"Silent Traveler" FITUR, Madrid 2015
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Transcript of "Silent Traveler" FITUR, Madrid 2015
How to provide solutionsFOR TODAY’S SILENT TRAVELER
through Digital Marketing?
• 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.”
60% OF LEISURE TRAVELS40% OF BUSSINESS TRIPS ARE PURCHASED ONLINE.
* State Of Content Marketing. 2014 Contently.
MOBILE ORIENTED
CUSTOMIZATION
LOCAL EXPERIENCES
FEEDBACK
SOCIAL PLATFORMS
NEEDS
CONSUMERS HAVE EVOLVED
Silent Traveler
SELF SERVICE
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
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
WISH
SEARCH
BOOKING
EXPERIENCESHARING (feedback)
Silent Traveler
JOURNEY STAGES• According to Google
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
• 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
OUR SERVICES/ 360º DIGITAL INTEGRATION
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
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
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