O slideshow foi denunciado.
Utilizamos seu perfil e dados de atividades no LinkedIn para personalizar e exibir anúncios mais relevantes. Altere suas preferências de anúncios quando desejar.

Grow Your Travel Brand Online with Google

174 visualizações

Publicada em

Yesterday we held our first partner event with Google on How to Grow Your Travel Brand Online. It was a huge success and as there were so many takeaways from the event we wanted to share them with you. First up, Erik Henry, Senior Account Manager at Google shared Australian Travel Trends, Sabine Zonderland, Video Specialist at Google shared insights into YouTube for Travel and Paul Hewett, Commercial Director and Ed Jones, Head of Growth here at In Marketing We Trust shared tactics for Creating Winning Campaigns.

Publicada em: Marketing
  • DOWNLOAD FULL eBOOK INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF eBook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB eBook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. doc eBook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. PDF eBook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB eBook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. doc eBook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, CookeBOOK Crime, eeBOOK Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Responder 
    Tem certeza que deseja  Sim  Não
    Insira sua mensagem aqui
  • DOWNLOAD FULL eBOOK INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF eBook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB eBook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. doc eBook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. PDF eBook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB eBook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. doc eBook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, CookeBOOK Crime, eeBOOK Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Responder 
    Tem certeza que deseja  Sim  Não
    Insira sua mensagem aqui

Grow Your Travel Brand Online with Google

  1. 1. CLICKTOCONTINUE GROW YOUR TRAVEL BRAND ONLINE GOOGLE CONNECT 1
  2. 2. DIGITAL MARKETING & ANALYTICS | 2 WELCOME
  3. 3. ENTERPRISE DIGITAL MARKETING & ANALYTICS | ● Paul Hewett ● Partner, In Marketing We Trust ● Organiser of Google Marketing Platform Sydney ● Google Event specifically for Travel CLICKTOCONTINUE PAUL PAUL HEWETT HOST
  4. 4. DIGITAL MARKETING & ANALYTICS |CONVERSION RATE OPTIMISATION | EVENT PARTNERS
  5. 5. DIGITAL MARKETING & ANALYTICS |SMARTER MARKETING DECISIONS, ACTIONED FASTER | WE’RE A LEADING EXPERT IN ONLINE TRAVEL
  6. 6. DIGITAL MARKETING & ANALYTICS |SMARTER MARKETING DECISIONS, ACTIONED FASTER | WE’RE A LEADING GOOGLE PARTNER
  7. 7. DIGITAL MARKETING & ANALYTICS |SMARTER MARKETING DECISIONS, ACTIONED FASTER | WHAT WE’VE GOT PLANNED Arm you with insights, but also help you action those insights. ● Travel trends in Australia ● Using Youtube to grow your brand ● How to creating winning campaigns ● Travel industry success story
  8. 8. ENTERPRISE DIGITAL MARKETING & ANALYTICS | PAUL PAUL HEWETT IN MARKETING WE TRUST WELCOME 09:00 - 09:15
  9. 9. ENTERPRISE DIGITAL MARKETING & ANALYTICS | ERIK ERIK HENRY GOOGLE AUSTRALIAN TRAVEL TRENDS 09:15 - 09:45
  10. 10. ENTERPRISE DIGITAL MARKETING & ANALYTICS | SABINE SABINE ZONDERLAND YOUTUBE YOUTUBE FOR TRAVEL 09:45 - 10:15
  11. 11. ENTERPRISE DIGITAL MARKETING & ANALYTICS | ED ED JONES IN MARKETING WE TRUST CREATING WINNING CAMPAIGNS 10:15 - 11:45
  12. 12. ENTERPRISE DIGITAL MARKETING & ANALYTICS | LOU LOUISE PERCY GLOBUS FAMILY OF BRANDS TRANSFORMING DIGITAL PERFORMANCE 10:45 - 11:15
  13. 13. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 13 LET’S GET STARTED
  14. 14. ENTERPRISE DIGITAL MARKETING & ANALYTICS | ERIK ERIK HENRY GOOGLE
  15. 15. Australian Travel Trends 2019 & Beyond
  16. 16. Proprietary + Confidential My Goal Today: ● Australian Market Trends ● The Changing Consumer Provide a deeper understanding of industry & consumer trends to help drive your business forward
  17. 17. Proprietary + ConfidentialProprietary + Confidential Proprietary + Confidential Australian Market Trends: Growth is Accelerating Mobile First Brand Preference is Shifting 1 2 3
