the journey before the destination
TRANSCRIPT
THE JOURNEY BEFORE
THE DESTINATION The Traveling Decision Making and "the Connected Consumer.
Stefanos Karagos, Information Scientist XPLAIN.co March 2015
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LET’S GET TO KNOW EACH OTHER
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I BELIEVE IN GOD OF DATA AND MARKETING
:-)
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hello!
WE LOVE TO INTEGRATE BRANDS INTO CONSUMERS’ LIFE
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Digital Strategy & Advisory
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Consumer Behavior Analysis
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Content Marketing
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Reputation Management
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27Countries
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132Beloved Brands
Our Expertise After 10 Years
FMCG Retail
Destinations Transportation
Technology
NO MORE SPAM :-)
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WHAT ABOUT YOU?let’s be interactive
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HOW MANY OF YOU HAVE A FB PAGE?
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A BUSINESS FB PAGE?
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A BUSINESS LINKEDIN PAGE?
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AN INSTAGRAM ACCOUNT?
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SO WHAT
?
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>7.000Brand Pages in Portugal
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>17 MILLIONSWorldwide!
WTF Welcome To Facts!
#
has Changed The Game
has Changed Consumers’ Behavior
Content! Web is all about
Content! User Generated 95%
IMPORTANT FACTORS IMPACTING THE HOSPITALITY INDUSTRY
Acceleration in Shift from Desktop !to Mobile & Tablet !
Important Factors Impacting The Hospitality Industry
Over 42% of website visitors and nearly 16% of bookings came from tablet and mobile devices in the first half of 2014. ""Visitors to desktop sites declined 16% year over year while increasing by nearly 51% on mobile devices.
Search Engines and Social Media is the !King of Direct Online Distribution!
Important Factors Impacting The Hospitality Industry
Search Engines are responsible for over 52% of traffic to hotel websites.
Dynamic Rate Marketing (DRM) Creates !New Revenue Opportunities at High ROI!
Important Factors Impacting The Hospitality Industry
Hotels, Resorts, and Airlines can now seamlessly integrate "real-time availability and pricing in various marketing initiatives: " From meta search to display advertising via the top travel ad networks, retargeting and Google Adwords to email marketing.
Digital greatly influences Travel Planning !from the very first stages of the consumer journey
33% !of travelers have used mobile apps to find flight deals
Source: Ipsos MediaCT 2014
81% !post vacation photos on a social network while still on vacation
37% !have used mobile apps to find hotel deals
Users’ Online Reviews Impact!
78% !said reviews impacted choice of dining
2013 Cornell University
87% !said reviews impacted hotel choice
84% !said reviews impacted method of travel
Of those who used Social Media to research travel plans, only 48% stuck with their original travel plans. !
34% changed their hotel 11% changed agent/operator/website 8% holidayed in a different country 7% switched airlines 2013 Cornell University
FACT OR FAKE?!Check the review here: reviewskeptic.com
Cornell University
THE GOOD NEWS
Good Online Ratting Boost Sales!
if a hotel increases its review scores by one point on a five-point scale, it can increase its price by
+15.3%
A 2013 Cornell University study using transactional data from Travelocity & TripAdvisor
THE NOT SO GOOD NEWS
92% are more willing to spread the Bad Experience than the Good one.
Your Brand Is Not What You Say It Is.It’s What Consumers Discuss Between Them.
YES, YOU CAN’T CONTROL YOUR BRAND BUT...
YOU CAN CONTROL "THE EXPERIENCE! Focus on This in 2015
The Traditional 3 Step Mental Modelof Marketing
First Moment of
Truth
Second Moment of
Truth
Stimulus
At shelf In-store
Experience
FMOT: was coined by Procter & Gamble in 2005
Source: Google Retail Shopper Path to Purchase Study, September 2013
Pre-shopping is a Daily Habit!
