When the wise man points at digital the fool sees Adwords

WHEN THE WISE MAN POINTS AT DIGITAL

THE FOOL SEES ADWORDS

Pascal Moyon, Chief Digital Officer

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Confidential

• lastminute.com at a glance

• once upon a time

• being a digital leader today …

• what is digital truly about?

• creating a roadmap

• why a CDO?

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AGENDA


Confidential 3

LASTMINUTE.COM AT A GLANCE

Household brand supported by 16 years of (irreverent) marketing investment


Confidential

• Companies will be able to spend

marketing efficiently …

• … enjoy fantastic ROIs …

• … and grow happily ever after

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ONCE UPON A TIME …


Confidential 5

MANAGING DIGITAL CAN BE OVERWHELMING

Desktop Mobile App

• Fast changing environment: algorithms (Google, Facebook, …) and

economic models (CPA -> CPC, CPM) evolving

• So many panaceas on the market …

SEO

SEM

Meta

Display

Paid

social

CXM

CRM

UX

Reputation

Content

Social

engagement

Awareness


Confidential 6

WITH AN OVERCROWDED DIGITAL PLACE

*By Scott Brinker @chiefmartec http://www.chiefmartec.com


Confidential

• The digital world is about transparency and relevance

• Transparency: product features, prices and reviews

• Relevance: Brands can (and need) to have a constant dialog with their customers

• Loyalty and satisfaction are strongly linked: manage and deliver customer

expectations

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THE TRUE NATURE OF DIGITAL MARKETING


Confidential

• For the travel category in the UK, between 55% and 70% of the traffic is driven

by brand terms

• Above the line can be as effective as PPC or other digital media

• Key take-away: digital makes marketing more quantitative and ROI driven

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BRAND MARKETING : INCREASINGLY CRITICAL FOR DIGITAL

Top 20 travel keywords

easyjet

thomas cook

ryanair

thomson

tripadvisor

british airways

travel republic

skyscanner

thomson holidays

expedia

trivago

laterooms

on the beach

emirates

booking.com

trip advisor

virgin atlantic

last minute

cheap flights


Confidential

• digital cannot be a technical matter, disconnected from

the C-suite

• chasing the digital pot of gold (or silver bullet) is a major

risk of distraction (and costly investment decisions)

• digital is about reconnecting with the key principles of

marketing and aligning the organisation

SEEING THE WOOD FOR THE TREES

CustomersTechnical focus


Confidential

• Identify key levers and opportunities

• build self-improving processes based on robust data (quantitative and qualitative)

• Test, test, test

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STRUCTURING A DIGITAL APPROACH

• Speed and stability

• Conversion funnel

• Pinch points, heatmaps

• Choosing the right mix

• Executing effectively (ROI)

• Performance (conversion)

• Competition and competitiveness

• Quality

• Profitability

• Experience

• Engagement and feedback

• Segmentation

• Personalisation

Customer Product

UsabilityAcquisition


Confidential

• digital is increasingly technical and changes fast: need

to have a robust team and keep pace with the market

• focus on key differentiators

(Customers/Brand/Products)

• seriously consider outsourcing where you cannot build

a sustainable competitive advantage

• “war is too important to be left to the generals”: needs

CXO support

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INTEGRATE YOUR COMPANY CULTURE

Pure player?

Industry?


Confidential

• Link the C-suite and the digital execution to enable and improve the engagement

with the customers and grow the customer base effectively

• Create a consistent set of effective processes underpinned by a strong team

operating an architecture of cost-effective digital tools

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WHAT IS THE ROLE OF THE CDO?

Marketing

When the wise man points at digital the fool sees Adwords