  18. 18. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential INBOUND +7% The Australian Travel Economy is Accelerating $116 billion | 11% YoY DOMESTIC +13% OUTBOUND +4% 1 Tourism Australia Annual Report, 2018-19’
  19. 19. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential Mobile First2
  20. 20. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential Query Growth -6% -33% -16% -8% -1% +16% +10% +7% +10% +22% -9% -12% -16% -12% -7% Mobile Share 45% 51% 50% 46% 44% -11% ▼12% ▲-20% ▼ Google Internal Data. Last 6 months (Sep/18-Mar/19). Growth is YoY
  21. 21. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential Brand3
  22. 22. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential Query Growth -1ppt +4ppt +1ppt +1ppt Change in Brand Share YoY 0ppt 75% 34% 42% 56% 43% Q4’18 & Q1’19 Brand Share Google Internal Data. Last 6 months (Sep/18-Mar/19). Growth is YoY Generic Brand
  23. 23. Proprietary + Confidential
  24. 24. Proprietary + Confidential Travel Related Searches Searches for Travel (in Australia) since the beginning of this presentation
  25. 25. Curious Impatient Demanding
  26. 26. Proprietary + Confidential CURIOUS Consumer journeys have changed forever
  27. 27. Proprietary + ConfidentialSource: Google Data, Jan - Jun 2015 vs. Jan - Jun 2017. +100% best toothbrushes +100% best shower curtains +150% best umbrellas +300% best travel pillow +110% best olive oil
  28. 28. Proprietary + Confidential Dream Plan Book Experience
  29. 29. Proprietary + Confidential The travel purchase journey: a logical sequentially structured process Flights Step 1 Step 2 Step 3 Step 4 Accommodation Car hire Activities
  30. 30. Proprietary + Confidential This is the new Path to Purchase for an International trip! 38 visits
  31. 31. Confidential + Proprietary Understand each Touchpoint 100Cheap flight deals Flights to Bali 25% 25 conversions 50% 50 conversions 25% 25 conversions Credits are calculated for hundreds (or thousands) of conversion paths and will differ per path and per advertiser MODEL: Data-Driven 100% 100 conversions Last Click Jetstar
  32. 32. Confidential + ProprietaryConfidential + Proprietary a consumer has ever had You are competing with the best experience IMPATIENT
  33. 33. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential Update from P&O
  34. 34. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential Update from P&O abandon a mobile site if it takes longer than 3 seconds to load 53% Consumers expect immediacy Source: Google Global Data, n=3,700
  35. 35. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential Update from P&O Mobile websites in this region score well in all categories except speed Source: Master of Mobile research, Accenture Interactive AUNZ Study 2018
  36. 36. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential Speed Scorecard Impact Calculator Where to start?
  37. 37. Proprietary + Confidential Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem DEMANDING Consumers are more empowered than EVER before
  38. 38. Proprietary + Confidential Source: Google internal data, 2017-18’ The rise of personal searches How much money do I need to retire? What can I make with chicken breast? How often should I wash my hair? How much is my car worth? Where do I register my car? Do I have school tomorrow ? House for rent near me What is my face shape? What is the weather in my area? Where can I get a loan? What time should I get up?
  39. 39. Proprietary + Confidential Best customers Find more of them Leading businesses get smarter with data
  40. 40. Proprietary + Confidential
  41. 41. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential Market growth is accelerating and with it, consumer choice and curiosity. Be measurable. Mobile is even more important than ever. Be Fast. Choice is increasing complexity and consumers are beginning to lean more on brands. Be personalised. 1 2 3
  42. 42. Proprietary + Confidential Proprietary + Confidential Thank you!
  43. 43. ENTERPRISE DIGITAL MARKETING & ANALYTICS | SABINE SABINE ZONDERLAND YOUTUBE
  44. 44. Sabine Zonderland Video Specialist
  45. 45. Proprietary + ConfidentialProprietary + Confidential
  46. 46. Proprietary + ConfidentialProprietary + Confidential Today’s Goals: Audience : Who, where, how? Building great video assets YouTube Product: Reaching your audience Measuring success
  47. 47. Proprietary + ConfidentialProprietary + Confidential What is it for?
