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Online Marketing Strategy: Planning for Challenges and Opportunities


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Presenters: Bronwen Auret, Head of Digital, Business Day Financial Mail
Diane Charlton, MD, Acceleration Media

This session looks at how to develop an effective strategic marketing plan, incorporating coordinated on- and offline marketing. It also covers key online marketing tools and techniques and explains how to implement targeted and measurable campaigns.

Published in: Travel, Business, News & Politics
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Online Marketing Strategy: Planning for Challenges and Opportunities

  1. 1. Developing an Online Marketing strategy…
  2. 2.
  3. 3. How the web has changed our lives…
  4. 4. How the web has changed our lives…
  5. 5. How the web has changed our lives…
  6. 6. How the web has changed our lives…
  7. 7. How the web has changed…
  8. 8. How the web has changed… <ul><ul><li>The web is more than just content… </li></ul></ul><ul><ul><li>It’s about connecting… </li></ul></ul><ul><ul><li>Communities… </li></ul></ul><ul><ul><li>Sharing… </li></ul></ul><ul><ul><li>Participation… </li></ul></ul><ul><ul><li>Learning… </li></ul></ul><ul><ul><li>Growing… and helping other people get there. </li></ul></ul>
  9. 9. What does this mean for you? <ul><ul><li>Spurred by the Internet, the travel industry is undergoing a revolution that is redefining the rules of engagement between travel firms and consumers </li></ul></ul><ul><ul><li>New travel sites and social networks </li></ul></ul><ul><ul><li>Collaboration and sharing </li></ul></ul><ul><ul><li>Comparison </li></ul></ul><ul><ul><li>Build up a trusted base of referrals making them less reliant on traditional areas of expertise </li></ul></ul>
  10. 10. What does this mean for you? <ul><ul><li>Target specific interests yet provide large amounts of information </li></ul></ul><ul><ul><li>Interactivity </li></ul></ul><ul><ul><li>User Generated Content </li></ul></ul><ul><ul><li>Complete end-to-end journey </li></ul></ul><ul><ul><li>Young people coming of age during the dawn of the Internet have different expectations of the businesses that serve them. </li></ul></ul><ul><ul><li>They like businesses to come to them, with the right product, at the right time, in the right way. </li></ul></ul><ul><ul><li>Travel providers need to revise their service model from that of mass consumption to one of true customisation. </li></ul></ul>
  11. 11. Digital marketing…
  12. 12. What is digital marketing? <ul><ul><li>So what? </li></ul></ul><ul><ul><li>What does this mean for a marketer? </li></ul></ul><ul><ul><li>Marketing is effectively the practice of communicating with current and potential customers </li></ul></ul><ul><ul><li>Connections…conversations…involvements </li></ul></ul>
  13. 13. Setting objectives… <ul><ul><li>It all starts with setting objectives </li></ul></ul><ul><ul><li>What do you want to achieve? </li></ul></ul><ul><ul><li>What do you need people to do in order to achieve those objectives? </li></ul></ul><ul><ul><li>And how do you measure that success? </li></ul></ul><ul><ul><li>Develop and set those Key Performance Indicators (KPI’s) against which everything can be tracked, measured and refined… </li></ul></ul>
  14. 14. Your Business and it’s digital objectives Attract: VISIT MY WEBSITE Engage: USE MY WEBSITE Convert: MAKE A PURCHASE ON MY WEBSITE Retain: MAKE ANOTHER PURCHASE OR PROVIDE REFERRAL
  15. 15. Example put into practice…
  16. 16. Attract…
  17. 17. Attracting users… <ul><ul><li>There are numerous tactics you can employ to attract users to your digital environment </li></ul></ul><ul><ul><li>Digital Marketing includes numerous solutions: </li></ul></ul><ul><ul><ul><li>Digital media </li></ul></ul></ul><ul><ul><ul><li>Search engine marketing </li></ul></ul></ul><ul><ul><ul><li>Social media networking </li></ul></ul></ul><ul><ul><ul><li>Online reputation management </li></ul></ul></ul><ul><ul><ul><li>Destination Management Services </li></ul></ul></ul>
