turbo charge your internet marketing
DESCRIPTION
Trends for your online marketing and strategies to supercharge your internet marketing.TRANSCRIPT
23 – 26 September | Dublin, Ireland
The essential global youth travel industry event
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
Strategies for delivering ROI onlineTurbo-charge your internet marketing:
26-09-2014
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.orgwww.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
2What is SEARCH today?
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
32000: HOW DOES THE USER SEARCH AND HOW DOES GOOGLE SHOW THE RESULTS
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
42014: AND, WHAT ABOUT NOW?
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
5AND WE KNOW, THIS MEANS CHANGE
IA, 10 yearsEducation/travel , growing competition and sofisticationFragmentation vs specializationYou need more resources, so you need to make them worth-it
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.orgwww.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
6
5 “BUZZ WORDS” THAT SHOULD RESONATE IN YOUR STRATEGY
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.orgwww.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
7
CONTENT
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.orgwww.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
8
MOBILE
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.orgwww.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
9
ANALYTICS
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.orgwww.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
10
(BIG) DATA
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.orgwww.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
11
SOCIAL BUSINESS
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.orgwww.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
12
STRATEGIES AND KEY POINTS TO REMEMBER
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
13The customer Journey (Travel-France)
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
14You need content marketing to attract your audience
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
15A happy customer is your best sales man: establish relations with SM
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
16It is all about relationships, are you using Linkedin?
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
17Don’t forget about e-mail marketing and affiliate marketing
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
18 SEM: getting really expensive for traveling.
• Use it only for long tail only (indication of number of keywords in a campaign)
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
19Think about your data (BIG or not)
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
20
SO, WHERE IS THE ROI?
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
21Measure local, Analyze Global
ROIIOR : impact of relationshipSavings:
- advertising- customer service- ….
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
22THINK ABOUT YOUR PURCHASE FUNNEL
Who buys your product?Who makes the decision?How long does it take?When/how do they start researching?Buying/comsuption scenaries
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
23MAKE SURE YOUR DATA IS “SPEAKING”
Be careful about “department silos” and power warMake inventory of your dataThink about possible relations and causations
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
24DEFINE YOUR KPI
Create meaningful KPIsThink about business, not about “online”
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
25DESIGN A DASHBOARD
Simple or sofisticated, the important part is that EVERYONE can access the data that they need And… that they understand it.
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
26