WEBINAR SERIES FOR TRAVEL AGENTSWEBINAR #1 – WINNING MICRO-MOMENTS

Wednesday 7 September, 11:30pm

Google Webinar Series

Series 1: Winning Micro-moments

❏ 4 micro-moments every marketer should care about❏ Online behaviours and path to purchase

Series 2: Understanding Travel Industry & Trends

Online Trends & Seasonality in Travel Industry

❏ Top Travel Search terms❏ Challenges in the industry❏ Tools to understand the trends

Series 3: Optimising Presence and Business

❏ Productivity tools from Google❏ Optimizing online presence through Google My Business❏ SEO best practices for Webmasters

Series 4: Being a Profit Driven Marketer

❏ Introduction to Google AdWords❏ Performance solutions: Search, Shopping, Remarketing❏ Branding solutions: YouTube, Display

Series 5: Understanding Metrics that matter

❏ Understand Metrics that Matter❏ Case Studies of Travel clients

House Keeping;

• Session will be recorded

• Presentation will be available at www.afta.com.au

• Audience will be on mute

• Q & A will be taken at the end of the presentation

MICRO−MOMENTSTHE NEW BATTLEGROUND FOR BRANDS

Proprietary & ConfidentialProprietary & Confidential

6

We don’t go online. We live online.

Buy festival tote for Splendour in the Grass next weekend11:15pm

On the bus, read about Splendour in the Grass lineup8:42am

Use flashlight app to find dropped earring11:09pm

At bus stop, listen to new music playlist 8:30am At work, book

Splendour in the Grass tickets11:36am

On bus, check email for sales this weekend5:29pm

Browse festival styles on YouTube7:15pm

Wake up and check today’s weather6:50am

At lunch, play Scrabble while waiting in line1:33pm

Use maps to get directions to Mexican food truck 1:13pm150X

per day

Kleiner Perkins Caufield Byers, May 2013

Buy festival tote for Splendour in the Grass next weekend11:15pm

On the bus, read about Splendour in the Grass lineup8:42am

At bus stop, listen to new music playlist 8:30am At work, book

Splendour in the Grass tickets11:36am

Browse festival styles on YouTube7:15pm

Use maps to get directions to Mexican food truck 1:13pm

Web Videos Images Shopping News More Search tools

mi·cro-mo·ment/ˈmīkrō/ /ˈmōmənt/

noun; plural noun: Micro-Moments

1. A moment we reflexively turn to a device to act on a need we have that moment –to learn, discover, find or buy something.

2. Intent-rich moment when decisions are being made or preferences being shaped.

About 44,800,000 results (0.37 seconds)

define: Micro-Moment

7%decrease in time

spent per visit

58%increase in mobile conversion rates

34%increase in mobile's

share of online sessions

Source: Google Analytics aggregated data, May 2015 vs 2014, AU

Micro-Moments Research Methodology

Usage data

Understand smartphone usage habits Deep dive into micro-moments behaviour

M-M survey

Selfie videos

Capture everyday micro-moments

Existing Research

Draw on our existing insights

4 YEARS AGO... MOBILE USAGE HEAVILY LEANED UPON THE EVENING

Mobile Search Weekday Mobile Search Weekend

NOW PEOPLE ARE SEARCHING ON THEIR PHONES IN SHORTER BURSTS, MORE FREQUENTLY AND CONSISTENTLY THROUGHOUT THE DAY

OUR BIGGEST OPPORTUNITYis the

SMALLEST MOMENTS

SOME MOMENTS MATTER

MORE THAN OTHERS

moments

38,983

Nov 8

Nov 18

Nov 28

Dec 8

Dec 18

Dec 28

All Digital moments

Longitudinal Digital Panel Data, Luth Research

All Digital moments

House Hunting

Kids Holiday Activities

Pizza

Credit Cards

Disneyland Holiday

Nov 8

Nov 18

Nov 28

Dec 8

Dec 18

Dec 28

moments

419

DisneylandHoliday

Nov 8

Nov 18

Nov 28

Dec 8

Dec 18

Dec 28

Search

Web

Video

DisneylandHoliday

Nov 8

Nov 18

Nov 28

Dec 8

Dec 18

Dec 28

Search

Web

Video

DisneylandHoliday

Nov 8

Nov 18

Nov 28

Dec 8

Dec 18

Dec 28

Desktop

Mobile

Desktop

Mobile

Search

Web

Video

Disneyland

Nov 8

Nov 18

Nov 28

Dec 8

Dec 18

Dec 28

Desktop

Mobile

Desktop

Mobile

searches

34videos

5web pages

380mobile movements

87%

Source: Luth Research, Consumers in Micro-Moments, Feb 2015

Source: Luth Research, Consumers in Micro-Moments, Feb 2015

MICRO-MOMENTS

I-WANT-TO-KNOWMOMENTS(Awareness/

Consideration)

I-WANT-TO-BUY

MOMENTS(Purchase online)

I-WANT-TO-GO

MOMENTS(Purchase in-store)

I-WANT-TO-DO

MOMENTS(Consideration/

Loyalty)

I-WANT-TO-KNOWMOMENTS

Source: Consumers in the Micro-Moment, Google/Galaxy, AU, June 2015 (n=1,002 smartphone users)

95%of users will turn to their

smartphone for immediate information, ideas or advice

57%of smartphone users turn to their phones because of a conversation

they are having

I-WANT-TO-GOMOMENTS

Source: The Consumer Barometer Survey 2014/2015, AU, n=1,180, based on internet users / Google Trends March 2015 vs Mar 2014 US

82%of smartphone users turn to

a search engine when looking for a local business

2xincrease in“near-me”

search interest

I-WANT-TO-DOMOMENTS

Source: Google Data, United States, Q1 2015, Q1 2014 / Source: Consumers in the Micro-Moment, Google/Galaxy, AU, June 2015 (n=1,002 smartphone users)

70% 58%have searched online

for information on “how-to-fix-something” in

the past 3 months

increase in searches related to “how-to” on

YouTube

I-WANT-TO-BUYMOMENTS

Source: Consumers in the Micro-Moment, Google/Galaxy, AU, June 2015 (n=1,002 smartphone users) / Google Consumer Survey, AU, June 2015, (n=520 Australians that have used their phones to make a purchase or booking).

68% 37%of smartphone shoppers

report having made a purchase in their kitchen

of users have consulted their phone while in a store to

search for information about an item they were looking to

buy

Confidential & Proprietary

Loyal to needs

ImmediacyHigher

expectations

Confidential & Proprietary

Travel Moments that Matter

Confidential & Proprietary

Meet DeeDee is planning a family safari holiday to Africa and wants to know the price of flights at various times of the year.

Google Confidential and Proprietary

flights sydney to lusaka

2

DELIVERON NEEDS IN THE MOMENT

3

MEASUREEVERY MOMENT THAT MATTERS

CONNECT THE DOTS

1

IDENTIFYYOUR MICRO-MOMENTS

MICRO-MOMENTS FORM PATHS TO PURCHASE

WE WILL COVER GOOGLE’S ‘PATH TO PURCHASE’ TRAVEL RESEARCH IN THE NEXT WEBINAR.

Questions & Discussion

3

8

Thanks