performance 2011 - martin de boer - travix
TRANSCRIPT
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Cheaptickets | Vliegwinkel | Flugladen | BudgetAir | Vayama | Easytobook
Performance marketing binnen global travel organisatie
Martin de Boer
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Cheaptickets | Vliegwinkel | Flugladen | BudgetAir | Vayama | Easytobook
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Travix
• Travix is de overkoepelde holding van de volgende online aanbieders van vliegtickets en hotels
• 6 labels actief in 15 landen, circa 375 medewerkers • Jaarlijkse omzet > US$ 1 miljard • Marktleider in Nederland verkoop online
vliegtickets• Onderdeel van BCD Holdings N.V.
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Cheaptickets | Vliegwinkel | Flugladen | BudgetAir | Vayama | Easytobook
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Travix
Extra uitdagingen bij online marketing: • 6 verschillende brands, 3 verschillende platformen in 15 verschillende
landen
• Centrale coordinatie online marketing vanuit Nederland voor bewaking strategische richtlijnen
• Online mkt support teams NL, India en USA• SEO/SEA support vanuit NL• Lokale uitvoering door country managers• Support lokaal door local marketeers/agency
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Uitdagingen performance based online advertising
• 6 verschillende brands• Verschillende marketing (offline) inzet• Verschillende markten/landen• Verschillende kanalen• Verschillende brands per land• NL : Cheaptickets.nl en Vliegwinkel.nl• Deals obv vliegtickets en DNP
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Performance based modellen
• CPM : Cost per duizend vertoningen• cpc : Cost per click• CPL : Cost per lead• CPO/CPA/CPS : Cost per
order/acquisition/sale• Commission : Based on commission
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Online kanalen
• SEA• SEO• Email marketing• Display marketing• Social marketing• Affiliate marketing• Partners/META
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Kanalen en het gebruik van performance based marketing
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SEA
• SEA in alle landen actief• Centraal aangestuurd vanuit NL• In aantal landen ondersteund door lokale agency
(Frankrijk, Singapore, Thailand en Hongkong)• Alleen cpc model• Verhoging ROI door dynamic data in te zetten voor
Adwords• Testen verschillende landingspagina’s• Verschillende zoekboxen op landingspagina, pre filled
zoekresultaat
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SEO
• Geen performance based model• Veel inzet van SEO :– Technisch– Content– Linkbuilding
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Display marketing
• Voornamelijk CPM gebaseerd• Tarieven van 0,30 – 7 Euro CPM• Belangrijke kenmerken:– Below/Above the fold– Closed/Open network (wel/niet bekend waar je
wordt getoond)– Post view : banner gezien, later geboekt– Post click : banner geklikt, later geboekt– Banner materiaal
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Social media marketing
• Geen performance based modellen• Geen friends, volgers of likes kopen• Monitor en management tool• Goals zetten (toch performance based )
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Tool – Campaign commander social edition
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Goals meegeven aan social campaigns
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Affiliate marketing
• Vooral op CPS (in het verleden met post view vergoeding)
• Internationale en lokale netwerken– Tradetracker– M4N– Zanox– Tradedoubler– Affiliatewindow
• Zorg voor goed en actueel materiaal• XML feeds
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META
• CPC / CPS model• In diverse landen is META heel populair• Internationale deal met META netwerken
• Continue dagelijkse monitoring van META kanalen
• Pas later cross/upsell voor META klaten
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META - Kayak
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META - Kayak
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Complete your purchase
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Overview
CHANNEL ROI/ COSTS
META Depends on deal. Used to gain marketshareAffiliate CPC High cost risk, branding supportAffiliate CPS Depends on deal, cost save (CPA's)
SEO/ Search Long term result, low direct costSEA High cost risk, quick results
Social Media Not ROI driven, branding drivenMedia buying/ display High cost risk, branding supportMedia buying/ link buying Controlled costsEmail marketing Low costs
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Leerpunten
• Bijna geen enkele performance based deal te vergelijken met elkaar, zeker niet over landen heen
• Zorg dat je eigen analytics tool optimaal ingericht zijn om performance based deals aan te kunnen
• Niet alleen vertrouwen op “tags” van externe partijen
• Altijd eerst een test budget inzetten om de juiste conversie’s en ratio’s te achterhalen
• Optimaliseer
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Cheaptickets | Vliegwinkel | Flugladen | BudgetAir | Vayama | Easytobook
THANKS!!!
Vragen?
• Email : [email protected]• Twitter : @martindeboer• Linkedin : www.linkedin.com/in/martindeboer• Web : www.travix-international.com