Internet Marketing

Mastering Convergence to Create, Capture and Optimize Demand

Internet Stats

33% of the worlds population is online = 2.3 billion internet users

273 million internet user in North America (75.6%)

Asia = 1 billion internet user (513 million in China)

New ways in which travelers would like to search for travel: in the developed markets, nearly 50% of travelers had a particular place in mind, whereas in the emerging markets, it is only about a third of travelers who know where they want to visit.

Social Stats 4 /5 internet users visit social networks; 93% of U.S. users on FB. Trip Advisor is the #1 travel site w/ over 35 million monthly visitors. TA travel is the 2nd most downloaded app .

71% of Twitter followers recommend brands they follow; 67% buy the brands they follow. 51% of FB fans…

40% of travelers use social networking to share experiences.

90% of travelers trust recommendations from their social network vs. 58% trust in editorial or official website messaging.

71% of travelers said a recommendation directly influenced their purchase.

Great Content Means Engagement

Great Content Means Engagement

Great Content Means Engagement

Keeping up with Search

Inbound linking

PageRank

Content & Keywords

Social Citations

Image Search

Video Search

Coffee? Panda? Penguin?

Mobile Stats Smartphone users will reach 106.7 million

in 2012 – up 18%

94% of smartphone users will be mobile internet users

Tablet users will reach 54.8 million in 2012 - 76.4% will use iPads

38% of U.S. leisure travelers & 55% of U.S. business travelers are smartphone users

76.4% of them will be iPad users

Mobile is Immediate:

82% book within 24hours of trip

28% within 20 miles of your hotel

61% will call your reservation line

59% want to visit your page/site

81% prefer mobile sites to aps

Mobile compatible vs optimized

Source: HubSpot 2012

Ecommerce

83.9% of internet researchers will make at least one purchase via the web during 2012

In the U.S. online buyers will reach 154.6 million in 2012

Average abandonment rate is 85%

Greatest obstacles to conversion in ecommerce:

– Load time

– navigation and search (too many clicks)

– Too many results, confusing results or wrong results

– Trust & reputation

– Data-mining (too many steps)

Path to Purchase

DREAMING > PLANNING > BOOKING > EXPERIENCING > SHARING

The average traveler visits 22 travel related sites during 9.5 research sessions over 14 day prior to booking.

Know that OTAs, Trip Advisor, Facebook, your Brand site & your Competitor’s sites are on that list.

There are more than 1 billion pins loaded to FB’s Cities I’ve Been and over 200 million check ins.

Trip Advisor & Facebook go way back – “cities” “Login” “a friend of a friend”

How Do They Find Us?

Path used to get to hospitality / tourism sites by site visitors worldwide, Q4 2011 (% of total): - Typed in URL: 28% - Search engine: 27% - Bookmark / favourite: 17% - Clicked on ad: 3% - Email link: 1% - Other site link: 1% - Link from friend: 0% - Social network link: 0% - Other: 22% Visitors who arrived at hospitality and tourism sites via search were slightly less satisfied with their experience, but this is not surprising since they were likely to be navigating the sites for the first time. (eMarketer, May 2012)

Role of Internet Marketing

Channel Strategist

Curator/Content Manager

SEO/PPC Specialist

Campaign Manager

Brand Recruiter/Engagement Specialist

Reputation Manager

Web Analyst

Program/Tech Specialist

The IM & RM Partnership Revenue Management Internet Marketing

Yield Management Move from tactical to strategic social media – identify influencers, extend reach & recruit brand advocates… get them to work for you! Segmentation & Targeting

Channel Management Identify the right channels – competitive vs complimentary Curating channels – don’t just sign up for a program and expect the revenue to roll in.

