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Go to-market Strategy for a Leading Leisure Travel Company in U.K
- 1. Go To Market Strategy For Prepared By - Abhishek Sinha Date - 19th Apr’2021
- 2. Content Understanding the Travel Shopping Journey of the Connected Consumer How to choose the right channel for marketing Crystal Travel and Morerooms Detailed Media Budget Planning for Crystal Travel and Morerooms Strategy on Search Engine •Encourage user-generated content •Facebook travel ads strategy Travel marketing on Social Media YouTube Strategy Display Ads Strategy •Email marketing •Native Ads - Taboola Other channels to fuel up your Travel marketing Remarketing Strategy To sum it up
- 3. Marketing objective Improve Brand Visibility and Drive Online Sale for www.crystaltravel.com, www.crystaltravel.co.uk & www.morerooms.com
- 4. Understanding the Journey of the Connected Consumer in Leisure Travel Whether booking a family holiday or a romantic getaway, leisure travelers have a variety of resources at their fingertips to help them discover destinations, evaluate travel options and book their trip. However, they navigate the path to purchase, one constant factor is the importance of social influence. Whether travelers seek inspiration or reassurance, family, friends and previous experiences have a deep impact on their decision to book.
- 5. Tapping US Consumer Behaviour in the Travel Industry • With adults in the US spending on average almost six hours online every day, it comes as no surprise that it's the most common way people discover new leisure travel products and brands. In our study, we found that 66% leisure travellers in the US now find flights, 64% find accommodation and 68% find trip experiences online.
- 6. How do US Travellers Research and Evaluate Travel Options? Discovering a new airline or holiday destination is just the beginning of the leisure traveller's journey to booking a perfect trip. Next, travellers weigh their options, and in this evaluation phase, conversations and recommendations become more important across all the categories surveyed, whether they happen in person or online. In fact, it is found that over 70% of travellers across all categories considered recommendations from friends and family influential on their booking decisions. Online channels play a particularly important role when it comes to research. While researching online, leisure travellers turn to social platforms not only for holiday inspiration, but also to share their own travel experiences with friends and family. We found that 53% of travellers who say they use Facebook weekly look at family and friends' holiday pictures. And 38% of active Instagrammers head to the app to discover travel photos and videos from influencers, celebrities and brands.
- 7. How do US Travellers Book their Holiday? Social study revealed that 90% of leisure travellers book flights online, with the most common reasons for them doing so being convenience and speed. It was found that 21% of travellers looking for flights and accommodation10 book on mobile. And those aged 18- 34 are over 1.5 times more likely than those 35 and over to do so for trip experiences. Leisure travellers also showed a strong desire for better, easier mobile experiences. In fact, 86% of travellers who book on mobile agree that it's important for booking to be as easy and convenient as possible.
- 8. Understanding the Air Travel Shopping Journey of Today’s Connected Consumer in the US How people are using digital shopping companions to discover, evaluate and buy new products.
- 9. Tapping UK Consumer Behaviour in the Travel Industry • With adults in the UK spending on average 24 hours online every week, 2 it comes as no surprise that it's the most common way people discover new leisure travel products and brands. Through studies, it has been found that 59% leisure travellers in the UK now find flights, 55% find accommodation and 59% find trip experiences online. And around 20% of leisure travellers discover these on their smartphone or tablet.
- 10. How do UK Travellers Research and Evaluate Travel Options? Discovering a new airline or holiday destination is just the beginning of the leisure traveller's journey to booking a perfect trip. Next, travellers weigh their options, and in this evaluation phase, conversations and recommendations become more important across all the categories surveyed, whether they happen in person or online. In fact, we found that over 73% of travellers across all travel categories say they considered recommendations from friends and family influential on their booking decisions. In addition to in-person channels, online also plays an important role when it comes to research. While researching online, leisure travellers turn to social platforms not only for holiday inspiration, but also to share their own travel experiences with friends and family. We found that 53% of travellers who say they use Facebook weekly look at family and friends' holiday pictures. And 38% of active Instagrammers head to the app to discover travel photos and videos from influencers, celebrities and brands. While researching online, leisure travellers turn to social platforms not only for holiday inspiration, but also to share their own travel experiences with friends and family. We found that 40% of travellers who say they use Facebook weekly look at family and friends' holiday pictures. And 34% of active Instagrammers head to the app to discover travel photos and videos from influencers, celebrities and brands. Seeing other people's experiences with travel brands at holiday spots ultimately plays into their decision to book.
