Tourism and Digital Marketing

Transcription

1 Tourism and Digital Marketing Estoril, January 12th

2 Interactive Marketing Agencies Marketing Analytics Technology Buy-Side Optimization Agency Centers of On-Demand resources - 2 -

3 Why is the internet important for the travel industry? - 3 -

4 Internet already mainstream EU(15) Internet users As percentage of population 279 M internet users 54% of EU(15) population Source: - 4 -

5 Residence Age EU(15) Internet users As percentage of population < 44 (53 %) 44+ (47%) Rural (31 %) 33% 12% 23% Urban (69 %) 87% 48% 69% Source: Own data based on Mediascope and Eurostat 70% 37% - 5 -

6 Primary source for travel planning Travel Planning Sources Intenet 79% 84% Magazines TV Newspapers Radio 22% 21% 18% 16% 11% 11% 5% 4% 84% of Personal Travelers use the internet to plan their travel Source: Google Travel study,

7 Percentage of Travelers using the internet Selecting a Destination Shopping (Comparing & choosing) Booking Sharing (Information, photos, video) Exclusively Offline 81% 88% 82% 46% 5% 80% 82% 70% 42% 5% 84% 82% 71% 46% 8% Source: European consumer travelers survey, July

8 Longer research cycles and bookings closer to departure 6.5 Process starts weeks prior to trip (down 5%) weeks of research prior to flight booking (up 11%) weeks of research prior to hotel booking (up 6%) Source: Google & Compete Travel study, 3Q

9 Increasing use of online content research sessions prior to booking (up 14% from 8.3 in 3Q 08) visits to travel sites prior to booking (up 15% from 19 in 3Q 08) Source: Google & Compete Travel study, 3Q

10 Search is a core behavior 24 78% searches to first booking travel transaction involve search engines Source: Hitwise Clickstream study

11 Travel agents Enables selling Internet planning Price & Product Cities (brands) contributing to the experience

12 Research Dream Booking Share Travel experience

13 let me introduce you to Sara

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18 I went to Oporto in Portugal. Had a great time! Highly recommended

19 She googles Oporto She checks hotels in tripadvisor

20 Hey Sara, check this out -

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24 Dreaming of my visit to Oporto next Saturday

25 Cities (brands) must connect with people and contribute to the experience

26 ALL CHANNELS, ALWAYS ON CONTENT DRIVES REPUTATION. ENRICH THE EXPERIENCE. ENGAGING CREATIVE. TARGET and BE RELEVANT

27 Earned media based Engagement marketing Influencer outreach Advocacy programs Mobile Apps Owned media based Content Distribution Client website Online video Content creation Social N. Hub Paid media based Performance Marketing Paid search Affiliation Display

28 Research Dream Booking Share Experience

29 ALL CHANNELS, ALWAYS ON CONTENT DRIVES REPUTATION. ENRICH THE EXPERIENCE. ENGAGING CREATIVE. TARGET and BE RELEVANT

30 Content creation Awesome Phillipines

31 ALL CHANNELS & ALWAYS ON CONTENT DRIVES REPUTATION. ENRICH THE EXPERIENCE. ENGAGING CREATIVE. TARGET and BE RELEVANT

32 Increasing sharing and participation Share 42% 23% of travelers share their experiences on the internet (opinions, ratings, photos, video ) of travelers download smartphone applications Experience Enrich their experience Make their experience be your marketing

33 Caminho de Santiago Explore Chicago

34 ALL CHANNELS, ALWAYS ON CONTENT DRIVES REPUTATION. ENRICH THE EXPERIENCE. ENGAGING CREATIVE. TARGET and BE RELEVANT

35 Nothing beats good creative Old Spice (Procter&Gamble)

36 ALL CHANNELS, ALWAYS ON CONTENT DRIVES REPUTATION. ENRICH THE EXPERIENCE. ENGAGING CREATIVE. TARGET and BE RELEVANT

37 Technology is transforming the advertising ecosystem New Technology ecosystem

38 Relevance & efficiency Turespaña Campaign into 30 countries 4 display formats Dynamic creative composition Language Country based 4 products to 8 destinations each video versions Headline Product based Copy Destination based display & video pieces planned and optimized 28 Advertorials adwords + Image Destination, Date Footer Product based Language Country based 2 Apps (iphone, ipad) Search Keywords Title Query based Copy Product based url Destination based

39 Moving towards an old industry dream: To serve to each individual its own relevant and personalized message From site-optimization to unique user optimization User centric vs site centric Behavioral audience buying vs. eyeballs

40 Adopt digital marketing Embrace change How would your company be if you only had 25 years-old customers?

41 Obrigado!