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WEB TRAVEL 2.0:
OPPORTUNITIES AND RISKS
THE WAR FOR ATTENTION ATTENTION ATTENTION ATTENTION
2
THE MARKETING DIVIDE
• You Create Visibility (offerts/contents)
• You earn your Visiblity (word of mouth)
HOW TO GAIN ONLINE VISIBILITYHOW TO GAIN ONLINE VISIBILITYHOW TO GAIN ONLINE VISIBILITYHOW TO GAIN ONLINE VISIBILITY
• You work on findability(search engine marketing)
• You Buy Visibility (advertising)
• You Share Visibility (co-marketing)
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PRICE AS A COMMUNICATION TOOLPRICE AS A COMMUNICATION TOOLPRICE AS A COMMUNICATION TOOLPRICE AS A COMMUNICATION TOOL
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CONTENTS TO GET ATTENTION CONTENTS TO GET ATTENTION CONTENTS TO GET ATTENTION CONTENTS TO GET ATTENTION
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HOW TO EARN TRUSTHOW TO EARN TRUSTHOW TO EARN TRUSTHOW TO EARN TRUST
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Search Engine Marketing
Search Engine
FINDABILITY STRATEGIESFINDABILITY STRATEGIESFINDABILITY STRATEGIESFINDABILITY STRATEGIES
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Pay-Per-Click
Advertising
Organic
Positioning
Search Engine
Optimization
PURCHASING ATTENTIONPURCHASING ATTENTIONPURCHASING ATTENTIONPURCHASING ATTENTION
SHARING ATTENTIONSHARING ATTENTIONSHARING ATTENTIONSHARING ATTENTION
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THE “WEB EVOLUTION”THE “WEB EVOLUTION”THE “WEB EVOLUTION”THE “WEB EVOLUTION”
Evolution of
users
Evolution of
the newEvolution of Evolution of
THE IMPACT OF “SOCIAL WEB” ON
TOURISM
NEW DYNAMICS OF SOCIAL
INTERACTIONBEHAVIOUR OF REFINED
AND DIFFERENTIAL
BUYING
the new
intermediares
Evolution
Of the
incumbent
New
Competitors
Evolution of Evolution of
Technological
qualification for
“Social Web”
WIDGETATION OF
TURISTIC OFFERS
NEW MODELS OF MARKETING
DISTRIBUTION (SYNDICATION)
INVOLVMENT OF USERS
IN THE MARKETING
PROCESS
Maurizio Goetz 2008
USER EVOLUTION
DIFFERENCES IN TASTE
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DIGITAL NATIVES AND
DIGITAL IMMIGRANTS
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THE USER IS THE MEDIA
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SHARING IS NOT BROADCASTING
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YOU BUY MORE THEN A
PRODUCT
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REAL AND META WORLDS
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CONTEXT IS KING
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MULTITASKING
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CITIZEN MARKETEERS
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MEDIA IS EVERYWHERE
ALWAYS ON
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LIFE STREAMING
TYPOLOGY OF WEB USERS
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DYNAMIC ANALYSIS OF PUBLIC
TYPOLOGY
Fonte Forrester
Users organise
a change of
information
and
The users
exchange
information
Users create a
social network
for meeting
people with
Phase One: sharing experiences
USER EVOLUTION
and
experiences
amongst each
other
information
pertaining to
their travel
experiences
people with
the same
interests
PersonalTravel Blog User Generated Content
Audiovisual webTourist
Social NetworkTravel guide UGC
Wiki travel
Social Bookmarking
Rating
Technological qualification
THE ROLE AND THE TECHNOLOGY
QUALIFICATION AND THE UGC
SHARING EXPERIENCES/1
SHARING EXPERIENCES/2
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SHARING KNOWLEDGE
SHARING + MEETING PEOPLE
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SHARING – MEETING – IN TOUCH
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CREATING PERSONAL
SOCIAL NETWORKS
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NEW INTERMEDIARY AND
THE UGC
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SOCIAL NETWORK – TRAVEL
ADVICE – E-COMMERCE
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TECHNOLOGY FOR “ALWAYS ON”
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Social Travel BookmarkTECHNOLOGY FOR “ALWAYS ON”
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Users
use tools
always
The users
organise to
travel
Users use
their
travels to
create
Phase Two: Social Travels
EVOLUTION OF THE USER
always
more
sophistic
ated
travel
together,
amongst
themselves
create
new
relationsh
ips
Social Travels co-travelling service
Tecnologie abilitanti
second generation search
tools
CO-TRAVEL SERVICE/1
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CO-TRAVEL SERVICE/2
INTELLIGENCE TOOLS
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EVOLUTION OF THE ‘MIDDLEMAN’
NEW INTERMEDIARY
FOR GROUP TRAVEL
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UGC REMIX
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SERVICE INTERGRATION 2.0
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NEW MEDIATION
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SERVICES MOST AIMED AT
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EVOLVED SERVICES/1
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EVOLVED SERVICES/2
EVOLVED SERVICES/3
NEW SUPPLEMENTS 2.0
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NEW SUPPLEMENTS 2.0
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NEW COMPETITORS
DICTIONARY EDITORS
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APPARTMENT EXCHANGE
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NEW SERVICES OF ADS
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IS IT STILL A SEARCH
OPERATOR?
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NEW BOOKING SERVICES
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Formato 2.0
THE EVOLUTION OF THE GUIDE
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Formato 2.0
DENTIST OR TOUR OPERATOR?
DESTINATION BRANDING
COMPETITIVE EVOLUTION OF
TURISTIC SEARCH TOOLS
Competizione per
l’attenzione
Competizione sulla
precisione
Competizione
locale o globale
Competizione sui
business models
Competizione sui
travel partners
SEIZING THE OPPORTUNITY OF
THE COMPETITION 2.0
DESTINATION BRANDING 2.0
“SOCIAL” GREECE
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MY AUSTRALIA TRAVEL WIKI
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“COOL” AUSTRIA
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MAURIZIO GOETZWWW.MARKETINGUSABILE.BLOGSPOT.COM