- 11. How do UK Travellers Book their Holiday? Social study found that 80% of leisure travellers agree that it's important for booking to be as easy and convenient as possible, which is perhaps why 81% of them book flights and accommodation online. As for mobile, it was found that 20% of travellers book accommodation on their smartphone or tablet and those aged 18-34 are 1.5 times more likely than those 35 and over12 to book accommodation on their mobile device.
- 12. Understanding the Air Travel Shopping Journey of Today’s Connected Consumer in the UK How people are using digital shopping companions to discover, evaluate and buy new products.
- 13. Why Post-Purchase Engagement Matters for Travellers Across the Globe Across all categories, travellers seek post-purchase engagement from brands, but the type of communication they value the most differs across the categories. What's unique for travellers is that engagement from brands post- purchase can happen before the holiday begins. When it comes to flights, 65% of travellers want post-purchase engagement, with real-time updates ranked as most important. Top three types of engagement that leisure travellers seek from brands based on their purchase:
- 14. Go-to-market Strategy for 1. Crystaltravel.com 2. Crystaltravel.co.uk 3. Morerooms.com
- 15. Recommended Marketing Channels for Driving Awareness and Sales • Leveraging marketing funnels via different digital channels that appeal to users at different stages of the buyer’s journey. • Users who have never heard of your brand, for example, wouldn’t convert on an ad designed to upsell users on an upgrade who have been purchasing from you from years, and long-term customers don’t need to see the video equivalent of Your Brand 101. • For sales funnels to work, we must create specific content that resonates with– and is relevant to users at all stages of the digital sales funnel. Remarketing Referrals Email YouTube Social Media Search Engine
- 16. Mapping the Target Profile ,Interests & Moments to the Task Drive Consideration Use key mediums to drive Consideration across channels Educate the audience Maximizing spends on awareness channels to educate the user and generate interest for your services
- 17. Building Media Approach for Crystal Travel & More Rooms BoFu– Bottom of Funnel: The stage when prospects are ready to become first-time buyers or repeat customers. Bundled Deals, Key USPs, or Offers Social to Drive Performance, Search to Drive Conversion MoFu – Middle of Funnel: Capturing users that engage with your emails or products but haven’t made a purchase yet. Capture Email, Drive repeat website visit through Offers / USP Social to stay TOM, Search to Convert ToFu – Top of Funnel: Prospecting activities to reach users who are aware of the brand but are not ready to engage with us yet Display & Social Channel to create Impact. YouTube View Audience, GA Audience, and Website Visit Audience, Search to Inform
- 18. Identifying the Role of Each Platforms SOCIAL Need Awareness High Impact, Targeted communication Utilize the high reach, targeting capabilities of social and further sway them towards the product OBJECTIVE AND GOAL FORMAT KEY ROLE SEARCH Information search Information & Search Leverage Brand and Category searches to capture the intent of the user Also utilize the capabilities of information platforms through promoted answers YOUTUBE & DISPLAY Evaluating alternatives Travel experiences specific video creation and promotion, articles, content tie ups, Banner creation Utilize audience inclination towards video platforms, branded content and original content consumption REMARKETING Purchase decision Audience buy and Shopper audience targeting Capture the appetite of the user to buy and buying intent of the user to generate conversions
- 19. R e c o m m e n d e d B u d g e t A l l o c a t i o n o n D i f f e r e n t M e d i a C h a n n e l s
