IOETI E-Tourism and E-Marketing Conference Cairo - Michael Leander
1. Key components in a winning digital
marketing strategy in the changing world
of travel – Michael Leander, 18 December 11
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3. Click here to see the pictures
from the E-Tourism and E-
Marketing Conference
13. Customer
Experience
• Digital is a huge part of the customer experience
• Your core service must be flawless
• Sharing is here to stay
14.
15. Don’t rely entirely on review sites – solicit reviews in your presence
Incentivize reviews (hotels & agents especially) (article from Prague)
Ask your audience to be creative (video, pics, stories)
16. Barriers
• Google and other CPC/CPM advertising is expensive
• Trust is critical
• Competition is fierce
• Building relationships is necessary
• You are competing with the world, don’t forget that
22. Who is it cheaper to sell to?
New customers Existing customers
23. Existing customers generate ”cheap”
revenue and recommend new customers
Recommendation
Reviews og
endorsements
WOM &
1-on-1
sharing
24. Customer lifecycle marketing automation
Differentiated approach addresses different needs
SMS/Email
6 Travel &
experience Excursions
Car rental
7 Comming 5 Arrival 1.
Recommend home destination
to friends
Transactional
8 Evaluation Example 4
Departure
Behavioral
& Reliving Targeted
Agency
3 Past Sale Insurance
Pre Departure Car rental
1 2
Pre Sale Sale
9 Next
Pre Sale
Profiling and knowledge of where the customer is in the ”wheel”
opens up for a coordinated and relevant dialogue before sale,
during and after
25. Understand
the journey
• Map the customer journey
• Learn what Zero Moment of Truth (ZMO) is
• Lots of touchpoints
• OTS / increases (Opportunity to See)
26.
27.
28. .... is
everything
• What is the missing word?
• Watch the video – first 1 minute
• ...
• Join the mini workshop tomorrow to
learn more about this topic
30. Social media: 90-9-1 rule of thumb
• 90% will only consume content
• 9% will engage periodically, but only when the
conversation strikes them as interesting
• 1% is the engaged audience driving the
conversation in your social community. They
support and provide value for the community
to read, hear, view
31. Localization
• Localize to key languages for increased effect
• Avoid spelling mistakes and poor language
• Your unique value proposition may differ from
market to market
32. Detects country
Easy to change language
Good information
- Room for improvement
33. Listen &
React
• Customers engage in social media
• You need to listen to the conversation and react
• All the time !
34. Listen to the conversation on Twitter
(and other social networks)
• I wrote: Free internet at London City Airport. More
power to you - that's the way to do it. (and it's a
sponsored model too, smart :-)
• They replied
• LondonCityAir @michaelleander Thank you! Enjoy your trip.
Wednesday, 25 November 2009, 9:57 am - Reply - View Tweet
- Retweet - Direct Message
(c) Michael Leander Nielsen,
34
35.
36.
37.
38. Uniqueness
• Add value by daring to be unique
• Innovate your offering
• Innovate campaigns
• Use interaction and achieve WOM
• But stay true to your brand values
39. Unique idea
Target audience
alignment
Storytelling
Insane press coverage
Huge increase in
awareness and preference
40. Relevance
• Communicate with relevance
• Profile your audience
• Understand preferences
• What are their dreams?
• What does it take to make her tick?
44. Meet your
customers
where they
are
• Look and feel like the markets you address
• Your job is to avoid friction (trust)
• Understand concerns of your market
• Align your value proposition
• Content is King, but data is Emperor
48. Learn more about this topic
Michael Leander is an international
marketing speaker. He has spoken in 35+
countries and at countless webinars..
Find him here
http://www.twitter.com/michaelleander
Speaking: http://www.michaelleander.me
Consulting: http://www.michaelleander.com
Email: leander@michaelleander.com