"Silent Traveler" FITUR, Madrid 2015

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How to provide solutions FOR TODAY’S SILENT TRAVELER through Digital Marketing?

Transcript of "Silent Traveler" FITUR, Madrid 2015

Page 1: "Silent Traveler" FITUR, Madrid 2015

How to provide solutionsFOR TODAY’S SILENT TRAVELER

through Digital Marketing?

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• Jamie Wong. CEO VAYABLE.

“The future of the travel industry is all about personalized human connections and convenient immediate responses, all of which will be driven by mobile technology. We’ll see more content based on users’ mobile data and more on demand services made possible thanks to localization technology.”

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60% OF LEISURE TRAVELS40% OF BUSSINESS TRIPS ARE PURCHASED ONLINE.

* State Of Content Marketing. 2014 Contently.

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MOBILE ORIENTED

CUSTOMIZATION

LOCAL EXPERIENCES

FEEDBACK

SOCIAL PLATFORMS

NEEDS

CONSUMERS HAVE EVOLVED

Silent Traveler

SELF SERVICE

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State Of Content Marketing. 2014 Contently. * blog.dashburst.com 2014 ** Emarketer, 2014

30% of travelers use apps to find hotel offers and 29% use them to find cheaper flights.

83% of leisure travelers use their mobile phones during their time off, while business travelers check their phones 34 times a day. **

Only 29% of users who navigate a site which is not optimized stay on the site. **

MOBILEORIENTED

87% of people under 34 use Facebook for inspiration for traveling, and more than half use Twitter and Pinterest.

13% of sales are expected to happen through mobile devices by 2017.

SOCIAL PLATFORMS

50% of airlines provide mobile check-in and 90% are working on apps for 2015.

SELF-SERVICE

75% of consumers visit travel and leisure websites due to an online recommendation.

WORD OF MOUTH

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NEEDS

REAL TIME WEB LISTENING

VIDEO MARKETING

MOBILE APPS, SOCIAL MEDIA PLATFORMS, TECHNOLOGY

MOBILE APPS, SOCIAL MEDIA PLATFORMS, TECHNOLOGY, MEDIA MICROSEGMENTATION

CONTENT AND COMMUNITY MANAGEMENT

MOBILE APPS, ADAPTABLE CONTENT

TRENDS AND SERVICES

FEEDBACK

Silent Traveler

MOBILE ORIENTED

CUSTOMIZATION

SELF SERVICE

LOCAL EXPERIENCES

SOCIAL PLATFORMS

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WISH

SEARCH

BOOKING

EXPERIENCESHARING (feedback)

Silent Traveler

JOURNEY STAGES• According to Google

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WISH

SEARCH

BOOKING

EXPERIENCESHARING (feedback)

Silent Traveler

DisplayS.E.O.Social Media PlatformsContent Marketing

Social Media Platforms Social MediaMobile Apps

Responsive WebsitesMobile Apps

Real Time Web Listening

Social Media PlatformsWord of MouthContent Marketing

JOURNEY STAGES• According to Google

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• Provide relevant content• Take advantage of

positive feedback• Control negative

feedback• Facilitate online

experiences• Customization and

microsegmentation

BEFORE DURING AFTER

• Facilitate experiences: self service and mobile apps

• Encourage “sharing”

• Contact with other people’s experiences.

• Contact with marketing incentives

• Data gathering• Information request• Comparing and deciding

• Feedback follow up• Email Marketing• Loyalty Gratification• Social Media follow up

• Sharing experiences• Search for convenience

• Sharing experiences• Positive/Negative

feedback• Consumers become

brand spokespeople

HOW CAN WE BE PART OF THE TRAVELER’S JOURNEY?

Silent Traveler

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OUR SERVICES/ 360º DIGITAL INTEGRATION

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POWER EDITOR

BID MANAGER FOR SEARCH

FOR ADVERTISER

PROGRAMMATIC DISPLAY NETWORK CAMPAIGNS

REMARKETING

SPONSORED CONTENT IN SOCIAL MEDIA PLATFORMS

S.E.O. & S.E.M.

AUDIENCE MICROSEGMENTATION

of people who visit a website, leave without ever making a purchase.96%

REAL TIME BIDDING

SHARED MEDIA

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SPOSNORED CONTENT REAL TIME WEB LISTENING

CONTENT MANAGEMENT RESEARCH

CUSTOMER SERVICE + CRM

COMMUNITY MANAGEMENT

CRISIS MANAGEMENT AND ONLINE REPUTATION

FINDINGS TO IMPROVE YOUR STRATEGY

VIDEO MARKETING

DESIGN

BLOGGING - SEO

PLATFORM MANAGEMENT*

LOYALTY PROGRAMS

ADVOCACY MODEL

*Less than a quarter of the travel industry’s brands use social media platforms other than Twitter or Facebook.

SHARED MEDIA

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WEBSITES MOBILE APPS

ADAPTED FOR MOBILE DEVICES

RESPONSIVE DESIGN

CONTENT ORIENTED

ECOMMERCE

MOBILE APPS

BTL STRATEGIES

SELF SERVICE

ECOMMERCE

EMAILING

NEWS FOLLOW UP

TRAFFIC TO LANDING PAGES

SPECIAL OFFERS

LOYALTY SYSTEMS

OWNED MEDIA

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