5. doing marketing in a digital world
Zero
Stimulus First Second
Moment of Truth
Moment of Truth Moment of Truth
(digital)
(shelf ) (experience)
Inspired by Google, Zero Moment of Truth
7. top sources for travel planning information
Personal Business
85%
78%
60%
38% 36%
32%
28% 26%
24% 25% 22%
18% 18% 19% 19%
12%
Internet Family / Brochures Magazines TV Travel Books Newspapers
friends Agents
Source: Google, Traveller’s Road to Decision 2011
14. top smartphone activities
while planning a hotel stay
Feb 2012, US Smartphone Owners
29%
23%
22%
21%
18%
look up
research
compare
book a
hotel
attractions
where to
prices and
hotel
near
eat at
address &
availability
destination
directions
15. travel-related videos
watched online
July 2011, US Travellers
68%
56% trip
videos
60% trip
58% videos
45%
reviews
from
reviews
from travel-
ads from
from
hotels,
from
related
people like
companies
experts
channels
airlines,
me
tours etc.
21. PEOPLE BUSINESS
value offers
relationships one-night stands
conversations push ads
human connections automation
satisfaction instant returns
friendship CRM
fun results
22. what digital has done to marketing
1940s-2000s 2010-2012 2013+
Targeted,
Broadcasting narrowcast Uniquely
generic marketing tailored,
advertising through digital on-going
messages to channels relationships
the mass to a diverse, with individual
market segmented consumers
marketplace
“shouting” “conversing”
47. Offer Closes
04 hrs 27 mins
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Jenny Foster, teacher & mum
What our customers saw “The most amazing villa for a dream
June 2012
family holiday. Superb pool,
David Smith everything we wanted and more!”
“We loved our
sunny veranda” Number of customer reviews: 27
Overall Comfort Value
Mandy Franklin
“Gloriously warm,
Tell us about your holiday in Madeira
even in December!” Sat 9am-4pm
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49. doing marketing in a digital world
Stimulus Zero First Second
Moment of Truth Moment of Truth Moment of Truth
(digital) (shelf ) (experience)
your marketing excellence