improving the digital customer journey to drive bookings
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Using Digital to Improve the Customer Journey & Drive Bookings
Webinar 1 October 2015
Your hosts
Kevin May Senior Editor & Moderator Tnooz
Gene Quinn CEO & Producer Tnooz
Your presenters
Ryan Gibson EVP, Marketing Strategy Merkle | RKG
Pat McInerney Sr. Account Executive Google
Matt Naeger EVP, Digital Strategy Merkle
Poll no. 1 Where are you located?
Poll no. 2 What business segment do you represent?
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Win a complimentary trip
to Merkle’s intimate Travel Exchange event
November 3 – 4, 2015
The Ritz-Carlton | Dana Point, CA
Note: contest closed after live webinar
8 #MerkleWebinar @MerkleCRM @Google
Win a complimentary trip
to Merkle’s intimate Travel Exchange event
November 3 – 4, 2015
The Ritz-Carlton | Dana Point, CA
Featuring speakers from:
Note: contest closed after live webinar
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Win a complimentary trip
to Merkle’s intimate Travel Exchange event
November 3 – 4, 2015
The Ritz-Carlton | Dana Point, CA
TO WIN All live webinar attendees will be entered to win!
One lucky winner will be selected - Merkle|RKG will email the winner within 5 business
days.
Note: contest closed after live webinar
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Meet Travel Customers Where They’re Researching & Booking
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Meet Travel Customers Where They’re Researching & Booking
Mobile
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Meet Travel Customers Where They’re Researching & Booking
Mobile Video
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Meet Travel Customers Where They’re Researching & Booking
Mobile Video OTAs
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Meet Travel Customers Where They’re Researching & Booking
Mobile Video OTAs
Poll no. 3 How much of your spend/effort is desktop
vs. mobile?
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U.S. Travel Industry Digital Ad Spending by Device, 2015
Source: eMarketer.com, May 2015
% of total ($4.85B)
Mobile $2.38B | 49%
Desktop/Laptop $2.47B | 51%
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Florida Travel Mobile Moment June 2014
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Usage of smartphone for inspiring leisure travel
69%
56%
54%
47%
33%
30%
In spare moments, such as when waiting, commuting, etc.
While doing other activities, such as watching TV, eating, etc.
By doing quick searches on search engines
By visiting social networking sites
By visiting travel-related websites for quick visits Before looking for travel ideas on computer or tablet
77%
Usage of smartphone for travel inspiration in spare moments, such as when waiting, commuting, etc. by affluent travelers
Base: Personal quota and use smartphone during Inspiration phase (n=707) and Base: Affluent travelers who use smartphone during Inspiration phase (n=348) INSPIRE2: You mentioned that you typically use your smartphone to access the Internet during the Inspiration phase. Which of the following, if any, describe how you use your smartphone when you are seeking inspiration for your personal or leisure trips? Do you typically look for travel ideas on your smartphone…? (Select ALL that apply).
Smartphones are often used for travel inspiration in “snacking moments” before planning.
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70%
38%
17%
25%
10%
16%
Online via computer
Online via smartphone
Online via tablet
By calling on my smartphone
By calling on another phone
In-person
Booking methods after using smartphone for leisure travel inspiration
Online (net)
87%
Phone call (net)
29%
48% Ultimately book another way 47% of affluent travelers book another way
Half of those who use their smartphone for leisure travel inspiration ultimately book another way (not on smartphone).
Base: Personal quota and use smartphone during Inspiration phase (n=707); Affluent travelers who use smartphone during Inspiration phase (n=348) INSPIRE3: And, when you have used your smartphone to seek inspiration, how have you ultimately booked components of those personal or leisure trips? (Select ALL that apply)
Source: Google Travel Study, June 2014, Ipsos MediaCT
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Be present when needed.
“Hotels Near Me”
- On Mobile
- Near Airport w/ Shuttle
- FAA / Weather Delays
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The China Opportunity
The largest global mobile market, with 1.25B users
Sources: Statista
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Meet Travel Customers Where They’re Researching & Booking
Mobile Video OTAs
Poll no. 4 How are you using video?
