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Michael Leander's presentation at the E-Tourism and E-marketing Conference in Cairo organized by IOETI 18-19 December 2011
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Key components in a winning digital marketing strategy in the changing world of travel – Michael Leander, 18 December 11
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Click here to see the pictures from the E-Tourism and E-
Marketing Conference
Tactical vs. the right plan!
Where should you be and
why?
Hashtag: #egyptok
Mention IOETI
Which reads the most words per minute – the eye or the ear?
2.500 words per minute 125 words per minute
Picture economy Photos goes viral if they
are fun
Include USP’s and URL’s if
possible
Stir an emotion
Which business are you in?
Customer Experience
• Digital is a huge part of the customer experience • Your core service must be flawless • Sharing is here to stay
Don’t rely entirely on review sites – solicit reviews in your presence Incentivize reviews (hotels & agents especially) (article from Prague) Ask your audience to be creative (video, pics, stories)
Barriers
• Google and other CPC/CPM advertising is expensive • Trust is critical • Competition is fierce • Building relationships is necessary • You are competing with the world, don’t forget that
Consumers are becoming more and more cautious
Trust is critical
Your target prospect is exposed to
6000 advertising messages every
single day
Short attention span, loads of intrusion - how do you cut through the clutter?
Brain filter
Do I know you? Do I need you?
Can I trust you?
The rule of speed
Who is it cheaper to sell to?
New customers Existing customers
Existing customers generate ”cheap” revenue and recommend new customers
Recommendation
Reviews og endorsements
WOM & 1-on-1 sharing
Customer lifecycle marketing automation Differentiated approach addresses different needs
1Pre Sale
2Sale
3 Past Sale
Pre Departure
4Departure
5 Arrival 1.
destination
6 Travel &
experience
7 Comming
home
8 Evaluation
& Reliving
9 Next
Pre Sale
Profiling and knowledge of where the customer is in the ”wheel” opens up for a coordinated and relevant dialogue before sale,
during and after
Transactional Behavioral Targeted
Example Agency
SMS/Email
Insurance Car rental
Excursions Car rental
Recommend to friends
Understand the journey
• Map the customer journey • Learn what Zero Moment of Truth (ZMO) is • Lots of touchpoints • OTS / increases (Opportunity to See)
.... is everything
• What is the missing word? • Watch the video – first 1 minute • ... • Join the mini workshop tomorrow to learn more about this topic
Social media: 90-9-1 rule of thumb
• 90% will only consume content
• 9% will engage periodically, but only when the conversation strikes them as interesting
• 1% is the engaged audience driving the conversation in your social community. They support and provide value for the community to read, hear, view
• Localize to key languages for increased effect • Avoid spelling mistakes and poor language • Your unique value proposition may differ from market to market
Localization
Detects country Easy to change language Good information - Room for improvement
Listen & React
• Customers engage in social media • You need to listen to the conversation and react • All the time !
Listen to the conversation on Twitter (and other social networks)
• I wrote: Free internet at London City Airport. More
power to you - that's the way to do it. (and it's a sponsored model too, smart :-)
• They replied
• LondonCityAir @michaelleander Thank you! Enjoy your trip. Wednesday, 25 November 2009, 9:57 am - Reply - View Tweet - Retweet - Direct Message
(c) Michael Leander Nielsen, 2009
34
Uniqueness
• Add value by daring to be unique • Innovate your offering • Innovate campaigns • Use interaction and achieve WOM • But stay true to your brand values
Unique idea Target audience
alignment Storytelling Insane press coverage Huge increase in
awareness and preference
Relevance
• Communicate with relevance • Profile your audience • Understand preferences • What are their dreams? • What does it take to make her tick?
Relevance especially important in push communication
• Relevant newsletters
• Don’t spam !
Meet your customers where they
are
• Look and feel like the markets you address • Your job is to avoid friction (trust) • Understand concerns of your market • Align your value proposition • Content is King, but data is Emperor
Unique passionateemotional authentic focused
interactivemeaningful
…
Michael Leander is an international marketing speaker. He has spoken in 35+ countries and at countless webinars.. Find him here http://www.twitter.com/michaelleander Speaking: http://www.michaelleander.me Consulting: http://www.michaelleander.com Email: [email protected]
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