- 20. Detailed Media Budget Plan for crystaltravel.co.uk Proposed budget across all media channels - £40,000.00 Target Channel Target Platform /Networ k Audienc e Type Object ive Budget Ad Format Target Location *Estimated Impressions *Estimated Clicks *Estimated CTR *Estimated CPC/CPV *Estimated Conversion *Conversion Rate Google Google Search New Visitors Sale £15,000.00 Text Ads U.K 4,28,571 42,857 10.00% £0.35 1,286 3.0% Google Display Brand Aware ness £2,000.00 Banner 26,66,667 13,333 0.50% £0.15 40 0.3% Facebook Faceboo k Brand Aware ness + Sale £5,000.00 Banner + Carousel + Catalogue 55,55,556 33,333 0.60% £0.15 417 1.3% Instagra m £5,000.00 Banner + Carousel + Catalogue 33,33,333 25,000 0.75% £0.20 313 1.3% Faceboo k Audience Network Brand Aware ness £2,000.00 Banner + Carousel + Catalogue 40,00,000 20,000 0.50% £0.10 100 0.5% YouTube YouTube Video Brand Aware ness + Consi derati on £2,000.00 Video 80,00,000 40,000 0.50% £0.05 120 0.3% Taboola Publisher Network £2,000.00 Native Ads 40,00,000 20,000 0.50% £0.10 80 0.4% Remarketi ng *RLSA, GDN, FB, IG & FAN Returnin g Visitors Sale £7,000.00 Dynamic Product Banners 62,22,222 46,667 0.75% £0.15 933 2.0% Total £40,000.00 3,42,06,349 2,41,190 0.71% £0.17 3,288 1.4%
- 21. Detailed Media Budget Plan for crystaltravel.com Proposed budget across all media channels - £30,000.00 Target Channel Target Platform/Netw ork Audience Type Objective Budget Ad Format Target Location *Estimated Impression s *Estimated Clicks *Estimat ed CTR *Estimate d CPC/CPV *Estimated Conversion *Conversion Rate Google Google Search New Visitors Sale £10,000.00 Text Ads U.S 2,50,000 25,000 10.00% £0.40 750 3.0% Google Display Brand Awareness £2,000.00 Banner 26,66,667 13,333 0.50% £0.15 40 0.3% Bing Microsoft's Bing Sale £2,000.00 Text Ads 71,429 5,714 8.00% £0.35 229 4.0% Facebook Facebook Brand Awareness + Sale £3,000.00 Banner + Carousel + Catalogue 33,33,333 20,000 0.60% £0.15 250 1.3% Instagram £3,000.00 Banner + Carousel + Catalogue 20,00,000 15,000 0.75% £0.20 188 1.3% Facebook Audience Network Brand Awareness £1,000.00 Banner + Carousel + Catalogue 20,00,000 10,000 0.50% £0.10 50 0.5% YouTube YouTube Video Brand Awareness + Considerati on £2,000.00 Video 80,00,000 40,000 0.50% £0.05 120 0.3% Taboola/Nativ e Publisher Network £2,000.00 Native Ads 40,00,000 20,000 0.50% £0.10 80 0.4% Remarketing *RLSA, GDN, FB, IG & FAN Returning Visitors Sale £5,000.00 Dynamic Product Banners 44,44,444 33,333 0.75% £0.15 667 2.0% Total £30,000.00 2,67,65,87 3 1,82,381 0.68% £0.16 2,373 1.3%
- 22. Detailed Media Budget Plan for morerooms.com Proposed budget across all media channels - £30,000.00 Target Channel Target Platform/Net work Audience Type Objective Budget Ad Format Target Locatio n *Estimated Impression s *Estimated Clicks *Estimated CTR *Estimated CPC/CPV *Estimated Conversion *Conversion Rate Google Google Search New Visitors Sale £10,000.0 0 Text Ads U.S, U.K, AU & CAN 2,00,000 20,000 10.00% £0.50 600 3.0% Google Display Brand Awareness £2,000.00Banner 20,00,000 10,000 0.50% £0.20 30 0.3% Bing Microsoft's Bing Sale £2,000.00 Text Ads 62,500 5,000 8.00% £0.40 200 4.0% Facebook Facebook Brand Awareness + Sale £3,000.00 Banner + Carousel + Catalogu e 27,77,778 16,667 0.60% £0.18 208 1.3% Instagram £3,000.00 Banner + Carousel + Catalogu e 20,00,000 15,000 0.75% £0.20 188 1.3% Facebook Audience Network Brand Awareness £1,000.00 Banner + Carousel + Catalogu e 13,33,333 6,667 0.50% £0.15 33 0.5% YouTube YouTube Video Brand Awareness + Considerati on £2,000.00Video 80,00,000 40,000 0.50% £0.05 120 0.3% Taboola/Nati ve Publisher Network £2,000.00 Native Ads 26,66,667 13,333 0.50% £0.15 53 0.4% *RLSA, GDN, Returning Dynamic Product
- 23. Rationale – • Budget allocation across different media channels are initial estimates based on the fitment of the target platforms for driving the desired results (i.e. sales and bookings) for Crystal Travel and More Rooms. • The estimated metrics - impr., clicks, cpc, ctr, conversion and conversion rate are based on travel industry benchmarks for brands. Actual figures for Crystal Travel and More Rooms would vary based on its brand popularity, competition, budget, TG behaviour, service and offers etc. An optimised performance can be delivered through a data driven strategy. • SEO, Direct traffic, Off-page branding activities, Influencer marketing, SMO and email marketing would further help contribute to the brand’s WOM and improve the overall conversion and ROI. • Initial targeting geographies have been kept as U.K and U.S respectively for crystaltravel.co.uk and crystaltravel.com and U.S, U.K, Can and AU for morerooms.com. Based on client’s input on historical conversion data, target geo can be re-strategized. • RLSA, GDN, FB, IG & FAN are abbreviations for remarketing list search ads, Google display network, Facebook, Instagram and Facebook Ads Network respectively.