  18. 18. Digital media…
  19. 19. Paid Placements Natural or Organic Searches Search marketing… Search term used by user
  20. 20. Social networks…
  21. 21. Online reputation management… <ul><ul><li>Conversations taking place without you </li></ul></ul><ul><ul><li>Critical to understand what is being said – measure and track </li></ul></ul><ul><ul><li>Engage in those conversations </li></ul></ul><ul><ul><li>Bringing client service to the forefront of the business </li></ul></ul>
  22. 22. Destination Management Services… <ul><ul><li>Booking engines </li></ul></ul><ul><ul><li>Aggregators </li></ul></ul><ul><ul><li>Travel Search Engines </li></ul></ul>
  23. 23. Destination Management Services…
  24. 24. Engage…
  25. 25. Engaging users… <ul><ul><li>Establish a web presence </li></ul></ul><ul><ul><li>What are they looking for and then how do you give it to them </li></ul></ul><ul><ul><li>Ensure your call to action is clear and actionable </li></ul></ul><ul><ul><li>Allow them to interact with you </li></ul></ul><ul><ul><li>Develop conversation and dialogue </li></ul></ul><ul><ul><li>Monitor effectiveness and optimise </li></ul></ul>
  26. 26. ENGAGE: Use my website…
  27. 27. Convert…
  28. 28. Converting users… <ul><ul><li>Give them a reason why… </li></ul></ul><ul><ul><li>Why now… </li></ul></ul><ul><ul><li>And how… </li></ul></ul><ul><ul><li>Provide mechanism to reach your pre-established KPI’s </li></ul></ul>
  29. 29. Convert…
  30. 30. Retain…
  31. 31. Retaining users… <ul><ul><li>Now you’ve established a relationship, it is critical to maintain and grow that relationship </li></ul></ul><ul><ul><li>It costs 10 times more to attract as opposed to retain customers </li></ul></ul><ul><ul><li>They can become your best advocates…Word of Mouth </li></ul></ul><ul><ul><li>Understand their behaviour, how did they engage with you, what did you learn about them </li></ul></ul><ul><ul><li>The more you understand about them…the more value you can provide to them (and your business) </li></ul></ul>
  32. 32. Retaining users… <ul><ul><li>Build lists and start profiling customers </li></ul></ul><ul><ul><li>Survey tools </li></ul></ul><ul><ul><li>Get permission and make it clear who you are </li></ul></ul><ul><ul><li>Keep your lists healthy </li></ul></ul><ul><ul><li>Send the right message and get the timing right </li></ul></ul><ul><ul><li>Test and tweak as you go </li></ul></ul><ul><ul><li>Know your metrics </li></ul></ul>
  33. 33. Dynamic personalization and segmenting James likes to buy “best sellers Alice is into “bargain prices” Alice prefers “murder mysteries ” James likes Latin American Authors James and Alice both have to pay their taxes
  34. 34. Theory in practice SAT & Expedia…
  35. 35. The Placements…
  36. 36. The Results… 37% YOY increase 33% YOY increase
  37. 37. The Results…
  38. 38. Conclusion… <ul><ul><li>Put yourself in your customer’s shoes </li></ul></ul><ul><ul><li>Walk yourself through the full conversion cycle </li></ul></ul><ul><ul><li>Tailor make your strategy to suit your business </li></ul></ul><ul><ul><li>The online environment presents numerous opportunities to reach your target market with unique and relevant messaging. </li></ul></ul><ul><ul><li>Defining objectives and “key success events” is the first step to developing an online campaign </li></ul></ul><ul><ul><li>From here, assessing – and then testing – the numerous opportunities allows you to develop an online model that works specifically for your business. </li></ul></ul><ul><ul><li>Good luck…it’s a dynamic, exciting environment that can help you build your brand. </li></ul></ul>
  39. 39. Thank You Bronwen Auret [email_address] +27 11 280 5493 Di Charton [email_address] +27 21 487 1008