Enter 2012

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Presentation given at ENTER 2012 in Helingborg, Sweden

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Enter 2012

  1. 1. Think! iâëâl? WILLIAM BAKKER @WILHELMUS
  2. 2. TOURISM BRITISH COLUMBIA Think!
  3. 3. . , v Q The role of Search in the purchase ' cycle and marketing mix
  4. 4. AKAI HOW TO MAKE SEARCH SEXY L". . ;7 " 1 L v* g n _ e_ n nu, ” , i 'Arm (h. . IJ ›, I,_. _ I 'III' ' 'HW 7 'f -" 7 “r I s! I vul« IEJILVUDH turn: " VS n. › v I u' Lmu I. z. | hl ›. . . 4 a nt uLIy-vliluqrul y w ku. « . Lupi : f: I I . - Thinka
  5. 5. MARKETING STRATEGY Potential Visitors earned/ social media Awareness Consider Intent Purchase Experience R/ R/R Think!
  6. 6. STRATEGlC PRlORITIES l. Aworeness Through eorned/ sociol medio 2. Monoge The middle of The Tunnel - Drive To websiTe - Build ongoing reloTionships 3. Hdnd over To indusTry for conversion Thinkl
  7. 7. lNFORMATION NEEDS Lia-y to day “m planning purchase info needed Planning details Spctlhäh 'or purchase ijpronuct] VdlUcIHUTT u! Imlidl awareness Om: umage o: story is al' il takes trip R/ R/R Awareness Consideration Intention Think!
  8. 8. INSPIRATION NEEDS Snart ulclares. ;tunes lnsp ved purchase emotional lwipuisi. 'vuvirig IICSIdUTQUI ilnK-MLYILH) Rca ilv kicks Il' Icüs' ISZarILL-I Ranoral buy ng behaviour lchuapesv, Fight, 'lou-ll rationel Awareness Consideration lnfenüün Trip ReIiVe Think!
  9. 9. VISITOR BREAKDOWN BY PURCHASE CYCLE STAGE 33% Awareness Consideration Intent Booked/ Trip R/ R/R Think!
  10. 10. INFORMATION REQUIREMENT 33% 23% 21% 13% _i ⁄ Awareness Consideration Intent Booked/ Trip R/ R/R Think!
  11. 11. CONTENT = ADVERTISING Think! SEO traffic: SEM avg. CPC: 2,000,000 $O.50x Ad value of SEO: $l, OO0,000 Content & SEO: $200,000- Value: $800,000
  12. 12. WEBSITE CONTENT Travel information pages created 04/05 05/06 06/07 07/08 08/09 O? «'10Y2D Think!
  13. 13. t) er* LIK -* '; .›. -.; ,- llñ : mi . '“
  14. 14. Iulll IlAvuIAL BRITISH COLUMIIÅ Cr : um I* com- Count kcz""vcdalc'u : .'. ⁄t nu' u-stnrr DH-ç : i . a; Gz/ es “es-mn " 'm 'c 'to "rtsx *row l kun« (AIAAOA Klemtu . :'t!8 Klzmlu (populnuun: 400) is located on Sw-ndle Island, The uren Is nllvvtllv Iush and nboundl wlm excellent oppoctunitlo . Local wcurways are great lor D001 Viihllm ind Kaalund Iclemtuk prrltlnd ndtural dining II luomontld by o rich culture ind 'rinorr (INUIG Around Aboriginal hdrluqn ind tudlllon. : i . y ix. .w n' , q anni-uw. : m nu. , Linn-nl p. . m. . "imod lo do Your opoiuuv : inuit Bull Auvuriuiru' vapor-mund guld« drev-dc una-ting and -nlorrrulin oco' cultural 1nd wildiiln vicvnino touru, which include (flod to Prinz loyal hund And IM Nordland lxiddtio« Aida nu n cultural lnur to view ancient potrovlvnhl Ium about wild Voodl) oc vidll lho Nncmiy und sig Hound, Iltllh iu magnillccnc tnum polen lxpcrlclKcd poddiers can nu. . › om. . nu OC nuvi irirormwoii p G« lhl lunt 190cm! anni. . Oven he« regional man! .nreimwoii n Du human, In'. 'Dfi or m. « in BC . sign in Ip »a io nlnvu . Short vov hp 'ut I BC trip . Manage m1 u« account