- 24. Search Engine Strategy • www.crystaltravel.com • www.crystaltravel.co.uk • www.morerooms.com
- 25. Search Market Analysis - Flight Booking
- 26. Search Analysis (US) Observation: Keywords like cheap flights to, flight tickets, cheap airline tickets, new York flights, los angeles flights have major searches in the past 12 months Takeaways: Google trends give rich insights on the trending search results which can be leveraged to keep updating the existing search campaigns and in creating new campaigns to cater to the user search demands
- 27. Region in US with the Highest Demand for Flight Bookings • Rationale - The above regions within US have the highest demand for flight bookings related queries. Campaigns can be strategically targeted to these locations to cater to the user’s high demand in the category. 0% 20% 40% 60% 80% 100% 120% Nevada Ohio Kentucky South Carolina New York North Carolina Colorado Arizona Delaware District of Columbia Pennsylvania Oklahoma Kansas Utah Wisconsin Connecticut Missouri Minnesota New Mexico Washington Wyoming Iowa Massachusetts Hawaii Maine New Hampshire cheap flights to: (4/18/20 - 4/18/21) flight tickets: (4/18/20 - 4/18/21) new york flights: (4/18/20 - 4/18/21) los angeles flights: (4/18/20 - 4/18/21) cheap airline tickets: (4/18/20 - 4/18/21)
- 28. Query Trend (US) in the Flight Category • * Top - The most popular search queries. Scoring is on a relative scale where a value of 100 is the most searched query, 50 is a query searched half as often as the most popular query, and so on. • * Rising - Queries with the biggest increase in search frequency since the last time period. 200% 190% 180% 160% 150% 150% 120% 120% 110% 100% 100% 90% 90% 80% 80% 80% 70% 60% 60% 60% 60% 60% 50% 50% 50% 50% 40% 40% 40% 40% 40% 0% 50% 100% 150% 200% 250% Rising Queries 100100 97 95 70 68 51 50 48 47 46 45 44 43 42 41 33 32 31 31 31 31 30 29 14 13 12 0 20 40 60 80 100 120 Top Queries
- 29. Search Analysis (UK) Observation: Keywords like cheap flights to, flight rates, london flight deals, flight to dubai from london, cheap flights to london have major searches in the past 12 months Takeaways: Google trends give rich insights on the trending search results which can be leveraged to keep updating the existing search campaigns and in creating new campaigns to cater to the user search demands
- 30. Region in UK with the Highest Demand for Flight Bookings • Rationale - The above regions within UK have the highest demand for flight bookings related queries. Campaigns can be strategically targeted to these locations to cater to the user’s high demand in the category. 0% 20% 40% 60% 80% 100% 120% Manchester Glasgow Birmingham Belfast Leeds London Liverpool Sheffield Edinburgh Wythenshawe cheap flights to: (4/18/20 - 4/18/21) flight rates: (4/18/20 - 4/18/21) london flight deals: (4/18/20 - 4/18/21) flights to dubai from london: (4/18/20 - 4/18/21) cheap flights to london: (4/18/20 - 4/18/21)
- 31. Query Trend (UK) in the Flight Category • * Top - The most popular search queries. Scoring is on a relative scale where a value of 100 is the most searched query, 50 is a query searched half as often as the most popular query, and so on. • * Rising - Queries with the biggest increase in search frequency since the last time period. 100 24 18 17 16 16 14 14 12 11 11 11 11 10 10 10 9 9 8 8 0 20 40 60 80 100 120 Top Queries 500% 350% 200% 90% 90% 80% 70% 60% 60% 50% 50% 50% 0% 100% 200% 300% 400% 500% 600% Rising Queries
- 32. Search Market Analysis - Hotel Booking
- 33. Search Analysis (Worldwide) Observation: Keywords like hotel booking, cheap hotel booking, online hotel booking, 5 star hotel booking, hotel reservation have major searches in the past 12 months Takeaways: Google trends give rich insights on the trending search results which can be leveraged to keep updating the existing search campaigns and in creating new campaigns to cater to the user search demands
