Quirk
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This document discusses the importance of eMarketing for tourism companies. It emphasizes that eMarketing involves an integrated approach using tactics like search engine optimization, social media, online video, and email marketing to drive traffic to a company's website. The website needs to provide value and engage users to attract, convert, and retain customers. Monitoring website performance, online reputation, and engagement on social media is also important for eMarketing success.
Quirk
- 1. eMarketing in 2010 Rob Stokes
- 2. This is not about football
- 3. But a realisation that the internet is here to stay
- 4. … . and like it or not, tourism starts online
- 5. In the UK, the internet is now the biggest marketing channel in terms of spend
- 6. The average UK tourism company is spending well over 50% of it’s marketing budget online
- 7. Are we giving eMarketing the respect it deserves?
- 8. How it all fits together
- 10. eMarketing is NOT just a list of tactics
- 11. It achieves its true potential when these tactics work together
- 13. The tactics need each other
- 14. They feed off each other
- 15. They are substantially less effective without each other
- 16. At the centre of your eMarketing universe is your website
- 17. A hub to drive traffic to
- 18. A medium through which you can communicate and build a relationship with your audience
- 19. But it can’t just be any old website
- 20. You MUST add value to your user’s experience. Before, during and after their visit
- 21. Websites are no longer just brochures
- 22. They should be built to attract, convert and retain customers – or they shouldn’t exist at all
- 23. The average tourism website has 11 seconds to capture a user before they get bored and go elsewhere Travelmole
- 24. Is your website THAT good?
- 25. Our web development priorities
- 26. Monitoring your website’s performance
- 28. Top stats to keep an eye on
- 29. Goal metrics above all else: conversion rates!
- 30. Unique users (not HITS)
- 31. Traffic Sources (and their conversion rates)
- 33. Bounce rate
- 34. Repeat users
- 35. Pages per user
- 36. Time spent on site
- 37. A quick word on mobile sites
- 38. Get one
- 39. Bringing traffic to your website
- 40. Search Engines!
- 41. 1 Billion searches each day
- 42. Lots of volume, but why is this important?
- 43. Searchers are looking for what your are offering
- 44. They WANT to find you!
- 45. And if they don’t find you, they WILL find your competitor
- 46. Over 40% of online bookings started with a search
- 47. Major considerations in 2010:
- 48. Organic search – keyword rich links are everything, build a site that offers so much value that it attracts them naturally
- 49. Universal search: make sure your images, videos and maps are optimised to take advantage of all the SERP real estate
- 51. Mobile search: location aware users in a highly goal driven mode
- 52. Expect paid search prices to rise heavily next year
- 53. Make sure your organic and paid search campaigns are learning from each other
- 54. Always be optimising your response paths
- 57. Search marketing will bring a lot of traffic to your site, but you can’t stop there…
- 58. You should be looking to build communities around your business
- 59. Social Media can play a big part in this
- 60. A few social media channels:
- 62. The most important one…
- 64. A few tips to take it to the next level
- 65. Be strategy lead. The medium is not the message
- 66. How will social media deliver on your business goals?
- 67. Push for critical mass quickly
- 68. Discover and target influential individuals and communities
- 69. Identify and fill content holes – don’t echo
- 70. Write with your keyword strategy at your side
- 71. Consider the impact of social media on your other eMarketing tactics
- 72. Create a social media culture internally, it will reflect externally
- 73. Let’s look at a few specific examples…
- 74. Online Video: YouTube Second largest search engine! 60% market share 100+ million viewers a night ‘ The overnight success’ thing
- 77. Encourage your customers to build content on your behalf
- 79. 300+ Million active users
- 80. And many ways to communicate with them: Groups and Pages Applications Ads Facebook Connect
- 82. Of the travellers who use Twitter... 52% Tweeted between 4 and Ten times per day 25% Tweeted 10 updates or more per day 60% Used Twitter to connect with hotels and transport 28% Made a reservation following an initial contact on Twitter
- 83. But the Buzz isn’t always good...
- 84. 11 million people search for “Ryanair” each month.
- 85. A Ryanair employee comments on a blog…
- 87. Followed by the official response
- 89. Then the online community got hold of it
- 91. Then the newspapers got hold of it
- 94. These powerful sites often linked to this site…
- 96. And we know how important good links are…
- 98. Why is your online reputation important?
- 99. Because peers are the most trusted source of recommendation Edelman Trust Barometer 2008
- 100. Consumer Generated Content influences over $10 Billion per year in online travel Compete.com
- 101. Tripadvisor.co.uk is the favourite website for UK users for holiday inspiration. European Travel Commission
- 102. 88% of Trip Advisor Visitors are influenced by the content the read on the site European Travel Commission
- 104. People are talking, are you listening?
- 105. Are you truly engaging with them?
- 106. Monitoring your online reputation helps you… … avoid a reputation crisis by informing you quickly … discover quick and effective new marketing opportunities … improve customer service through engagement … understand your customers’ needs and wants better … identify powerful influencers to target with WOM campaigns
- 107. A final word on email marketing
- 108. Do it and do it properly. It will serve you well.
- 109. In conclusion: eMarketing fundamentals Get your website right, make it remarkable! Drive qualified traffic to it. Optimise the conversion of that traffic. Build a relationship with your audience. Test, test, test.
Editor's Notes
- #3: If you want just one point on the page
- #4: If you want just one point on the page
- #5: If you want just one point on the page
- #8: How do we take advantage of this?
- #9: If you want just one point on the page
- #10: If you want just one point on the page
- #11: If you want just one point on the page
- #12: If you want just one point on the page
- #13: If you want just one point on the page
- #14: If you want just one point on the page
- #15: If you want just one point on the page
- #16: If you want just one point on the page
- #18: A hub to drive traffic to
- #19: A medium through which you can communicate and build a relationship with your audience
- #20: But it can’t just be any old website
- #21: You MUST add value to your customer’s travel experience. Before, during and after.
- #22: Websites are no longer just brochures
- #23: They should be built to attract, convert and retain customers
- #24: Tourism websites have only 11 seconds to capture the customer on their website or risk them getting bored and going elsewhere
- #25: Is your website THAT good?
- #26: Our web development priorities: 1.) usability 2.) search engine visibility 3.) design
- #76: One point with one sub point
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- #107: One point with one sub point