacy
Presentation given in New York City on 5/19 for Idio.
Trends like scalability, artificial intelligence, distribution and mobility are changing the way we buy, sell and communicate. We must be poised to take advantage of these changes and equipped to handle a customer’s journey that is changing constantly. In a world of instant communication, the most successful be those that embrace experiences over marketing.
Join us as we talk about why we are not the CEO or VP of sales, the head of marketing or the customer support manager, we are experience makers and managers. The only thing that makes us relevant are the experiences we provide. Everything else is just noise.
Moments Matter : Why Technology Tips the Scale for Massive Change in Transpor...Kyle Lacy
Presentation from Pegasus Trucking Live in Clearwater, FL 4/28/2016 - where I discussed the changes in technology, consumerism, mobility, artificial intelligence / machine learning, and how they affect/change the transportation industry.
Why marketing is changing and what you must do to survive
Trends like scalability, artificial intelligence, distribution and mobility are changing the way we buy, sell and communicate. We must be poised to take advantage of these changes and equipped to handle a buyer’s journey that is changing constantly. In a world of instant communication, the most successful be those that embrace experiences over marketing.
Join us as we talk about why we are not the CEO or VP of sales, the head of marketing or the product manager, we are experience makers and managers. The only thing that makes us relevant are the experience we provide. Everything else is just noise.
4 Leadership Shifts You Must Make For Successful Content Marketing in 2016Kyle Lacy
Presentation given at the Content2Conversion conference in Scottsdale, AZ on 2/16/2016. There are four shifts that must happen for content marketers to be successful in 2016.
1. Build the right team.
2. Create better thought leadership.
3. Internal activation is almost more important than external.
4. Learn the important unit economics of your business.
10 Criteria to Help You Compare Venture Debt Term SheetsKyle Lacy
By John McCullough, Director of Business & Corporate Development at OpenView. As either a key source of minimally dilutive growth funding and / or runway between equity financings, debt is an important component of the capital structure for many VC-backed startups.
Whether you’re raising your first credit line or have been working with the same lender for years, it’s important to understand how to compare venture debt offers (in very general terms, we’ll define venture debt as term financing with durations of between 3 and 5 years), either from less risk-averse venture debt funds or more conservative banks.
While not exhaustive, here are 10 items to compare across competing term sheets that should, to some extent, be up for negotiation.
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.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
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.
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.
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.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
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.
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.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
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
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 Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
4. Click the center icon >>>>>
and browse for the image you want to insert.
IF IMAGE INSERTS IN FRONT OF FOOTER,
Right click on the image and
Select Arrange/Send to Back
39. 41% of consumers buy more
from brands who send
personalized emails based on
past buying behaviors.
Return Path
@kyleplacy / #CMREvolve
40.
41.
42.
43.
44.
45.
46.
47.
48.
49.
50. 12-25% increase in sales if
the transactional message
includes personalized
product recommendations.
Salesforce Marketing Cloud
@kyleplacy / #CMREvolve
74. “All told, they found that for every 1 percent
increase in the number of Airbnb bookings,
there is a .05 percent decrease in hotel
revenue”
Study by Boston University
@kyleplacy / #CMREvolve
93. We must move from numbers
keeping score to numbers that
drive better actions.
David Walmsley
Head of Multichannel
Marks & Spencer
94. Meet Kyle
He’s the owner of a growing small business in
Boston.
As a father of 4 kids he’s very cost conscious
and drives or takes the train to most locations.
While a subscriber of T & H Client’s brandX
and brandY emails, he’s not a loyalty member.
95. An Upcoming Trip
Kyle has an upcoming trip in two weeks
to conference in Texas. He starts
searching on brandX.com for a hotel.
96.
97. Promo Email
Kyle receives a promo email from
brandX with special rates for the month.
The top three are close to his upcoming
trip in Texas so he clicks through and
books.
Email
Kyle, Check Out This Month’s Top Rates
From Portland to Portland we’ve got you covered.
From $84.15
Dallas, TX
Love Field
Get the most out of your next Dallas
business trip and book a room at our
brandX by T & H Client Dallas Love
Field hotel.…Read more
Book Now
From $101.15
Irving, TX
Las Colinas
brandX by T & H Client Dallas/Las
Colinas hotel, near Dallas Fort Worth
International Airport. Located off
Route 114…Read more
Book Now
From $101.99
Richardson, TX
Richardson
Nestled in the heart of th
Corridor north of downto
TX, the brandX by T & H
Richardson/Dallas…Rea
Book Now
98. Confirmation Email
Kyle receives his confirmation email
which invites him to enroll in T & H Client
Rewards.
Email
Welcome!
