Digital Marketing Trends in Tourism
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Digital Marketing Trends in Tourism THEORY & PRACTICE
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Transcript of Digital Marketing Trends in Tourism
Dig i t a l Marke t i ng T rends i n Tour i smT H E O R Y & P R A C T I C E
Valentina TrikounakiDIGITAL MARKETING & COMMUNICATION PROFESSIONAL
Head of Digital, "Mentory"7 year experience in Digital Marketing services (strategy & implementation of digital marketing plans, liaising with teams). Experience in handling the digital marketing of over 20 season openings of businesses in the tourism sector. Holding a master’s degree in “Digital Media and Interactive Environments” and a bachelor’s degree in “Communication and Mass Media”.
www.mentory.gr
Μεσογείων 2-4, Πύργος Αθηνών, Κτίριο Β
mentory.gr210 7775517
Mobile Everywhere01020304
Big Decisions in Small Moments
Be Where Everyone's at
Context VS Content
05 The Rise of Instant Interaction
Digital Marketing Trends in Tourism
Mobile Everywhere01
Desktop is Dead
Mobile First
02Big Decisions in Small Moments
A Real-Life Purchase Journey
"People are no longer doing long research sessions. They are doing lots of smaller
sessions. Consumers are doing research in the many connected moments on mobile and
desktop throughout their day. "
-Oliver Heckmann VP Engineering Shopping and Travel
This means you have to earn (and re-earn) each person's consideration in every micro-moment they experience. How?
Be there.
You can't win if you're not in the game. Identify the micro-moments for travelers that fit your business, then commit to being there to help when
they happen.
Be useful.If you want to win the hearts and minds (and business) of travelers, you'll
need to do more than just show up. Be relevant to the person's need in that moment. Connect them to the inspiration they're looking for and to the
answers they want.
Be Where Everyone's at03
01 SOCIAL MEDIA MARKETING
02 SEARCH ENGINE MARKETING (SEM)
03 E-MAIL MARKETING 04 CONTENT MARKETING
Facebook, Instagram, Twitter, TripAdvisor.
Google Pay Per Click Campaigns (PPC), Search Engine Optimization (SEO).
B2B & B2C Newsletter Campaigns.
Creating quality content for website, social media, newsletters.
Digital Marketing Mix
Social Media are no longer freeSocial media may not be free, but social media’s paid ads are
still the cheapest way to reach the widest audience.
Campaign – The highest level and where you set your objective, that determines the settings and optimization options of the ad sets, and the available ad types. The objective is the goal of your campaign, what you are actually trying to achieve. It can be site traffic, app downloads, conversions, etc.
Ad set – The second level, and where you will define most of the settings, like budget, bid, targeting and more. A campaign can contain multiple ad sets with different targeting and ad types.
Ads – The third level of the campaign. Ads are the used creatives. There are a few types of ads in different campaign objectives. Each ad set can contain various ads at once.
Campaign objectives1. Post engagement – Boost your page posts 2. Page likes – Promote your Facebook page 3. Local awareness – Promote your business to people around you 4. Brand awareness – Make more people familiar with your brand 5. Website clicks – Get website traffic 6. App installs – Get more people to install your app 7. Event responses – Get more event responses 8. Video views – Get more people to watch a video 9. Lead generation – Collect more leads 10. Website conversions – Drive actions on your website 11. App engagement – Increase your app engagement 12. Offer claims – Promote your offers 13. Product catalog sales – Dynamically present your products 14. Store visits – Drive more store visits and sales
50 58,861 REACHEUROS - BUDGET
FACEBOOK ADS UNIQUE USERS 100%
10%VIDEO WATCHES
how our numbers are looking
Case Study: 'nice n easy' EBA Awards Video Campaign
312 127,076 REACHEUROS - BUDGET
FACEBOOK ADS & YOUTUBE TRUE
VIEW
UNIQUE USERS 100%
25%VIDEO WATCHES
how our numbers are looking
Results – How much of your chosen objective did you get?Cost – How much you paid for each result Amount spent – The total amount you will actually pay Facebook. Reach – How many people saw your ad Impressions – The number of times your ad was displayed. Frequency – The average number of times people saw your ad. Relevance score – How relevant your ad is to your audience. Clicks (All) – Any click that was made on your ad. Link Clicks – The number users who got to your website. CTR (All) = All clicks (including any engagement)/Total impressions. CTR (Link) = Clicks (Link)/ Total impressions. The percentage of people clicking on your ad to reach your website. CPC (All) – Cost Per Click – How much each click on your ad cost.
Content &Context04
Content refers to high quality, well written, helpful information that provides value to your (current and potential) customers.
Context is delivering the right message at the right time to the right person. It takes the content to the next level, by utilizing the proper channels and
segmenting your distribution for maximum efficiency.
Case Study: Brad is single Advertiser: Norwegian Ministry of Transport and Communications Brand name: Norwegian Airlines Agency: Try/Apt Oslo Country: Norway Category: Airlines Released: September 2016
Eurobest Awards 2016 Print & Publishing Print Ad: Print: Travel, Transport & Leisure Grand Prix Eurobest Awards 2016 Print & Outdoor Craft Print & Outdoor Craft: Copywriting Silver Eurobest Epica Awards 2016 Press Transport & Tourism Gold - Print Epica Awards 2016 Press Transport & Tourism Grand Prix Press Epica Awards 2016 Humour Humour Gold
“We have used a playful advert to simply highlight our flights to Los Angeles and to mirror the conversations that people throughout the UK are having about a
high-profile media story. We are pleased that the vast majority of feedback has
been positive and people have read the advert with the humour it was intended.”
— Norwegian, spokesperson
The Rise of Instant Interaction05
Chatbots: The future
A chatbot is a service, powered by rules and sometimes artificial intelligence, that you interact with via a chat
interface.
“People are now spending more time in messaging apps than in social media and
that is a huge turning point. Messaging apps are the platforms of the future and
bots will be how their users access all sorts of services.”
— Peter Rojas, Entrepreneur in Residence at Betaworks
FOCUS ON YOUR CUSTOMERS
BUILD YOUR BRAND'S STORY
UTILIZE CONTENT MARKETING
GET YOUR BUSINESS FOUND USING SEO
Build your marketing strategy around your customers.
Storytelling is one of the most powerful marketing tools.
Through creating quality content, you build customer trust.
Search engines can connect you to new and relevant audiences.
What Works Best?
"If you hire people just because they can do a job, they’ll work for your money. But if you hire people who believe what you believe, they’ll work for you with blood,
sweat and tears.” -Simon Sinek
thank you.Contact @valentinatrik
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