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U.S. Travel Video View Share on YouTube by Content Type, 2012-2013
Source: eMarketer.com / Think with Google, “Travel Content Takes Off on YouTube,” 2014
u Community Generated
Personal Travel Footage / 27%
Tips / 4%
Reviews / 2%
Professional Content / 1%
u Brand or Professionally Released
Info Footage / 4%
Viral Content / 12%
Ad / 50%
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U.S. Digital Video Viewers & Penetration 2013-2019
Source: eMarketer.com, 2015
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Sources that Influenced UK Internet Users When Booking a Leisure Trip, by Demographic
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Sources that Influenced UK Internet Users When Booking a Leisure Trip, by Demographic
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Sources that Influenced UK Internet Users When Booking a Leisure Trip, by Demographic
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Sources that Influenced UK Internet Users When Booking a Leisure Trip, by Demographic
YouTube
80% 80%
58% 65%
46% 56%
35% 44%
34% 42%
23% 36%
% of respondents
2013 2014
Social Networks on which U.S. Leisure Travelers Have an Account
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Online travel videos are influential in early stages.
Leisure Travelers
When travel videos are viewed (among those who watched/commented on travel-related
video)
65% When thinking about taking a trip
48% When thinking about what type of trip to take
61% When choosing a destination
Base: Watched/commented on travel-related video (Personal n=1239, Business n=860) ; Q5: At what points in your travel planning process do you view videos online? (Select ALL that apply)
Source: Google Travel Study, June 2014, Ipsos MediaCT
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71% of travel related queries on YouTube are for destinations.
Destination Names
General Travel Queries
Local Attractions/POI
Travel Products
Travel Brands
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67% of millennials agree that they can find a YouTube video on anything they want to learn.
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Meet Travel Customers Where They’re Researching & Booking
Mobile Video OTAs
Poll no. 5 How does the OTA booking process
compare to yours?
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Global // Online Shopping Channels (Flights & Hotels)
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U.S. // Online Shopping Channels (Flights & Hotels)
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Reasons U.S. Travelers Book through OTAs
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Reasons U.S. Travelers Book through OTAs
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OTAs are doing a better job consistently reaching hotel bookers.
9%
24%
29% 27%
11% 13%
30%
26%
21%
11%
Daily Multiple Times per Week Weekly Monthly Never
Hotel brands (e.g. Hilton, Motel6, etc.) Online travel agencies (e.g., Expedia.com, Orbitz.com, etc.)
How often do you recall seeing ads (e.g. online ads, TV ads, billboards, etc.)?
Source: Google/Millward Brown Digital Hotel Shopper Study, December 2014
C6. During your research for a [CATEGORY], how often to do you recall seeing ads (e.g. online ads, TV ads, billboards, etc.) for the following? (N = 1,733)
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OTAs are doing a better job consistently reaching hotel bookers.
9%
24%
29% 27%
11% 13%
30%
26%
21%
11%
Daily Multiple Times per Week Weekly Monthly Never
Hotel brands (e.g. Hilton, Motel6, etc.) Online travel agencies (e.g., Expedia.com, Orbitz.com, etc.)
How often do you recall seeing ads (e.g. online ads, TV ads, billboards, etc.)?
C6. During your research for a [CATEGORY], how often to do you recall seeing ads (e.g. online ads, TV ads, billboards, etc.) for the following? (N = 1,733)
Source: Google/Millward Brown Digital Hotel Shopper Study, December 2014
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The Traveler’s Journey
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Brand, company sites or apps
39% Price comparison
Travel sites or apps
37% Review sites
or apps
36% Social networking
sites or apps
30%
Search Engines 59%
Online travel agencies 51%
Map sites or apps 51%
Online Sources of Travel Information (Any Device)
For travel planning and booking, search engines are the leading source of information.
Source: Google/Ipsos, Industry Multi-Screen Study: Travel, 2013. Base: Total Respondents (5008).
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CONSIDER Interests
Concerns Needs
EVALUATE
ADVOCATE BOND
EXPERIENCE BUY
Source: http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey
Today’s Travel Customer Journey
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CONSIDER Interests
Concerns Needs
EVALUATE
BOND
ADVOCATE BOND
ADVOCATE EXPERIENCE
EXPERIENCE BUY
Today’s Travel Customer Journey
LOYALTY LOOP
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Today’s Travel Customer Journey
CONSIDER Interests
Concerns Needs
EVALUATE
BOND
ADVOCATE EXPERIENCE
BUY
LOYALTY LOOP
where search comes into play
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Today’s Travel Customer Journey
where social & display come into play
CONSIDER Interests Concerns
Needs
EVALUATE
BOND ADVOCATE
EXPERIENCE
BUY
LOYALTY LOOP
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Many travelers start travel planning undecided on a brand.