- 34. Countries with Highest Demand for Hotel Bookings Rationale - These countries in the world have the highest demand for hotel bookings related queries. Campaigns can be strategically targeted to these locations to cater to the user’s high demand in the category. 0% 20% 40% 60% 80% 100% 120% Portugal Greece Netherlands Denmark Sweden Mexico Switzerland New Zealand Ireland Israel Belgium Egypt Qatar Turkey Australia Saudi Arabia United Kingdom United Arab Emirates Russia Malaysia France India Canada Singapore United States Philippines hotel booking: (4/18/20 - 4/18/21) cheap hotel booking: (4/18/20 - 4/18/21) 5 star hotel booking: (4/18/20 - 4/18/21) online hotel booking: (4/18/20 - 4/18/21) hotel reservation: (4/18/20 - 4/18/21)
- 35. Query Trend (Worldwide) in the Hotel Booking Category • * Top - The most popular search queries. Scoring is on a relative scale where a value of 100 is the most searched query, 50 is a query searched half as often as the most popular query, and so on. • * Rising - Queries with the biggest increase in search frequency since the last time period. Results marked - “5000% are Breakout" and had a tremendous increase, probably because these queries are new and had few (if any) prior searches. 100 99 71 69 69 47 44 43 40 38 37 37 36 36 28 28 27 25 23 19 19 19 18 18 17 16 15 15 14 13 0 20 40 60 80 100 120 Top Queries 5000% 5000% 5000% 5000% 5000% 5000% 4900% 4500% 3300% 1450% 400% 250% 250% 180% 150% 150% 120% 120% 110% 110% 110% 100% 100% 90% 90% 80% 70% 70% 60% 50% 0% 1000% 2000% 3000% 4000% 5000% 6000% Rising Queries
- 36. Approach on Search engine for Positioning crystaltravel.com, crystaltravel.co.uk and morerooms.com Search Engine SEO For increased visibility and ranking on Google SERP Paid Search Strategic keyword targeted paid ad campaigns for the coveted top spot in search to increase product consideration.
- 37. SEO Approach The SEO approach would start by creating buyer persona which can be a crucial step in beginning the SEO strategy for all the 3 web properties i.e. crystaltravel.com, crystaltravel.co.uk and morerooms.com Based on data and research, a buyer persona can help give brand an idea of who will be buying your product, and we can then create a semi-fictional representation, which will in turn aid in generating keywords and creating a strong content strategy. A buyer persona can be developed by conducting research to generate an ideal target market for your brand. Possible groups that your Travel brand could break your personas into could be: • Conscientious about price • Willing to spend more than the average person • The person who cares more about comfort and luxury than price • Your ideal younger audience • Your ideal target for social media These are just a few ideas of who might be interested in your Travel brand. We can then begin to segment these groups further by age, income level, interests, etc. Once we create buyer persona, we will have a clear idea of how to approach each group with specific, SEO optimized content they will love.
- 38. Methodology for a Successful Search Campaign KEEP TRACK OF CUSTOMER DEMAND SETUP CAMPAIGNS WITH A CLEAR GOAL WRITE FOR THE TARGET CUSTOMER ARE CLEAR WITH KEYWORD AND AUDIENCE TARGETING AND ITS BIDDING CREATE A STRONG SELLING PROPOSITION ARE AWARE OF WHAT COMPETITION IS UP TO
- 39. SEM Approach In this industry... Use inventory campaigns to create ads and keywords... Flights For each route served. For example, create keywords such as "flights from jfk to lax". Also can create geo-targeted campaigns for each origin point and include only the destination in the keyword. For example create a campaign targeted to New York and create keywords such as "flights to lax". You can also create ads that show the JFK - LAX price. Hotels For each hotel name, hotel brand, neighborhood, city, and airport. Travel packages For each of the packages you offer. For example, create keywords such as "grand cayman vacations". Other ideas: •Automatically pause keywords when packages expire. •Create geo-targeted campaigns for each location your packages are offered from. •Add prices and amenities to the ad copy.