  48. 48. Proprietary + Confidential
  49. 49. Proprietary + Confidential YOUTUBE MISSION: give everyone a voice and show them the world
  50. 50. YouTube has the viewership to find new customers at scale. 1.9BN Monthly logged in users. Source: YouTube Internal Data, Global, June 7, 2018
  51. 51. Proprietary + ConfidentialProprietary + Confidential 300 X
  52. 52. YOUTUBE IS WHERE 15.7M Aussies COMES TO WATCH M25-54 F25-54 PP18-34 84% 91% 93%Reach Avg. time per person per month 28h:13 mins 26h:52 mins 39h:19 mins Source: Nielsen Digital Content Ratings, August 2018, Australia
  53. 53. Reach is no longer a scarce commodity, attention is.
  54. 54. People pay more attention on YouTube 1. Source: Nielsen Consumer Neuroscience: U.S., Video Ad Cross-Platform Research Commissioned by Google 2. Source: Google and DoubleClick advertising platforms data, Global, May 2017; Google Internal Data, Global, August 2016 (when volume is at least 10%) . more attention paid to YouTube ads than social media platforms¹ 95% of ads on YouTube are viewable, and 95% are watched with sound on³ 2×
  55. 55. 0:45 / 0:45 Conversions from YouTube up 150% 70% of campaigns drive in store sales ...and they are taking action
  56. 56. Proprietary + ConfidentialProprietary + Confidential Why am I here?
  57. 57. Proprietary + ConfidentialProprietary + Confidential Because...
  58. 58. Proprietary + ConfidentialProprietary + Confidential vs
  59. 59. Proprietary + ConfidentialProprietary + Confidential Source: Google/Magid Advisors, "The Role of Digital Video in People’s Lives”, Global (US, CA, BR, UK, DE, FR, JP, IN, KR, AU), August 2018, n=20,000, A18-64 general online population. PRIOR TO PURCHASE... +55% of people search on Google, and then go to YouTube to learn more, before they buy. [your keywords]
  60. 60. How much travel content do Aussies watch on YouTube? ……. years Year to Date (31/Oct), across UGC and Paid for all travel categories (Air Travel, Tourist Destinations, Hotels etc)
  61. 61. How much travel content do Aussies watch on YouTube? 2,855 Years Year to Date (31/Oct), across UGC and Paid for all travel categories (Air Travel, Tourist Destinations, Hotels etc)
  62. 62. Proprietary + ConfidentialProprietary + Confidential Leverage Google tools to use your own data and audience insights Define your audience using Google’s rich intent signals Off-the-shelf audiences built by Google to reach your audience Custom Audiences Built by Google Bring your own Data How do I speak to my audience? Note: Will not apply to people who’ve chosen not to see personalized ads
  63. 63. Proprietary + ConfidentialProprietary + Confidential
  64. 64. Proprietary + ConfidentialProprietary + Confidential Your Audience Definitions Google Signals Custom Audiences Build broad audiences around consumer trends and passions by using signals from across Google Capture attention during a purchase decision by reaching people actively searching for your products Custom Audiences Define your audience and drive +30%higher conversion rate
  65. 65. Proprietary + ConfidentialProprietary + Confidential Custom Audiences
  66. 66. Proprietary + ConfidentialProprietary + Confidential 3x more attention paid to ads that were “relevant to me” vs. average Source: Google/Ipsos, Video Mobile Diary, US, 2017, n of 4,381 (saw ads occasions).
