internet marketing communication travel industry
DESCRIPTION
internet marketing communication travel industry, the use of new media is essential for new communication strategies. How successful implement this strategy and the do's and dont's of social mediaTRANSCRIPT
Online marketing communication - ThailandReisgids.nl - case study
Online Marketing Communication, a practical approach
ThailandReisgids.nl
Objective of this presentation“To show how online marketing communication in practice works for TRG….or not”
Online marketing communication - ThailandReisgids.nl - case study
Topics Introduction ThailandReisgids Our Unique Selling communication tools Let them find you or find them… Campaign success starts with the purpose Examples of our campaigns Social networking – hype or necessity? Future…?
Online marketing communication - ThailandReisgids.nl - case study
Introduction ThailandReisgids - startEuro Leisure – Tourism management & consultancy company
Thailand Tourism Master Plan (1999) TAT – NL website (2000) 100% information provider Largest Thailand information portal Benelux
Online marketing communication - ThailandReisgids.nl - case study
Introduction TRG - nowRepositioning: From information site to travel seller.
Now: Thailand travel specialist.Selling tailor made tours, tickets, hotels, maps
Online marketing communication - ThailandReisgids.nl - case study
USC’s (unique selling communication tools)
Thailand information Large database for newsletter Interaction through online forms and
review forms Thailand map (offline) Cross selling possibilities
Online marketing communication - ThailandReisgids.nl - case study
Let them find you or find them…
Search Engine Optimization (SEO)Search Engine Advertizing (SEA)
Online marketing communication - ThailandReisgids.nl - case study
Online campaigns & success
Online marketing communication - ThailandReisgids.nl - case study
1. Define purpose of campaign2. Online success is not just “Online”
3. Incentives4. Evaluation/ measure
Online Campaign success starts with purpose
Generate traffic to website Get content Create awareness for new product or existing product Generate conversion & sales Fill database for mailings Positioning/ branding
Online marketing communication - ThailandReisgids.nl - case study
Campaign 1: Generate traffic
Online marketing communication - ThailandReisgids.nl - case study
Campaign 2: Content
Online marketing communication - ThailandReisgids.nl - case study
Campaign 3: awareness
Fortune cookies
Online marketing communication - ThailandReisgids.nl - case study
Campaign 4: conversion & sales
Online marketing communication - ThailandReisgids.nl - case study
Campaign 5: database Example Viral Marketing: Jump mee naar Thailand
Online marketing communication - ThailandReisgids.nl - case study
Campaign 6: Positioning/ awareness
Online marketing communication - ThailandReisgids.nl - case study
Austrian Airlines campaign
Online success is not only “online”…
Create synergy between offline and online (multichannel)Make use of free publicity (surveys)
Online marketing communication - ThailandReisgids.nl - case study
Social networking…hype or necessity?
Could be a usable tool but:-What would you like to achieve?-How much time are you planning to spend on it?-Is the site a hype or well established network?-Right target groups for you?
Online marketing communication - ThailandReisgids.nl - case study
The future…?
G
Online marketing communication - ThailandReisgids.nl - case study
Microsoft
Thank you!
Geoffrey Davies
Online marketing communication - ThailandReisgids.nl - case study