Your brandX by T & H Client Confirmation is below.
Name
T & H Client Rewards
Confirmation Number
Arrival Date
Departure Date
Check-In Time
Check-Out Time
brandX Love Field
650 N. Stemmons
Freeway, I-35E Exit
434A Empire Central,
Dallas, TX 75247 US
Kyle Thompson
Enroll Now
74589AH67DH
1/24/14
1/26/14
3:00 PM
11:00 AM
99. Welcome Series
Upon signing up for T & H Client
Rewards Kyle receives a series of 3
emails from the Welcome drip
campaign which aims to:
– Thank
– Educate about the program
– Incentivize to complete his
profile
Email
Welcome To T & H Client Rewards
Total Points; 0
Complete Your Profile
Free Bonus Points!
Tell us more about yourself and
receive bonus points towards
your next free stay.
100.
101. Browse Retarget Email
Kyle receives a browse retarget email that
evening which reminds him of the free
breakfast and wifi available at brandY.
As a result he books his stay.
Email
Your Parsippany Stay Awaits
Get a free, hot breakfast and WiFi at brandY
brandY Parsippany
949 Route 46,
Parsippany, NJ 07054 US
A warm bed, hot breakfast, and free
WiFi come standard when you stay at
brandY.
Book Now
104. Gets a notification…
Before retiring for the evening Kyle receives a
Push Notification reminding him of the free
breakfast in the morning.
105. Gets a notification…
After he leaves for his presentation in the
morning he receives a Push Notification asking if
he’d like to receive an email copy of his stay
receipt.
106. Email Receipt
After his stay Kyle receives an e-Receipt with a
partner offer to sign up for the T & H Client
Rewards Visa.
Inbox (1)
Your Recent Stay e-Receipt
E-Receipt
brandY
949 U.S. 46,
Parsippany, NJ
07054
Room
Arrival Date
Departure Date
Adult/Child
Room Rate
Rate Plan
T & H Client Rewards #
213
1/27/14
1/28/14
1/0
$59.00
LW-T
675930992
Stay Total $65.24
EARN POINTS TOWARDS
FREE NIGHTS
WITH T & H Client REWARDS VISA
107. Email Newsletter
Fast-forward 3 months Kyle receives his
monthly rewards newsletter and there is a
promotion for a trip finder. He has traveled a
lot and accumulated a lot of points and is
ready for a last minute vacation with the
family.
Email
T & H Client Rewards Newsletter
How will you use your rewards?
Total Points; 42,000
Want to find the perfect getaway?
Try our all new
TRIP FINDER
Start Now
108. Trip Finder
Kyle answers a series of questions which
helps the ExactTarget Customer Intelligence
engine determine the best trip for him.
T & H Clientrewards.com/tripfinder
Mon 3.31 PMWeb Browser
Find Your Perfect Trip
NextBack
How will you arrive at your destination?
o Drive
o Fly
109. Trip Finder
After he submits his answers T & H Client
displays the results.
Mon 3.31 PMWeb Browser
Your Perfect Trip Results
T & H Client Grand Resort - Walt Disney World
Orland, FL
Located in the heart of Orlando, Florida, enjoy
sophisticated charm and Mediterranean-inspired comfort
minutes from the area’s top theme parks, golf courses
and attractions. T & H Client Grand Orlando Resort is
surrounded by 500-acres of the stunning woodlands of
Bonnet Creek.
Book Now
T & H Clientrewards.com/tripfinder
110. On Vacation…
On day two at the pool he posts a picture of the
family enjoying the vacation.
He then receives a response from T & H Client
with an offer for free ice cream for the kids
during his stay
Facebook
Kyle Thompson
5 minutes ago
T & H Client Hotel Group
2 minutes ago
Glad you’re enjoying your
stay. Bring this to the
concession stand for free
ice cream for the kiddos!
111. And it starts with data.
Experience is the only thing
that makes you relevant...
112. Seven Trends Disrupting Consumer Behavior
1. Moments Matter – every touch point and every connection is an opportunity to
deliver a seamless brand experience to delight your customers
2. Connected Consumer – every business is a mobile business.
3. The Amazon / eCommerce Effect –Amazon and Alibaba have the ability to disrupt
any industry and quickly
4. Content Personalization – massive lift in all success metrics with the use of
personalized content
5. Collaborative Economy – people have the ability to bypass inefficient companies
by building processes and economies using technology
6. Social Intelligence – It is more than “social media.” It is about listening,
7. Humanizing Automation – build messaging strategy around the individual
@kyleplacy / #CMREvolve
Editor's Notes
Last mile project – how do you innovate around the delivery point.
