Internet strategy, customer focus and persuasion

Website Promotion Workshop:: Tourism sector

January, 2012:: Alfons van Duijvenbode

• Strategy and customer focus• Key success factors

• Communication and persuasion• Good practices

• Assignments

Agenda

“Online information is now one of the primary influences on consumer decisions in nearly all major markets.’’

(Source: WTO: Handbook on E-marketing for Tourism Destinations)

“Latest international research shows that more than 80% of travellers use the “net” extensively to plan and

organise their trip.” (Source: Australian Tourism Data Warehouse)

Importance of the net

Centre for the Promotion of Imports from developing countries |

3

Internet strategy

Do you apply an internet

strategy

or are you ….

” …having a website…..”

Internet strategy ….

engagemen

t

conversion

persuasion

Key success factors

Objectives

Goals

Unique Value

Proposition

DefinedTarget Groups

Customer

focus

Visibility

Findability

ProactiveMarketing

Engagement

Usability

compliant

MasterOf

Communication

Communication and persuasion

How do people read on the Internet?

Communication and persuasion• Don’t expect the user to read …..

• 200 words/minute | Average 30 sec per page

• KISS• Avoid large text blocs• Use bold headers and list items (bullets)

• Fast, action oriented medium ….Scan and click mentality

• Most important information first …Your product offer • What makes you unique, different from competition:

Your Value proposition (AIDAS)• Captured in a Tagline: Your pay-off

a clear, attractive and powerful one liner

show

show

…. Use of pictures

Communication and persuasion

• Convince (testimonials) ……. • Users scan for news (up to date info!), opportunities and

benefits, customized information, call to action buttons

• Reach out and Interact (on-site and in social media)

• Increasingly video oriented, 4 bn views per day in You Tube

“90% of online travel buyers say online video influence their travel purchases” (Source: PhoCusWright )

show

show

show

show

…. Use of pictures

Your customer focus

• Who are you targeting…?• What is their language…?• What do they look for…?• What do they expect…?

• Offer at least that…!

Assignment