Upload
joao-barbosa
View
407
Download
0
Embed Size (px)
DESCRIPTION
Citation preview
17th European Spas Congress
Online Marketing
João Pinto Barbosa
Jurmala (LV), 16.05.2012
Online Marketing
The new consumer
Online Marketing
ESPA Online Marketing strategy
Next steps
The new consumer
“For the first time consumer is boss, which is fascinatingly frightening, scary and terryfying because everything we used to do, everything we used to know, will no longer work”
Saatchi& Saatchi
Source: Marketo 2012
The new consumer
The new consumer - degree of trust
Source: Nielsen Global Consumer Survey 2009
Tell me something and I will forget
The new consumer
In today’s information age of Marketing and Web 2.0, a company’s or brand website is the key to their entire business
Online marketing
The Internet has turned what used to be a controlled, one way message into a real-time dialogue with millions
Danielle Saks Fast Company
Instead of one-way interruption, Online Marketing is about delivering useful content at just the precise moment that a consumer needs it.
Online marketing
Consumer value
When consumers perceive consumer value to be high, they will spread the reputation of the firm through word of mouth, which can lead to more brand awareness and future sales.
ESPA Online Marketing Mix
Primary reasons for usage Spa Websites
0% 10% 20% 30% 40% 50% 60% 70%
Other
Recommending spas to my friends
None
Arranging spa visits with friends
Posting feedback
Finding out about new …
Finding out about Spa events
Booking appointments
Finding new spas to visit
Learning more about spa …
Reading feedback
Viewing spa menus
Finding deals
3%
10%
13%
13%
13%
20%
22%
27%
41%
46%
48%
57%
62%
Source: Stephanie Perrone Goldstein (Coyle Hospitality Group) - New priorities of today’s Spa Consumers
www.europeanspas.eu www.espa-ehv.eu
www.europeanspas.eu www.espa-ehv.eu
www.europeanspas.eu www.espa-ehv.eu
www.europeanspas.eu www.espa-ehv.eu
www.europeanspas.eu www.espa-ehv.eu
www.europeanspas.eu www.espa-ehv.eu
www.europeanspas.eu/newsletter
www.europeanspas.eu www.espa-ehv.eu
Source: Google Analytics
www.facebook.com/europeanspas
www.facebook.com/europeanspas
People share, read and generally engage more with any type of content when it’s surfaced through friends & people they know and trustn
www.facebook.com/europeanspas
Facebook growing in every age/gender demographic. Fastest growing segment:
Women over 55y.o., up 175.3% in the last 120
days. Source: insidefacebook.com
Facebook in Latvia
The total number of FB users in Latvia is reaching 343.980 Source: Socialbakers (13.05.2012)
49% of 25-34 years old say Social Media influence their choice of Spa Over 75% of consumers use social media in some format to learn about products and services Social Media = WOM = Referals = Purchase power
Source: www.ad-ology.com
www.facebook.com/europeanspas
Source: Exact Target
www.facebook.com/europeanspas
www.facebook.com/europeanspas
http://twitter.com/europeanspas
www.flickr.com/europeanspas
Involve me and I will understand
Photo: byroningraham.com
Integration with every marketing tools and platforms is mandatory to amplify the Conversation: Website, Trade Fairs, Events, Press-Releases, Documents, Printed Materials, Email messages, Business cards…
Next steps !
Step 1 – Fulfill the gaps
Conversion of the existing ESPA online tools to a sales
promotion platform for the members.
Step 1 - Fulfill the gaps
0% 10% 20% 30% 40% 50% 60% 70%
Other
Recommending spas to my friends
None
Arranging spa visits with friends
Posting feedback
Finding out about new …
Finding out about Spa events
Booking appointments
Finding new spas to visit
Learning more about spa …
Reading feedback
Viewing spa menus
Finding deals
3%
10%
13%
13%
13%
20%
22%
27%
41%
46%
48%
57%
62%
Step 1 – Fulfill the gaps
Reward the Fans and followers with: Discounts Special Offers Promotions Coupons etc…
Step 2 – Mobile Marketing
To offer a mobile optimised experience
Photo: guardian.co.uk
Step 2 – Mobile Marketing
77% of the planet owns a mobile device (UN Telecommunications Agency)
1.3 billion use the “mobile internet” (UN Telecommunications Agency)
EVERYTIME, EVERYWHERE
Step 2 – Mobile Marketing
26% will use a mobile device for attractions and accomodations research
37% will use a mobile device for restaurants research
47% expect to use their mobile device for their travel needs at their destination (Technology Solutions for Tourism, Edinburgh)
Mobile now accounts for 17,4% of access to all travel sites
Photo: Bad Woerishofen
Step 2 – Mobile Marketing (Benchmark)
Thank you