Digital Marketing Strategy - Luxury Travel 083115
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Transcript of Digital Marketing Strategy - Luxury Travel 083115
1
Intelli-Global Property Confidential 8/31/2015
Digital Marketing Strategy
for
Luxury Travel
Experience Immersion & Engagement across Emotion Segments
Monday, August 31, 2015
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Intelli-Global Property Confidential 8/31/2015
Current situation and likely through the 2017 sales year:
*Lindblad, **Viking and ***TravCorp are at the beginnings of a Digital Strategy
o *Deep within web site, **Within TV/Radio, ***Bucket List
Competition across top 25 players intensifying:
o None have Value Propositions that are Top-of-Mind in the market place
Off-Line marketing costs increasing, Digital cost/functionality declining
DM & EM CTA’s are far higher than stated when total solicitations/PAX are included.
Highest confidence that 1Virgin Cruises will launch a Customer-based Digital Strategy
Without a new strategy, recourse is increasing marketing spend and discounting
Across the Travel industry, marketing strategies still resemble the below (left) tactics, making it difficult
to compete when a 1new entrant arrives with a digital strategy at the levels of Apple, Nike, others.
Travel Marketing Vs. Nike Digital Strategy Component
Excessive & Under-performing mailings CTA’s are >$400 when total solicitations/PAX are included.
Other Impairments to Marketing Performance: Aged and unsophisticated Marketing Technology: Simple segmentation, modeling, targeting
Content: +90% Product & Price, disconnected from consumer
Digital Silos are driven by IT and have not kept pace with industry advancements
The Customer Experience is the most under-leveraged Asset, as THE DIGITAL STRATEGY
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Intelli-Global Property Confidential 8/31/2015
Framework to Detail and Implement the Digital Marketing Strategy:
The Digital Strategy requires a process and analytic infrastructure to organize consumers into
segments to accurately create and offer content (Value Propositions) that resonates with the
consumer to convert contacts to Leads, then travelers. Experience Immersion & Engagement across
Emotion Segments, versus Keyword tweaking/other tactics, will significantly lift conversion rates,
while this content across direct mail and email will accelerate the pace of capturing new contacts and
leads.
The Segmentation Platform will determine which content is sent to which target consumer across the
Digital Strategy. The following Behavioral Models will determine who this content should be
delivered to.
Tactically, model scoring occurs within each marketing database update. These scores and other
criteria rank prospects on their likelihood to respond and convert, quantifying the levels of marketing
effort and spend across target consumers.
Metadata 1.0 (instructions and specifications) under separate document
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Intelli-Global Property Confidential 8/31/2015
Framework to Detail and Implement the Digital Marketing Strategy:
Behavioral models are continuously developed, continuously lifting conversion rates and defining
geographies and, focusing Digital Tactics on where these highest scoring potential converters spend
their time on the internet.
Metadata 1.0 (instructions and specifications) under separate document
5
Intelli-Global Property Confidential 8/31/2015
Versus today’s disparate Off and On-line marketing initiatives that linearly increase travelers by
additional spend at the same conversion rates, the Immersion-to-Enchantment Digital Strategy
generates a compounding effect on increasing the visits-to-contacts-to-leads-to-bookings conversion
rates.
This occurs at an initial incremental spend, but decreases ongoing cost intensive functions, lowering
CTA’s over time. The overall objective is to scale bookings at <$200/PAX.
This LIFT from Status Quo requires shift to a Customer Experience Digital Strategy, similar to a major
brand, but without the Broad Market Media spend. Status Quo will continue to have asymptotic, small
incremental lifts.
The Customer Experience Digital Strategy also accomplishes:
Imprinting the ***Brand in the market place
RR% CR% BR% RR% CR% BR% % LIFT
Direct Mail
PT's 4.50% 60% 2.700% 5.175% 61.800% 3.510% 30%
Prospects 0.40% 15% 0.060% 0.700% 26.250% 0.090% 50%
Email PT's 0.45% 15% 0.068% 0.563% 18.750% 0.084% 25%
Contacts 0.03% 2.5% 0.001% 0.042% 3.625% 0.001% 45%
Prospects
Visit/Impre
ssion Rate
Lead/Visit
Rate
Lead/Booking
RateBR%
Visit/Impressi
on Rate
Lead/Visit
Rate
Lead/Booking
Rate
Demand Side Platform RTB 0.10% 0.90% 8% 0.0001% 0.160% 1.440% 12.800% 60%
Display Advertising 0.50% 0.50% 2% 0.0001% 0.750% 0.750% 3.000% 50%
SEO 0.50% 1.00% 25% 0.0013% 0.775% 1.550% 38.750% 55%
SEM 0.20% 1.00% 20% 0.0004% 0.300% 1.500% 30.000% 50%
Mobile Marketing 0.10% 5.00% 10% 0.0005% 0.165% 8.250% 16.500% 65%
Social Media Marketing 0.30% 3.00% 30% 0.0027% 0.465% 4.650% 46.500% 55%
Video marketing 0.50% 1.00% 15% 0.0008% 0.700% 1.400% 21.000% 40%
# of
Consumers
Responders Bookings Bookings Responders Bookings Bookings
LIFT
Direct Mail
PT's 100,000 4,500 2,700 2,700 5,175 3,198 498
Prospects 500,000 2,000 300 300 3,500 919 619
3,000 4,117 1,117
Email PT's 100,000 450 68 68 563 105 38
Contacts 700,000 210 5 5 294 11 5
Prospects 500,000 No Prospecting to email addresses/No Contact No Prospecting to email addresses/No Contact
TOTAL OFF-LINE 660 73 3,073 4,233 1,160
Impressions Gross Visits Leads Bookings Visits Leads Bookings
Demand Side Platform RTB 10,000,000 10,000 90 7 7 16,000 144 18 11
Display Advertising 10,000,000 50,000 250 5 5 75,000 375 11 6
SEO 10,000,000 50,000 500 125 125 77,500 775 300 175
SEM 10,000,000 20,000 200 40 40 30,000 300 90 50
Mobile Marketing 10,000,000 10,000 500 50 50 16,500 825 136 86
Social Media Marketing 10,000,000 30,000 900 270 270 46,500 1,395 649 379
Video marketing 10,000,000 50,000 500 75 75 70,000 700 147 72
TOTAL ON-LINE 1,900 572 572 1,352 780
Percent Performance Indexes
Off-Line
On-Line
Experience Immersion & Engagement across
Emotion Segments
Experience Immersion & Engagement across
Emotion Segments
Pro-forma Performance Responders & Bookings
As Current Silo'sChannels / Target Consumers
Channels / Target Consumers As Current Silo's
Off-Line
On-Line
***"Brand recognition is created by the accumulation of experiences both directly relating to its use, and through the influence of
advertising, design, and media commentary.“ David Reibstein, professor of marketing at the University of Pennsylvania’s Wharton School.