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7 tips to Market your Travel Offer on the Web

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Discover 3 majors trends in travel marketing and 7 tips to market your travel offer on the Web including content marketing, local SEO, influencers marketing strategies and so on.

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7 tips to Market your Travel Offer on the Web

  1. 1. 7 Tips to Market Your Travel Offer on the Web Bienvenue Québec 2016 by Karine Miron, Marketing Director & Partner at Parkour3
  2. 2. 15 2 1 years in business Google certifications + Google Partner Agency Dragon from Dragons’ den : Serge Beauchemin Parkour3 marketing agency in 3 Facts 2
  3. 3. 3 Déployer des stratégies, alignées sur vos objectifs d’affaires, qui répondront aux besoins et attentes de votre clientèle. Humains, nous misons sur l'excellence de notre service pour bâtir des relations à long terme. What We Do Drive your business growth using marketing
  4. 4. Key Clients in Travel Industry 4
  5. 5. Key Travel Trends for 2016 (and a 4th one just for you) 3
  6. 6. « 52% of Americans have rented, borrowed or put up for lease products and services they used to buy » 1.Rise of the Sharing Economy
  7. 7. 89% of travelers want to « live like the locals » 2. Quest for Authenticity Stronger Than Ever
  8. 8. « The internet is now everywhere. It is your duty to create strong, meaningful & memorable experiences for your customers » Example: Smart City Barcelona 3. Internet of Everything
  9. 9. « The end of marketing as we know it » Tourisme Laval created a web series for business meeting planners, Laurence inc. 4. Brands Are Now Publishers
  10. 10. Tips to Market Your Travel Offer on the Web 7
  11. 11. 1- Think... mobile, mobile and context
  12. 12. Why Is It So Important? 54% of travelers use mobile devices for travel information (Source:http://www.voyagesurlenet.com/tourisme-et-mobile-5-chiffres-connaitre/) 25% of online travel revenue is from mobile devices, representing +80% since 2014 in Canada (Source:http://fredericgonzalo.com/2015/04/28/6-erreurs-a-eviter-dans-votre-marketing-mobile/)
  13. 13. Important Changes in Google’s Algorithm, Again! Google punishes pages which are not mobile friendly
  14. 14. Solution: free Google mobile friendly test Your goal: get a green checkbox How to Test?
  15. 15. Businesses using a mobile friendly website noticed: ➔ +65% conversion ➔More than 100% growth on transactions and revenue
  16. 16. How to Get Greater ROI with Mobile? Go Responsive! ➔ Responsive website = Google approved solution
  17. 17. Adapt Your Communications to Client’s Context ➔ Put yourself in your client’s shoes Adapt your message to each context: - Moment of the day - Geo-location - Navigation and consumer habits - ... crédit photo : http://zebaz.com/blog/la-collecte-des-donnees-cle-de-voute-du-marketing-digital-22/
  18. 18. 2- Optimize Your Local Presence Local SEO is focused on providing results that are relevant based on the current location
  19. 19. 1. Claim your business on the local directories which are relevant for your customers 2. Make sure descriptions are optimized for search engines and are relevant 3. Make sure all address structures are the same on all local directories (ex: 651 Notre Dame ouest is not the same as 651 Notre-Dame ouest) 4. Upgrade your local presence with pictures & videos 5. Build a strategy that ensures all customers are invited to submit a review Where to Start?
  20. 20. 3. Explore Content Marketing Your business objectives What your customers want Content Marketing 20
  21. 21. Why Is It So Important? 1. Content is created for your customers and search engines 1. Content speaks better to millennials 1. Content increases trust and builds a strong relationship with the brand. Trust converts into sales. 1. Social platforms change, but content stays 21
  22. 22. Source 2014 http://www.smartinsights.com More Than 25 Content Types 22
  23. 23. How to Do It? Step 1 Identify your business objectives and target audience Set business goals and key performance indicators (KPI) Collect & analyze primary and secondary data on your target audience Create personas crédit photo : http://blog.manobyte.com/-reasons-why-marketers-should-have-a-persona-based-marketing- strategy
  24. 24. Step 2 Create a content marketing strategy Define the editorial line Choose relevant themes and topics Select contributors, their frequency and level of contribution Choose the best platforms to diffuse each type of content Create an editorial calendar
  25. 25. Step 3 Spread, measure and optimize constantly Create content and spread based on the editorial calendar Create a content marketing dashboard with your KPIs Optimize constantly crédit photo : http://www.socialnetworks.uzh.ch/research/socialmedia/diffusion.html
  26. 26. Source: Étude Kapost & Eloka juin 2012: http://marketeer.kapost.com/wp-content/uploads/2012/06/Content-Marketing-Kapost-Eloqua-eBook.pdf
  27. 27. 4. Manage Your Online Reputation ➔ “61% of customers read online reviews before making a purchase” ◆ Take a look at your online reviews ➔ Use these free online tools https://twitter.com/search-home
  28. 28. How? ◆ Answer the negative AND positive reviews ➔ Even more important when you have a negative review
  29. 29. 5. Optimize User Experience “Companies typically spend $92 to bring customers to their site, but only $1 to convert them” “Conversion rates typically range from 1 to 3 percent with conversion optimization and UX”
  30. 30. ➔ A/B Testing “A/B testing is the most used testing method for improving conversion rates.” “President Obama raised an additional $60 million, using A/B Testing.” How?
  31. 31. ➔Take a look at how users browse your website and optimize it constantly How?
  32. 32. ➔Map your customer’s journey How?
  33. 33. 6. Experience New Ways of Buying Advertising ➔ RTB : Real Time Bidding ➔ What is it? You can now buy ads in real-time by bidding
  34. 34. First RTB Platform with Today, RTB is used by many advertising platforms
  35. 35. Native Advertising What is it? A paid article is perceived as being more credible and relevant source des chiffres : http://www.ipglab.com/wp-content/uploads/2013/06/sharethrough-IPG-Infographic-11x17-CMYK_nobleeds.jpg
  36. 36. 7- Leverage Key Opinion Leaders ➔ Your goal: promote your brand with authenticity ◆ Your best consumers are the best natural ambassadors for your brand Key opinion leaders type crédit photo : http://www.cushmancreative.com/supercharge-your-next-bioresearch- marketing-campaign/ Bloggers YouTubers Influencers Your best customer
  37. 37. 7- Key Opinion Leaders Are … Enthusiastic and engaged They comment and share your posts They share content about your brand and create content Try your services/products and write reviews Loyal to your brand crédit photo : http://www.desantisbreindel.com/social-ceo-brand- ambassador/
  38. 38. Australian Tourism Destination uses key Chinese celebrities to drive more Chinese travelers For the Chinese Market
  39. 39. Get your free book on key travel trends at our booth. Let’s eat free popcorn together at our booth and discuss key travel trends! (you will also get a free popcorn bag to take home, lucky you!)
  40. 40. Thank you ! Karine Miron Marketing director & Partner kmiron@parkour3.com 514-861-3332 x52 parkour3.com

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