the digital marketing travel strategy for 2016 - alexandra tudor

canopy.ro TAKING DIGITAL TO NEW HEIGHTS


The digital travel strategy for 2016

ALEXANDRA TUDOR

canopy.ro TAKING DIGITAL TO NEW HEIGHTS canopy.ro

The old way to grow a business: build a brand, advertise, build customers.

The new way to grow a business: create the customers, they’ll build your brand.

Marty Neumeier


Your brand terms bring 80% of your conversions

with 10% of your budget


1. Build your brand


AWARENESS

INTEREST

CONSIDERATION

INTENT

EVALUATION

PURCHASE

PURCHASE FUNNEL

$$$

$$$

$$$

$$$

$$$

$$$

$$$

$$$

$$$

$$$$$$

$$$

CUSTOMERS


SATISFACTION

DELIGHT

CONFIDENCE

INCREASING TRUST

ENGAGEMENT SENSE OF BELONGING

EMPOWERMENT FULFILLMENT

$$$

Customers will improve

your product / service

Customers build a brand

tribe

The tribe / brand supports

the company


Step 1: Focus on your customers.


Product or Service

Features

Benefits

Experiences

Meaning

Shares on fb

Talking about your brand at beer (or conferences)

Recurring customers + new customers


Examples in tourism.

Pensiunea Alfa, Navodari


Step 2: Grow your tribe.


Make your clients feel that they are special


Try to surprise your customer. Always.


2. Performance is important too


RemarketingRemarketing for search

• It is absolutely necessary to customize messages being served based on your costumers past interaction with your website.


Dynamic Remarketing


Mobile

• In 2016, 51.8% of travelers who book trips via digital means will do so using a mobile device, according to eMarketer (US)

• App

• Bid on brand terms

• Stay on the first position for valuable keywords


Source: Ipsos MediaCT, Google Travel Study, May to June 2013.


Video


Location in your ads• Google My Business

• Specify location in your ads


Be the first one to test new featuresFacebook Canvas


Take outs

• Focus on your customers, they build your brand

• You can easily create the need

• Be bold

• Go mobile

• Video is a must

• Use new features

• Always use remarketing

• Create an experience


ALEXANDRA TUDOR| [email protected]

the digital marketing travel strategy for 2016 - alexandra tudor

Marketing