  15. 15. THE LONG TAIL OF KEYWORDS 100000 Top 10 keywords = 25% of visitors Bottom 990,000 = 50% of visitors Number of visitors by keyword 2 000 20 1000 250000 500,000 1 million Search queries
  16. 16. SEO RESULTS -SEO traffic (x1,000) '_'Content Pages 2007 2008 2009 Think!
  17. 17. Isn't SEM just another form of advertising? Think!
  18. 18. SEM vs. TRADITIONAL MEDIA TV: I5x The budgeT SEM: 4x The Trdffic ' based on web visitors ooiecrive Think!
  19. 19. INTERRUPT p. - å radio L 'E3 I . ... t . . c --› . c 11" z" . u. s: KI[ tern . t online display Think! "rt . æ ; . V T _l A 3 . n 7 . r i i'm". Sw: 'T9 , I 'I street tea ms
  20. 20. INTERCEPT *ol t BrIl-ttâagvg! -r Io-nn U101: oluáh r. .An p. . l Ir v- : :a-rr EIilW1I: ,IIii. l| iv TIJ. ›I va. : u. . l " Bonn i . in-bla 'i' rr« iii-u ll i'm -v-'rilv 'ind -W-*V-JI-r' rr« won "nu n-ii svn-mm. . m: Wynn rn planning n Donna 015m' han s some Iuwao . on ha« mind nu organic search batman 'JXIIIDLQÆ QIE mumien I . Ju mi: minn! WH kun! rirandn Du! n imm0- rar-rn min. . M (hiintiliiwn lu lhi- (II minn Vini-nine! - . NHH http nu hrIIr-Iiq' mm i-nrl' wollc critrnbuzl Social Media referrers Kopi: E I Tid-ix' [lay Trip: 5 day_ Wunlalz, Mann: FIFIIW VCnII lily-il trip hlñw am- lay-Il lil? illñå I a' British C üIumE-lvñ Kylling Amnwii; rmur, Iaqni-. vrs il. lcma-tioc l' hotl- mi BM. Italy-allin; hnicpnls ltulIi-[li mrriikayallnq Ka ak with *Malta -n Eli Kay-Mm) tour: iii [liriisri Dalar-ma V amp-ri), lodni- oasud 8. oi-: a trin: - vna- . aaLvynanvc-nriiin. I rim Luvunitiuá. El-: r : tes QrgM urx I'll ucuii witli win im« taut lab, Wruplatl' niid tiieulitn-. tl uw- timi 'itirnili 1m- l '| I“l 'Lani ryrjalaiigi Kipling Aihvnturrr gudus llldpf. F. muu- blluul EU; wild Wea! l, uazi Manu nlflll i-vimairdlii ii- i ririr paid search Qllntloynyv http ma« hektar: (cm -mtåimnioivliw “lrimviipnirtc immun repeat visitors
  21. 21. ROLE OF INTERRUPT VS. INTERCEPT h; i , m Grow consumer . ›. füdgateåiiå; gcoii1ësi. › 'i -l-"j “ doio bose r: ii? . r, gg. ,ii. .zs. t:am Drive web irciffic Thinki
  22. 22. MARKETING MIX Intercept interrupt consumer website visitors database Direct marketing Think!
  23. 23. SEM TO DRIVE ACQU| SITIONS Bim sh Columbia K ak ' Amning was, lagoons F. bun-ps Check om BC; kayakhg haisocts HeII-: BII cnnvlhvyatluç immun- Q 1 = ... ... ..a-. ..o. «.. o 1.. ... . . . m. . An outdoor : uhm-run lor 2 -L Think!
  24. 24. CONSUMER ACQUISITION THROUGH SEM interrupt consumer website visitors database Retention Think!
  25. 25. OUTCOMES - Dromofic increase in SEM budgefs - Dediccifed sfoff & cigericy for secirch - Sfrong focus on onolyfics Think!
  26. 26. RESUUS He| IoBC Visitors 7.7M 4.8M 41.3 M -LD M 27M 12M 0.4M 041M 05M 'NM OU/ 'Ol 01/02 02/03 OMU! ! 001/05 05,306 Cö/ O? 07,i"(. 8 (JB/ US 09/10 Æhuink! Z010/ 11 Advertising _ 7% Direct 5% Links 8% 91mm! - 51241hi Funk-HSJ:
  27. 27. THANK YOU stay in touch thinksocia| media. com wilhelmus. ca @wilhe| mus wiIIiamCqDthinksocia| media. com Think!

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