Last mile project – how do you innovate around the delivery point.
Last mile project – how do you innovate around the delivery point.
Last mile project – how do you innovate around the delivery point.
Last mile project – how do you innovate around the delivery point.
Last mile project – how do you innovate around the delivery point.
Last mile project – how do you innovate around the delivery point.
Yerdle enables neighbors to gift goods - rather than buy
Tap the crowd for better rates and terms that a company can set and achieve the highest form of loyalty: Shared Destiny.
Google and Waze have already started to share data (May 2014), in addition, Google is rolling out retail delivery with Shopping Express, and also has self-driving cars.
Uber enables P2P transportation –largest investor is Google $258m
Apps can pass a destination address to the Uber app, display pickup times, provide fare estimates, access trip history and more.
Counting beds on offer, airbnb is already the fifth-largest hotelier in the world, with unparalleled global reach.
Has a presence in nearly every country on earth
Median price of a hotel vs cost of an Airbnb apartment
Counting beds on offer, airbnb is already the fifth-largest hotelier in the world, with unparalleled global reach.
Has a presence in nearly every country on earth
Median price of a hotel vs cost of an Airbnb apartment
Counting beds on offer, airbnb is already the fifth-largest hotelier in the world, with unparalleled global reach.
Has a presence in nearly every country on earth
Median price of a hotel vs cost of an Airbnb apartment
Tap the crowd for better rates and terms that a company can set and achieve the highest form of loyalty: Shared Destiny.
So where does all of this leave us? Marketing has been changed forever, particularly the world of consumer marketing.
Technology that has unlocked an entirely new ways to connect with people, as well as a new set of expectations around what those interactions should look like.
Small business owner and frequent traveler growing business that has expanded regionally and he will have to start to travel to fuel growth in the northeast region
- very cost conscious
- drives/takes train to most locations
- opted into brand X and brand Y email program – not rewards
- has 8 stays in the past three months with brandX, brandY and Days Inn in the throughout the NE – each 1-2 nights
Has an upcoming trip in two weeks to conference in Texas – starts searching on brandX.com for a hotel
<<Show snapshot of contacts model with browse behavior>>
Receives a promo email from brandX – with special rates for the month, the top three are close to his upcoming trip in Texas - clicks through and books <<Desktop>>
Receives his confirmation email which invites him to enroll in Rewards
3x Welcome/Onboarding series to T & H Client Rewards
Thank you, education about program (how to add previous stays), incentive to complete profile (get bonus rewards points)
Shows he mostly books for business, looking for best value and business amenities (wifi)
Show snapshot of contacts model now that profile center has been completed (explicit data)
Show snapshot of contacts model now that profile center has been completed (explicit data)
Jump ahead a few months…
Browse Retarget
Has upcoming meeting in Parsippany, browses brandY in area
He doesn’t purchase without doing more research, so he plans on searching tonight at other hotels
He abandons his search
Receives browse retarget email that evening which reminds him of the free breakfast and wifi available at brandY, he purchases
Jump back to the contacts model to show how contact has updated with implicit (browse/purchases/past stays) data
Checks-in he downloads the new T & H Client hotel app and opts in for alerts during this stay
After check in he gets a push message for free drink
Meets up with colleagues to review presentation
Gets another push message with reminder with the free breakfast hours
As he leaves in the AM for his presentation, he gets a Push asking to confirm a email copy of his receipt
Email receipt from stay
Business traveler and easier to keep record of
Include Partner offers—T & H Client rewards visa card
Contacts model
With this stay he hits Gold status and receives an email congratulating him and reminding him of his perks
Thank him for his loyalty
Makes connection to leisure travel use rewards points
Highlight his activity
Fast forward 3 months he receives his monthly rewards newsletter and there is a promotional for a trip finder. He has traveled a lot and accumulated a lot of points and is ready for a last minute vacation with the family.
Goes to guided trip planner
Business vs leisure
Type of destination (beach, nature, city, amusement parks, etc)
Price range
How to pay for his trip Points v Cash (since he is logged in it takes into account his points and shows him how many he has)
Driving or flying
Helps him pick the perfect location and hotel from across T & H Client hotels that will meet the needs of his family and stay within his budget by using his points
Kyle is going to Disney with his family – T & H Client Grand Resort
Two days prior he receives pre-trip email and it contains a suite upgrade – he clicks through and accepts – next best offer
On day two at the pool he posts a picture of the family enjoying the vacation -> he then receives a response from T & H Client with an offer for free ice cream for the kids during his stay
Kyle then receives a email thanking him for bringing his family to their resort and ask him to rate and review the trip. After a great trip, with great service he goes online and provides a stellar rating.