- 40. Recommended Campaign Type on Google SERP Create highly targeted campaigns with dynamic data for mid and low-funnel audience in the consideration phase • Dynamic Flight Ad Campaigns for www.crystaltravel.com and www.crystaltravel.co.uk to tap on user searching for specific routes, geo-targeted campaigns for each origin point and include only the destination in the keyword. • Dynamic Hotel Price Ads for www.morerooms.com to tap on users searching for hotel name, hotel brand, neighborhood, city, and airport. Create standard search campaigns for top-of- the-funnel audience in the awareness phase • Standard Search Ad Campaigns for www.crystaltravel.com, www.crystaltravel.co.uk and www.morerooms.com to tap on user searching for non brand and generic search terms e.g. cheap flights, airline tickets, budget hotel booking
- 41. Social Media Strategy • www.crystaltravel.com • www.crystaltravel.co.uk • www.morerooms.com
- 42. Marketing a Travel Brand on Social When marketing a Travel Brand, social media plays a key role. But keep in mind that the most popular social media platforms among Travel enthusiasts are Instagram, Facebook, and YouTube. These platforms have lots of engaging visual content. That’s why images, stories, videos, and live streams speak louder than words. Using various videos on social media profiles is what makes Booking.com any different from other travel companies. According to Animoto, videos are a customers’ favorite type of branded content and 46% of customers watch more video ads on social media than on TV. Thus, it’s no wonder that this content type helps to engage and educate potential customers. Source: Harvard Business School Research
- 43. Encourage User-Generated Content User-generated content or UGC can further help increase the WOM and work as brand advocates which would eventually boost sales for a travel company. Travel enthusiasts, especially Gen Z and millennials, love to connect with brands and share their travel experiences. All you have to do is ask! This works particularly well for high-ticket purchases. Potential customers get to see what they’ll be buying through the lens of someone who’s already been. It establishes credibility to your brand so you’re not the only ones talking about you. Marriott Hotels consistently uses user-generated content to promote its various hotel locations. They give glimpses into what it’s like to stay at a location. While some photos and videos on your account will be staged, you can bring in additional authenticity by reposting ones created by their guests.
- 44. Leveraging Facebook Travel Ads Facebook Travel Ads offer unique solutions that help connect your business with the travelers you want to reach. These solutions, customized for travel advertisers, enable you to set up and present offers, serve up ads with real-time availability and pricing to people based on where and when they want to go, and more.
- 45. Adopting Funnel Strategy on Social Media for Crystal Travel and More Rooms To reach consumers at all stages of their booking and travel journey, it is recommended that we create multiple touch points by leveraging different campaign objectives and optimization goals. Traveler Goal Tool Placement Objective Creative Optimization Find trip inspiration Stories, Video, Trip consideration Instagram Feed, Instagram Stories, Facebook Stories Video Views, Awareness, Conversion Vertical Video <15s, Single Image, Collection Landing Page Views, Reach, Ad Recall Lift Plan (whether they have a destination in mind or not) Trip consideration Automatic placements Website conversion Single image, carousel, collection Offsite Conversions*, Landing Page Views Plan and book a flight/room (with a destination in mind) Hotel & Flight Ads for Prospecting Automatic placements Catalog Sales Carousel, Collection Return on Ad Spend, Offsite Conversions* Book a flight/room (from your site visitors) Hotel & Flight Ads for Retargeting Automatic placements Catalog Sales Carousel or Collection Return on Ad Spend, Offsite Conversions* Book a flight/room from a sale / promotion Trip consideration Automatic placements Website conversions Carousel, Collection, Vertical Video <15s Return on Ad Spend, Offsite Conversions* ToFu - Top of the funnel MoFu - Middle of the funnel LoFu - Low funnel
- 46. Facebook Ads Targeting Opportunities Location •Target people based in specific locations such as counties, regions, cities or countries Demographics •Narrow your audience based on information such as age, gender and languages Interests •Reach people based on interests such as the apps they use, ads they click on and accounts they follow Behavior •Define your audience by activities they do on and off Instagram and Facebook Custom Audiences •Run ads to customers you already know based on their email addresses or phone numbers Lookalike Audiences •Find new people who are similar to your existing customers
- 47. Ad Placements on Facebook Platform Feeds Stories In-streams Search In-Article Apps
- 48. Recommended Targeted Facebook Ads Target Crystal Travel and More Rooms Fans on Facebook & Instagram via Fan Based Campaigns Target to new audiences on Facebook & Instagram Based on their interest and behavior Deploy Custom Audience campaigns on Facebook & Instagram
