Leveraging Digital Marketing Opportunities Presented to: Tourism Marketing Masterclass October Matt Houltham

Agenda 1.Insights into changing consumer behaviour 2.Eight tips for getting the best ROI from your marketing budget

We are now communicating differently…

Encyclopedia Openness and Collaboration Sources of information are evolving… MashupSearch

Consumers trust dialogue with their peers Ranking of “Trusted” Sources of Information Recommendations from friends/family Ads on mobile phones Web banner ads Search engine ads Branded Web sites Ads in magazines Ads on radio Ads on TV Ads in newspapers Requested updates Consumer opinions posted online 0%20%40%60%80%100% “I trust:” Source: NACTAS Q Media & Marketing Online Survey Trust of brands is declining

…and consumer control is increasing

1.Dialogue/Participation 2.Content - WTWWTWI 3.Personalised experiences What consumers are seeking…

Agenda 1.Insights into changing consumer behaviour 2.Eight tips for getting the best ROI from your marketing budget

Eight Tips For Improving Your Marketing ROI 1.Understand the customer’s decision process 2.Have a good destination ‘Website’ 3.Drive traffic there 4.Make it easy to respond to your advertising 5.Update your site content regularly 6.Distribute your content everywhere 7.Join the conversation 8.Don’t forget your existing customers

 How are people researching, finding and eventually buying your services?  What role do digital channels play in this process? 1. Understand the customer’s decision process

…Prior to planning a trip Of those researching online: 100% use search engines 80% of people use/look at online maps 89% look at photos online 36% use bookmarking websites (i.e. Digg / Del.icio.us / StumbleUpon / etc)Del.icio.us 11% of respondents said their purchase decision was affected by Travel TV shows 15% of respondents said their purchase decision was affected by Travel sections in newspapers Source: Google TNS Travel study 2008

xxxxxx Have a good destination Website A destination ‘Website’ that you control Website, blog, social media profile Ensure it is built to be ‘search friendly’ Establish a presence in other people’s websites Tourism bodies Directories (eg Webwombat) Communities (eg TripAdvisor) Aggregators (eg Wotif) Leverage their scale & marketing clout

mywebsite.com.au Directories/ Guides Paid advertising or inclusion Search Gov/local Gov bodies Booking aggregators CommunitiesPRTV Assets eg vehicles, packaging. signatures, business cards Mags Linking strategies Online sources of trafficTraditional Advertising etc Affiliates/ Performance 3. Drive traffic to your destination

 91% monthly reach amongst Australians using the internet (Neilsen Netratings)  93% of consumers looking for websites use a search engine to find them (Forrester Research)  Google Australia serves over 1.4 billion search queries per month  That’s 114 searches per internet user!  From a marketing perspective  Builds awareness and drives action  Cost-effective lead generation – pay per click not exposure Why Search visibility is so important

67% of Online Search is triggered by offline media

Natural/organic = SEO - “Free” traffic - Rankings controlled by algorithms - Little control as a marketer Natural/organic = SEO - “Free” traffic - Rankings controlled by algorithms - Little control as a marketer Paid/sponsored = SEA - Pay per click - High levels of control - Ad performance based on bids + quality score Paid/sponsored = SEA - Pay per click - High levels of control - Ad performance based on bids + quality score

You control which keywords your ad appears on. You control which keywords your ad appears on. A picture or logo can be included in the info window. A picture or logo can be included in the info window. You can customise the map icon which appears with your Local Business Ad. You can customise the map icon which appears with your Local Business Ad. You can design a specific marketing message to promote a product or service. You can design a specific marketing message to promote a product or service. Geo-spatial Local business ads

Other ‘Pay for performance’ choices

4. Make it easy for people to respond to your ads

Search engines love ‘ new news ’ - update your ‘ website ’ as regularly as you can 5. Keep Your Site Content Fresh

The Red Thread UGC forum. People submit stories of their Melbourne experiences via text, images or video. People read / watch, rate & and respond Becomes content promoted throughout site …Or let your customers do it for you

Destination Model ‘Everybody come to me’ Distributed Content Model ‘Fish where the fish are’ 6. Distribute your content everywhere

Use content aggregators

You Tube News Related Searches News archive Images (Flickr etc)

Mobile site/application Social media widget Consider new channels

7. Join the conversation

Database Regular eDM mywebsite.com.au Ad-hoc Offer eDM Ongoing conversation Ad-Hoc Mobile 8. But don’t forget your existing customers

Targeted Offers Surveys Member Events Product Trials Direct Mail Personalised Advice E-vouchers Monthly Newsletters 255,472 active members Communicate regularly & offer value

Eight Tips For Improving Your Marketing ROI 1.Understand the customer’s decision process 2.Have a good destination ‘Website’ 3.Drive traffic there 4.Make it easy to respond to your advertising 5.Update your site content regularly 6.Distribute your content everywhere 7.Join the conversation 8.Don’t forget your existing customers

Thankyou Presented to: Tourism Marketing Masterclass October Matt Houltham