1. The Transparent Web:
Using Online Marketing and Distribution to
Optimize Pricing Power
Tim Peter
Founder
Tim Peter & Associates, LLC
Participating Sponsors:
13. Typical interactions
• Paid search • Remarketing/retargeting
• Natural search • Sponsored content
• Email • Online videos
• Banner advertising/display • Print media
media
• Review sites
• Brand websites
• Word of mouth
• Mobile websites
• Social media
• Affiliate sites
14.
15. Why we’re here
• The transparent web - and what it
means for your business
• How to use search and social to reveal
your value to your guests and golfers
• The importance of parity and best rate
• How to track what’s working
16.
17. 17%
83%
Consumer
search activity
in last 24 hours
Yes No
18. 20%
80%
Travelers who
searched
before booking
Yes No
27. 9%
Visited
91%
Facebook in
same month
as travel
Yes No
28. Social signals
influence search
• Pages that earn tweets + Facebook
shares also correlate well with earning
links, and send direct traffic on their
own
• Facebook shares might be more
valuable than “Likes”
71. Links tell search
engines your
content is
important Indexed Web
Page
Attracts search Attracts links
engine spiders
Keyword Rich
Web Content
Rankings
78. Post stay email
Show a photo
Promote another stay
Invite to opt-In
Invite to social media
79. Post stay e-mail
• Case Study:
Resort sent email to all guests who stayed 3 nights
in in the summer
Promotion start: Mid-November
Offered promotional rate for January-February
• Results:
December online revenue up 200%
90% of the growth was for following year’s
revenues
87. ROAS - Return on (Ad) Spend
!"#$%&'()
(%'%#"*%+,-./-$,
322$/'(, 0/1/*,*2,1/*%,
Look at all marketing spend as a cost of sale
88. Best practice:
Positive ROAS budgeting
• Manage budget and activities to target
ROAS
• Increase or lower CPC/effort levels
based on conversion rate to achieve
target ROAS
90. Summary
• The transparent web means your value
- or lack thereof - is equally transparent
• Your marketing must reveal, not
conceal, your value to consumers
• Price parity and best rate guarantees
showcase that value
• The right metrics show you what’s
working