promoción on line mejore su competitividad a través de su página web
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Promoción on line - mejore su competitividad a través de su página webTRANSCRIPT
E-Marketing tourism destination
1 BEST PRACTICES
CBI
September 2012::Onno Roukens
Onno Roukens, CBI consultant, E-marketing - Market Information
• Working experience > 20 developing countries
• Last year 150 tourism companies, trained and consultancy including specific WP template (www.travel.globallycool.nl)
• Assessment ColombiaTravel
Internet and Tourism
“Latest international research shows that more than 80% of travellers use the “net” extensively to plan and organize their trip.”
(Source: Australian
Tourism Data Warehouse)
0. Introduction1. Goal today2. Internet strategy3. Best practices4. Next steps
Agenda
1 Goal today
Centre for the Promotion of Imports from developing countries
Draft:• Action plan E-marketing destination plan • Content goal matrix
1 Goal today
Centre for the Promotion of Imports from developing countries
Draft: • E-marketing destination plan • Content goal matrix
1 Goal today
Centre for the Promotion of Imports from developing countries
Draft: • E-marketing destination plan • Content goal matrix
1 Goal today
Centre for the Promotion of Imports from developing countries
Draft: E-marketing destination plan Content goal matrix
2 Internet strategy
Do you apply an internet
strategy
or are you ….
” …having a website…..”
2 Internet strategy: Key success factors
Objectives
Goals
Unique Value
Proposition
DefinedTarget Groups
Customer
focus
Visibility
Findability
ProactiveMarketing
Engagement
Usability
compliant
MasterOf
Communication
3 Best Practices
3.1 Homepage Australia.com
Homepage• Convince in 8 seconds• Call to actions• Food for thought: Mega Menu• Unique Value Proposition• Film / Images: the best / goal• App• User generated photos …• Focused on key customers• …
Advantages Mega menu?
San Francisco Travel: menu?
Graphics images and multimedia“Nine out of ten online travel buyers say online video influence
their travel purchases”
Key trend: mobile / tablets
User generated Content
“33% of leisure travellers changed their hotels based on what they read on blogs or other travel
related community sites” (Forrester Research)
‘“Languages: plus IP’’
……: Images
(
2 Best Practice: Overview pages – Visit Scotland
3 Best Practice –- Fat Footer / Social media - VisitScotland
3 Best Practice –– Customized newsletter - VisitScotland
4 BP Web Writing
How do people read on the Internet?
4 …P – Web Writing Content
5 BP – Sales Process / Key clients – Visit Copenhagen
5 BP – Key Clients Offer travel Agents - VisitCopenhagen
Checlk also: http://www.newzealand.com/travel/trade/trade-homepage.cfm
5 BP – Key Clients Offer New Zealand
Checlk also: http://www.newzealand.com/travel/trade/trade-homepage.cfm
5 BP – Guides - VisitCopenhagen
5 BP – My Guide - VisitCopenhagen
6 BP – Combined booking / Key Clients / San Francisco
7 BP – Focus on Key Clients / San Francisco
8 BP – Youtube / San Francisco
9 BP – Slideshare Portugal
9 BP – Slideshare Portugal
10 BP – Booking Visit Scotland - Integration Trip advisor
10 BP – Booking Visit Scotland - Integration Trip advisor
11 BP – Obermutten - http://www.facebook.com/obermutten
Next steps
Next steps