lastminute.com group takes new approach to reaching audiences - marco corradino, lastminute.com at...
TRANSCRIPT
A quite different travel company….
September 2016marco corradino
marco corradino
The Integration: combining our identities
✓Entrepreneurial culture✓Fact-based attitude and fast decision making
processes✓Technology focused✓Digital / quantitative marketing✓Lean / efficient cost structure
✓Structured processes culture✓Brand & PR marketing focused✓Commercial & procurement buying /
relationship management✓Media / advertising monetization
Consumer Brand CompanyDigital Marketing Company
marco corradino
ComprehensiveTravel Offering
A new model: evolving our way of doing...
Travel Business
Integrated Media Platforms
Media Business
✓ Focus on products
marco corradino
We’ve just started…
marco corradino
Shared MediaOwned MediaINNER AUDIENCE OUTER AUDIENCE
Earned Media Paid Media
Owned web properties lastminute Group on Facebook, Twitter, etc..
The visibility we can get from media partners - both professional and influencers
THIRD PARTY MEDIAboth media we have to pay to be seen and media that pay us to show our content
Think P.E.S.O. = Paid-Earned-Shared-Owned
marco corradino
The shift: moving from impressions to audience
Mktg tech framework
marco corradino
Shift the curve
PersonalisationProgrammatic
Marketing AutomationReal-Time
A.I
Strong BrandsGreat contentNew Products
Disruptive ServiceNew Value Proposition
Optimise the curve Extend the curve
New revenue sourcesNew monetization model
New metricsMarketplace approach
Trading desk technology
Performance mktg Brand and content mktg Sales and Adv. solutions
Our structure: how we are organised and why
marco corradino
marco corradino
We connectwith travellers beyond just booking
Day 1
Month 3
Browsing
Jet Cost
OTA
Audience re-marketing Audience
re-marketing
CONSIDERATION & INSPIRATION
COMPARING
BOOKING
ATTHE AIRPORT
ONHOLIDAY
BACK HOME
Audience re-marketing
marco corradino
We know where Europe travels. We know what Europe loves.
marco corradino
Shift the curve
PersonalisationProgrammatic
Marketing AutomationReal-Time
A.I
Strong BrandsGreat contentNew Products
Disruptive ServiceNew Value Proposition
Optimise the curve Extend the curve
New revenue sourcesNew monetization model
New metricsMarketplace approach
Trading desk technology
Performance mktg Brand and content mktg Sales and Adv. solutions
Our structure: how we are organised and why
marco corradino
marco corradino
Insert Go Getters Video
marco corradino
Tier 1: £300k - £450k ● Product placement throughout the series● Bespoke digital edits ● Branded end slate on digital edits● Non exclusive rights to shortform highlight edits
Airline: Location specific, branded tickets, shots of planes, in flight filming
Eurostar: Used in each episode to get into Europe quickly
Auto Manufacture / Rental: Cars used by teams to travel across land to key locations, Placed car shots, In car cameras, Showcase of cars features
Tech Brand / Watch Brand / Personal Health Tech: Placed shots of smart phones in action as teams receive clues and GPS updates. Phones also used to capture digital video diaries and social assets
Audience: selling our format
marco corradino
Shift the curve
PersonalisationProgrammatic
Marketing AutomationReal-Time
A.I
Strong BrandsGreat contentNew Products
Disruptive ServiceNew Value Proposition
Optimise the curve Extend the curve
New revenue sourcesNew monetization model
New metricsMarketplace approach
Trading desk technology
Performance mktg Brand and content mktg Sales and Adv. solutions
Our structure: how we are organised and why
Showing the right landing page according to the traffic source
The starting point was a hypotheses
Hypotheses: a cleaner landing page would result in a higher conversion rate
Frosmo designed a test to analyze the results of a SEM campaign
• The test was active from June 7 to July 1, 2016 in France• The traffic was divided between 2 new and the original layout
Lastminute.com invested in a SEM campaign to drive traffic to the site
• Risk: Frosmo was directly affecting the booking tab - if any delays or other problems would arise, the marketing investment as well as customer revenues would be lost
marco corradino
The 3 different layouts were used
The original layout
Test layout 1
Test layout 2
marco corradino
We have a winner: test layout 2!
•Test layout 2 has a higher conversion rate & a higher revenue after click.
marco corradino
The test results surprised us
• Layout 1 had a higher CTR (87,15 %) compared to layout 2 (83,99 %)
• Layout 2 has a higher conversion rate after click than layout 1 (1,39 % vs 1,04 %)
• It also has a higher revenue after click (total €: € 27,475.58 vs € 25,154.02)
• The original layout performed lower than both of the new layouts in both tests.
Lesson learn: the less content shown, the higher the conversion and revenue
after click
marco corradino
What was learned
• It pays off to test your hypotheses
• Frosmo give us the ability to implement modifications fast allows taking risks
“In being able to make quick UI modifications Frosmo helped Lastminute.com to get new valuable insights in order to improve
their landing pages.”
marco corradino