Of all Shoppers they search "the path to Purchase
84%
The New Mental Model of Marketing
First Moment of
Truth
Second Moment of
Truth
Stimulus
Pre-shopping | In-store | In-home
At shelf In-store
Experience
Which becomes the next person’s ZMOT
Source: Google 2012
It’s A Natural Behaviour!
Travelers Rely On
86% 98%
In DestinationExperience
97%
Search Ads
Source: Google Retail Shopper Path to Purchase Study, September 2013 Source: Google 2012
And now what?
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MOVE AWAY FROM
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Social Networks
SEO
Social Ads
Bloggers
Mobile Marketing
Mobile Marketing
Contests
Fans
Videos Images
SEM
Mobile app
Facebook app
Consumer Behavior
THE BUZZ
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TO A BRAND CENTRIC STRATEGIC APPROACH
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WHICH IS BY DEFINITION
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UNIQUE!
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WHERE TO START?good question
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HOTEL
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AIRLINE
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BRAND into the center of your Marketing!
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BRAND understand the connected consumer
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BRAND
Situation Analysis
where are we now?
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BRAND
Situation Analysis
where are we now?
where do we want to be?
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BRAND
Situation Analysis
where are we now?
where do we want to be?
how do we get there?
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BRAND
Situation Analysis
Tactics
where are we now?
where do we want to be?
how do we get there?
the path to get there
XPLAIN.co -2015
BRAND
Situation Analysis
Tactics
where are we now?
where do we want to be?
how do we get there?
the path to get there
the details of the tactics
XPLAIN.co -2015
BRAND
Situation Analysis
Tactics
where are we now?
where do we want to be?
how do we get there?
the path to get there
the details of the tactics
how we do monitor our performance?
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DON’T JUST FOLLOW TRENDS,
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STRATEGIZE!
if you want to survive
and succeed
Understand The Journey Traveler’s
Travel !Inspiration!
Research! Booking! Experience !On Property!
Sharing!The Experience!
Travel !Inspiration!
1
88% consider the internet their main source for Inspiration
Travel !Inspiration!
Through!1. Social Media 2. eMails 3. Search Engines
What I have to Do!1. Build your Digital Assets Network 2. Create & Seed Shareable Content 3. Utilize User Generated Content
1
Research!
2
Over 71% leisure travelers research online
Research!
Through!1. Organic Reach 2. Online Advertising 3. Reviews
What I have to Do!1. Create & Seed Optimized Content 2. Utilize User Generated Content 3. Build Affiliations 4. Implement Targeted Advertising 5. Implement Re-Marketing
2
Booking!
3
79% will compare different options
Booking!
Through!1. Owned Website 2. eMail 3. Third Party Partners
What I have to Do!1. Add the Option to Your Website 2. Optimize the Booking Procedure 3. Optimize the “Thank you” Message 4. Surprise them! 5. Use Google Analytics to
Understand
3
Experience !On Property!
4
94% will visit your digital assets
Experience !On Property!
Through!1. Owned Website 2. Social Media 3. eMail & Reviews 4. Live Experience
What I have to Do!1. Amazing Visual Content 2. Make the Experience Visible 3. Show Your Difference 4. Convert Visitors to Profiles 5. Create Mobile Friendly Assets 6. Implement Re-Marketing
4
Sharing !The Experience!
5
Over 75% use a mobile for travel related information
Sharing !The Experience!
Through!1. Social Media
What I have to Do!1. Online Reputation Management 2. Ask Guests for Reviews 3. Respond to Every Question 4. Add Social Elements to Your
Website and to Your Property 5. Create an Active Community
5
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LET'S KEEP THIS IN MIND
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STRATEGY IS THE ONLY TREND you have to follow this year.
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ALL THE REST ARE JUST FIREWORKS, burning your precious money
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IF YOU ARE LOOKING FOR
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BUSINESS RESULTS
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STRATEGIZE OR DIE HARD
[email protected] XPLAIN.co
NEED FOR SUPPORT? CONTACT US:
THANK U! Stefanos Karagos, Information Scientist