Competitive Pricing Watch the comp set, assess their SERP position, PPC & SEO Strategies & Tactics Analytics

Inventory Control Internal analytics – segmentation

Booking Pace Search trends for market insights Analytics internal & external

Brand.com Positioning Identify the right channels for campaigns (display, referred, PPC) Site position and content curation Internal analytics – onsite segmentation

GDS Distribution & Partner Extranets

Compelling and value focused copy within restrictions

The Channel or Partner Steps:

1. Ask for their metrics (uniques, pageviews, bounce, time on site, traffic sources & feeder markets… think seasonally.)

2. Find the PageRank

3. Determine various Traffic Ranks

4. Determine Traffic: monthly uniques (relative to vertical or niche)

5. Demographics – who is frequenting the site.

6. Where does their traffic come from? Which terms are driving to the site? Competitive or complimentary?

7. Marketing Budget

8. Time on Site | Pageviews | Bounce Rate

Tools:

1. Google Analytics, Webtrends, Omniture

2. Use Google Tool Bar or PageRank calculator

3. Alexa, Compete, Quantcast

4. Compete, Quantcast

5. Alexa, Quantcast

6. Alexa SpyFu

7. Spy Fu, iSpionage

8. Alexa

9. Alexa/Compete

10. Alexa

Assessing Traffic - PR

PageRank: The measure of a

page’s importance based on the incoming links from other pages. In simple terms, each link to a page on your site from another site adds to your site's PageRank.

Load Google Tool bar w/PR or use an online PR tool such as http://google-pagerank.net/

Look for a rank of 4/10 or higher

Assessing Traffic - Alexa

Alexa Traffic Rank indicates a

site’s popularity, including Reach, Pageviews and more.

Go to www.alexa.com

Click on Site Info & type in the URL (w/o http://)

Review the Rank - Lower traffic rank is better.

Use a comparable niche site as a benchmark. Eg: Compare scoregolf.com rank to canadagolf.com not fairmont.com

Note: rank is based on domain not subdirectory

Assessing Traffic - Compete Compete Traffic Rank indicates a

sites popularity, including Reach, Unique Visits and more.

Go to www.compete.com Type in the URL (w/o http://) Review the Rank and Unique Traffic

numbers Higher unique traffic numbers are

better. Note the seasonal visitor trends.

Use a familiar niche relevant site as a benchmark. Eg: Compare Scoregolf.com rank to Canadagolf.com not fairmont.com

Note do not compare your metrics from one system to another. Only compare Compete data to other Compete data. Do not compare a Compete Traffic Rank to an Alexa Rank.

Assessing Traffic - Compete

Leverage other tools on Compete such as:

Similar Sites

Also Visited

Keyword Density

Top Sites

Heat Maps

Assessing Traffic - Quantcast Quantcast Traffic Rank indicates a

site’s popularity, including Reach, Unique Visits & Pageviews.

Go to www.quantcast.com

Type in the URL (w/o http://)

Review the Rank - Lower traffic rank is better.

Review the Unique Visitors

Review Pageviews

Use a comparable niche site as a benchmark. Tip: Scroll down to Audiences Also Likes for site suggestions in the same vertical/ niche

Note rank is based on domain not subdirectory

Assessing Traffic - Demographic

Determine who is visiting the site and how often.

Alexa and Quantcast give demographic info such as gender, age, income, etc.

Quantcast also indicates frequency of visits

Assessing Search Traffic - Alexa Geographic origin of traffic?

Which key terms are delivering traffic? Are they complimentary or competitive?

Complimentary keywords are generic terms that we do not dominate such as “golf vacations”.

Competitive keywords are going head to head with our top terms example “jasper golf”

Assessing Search Traffic - SpyFu

Daily Adwords Budget gives you an insight into marketing efforts & the success of site.

SEO Rank indicates how successfully a site is positioned in natural search for the terms they optimize for (out of 17 million.)

Which key terms are they bidding on can tell you whether the site is a good fit.

Top ad competitors = new leads

Site Design & User Experience

“Step Behind the Veil of Ignorance” - Spend time on the site as a user.

“Leading the Witness” Watch out for walk-thrus and demos.

Avoid website pitfalls such as clutter, text-heavy scrolling pages, over-use of Flash, etc.

Check functionality [QA in Firefox]

Ask yourself:

Is the site visually appealing?

Does the navigation make sense?

Will a user find our offer/opportunity easily?

Site Design & User Experience Is the site sticky? Check Alexa:

The load time – test this yourself.

Time on site – 3:30 to 4:00 or higher.

Pageview per visit – 3 or higher.

Bounce rate (are users leaving the same page they arrived on? This can be an indicator of poor site design or bad marketing.) 45% or lower.

Time & Resource Allocation

Media Mix Audience Behavior Budget

Online 22% 16%

TV 40% 43%

Radio 9% 7.6%

Newspaper/magazines 6% 29%

Mobile 23% 1%