- 49. Leveraging Unicorn Content on Facebook Network to Promote Crytal Travel and More Rooms Content marketing on Social Media, it’s like a 98/2 rule. Only 2% of content performs well on social media and also achieve high conversion rates. Content Strategy - We can leverage Facebook Analytics and performance, and deep dive into historical statistics and spot overachieving content and repurpose them as a Facebook ad to promote Crystal Travel and More Rooms services. Make it into an infographic and a video with promotions and offers. We can further test this content in various formats to the key audiences to make it work even harder. Targeting Strategy – Target to the audience that’s most likely to engage with the Unicorn Content by implementing targeting filters based on audience’s specific interest and behavior on Facebook & Instagram.
- 50. Potential Target Audience on Facebook Network for Crystal Travel and More Rooms Alongside chart is an overview of potential target audience available on Facebook Network, ideal for ‘Leisure Travel’ product’s promotion. Tons of valuable information can be leveraged to understand Facebook followers. We can then use these data and get ultra-precise with layered targeting (aka “Narrow Further”) to learn how to target potential new followers and customers and meet marketing goals for the brand.
- 51. Placement Targeting Strategy for Crystal Travel and More Rooms Analysis - Historical placement performance statistics could be analyzed to identify top performing placements on Facebook Network. Strategy - Granular ad sets based on the desired ‘Crystal Travel and More Rooms’ with segmented ‘Placement Targeting Approach’ could be deployed for an optimized campaign’s result. For e.g. – Separate Feed ads on Facebook and Instagram could be tested for the desired Crystal Travel and More Rooms services. Similarly, separate Story Ad campaigns of Facebook & Instagram could be deployed to gauge campaigns performance and further optimization strategies could be implemented.
- 52. YouTube Strategy
- 53. YouTube ads for Product Awareness with high quality Engaging Video Content With YouTube ads, reach potential customers and have them take action when they watch or search for videos on YouTube – and only pay when they show interest.
- 54. YouTube Ads Approach For Crystal Travel and More Rooms Leveraging Funnel-Specific YouTube Ad Strategy for Crystal Travel and More Rooms. • Top of The Funnel Strategies For New & Cold Audiences • Middle of the Funnel YouTube Strategies for Warm Audiences • Lower Funnel Strategies for Hot Audiences
- 55. Top of the Funnel Strategies for New & Cold Audiences Top of the funnel strategies are designed to introduce your brand to new, cold audiences who aren’t familiar with you yet. Recommended Ad Type - • Using TrueView ads– Which play before relevant videos– could be a solid strategy. These ads are great choices for top of the funnel for this reason: You’re having content appear before videos your audience is interested in, and if you’re able to keep people engaged, they watch and you leave an impression. If they skip, they still might take away some brand awareness, and you don’t have to pay. • YouTube’s search and discover ads are also a great choice, because they allow you to utilize both targeting-based strategies or keywords. You can use the same in-market audiences for discover ads, and target strategic keywords for each video ad for search ads. Targeting - For TrueView ads, I recommend using • In-Market audiences • Custom intent audiences
- 56. Middle of the Funnel Strategies for Warm Audiences Middle-of-the-funnel, warmer audiences are typically in the research or consideration parts of the buyer’s journey, and can include the following: Recommended Ad Types - • TrueView Ads are a good choice again here for longer content that’s designed to appeal to pain points or emotional appeals, getting users closer to converting. • Bumper ads— which are only six seconds long and non-skippable– can also work well. Targeting – • Those who have visited Crystal Travel and More Rooms website but haven’t converted • People who have watched Crystal Travel and More Rooms brand videos designed to attract top of the funnel audiences. This keeps them moving through the funnel accordingly. • Audiences who have expressed interest in Crystal Travel and More Rooms brand and maybe even added products to their cart but didn’t convert
- 57. Lower Funnel Strategies for Hot Audiences Hot audiences are so valuable because they’re so close to converting. Recommended Ad Types - • TrueView for Action campaigns are similar to traditional TrueView campaigns, but they also come with clickable CTAs below the video, headline text overlays, and end screens to your ads. • TrueView Shopping Campaigns can also be extremely effective here, showing product feeds to a retargeted audience below the video’s description. Targeting – • We can include users who have subscribed to Crystal Travel and More Rooms YouTube channel • Watched Crystal Travel and More Rooms videos from earlier stages of the funnel, or even those who signed up for your email list. • Those who recently viewed specific Crystal Travel and More Rooms product pages or added products to their cart can be included in this audience, too.