  67. 67. Renault reached their customers in the critical period after they searched More conversions60% Lower cost Per lead50%
  68. 68. Proprietary + ConfidentialProprietary + Confidential Today’s Goals: Audience : Who, where, how? Building great video assets YouTube Product: Reaching your audience Measuring success
  69. 69. Proprietary + ConfidentialProprietary + Confidential Youtube as a Marketing Strategy
  70. 70. YouTube for Marketing Goals Build your Brand Upper Funnel Drive Consideration Interests & Habits Mid Funnel Drive Action Intent & Action Lower Funnel Trueview In-Stream Trueview For Action Awareness
  71. 71. Building a (YouTube) Strategy Drive Action Drive Brand Awareness
  72. 72. Increase purchase intent for contextual creative +63% 0:45 / 0:45 Creative is key The Power of Relevance: Content, Context and Emotions; IPG + ZEFR, March 2016 Increase in ROI for effective creative Creativity in Advertising: When It Works and When It Doesn’t, Harvard Business Review, June 2013 2×
  73. 73. Proprietary + ConfidentialProprietary + Confidential Great! But I don’t have video creative… Find the Directory at YouTube.com/Ads
  74. 74. Proprietary + ConfidentialProprietary + Confidential Today’s Goals: Audience : Who, where, how? Building great video assets YouTube Product: Reaching your audience Measuring success
  75. 75. Proprietary + ConfidentialProprietary + Confidential Trueview : TrueView In-stream Get a Quote Buy Now Learn More TrueView for Action Upper Funnel Lower Funnel
  76. 76. Proprietary + ConfidentialProprietary + Confidential What’s a “True View” ? You only pay if a users watches the complete video or gets to 30 seconds, very cost effective use of budget
  77. 77. Proprietary + ConfidentialProprietary + Confidential Trueview In-Stream Drive views and view rate. -Skippable ads of any length - Skip button appears after 5 seconds Goal: Awareness
  78. 78. Proprietary + ConfidentialProprietary + Confidential Betterment betterment.com Skip ad LEARN MORE Purple Mattress onpurple.com BUY NOW Marley Spoon marleyspoon.com TRY NOW Skip ad Skip ad TrueView for Action Gives viewers a way to .TAKE ACTION
  79. 79. Proprietary + ConfidentialProprietary + Confidential Today’s Goals: Audience : Who, where, how? Building great video assets YouTube Product: Reaching your audience Measuring success
  80. 80. Proprietary + ConfidentialProprietary + Confidential Was my video ad seen? What was the impact?
  81. 81. Proprietary + ConfidentialProprietary + Confidential Measurement: Brand Lift Surveys Measure the increase in ad recall, brand awareness, consideration, purchase intent and favorability directly attributable to your TrueView campaign
  82. 82. Proprietary + ConfidentialProprietary + Confidential Measurement: Brand Lift Surveys Measure the increase in brand interest on organic search activities directly attributable to your campaign
  83. 83. Incremental impact Conversion LiftHow many visits/purchases happened because users saw my ads? Google's Conversion Lift measures the incremental effect of specific Google campaigns on conversions
  84. 84. Proprietary + ConfidentialProprietary + Confidential Get a Quote Buy Now Learn More Awareness : - Engagements: Views - View-through-Rate Action - tCPA - Clicks / CTRs - Conversions - ROAS - Awareness lift - Ad Recall Lift - Consideration Lift - Purchase Intent Lift - Favorability Lift Brand Lift Surveys Activity Measurement
  85. 85. Proprietary + ConfidentialProprietary + Confidential Today’s Goals: Audience : Who, where, how? Building great video assets YouTube Product: Reaching your audience Measuring success
  86. 86. Proprietary + ConfidentialProprietary + Confidential Why Should I care? Australians are consuming years of travel content What should I do? Win top of mind by using signals and reach to bring your message to users What is the Opportunity? $200,000 a month = Reach 2.8M unique users (20%) interested travelers in Australia on Youtube.
  87. 87. Proprietary + ConfidentialProprietary + Confidential Today’s Goals: Audience : Who, where, how? Building great video assets YouTube Product: Reaching your audience Measuring success
  88. 88. Proprietary + ConfidentialProprietary + Confidential Thank you!
  89. 89. CLICKTOCONTINUE CREATING WINNING CAMPAIGNS GOOGLE CONNECT | 02-MAY 91
  90. 90. DIGITAL MARKETING & ANALYTICS | CLICKTOCONTINUE 92 ED ED JONES HEAD OF GROWTH PAUL PAUL HEWETT COMMERCIAL DIRECTOR
  91. 91. DIGITAL MARKETING & ANALYTICS | 93 $131 BILLION VISITOR SPEND Combined value of total international visitor & total domestic visitor spend
  92. 92. DIGITAL MARKETING & ANALYTICS | 94 OPPORTUNITIES ARE LIKE SUNRISES. IF YOU WAIT TOO LONG, YOU’LL MISS THEM. WILLIAM ARTHUR WARD
  93. 93. DIGITAL MARKETING & ANALYTICS | 95 CAMPAIGN PLANNING SETTING UP FOR SUCCESS WHAT GOOD LOOKS LIKE
  94. 94. DIGITAL MARKETING & ANALYTICS | BIRDS EYE VIEW OF A CAMPAIGN 96
  95. 95. DIGITAL MARKETING & ANALYTICS | 97 PROCESS CAMPAIGN PLANNING 1 CAMPAIGN PLAN 2 CHANNEL RESEARCH 5 ANALYTICS 3 AD CREATION 7 MONITOR PERFORMANCE 4 LANDING PAGE + NEXT ACTIONS 6 LAUNCH CAMPAIGN 8 CAMPAIGN OPTIMISATION Think about the complete customer journey and the lifecycle of your campaign.
