The Transparent Web: NGCOA Presentation

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The Transparent Web: NGCOA Presentation

  1. 1. The Transparent Web: Using Online Marketing and Distribution to Optimize Pricing Power Tim Peter Founder Tim Peter & Associates, LLCParticipating Sponsors:
  2. 2. The online shopping experience• Transparent Before teeing off...
  3. 3. Choices...
  4. 4. Lots and lots and lots of choices...
  5. 5. Lots and lots and lots of choices...
  6. 6. Lots and lots and lots of choices...
  7. 7. Lots and lots and lots of choices...
  8. 8. Lots and lots and lots of choices...
  9. 9. Lots and lots and lots of choices...
  10. 10. Lots and lots and lots of choices...
  11. 11. The purchase “funnel” Awareness Interest Desire Action
  12. 12. A tangled web
  13. 13. Typical interactions• Paid search • Remarketing/retargeting• Natural search • Sponsored content• Email • Online videos• Banner advertising/display • Print media media • Review sites• Brand websites • Word of mouth• Mobile websites • Social media• Affiliate sites
  14. 14. Why we’re here• The transparent web - and what it means for your business• How to use search and social to reveal your value to your guests and golfers• The importance of parity and best rate• How to track what’s working
  15. 15. 17% 83% Consumer search activity in last 24 hours Yes No
  16. 16. 20% 80% Travelers who searched before booking Yes No
  17. 17. 3024 Shopping behavior1812 6 0 Sites Sessions All consumers Travel shoppers
  18. 18. Natural/organic search
  19. 19. Paid search
  20. 20. Localsearch
  21. 21. Social and reviews
  22. 22. Social sites
  23. 23. 35% 65% Regular use of social networks Yes No
  24. 24. 16% 84% Visited travel review site Yes No
  25. 25. 9% Visited 91% Facebook in same month as travel Yes No
  26. 26. Social signals influence search• Pages that earn tweets + Facebook shares also correlate well with earning links, and send direct traffic on their own• Facebook shares might be more valuable than “Likes”
  27. 27. Top search term prior to booking?“Price”
  28. 28. The “solution”?
  29. 29. Distribution “partners”want to be the go-toresource for your golfers
  30. 30. A cure worse than the disease?
  31. 31. Your choiceAttempt to “win” Promotethe race to zero transparent value
  32. 32. Only$62
  33. 33. Only$68
  34. 34. !"#$%&()*$+*&,-$ ?"<>*6-"1$+*>").$?&-"<*1$@A>*/-36")$!:(#$ +*.&/*$01(/*$ ?&-"<*1$@A>*1(*)/*$ B*-*1("13-*$ +*.&/*$!*12(/*$3).$4315*6)7$ !:"1-;-*1<$!3,*$=<>1"2*$ -"$038$9"1$01(/*$+*.&/6")$
  35. 35. Why buy from you?
  36. 36. Dominant ImpulsiveFast & Ambitious & Enthusiastic Analytical ReliableSlow & Organized & Predictable Head Heart
  37. 37. Mind your “P’s and Q” Price Proximity Quality
  38. 38. Price Price Proximity Quality Quality Proximity Dominant ImpulsiveFast & Ambitious & Enthusiastic Price Price Proximity Quality Quality Proximity Analytical ReliableSlow & Organized & Predictable Head Heart
  39. 39. Rate parity
  40. 40. Top search term prior to booking“Price”
  41. 41. Is this what you think when youhear “best rate”?
  42. 42. Why buy from you?
  43. 43. Price mustshow value
  44. 44. Links tell search engines your content is important Indexed Web Page Attracts search Attracts links engine spiders Keyword Rich Web ContentRankings
  45. 45. Google Place pages
  46. 46. Post stay email Show a photo Promote another stay Invite to opt-In Invite to social media
  47. 47. Post stay e-mail• Case Study:  Resort sent email to all guests who stayed 3 nights in in the summer  Promotion start: Mid-November  Offered promotional rate for January-February• Results:  December online revenue up 200%  90% of the growth was for following year’s revenues
  48. 48. Reveal your value Don’t conceal it
  49. 49. Metrics
  50. 50. Repeat visits Conversion Hits Visits rate Sessions Top referrers Fans Bounce rate CPM CPC Likes Page rank Uniques Quality score Page viewsFollowers CPA Exit rate Engagement
  51. 51. Repeat visits Conversion Hits Visits rate Sessions Top referrers Fans Bounce rate CPM Wait. What? CPC Likes Page rank Uniques Quality score Page viewsFollowers CPA Exit rate Engagement
  52. 52. Handicap Index * Slope Rating 113
  53. 53. Cost-per-visit / Conversion rate
  54. 54. ROAS - Return on (Ad) Spend !"#$%&() (%%#"*%+,-./-$, 322$/(, 0/1/*,*2,1/*%, Look at all marketing spend as a cost of sale
  55. 55. Best practice:Positive ROAS budgeting• Manage budget and activities to target ROAS• Increase or lower CPC/effort levels based on conversion rate to achieve target ROAS
  56. 56. Questions?
  57. 57. Summary• The transparent web means your value - or lack thereof - is equally transparent• Your marketing must reveal, not conceal, your value to consumers• Price parity and best rate guarantees showcase that value• The right metrics show you what’s working
  58. 58. Thank youWeb: timpeter.comPhone: 201-305-0055Email: tim@timpeter.comTwitter: twitter.com/tcpeter

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