marketing through the visitor behavior cycle - travel and tourism
DESCRIPTION
Roger Hurni presents Marketing Through the Visitor Behavior Cycle at the Arizona Governor's Conference on Tourism. Learn the ins and outs of segmented customer marketing and how Off Madison Ave applied these learnings as the Arizona Office of Tourism's Agency of Record.TRANSCRIPT
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Marketing Through The Visitor Behavior Cycle
Roger Hurni!Managing Partner/Chief Creative Officer Off Madison Ave@RogerHurni
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Marketing through!The Visitor Behavior Cycle
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Garbage in. Garbage out.
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Content Marketing
Google !Plus!
Groups
A Small!World
The Marketing RevolutionPrint
TV
Radio
WebsiteOut of !Home
Tele-marketing
AddressableVoice
Mobile
SMS + !MMS
IM
Search
Online !Video
Online !Display
Paid!Search
Landing Pages
Microsites
Affiliate !Marketing
Wikis
Webinars
Blogs
RSS
Podcasts
Social Networks
Widgets
Mobile!Web
Behavioral
Social Media & Ads
Game!Branding
InstagramSnapchat
Direct !Mail
POS
Niche Social Networks
Apps
YOOnline!Radio
Branded !Entertainment
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88
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Google Art Project
Education !Revolution
autoawesome
Gem Lovers
College Football
Mom, Pregnancy & New Babies
Anglo-Celtic Cuisine
Bodybuilding
Get Fit
Our World’s!Wildlife
Plastering !& Drywall
Academy of !Electronic Music
Parkour
Fantasy Football !Central
Television/TV
Tea Lovers
Men & !Pets
Skydiving
Genetic!Genealogy
Comic Book !Community
Ingress
Running Man
Deep Astronomy
The Hunger Games
Social Media Strategy
The Walking !Dead Circle
WWE and TNA Fans
Korean FoodNFL Football
Algorithms & Coding
Scuba Diving
Libertarian
Wedding!Inspiration
Fitness & Weight Loss
Geek !Your Home
Versus
Raspberry Pi
Social !Media
Weather!Photography
Veterans & Active Duty
Beauty
Psychology
Traveling
Hacker News
Read Banned !Books
DIY Drones
Game of Thrones Circle
Paper Crafts
Gaming
Cosplay Mountain!Biking
Digital Scrapbooking
Philosopy of Religion
Thru-hiking
Self Help Punch
Mobil DevicesTrue Blood Circle
Harry !Potter
Everything !Music
Cakes &!Baking
Space
The Photo Community
Makers, hackers, artists & engineers Linux
CyanogenMod
Star!Wars Android!
Development
Android
ExplorationHDR Photography
Landscape Photography
Ubuntu
HTML5Design For!The Modern!
World
JavaScript
Google+ !Photographic Society
Anime
YouTubers!
deviantART Community
NEXUS
Running
Android Design!
Adsense CommunitySEO Questions
Startup Bootstrappers
Jesus Christ Daily
Cute Pictures of Cats
Every Day Teen PostCinema
Nos Gusta la Música
Macro Photography
Inspirational Quotes Earth
Dog of the Day
Eu Acredito em Dues!
PythonWisdom
Healthy Living
Light Box
Top !Quotes
Fitness
One Direction
XboxDicas de Beleza
PoesíaDream Vacations
3D PrintingBeautiful Things
Funny Pictures & Videos
150!THOUSAND!
Google+ !Communities
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FacebookYouTube
QzoneSina WeiboWhatsApp
Google+Tumblr
LINETwitter
WeChatTencent Weibo
LinkedInYouKu
InstagramTudou
RenRenPinterest
BadooOrkut
FoursquareVine
vkontakteMyspaceSnapchat
0 400000000 800000000 1200000000 1600000000
World’s largest social networks
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250!BILLION!
Photos !on Facebook
350!MILLION!Photos Uploaded!Daily to Facebook
4.75!BILLION!Items Shared on Facebook Daily
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15!HUNDRED!Potential Pieces of
New Content
Marketing executives who admit to not using behavioral data.
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0 25 50 75 100
Not Using Behavioral Data Using Behavioral Data
Source: Business Insider
76%
Marketers who actively pushing segmented data and measuring results.
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0 25 50 75 100
Using Segmented Data Not Using Segmented Data
Source: Business Insider
13%
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Despite radical changes in channels and data, people still work in predictable ways.
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SalesBranding Informative
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Sales
Branding Informative
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5 Stages of Travel Planning
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BookPlan ExperienceDream Share
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Segmented Behaviors
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Talking!to friends
Thinking!about a trip
ResearchingCreating an
itinerary
In trip!planning
Sharing an experience
Adapting to changes
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Training
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Concerns!about zip line!
safety
Researching!food options
Options!for kids
Inquiring!about gear
Sharing with!friends
The New Marketing Cycle is!about creating relevant communications!based on moment in time behaviors.
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Newspaper!Magazine!Local Sites!Out of Home!Television!Social Media
Search!Travel Niche!Behavioral!Social Media
Arizona Guide!Advertorial!Sponsored Content
OTA!Conquest!Search
Email Nurture!Search!API Open Table!TripAdvisor!Travelzoo!Social Media
Email!Forward to a Friend!Banner
Email Nurture!Search!TripAdvisor!Travelzoo!Social Media
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Share your story
Inspiration
Intent
Pre-booking
Post-Booking /!In-market Planning
Re-engagement
Move each customer from Awareness!to Decision to Confidence in that decision.
Consumers no longer follow!a predetermined linear path.
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NurtureConversation SaleExposure Advocacy
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The consumer does not have to follow a prescribed sequence of events.!!
She creates her own personalized path of interest to her, at whatever degree of relevant detail.
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NurtureConversation SaleExposure Advocacy
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Nurture
Conversation
Exposure
Exposure
Sale
AdvocacyNurture
Conversation
Nurture
Conversation
Each behavior trigger point requires!four key components.
Sensory:!Has a visual, touch, auditory, smell, or taste cue.
Emotional:!Delivers an emotive connection to the experience.
Intelligent:!Creates an exchange of relevant, useful information.
Congruent:!Base information exchange on individual actions!and in parallel to the need.
The promise of the brand happens!at the marketing level.!!
The execution of a brand happens!at an operational level. !!
And the management of a brand happens!at the consumer level.
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The consumer is your brand manager!and in control of the experience.
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We are moving into a “Post-campaign Era.”! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! - Forrester Research
Percent of Millennials that don’t trust email.
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0 25 50 75 100
Don't Trust Trust
Source: Forrester Research
38%
Percent of Millennials that don’t trust digital ads.
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0 25 50 75 100
Don't Trust Trust
Source: Forrester Research
49%
Percent of Millennials that don’t trust information in branded apps.
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0 25 50 75 100
Don't Trust Trust
Source: Forrester Research
36%
Percentage of Millennials are more likely to share information with a brand they trust.
56Source: SDL
60%
Percentage of Millennials!willing to share more personal data if it means more relevant offers to them.
57Source: SDL
54%
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Marketers need to prepare for the future!now with a strategic approach to collecting and using customer data.
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If you are just collecting data and adding!it to a database then you are on your way!to becoming extinct.
Sales are easy. !Getting a customer for life is hard.
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A marketing strategy isn’t one big campaign executed everywhere.
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It’s lots of small behavior-based campaigns!that change over time as audiences interact!with them.
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Thank you.
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