  96. 96. DIGITAL MARKETING & ANALYTICS | 98 GIVE ME SIX HOURS TO CHOP DOWN A TREE AND I WILL SPEND THE FIRST FOUR SHARPENING THE AXE. - ABRAHAM LINCOLN -
  97. 97. DIGITAL MARKETING & ANALYTICS | SETTING UP FOR SUCCESS 99
  98. 98. DIGITAL MARKETING & ANALYTICS |DIGITAL MARKETING & ANALYTICS | 100 QUESTIONS TO ASK YOURSELF 1. What is my objective? 2. Who is the target customer? 3. What is the customer journey? 4. Am I offering the right thing? 5. Am I saying the right thing? 6. Is my campaign consistent? 7. What does my funnel look like? 8. What should I measure? 9. Can I actually measure it? 10.How can I improve performance?
  99. 99. DIGITAL MARKETING & ANALYTICS | 101 QUESTION 1 WHAT IS THE OBJECTIVE? S SPECIFIC Provide a clear description of what needs to be achieved. M MEASURABLE Include a metric with a target that indicates success. A ACHIEVABLE Set a challenging target, but keep it realistic. R RELEVANT Keep your goal consistent with higher-level goals. T TIME-BOUND Set a date for when your goal needs to be achieved.
  100. 100. DIGITAL MARKETING & ANALYTICS | 102 7% increase direct booking 2019 84% capacity for route Q4 2019 +800 leads Asian Cruises Google Ads July 19
  101. 101. DIGITAL MARKETING & ANALYTICS | 103 QUESTION 2 WHO IS THE TARGET CUSTOMER? ● Who is the audience? ● What do you know about them? ● How can you access them?
  102. 102. DIGITAL MARKETING & ANALYTICS | 104 QUESTION 3 WHAT DOES THE CUSTOMER JOURNEY LOOK LIKE? Travellers are on a purchasing journey and they are looking for assistance. ● Your funnel: commercial stages ● Customer journey: micro-moments ● Not all moments are equal ● Understand customer intent 1.Dream 2.Plan 3.Book 4.Experience
  103. 103. DIGITAL MARKETING & ANALYTICS | 105 TRAVEL MICRO MOMENTS
  104. 104. DIGITAL MARKETING & ANALYTICS | 106 QUESTION 4 IS MY OFFER CORRECT? Think about the action you want your customer to take. Why would they do it? ● Perceived as valuable ● Targeted & relevant Factors ● Pricing or discounting ● Added value ● Limiting time ● Scarcity
  105. 105. DIGITAL MARKETING & ANALYTICS | 107 QUESTION 5 IS MY MESSAGE CORRECT? The way you communicate will change for each channel, but the message and tone should be consistent. ● Is your message concise? ● Is your message clear? ● Is your message understandable? ● Does it clearly communicate the value? ● Is it actionable?