Source: thinkwithgoogle.com
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Many travelers start travel planning undecided on a brand.
Source: thinkwithgoogle.com
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Gather data early to build the right audience.
PEAK SEASON
Research for Flights & Hotels
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PEAK SEASON
Gather data early to build the right audience.
Booked! Research for
Flights & Hotels
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PEAK SEASON
Gather data early to build the right audience.
Booked!
Research for Events & Activities
Research for Flights & Hotels
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PEAK SEASON
Gather data early to build the right audience.
Booked!
Research for Events & Activities
Booked!
Research for Flights & Hotels
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Proven Results
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Case Study: Y/Y Paid Search Reservations Growth
Merkle|RKG & JetBlue
Year 1 Year 2 Year 3 Year 4 Year 5
+338%
Source: Merkle|RKG data
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+240% Year 1 Year 2
Source: Merkle|RKG data
Case Study: Y/Y Paid Search Revenue Growth
Merkle|RKG & JetBlue Getaways
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By providing ads and content in customers’ language, JetBlue saw CTR increase by 12X and conversion rate increase by 65%.
Source: Merkle|RKG data
u Click-Through Rate Improvement
+1100%
u Conversion Rate Improvement
+65%
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Strategy: Granular Route CPA Targets
JetBlue before Merkle|RKG
Overall CPA Goal Category CPA Target
Source: Merkle|RKG data
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Overall CPA Goal Category CPA Target
Strategy: Granular Route CPA Targets
Merkle|RKG & JetBlue
Source: Merkle|RKG data
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Strategy: Granular Route CPA Targets
Merkle|RKG & JetBlue
Source: Merkle|RKG data
Actual Category CPA Overall CPA Goal Category CPA Target
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Strategy: Granular Route CPA Targets
Merkle|RKG & JetBlue
Actual Overall CPA
Source: Merkle|RKG data
Actual Category CPA Overall CPA Goal Category CPA Target
The account hits its overall CPA goal by bidding each category to individual CPA targets.
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Case Study: Sales Grow M/M While Maintaining Efficiency Target
Merkle|RKG & Travel Comparison Engine
+162% +179%
+303%
+541%
Month 1 Month 2 Month 3 Month 4 Month 5
Merkle|RKG management begins
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Case Study: Sales Grow M/M While Maintaining Efficiency Target
Merkle|RKG & Travel Comparison Engine
+162% +179%
+303%
+541%
Month 1 Month 2 Month 3 Month 4 Month 5
- Bidding with Merkle|RKG proprietary technology
Merkle|RKG management begins
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Case Study: Sales Grow M/M While Maintaining Efficiency Target
Merkle|RKG & Travel Comparison Engine
+162% +179%
+303%
+541%
Month 1 Month 2 Month 3 Month 4 Month 5
- Bidding with Merkle|RKG proprietary technology
- Mobile strategy implementation
Merkle|RKG management begins
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Case Study: Sales Grow M/M While Maintaining Efficiency Target
Merkle|RKG & Travel Comparison Engine
+162% +179%
+303%
+541%
Month 1 Month 2 Month 3 Month 4 Month 5
- Bidding with Merkle|RKG proprietary technology
- Mobile strategy implementation
- Geotargeting strategy enhancements Merkle|RKG management begins
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Analytic Services
• Segmentation & Insights
• Targeting & Decisioning
• Attribution & Measurement
• Data Strategy & Sourcing
Merkle Travel Solutions
Enabling Connectivity, Addressability & Stellar Performance
Marketing Technology
Services Consulting Services
• Business & Use Case Development
• Assessments & Roadmaps
• Change Integration & Transformation
• Marketing Database
• Identity Management
• Analytics Platform
• DMP & Decisioning
• Personalization
• Media & Channel Execution
Digital Agency Services
• Search (SEM, SEO)
• Media (display, social, video)
• Site (UX Design, development)
• Messaging (email, SMS)
• Social Media
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JOIN US at PhoCusWright 2015 Merkle & Merkle|RKG will be hosting a workshop.
November 17 | Hollywood, FL
5 Digital Reservation-Driving Strategies to Implement Now
Contact events@merkleinc.com to register or schedule a meeting with a member of the Merkle team at this event.
Q & A
Thank you!
Send your questions and comments to gene@tnooz.com
Replay and presentation will be available on www.tnooz.com
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