Transcript Eight tips for getting the best ROI from your marketing budget

Leveraging Digital Marketing Opportunities
Presented to:
Tourism Marketing Masterclass
October 8 2008
Matt Houltham
Agenda
1. Insights into changing consumer behaviour
2. Eight tips for getting the best ROI from your
marketing budget
QuickTime™ and a
decompressor
are needed to see this picture.
We are now communicating differently…
Sources of information are evolving…
Openness and Collaboration
Search
Encyclopedia
Mashup
Trust of brands is declining
Consumers trust dialogue with their peers
“I trust:”
Ranking of “Trusted” Sources of Information
Recommendations from
friends/family
Consumer opinions posted online
Requested email updates
Ads in newspapers
Ads on TV
Ads on radio
Ads in magazines
Branded Web sites
Search engine ads
Web banner ads
Ads on mobile phones
Source: NACTAS Q3 2006 Media & Marketing Online Survey
0%
20%
40%
60%
80% 100%
…and consumer control is increasing
What consumers are seeking…
1. Dialogue/Participation
2. Content - WTWWTWI
3. Personalised experiences
Agenda
1. Insights into changing consumer behaviour
2. Eight tips for getting the best ROI from your
marketing budget
Eight Tips For Improving Your Marketing ROI
1. Understand the customer’s decision process
2. Have a good destination ‘Website’
3. Drive traffic there
4. Make it easy to respond to your advertising
5. Update your site content regularly
6. Distribute your content everywhere
7. Join the conversation
8. Don’t forget your existing customers
1. Understand the customer’s decision process


How are people researching, finding and eventually buying your services?
What role do digital channels play in this process?
…Prior to planning a trip
Of those researching online:
•
100% use search engines
•
80% of people use/look at online maps
•
89% look at photos online
•
36% use bookmarking websites (i.e. Digg / Del.icio.us / StumbleUpon / etc)
•
11% of respondents said their purchase decision was affected by Travel TV shows
•
15% of respondents said their purchase decision was affected by Travel sections
in newspapers
Source: Google TNS Travel study 2008
2. Have a good destination Website
A destination ‘Website’ that you control
• Website, blog, social media profile
• Ensure it is built to be ‘search friendly’
Establish a presence in other people’s websites
• Tourism bodies
• Directories (eg Webwombat)
• Communities (eg TripAdvisor)
• Aggregators (eg Wotif)
• Leverage their scale & marketing clout
xx xx xx
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3. Drive traffic to your destination
Online sources of traffic
Directories/
Guides
Search
Booking
aggregators
Gov/local Gov
bodies
Traditional Advertising
Linking
strategies
Communities
Paid advertising or inclusion
mywebsite.com.au
Affiliates/
Performance
TV
Mags
etc
PR
Assets
eg vehicles,
packaging. Email
signatures,
business cards
67% of Online Search is triggered by offline media
Paid/sponsored = SEA
- Pay per click
- High levels of control
- Ad performance based on bids + quality score
Natural/organic = SEO
- “Free” traffic
- Rankings controlled by algorithms
- Little control as a marketer
Geo-spatial Local business ads
You control which
keywords
your ad appears on.
You can design a specific
marketing message
to promote a product
or service.
A picture or logo can be included
in the info window.
You can customise the map
icon which appears with your
Local Business Ad.
Other ‘Pay for performance’ choices
4. Make it easy for people to respond to your ads
5. Keep Your Site Content Fresh
Search engines love ‘new news’ - update your ‘website’ as regularly as you
can
…Or let your customers do it for you
The Red Thread UGC forum.
People submit stories of their
Melbourne experiences via text,
images or video.
People read / watch, rate & and respond
Becomes content promoted throughout site
6. Distribute your content everywhere
Destination Model
‘Everybody come to me’
Distributed Content Model
‘Fish where the fish are’
Use content aggregators
You Tube
News
Related Searches
News archive
Images (Flickr etc)
Consider new channels
Mobile site/application
Social media widget
7. Join the conversation
8. But don’t forget your existing customers
mywebsite.com.au
Database
Regular
Ad-hoc
eDM
Offer eDM
Ongoing conversation
Ad-Hoc Mobile
Communicate regularly & offer value
Monthly Newsletters
Product Trials
Surveys
Targeted Email Offers
Direct Mail
Member Events
Personalised Advice
E-vouchers
255,472 active members
Eight Tips For Improving Your Marketing ROI
1. Understand the customer’s decision process
2. Have a good destination ‘Website’
3. Drive traffic there
4. Make it easy to respond to your advertising
5. Update your site content regularly
6. Distribute your content everywhere
7. Join the conversation
8. Don’t forget your existing customers
Thankyou
Presented to:
Tourism Marketing Masterclass
October 8 2008
Matt Houltham