- 59. Leveraging Display Network to Create Brand Resonance Recommended Display Advertising Network to attract new customers from publisher websites leveraging display ad best practices Google AdSense (Including GDN) Facebook Audience Network Taboola
- 60. Advantages of Google Adsense ADVANTAGES: SIZE, VERSATILITY, RECOGNITION Google AdSense is one of the largest display ad networks in the world. It has nearly 2 million advertisers and billions of customers. It’s also incredibly effective at driving traffic to websites.
- 61. Advantages of Facebook Audience Network Ads • ADVANTAGES: SIZE, VERSATILITY, RECOGNITION • With more than 1 billion worldwide users and millions of advertisers, Facebook also has a formidable display network known as the Audience Network.
- 62. Advantages of Taboola ADVANTAGE: AFFILIATES Taboola isn’t one of the most recognized names in the display advertising world — but its base of giant clients is enough to pull in new advertisers every day. Taboola serves ads to publications like The Motley Fool, The Atlantic, and even Netflix. Netflix alone is enough to attract any advertiser, from beginners to established corporations.
- 63. Retargeting Strategy Decision making always takes a while; the travel industry is no exception. One of the ways to stimulate a purchase in travel marketing is to use retargeting. With this, we can reach consumers that have already visited Crystal Travel and More Rooms website and re-engage them with personalized ads. When creating a retargeting campaign on Google Display, YouTube, Facebook and Instagram, we can use: • CRM contact lists; • Website visitors or app users, captured with the Google Facebook pixel. This will allow you to create custom audiences and target them with tailored ads, for instance, to increase abandoned cart conversions. We can have the below approach for remarketing - DETERMINE WHICH PAGES TO TARGET SEGMENT REMARKETING CAMPAIGNS BASED ON USER ACTION ON THE CRYSTAL TRAVEL AND MOREROOMS WEBSITE CAPITALIZING ON SHOPPING CART AND ABANDONED CARTS OFFER COUPONS TO REPEAT VISITORS OR PRODUCT PAGE VIEWERS TESTING AND TWEAKING THE ADS FOR IMPROVED CONVERSION RATES.
- 65. Email Marketing Approach Email marketing is still one of the best tools to upsell to your current customers and nurture leads. Listing down the email marketing approach for Crystal Travel and More Rooms. • Make use of customer’s data to segment and personalize emails • Create Responsive, Well-Designed Emails that is Visually Appealing, Look Good on Mobile, Easy to Understand and Capture the Reader’s Interest • Send Promotional Sales Emails for All Subscribers • Use authentic and useful content; • A/b test email design/subject line/call to action for Email Marketing Campaigns • Send an Abandoned Cart Email Series • Send Notifications About Wishlist Items • Optimizing emails for mobile • Track results We can use email marketing to announce giveaways and seasonal promotions or give personal discounts on special dates. There are also educational emails and even step-by-step tutorials on how use the product.
- 66. To sum it up The first thing to think about when marketing Travel brand like Crystal Travel is that your consumers are likely to discover, evaluate, and purchase online to offline. That’s why you should examine your consumers’ behaviors and be present at the main touchpoints: • Invest in social media marketing, as Facebook & Instagram influencers and third-party reviews are the main research sources for any Travel shopper. • Make sure your website is mobile responsive and build an app that doesn’t only mirror the website experience but also brings something personalized and special. • Don’t forget about digital marketing channels like paid search and email marketing, as they will make your efforts 100% effective.
- 67. THANK YOU!