  106. 106. DIGITAL MARKETING & ANALYTICS | 108 QUESTION 6 IS MY CAMPAIGN CONSISTENT? Consistency is important to ensure consumers are not confused by your offer. ● Message match ● Image match ● Tone, language and phraseology
  107. 107. DIGITAL MARKETING & ANALYTICS | 109 QUESTION 7 WHAT DOES MY FUNNEL LOOK LIKE? YOURCUSTOMERYOURBUSINESS
  108. 108. DIGITAL MARKETING & ANALYTICS | 110 QUESTION 8 WHAT AM I MEASURING? “How much can I spend to acquire a new customer?” Assess campaign performance on hard metrics. ● ROAS (Return On Ad Spend) ● ROMI (Return On Marketing Investment) ● LTV (Lifetime Value)
  109. 109. DIGITAL MARKETING & ANALYTICS | 111 QUESTION 9 CAN I ACTUALLY MEASURE IT? This is the most frequent gap in campaign planning. ● Define what data you need to measure ● Define where you can find the data ● Implement tags across all campaign touch points
  110. 110. DIGITAL MARKETING & ANALYTICS | 112 QUESTION 10 CAN I IMPROVE PERFORMANCE? Think about what levers you can pull to improve performance before you need to pull them! ● Volume lever ● Quality levers ● Performance levers
  111. 111. DIGITAL MARKETING & ANALYTICS | WHAT YOU CAN DO 113
  112. 112. DIGITAL MARKETING & ANALYTICS | 114 I WANT TO GET AWAY Where will they be looking? Have a seperate KPI for this activity ● Focus on YouTube & Display ● Build your audience (people you don’t know) ○ Interests & topics; affinity audiences ○ In Market & similar audiences ● Search - wider keywords but often limit budget ● Aspirational Content & Adcopy
  113. 113. DIGITAL MARKETING & ANALYTICS | 115 I WANT TO GET AWAY South Australia Tourist Board
  114. 114. DIGITAL MARKETING & ANALYTICS | 116 TIME TO MAKE A PLAN Where you need to be! Keyword search focussed & bidding strategy ● Focus on destination, location terms ● Apply bid strategy by location campaign & profit based ● Apply strategy based on pax & fulfillment ● Dynamic Search Strategy
  115. 115. DIGITAL MARKETING & ANALYTICS | 117 TIME TO MAKE A PLAN Some flight examples ● ANA focussing on exact keywords ● Bunnik increasing bids due to the offer they have ● BA including pricing to drive the conversion
  116. 116. DIGITAL MARKETING & ANALYTICS | 118 LET’S BOOK IT Facilitate this process Be there now ● Users are searching for: ○ The brand ○ Location specifics ○ Dates & deals ● Utilise keyword strategy ● Longer tail keywords, exact & BMM Flawless journey ● Ad copy includes destinations, pricing ● Ensure ad extensions are included to best practice ● Landing pages include destinations, pricing
  117. 117. DIGITAL MARKETING & ANALYTICS | 119 LET’S BOOK IT Hotels doing it right ● Own your brand ○ like Hilton ○ Sofitel need to work on this ● Agoda Long tail strategy with good user experience
  118. 118. DIGITAL MARKETING & ANALYTICS | 120 CAN’T WAIT TO EXPERIENCE IT Your customers Keeping users engaged ● Focus on Search & Display ● Build your audience (people you know) ○ Remarketing specific pages; positive & negative ○ Customer Match ○ Placements ● Google sponsored promotions ● Offers & Opportunity: Cialdini's Principles of Influence,reciprocity, commitment/consistency, social proof,authority, liking and scarcity
  119. 119. DIGITAL MARKETING & ANALYTICS | 121 CAN’T WAIT TO EXPERIENCE IT What will users do next? ● Offer lead display ads ● Relevancy is key
  120. 120. DIGITAL MARKETING & ANALYTICS | 122 REFINING STRATEGY TARGETING: TEST & LEARN Build logical tests ● Hypothesis, method, requirements ● Clear measures of success ● Regular clear reporting on test; milestones ● Planned action for under/over delivery
  121. 121. DIGITAL MARKETING & ANALYTICS | 123 BE SMART Weather Scripts, Hotel ads, relevant betas …
  122. 122. DIGITAL MARKETING & ANALYTICS | THANK YOU 124
  123. 123. ENTERPRISE DIGITAL MARKETING & ANALYTICS | LOU LOUISE PERCY GLOBUS FAMILY OF BRANDS TRANSFORMING DIGITAL PERFORMANCE
  124. 124. GET IN TOUCH We’re a global expert consulting firm managed from one of the finest beaches on the planet. SINGAPORE 100 Cecil Street, Singapore, 06953 +65 8158 0390 sales@inmarketingwetrust.co.sg LONDON 6-8 Bonhill Street, Shoreditch, EC2A 4BX +44 (0)20 8144 5383 sales@inmarketingwetrust.co.uk SAN FRANCISCO 169 11th Street, San Francisco, CA 94103 +1 (415) 830 6152 sales@inmarketingwetrust.com.au SYDNEY, MANLY BEACH (HQ) 2/40 East Esplanade, Manly, NSW, 2095 +61 2 8966 9287 sales@inmarketingwetrust.com.au

×