Multi-Channel Effective Strategies - Sagittarius Travel Marketing Masterclass
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Presentation delivered by Paul Stephen, CEo - Sagittarius at Sagittarius Travel Marketing Masterclass - 12th November 2015, Tower Bridge
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Multi-Channel Effective Strategies - Sagittarius Travel Marketing Masterclass
- 2. agenda. @SagittariusMktg @paulrstephen #travelmktg Paul Stephen, Sagittarius multi-channel effective strategies Paul Fennemore, Sitecore aligning business goals & ROI Break Jaz Sidhu & Dan Whitehouse Reevoo & Titan Travel case study Duncan Smith, iCompli privacy equals trust: building profitable bridges Q&A
- 4. growth acceleration programs. digital marketing that drivestraffic and createsravingfans. ecommercewebsites and apps that convert more sales. @SagittariusMktg @paulrstephen #travelmktg
- 5. what is personalisation and why should I care? @SagittariusMktg @paulrstephen #travelmktg
- 6. 22%less bounce rate 7%more holiday searches 32%more hotel page views 107%increase in facebook likes 120%increase in customer feedback 55%more conversions to booking process personalisation. @SagittariusMktg @paulrstephen #travelmktg
- 7. but personalise what? @SagittariusMktg @paulrstephen #travelmktg
- 8. data is the key. @SagittariusMktg @paulrstephen #travelmktg
- 9. segmentation (not personalisation). @SagittariusMktg @paulrstephen #travelmktg
- 10. the challenge? @SagittariusMktg @paulrstephen #travelmktg
- 11. data builds over time. @SagittariusMktg @paulrstephen #travelmktg explicit data implicit data
- 12. digital growth acceleration. @SagittariusMktg @paulrstephen #travelmktg what can we learn from the real world?
- 13. what is marketing? @SagittariusMktg @paulrstephen #travelmktg
- 14. @SagittariusMktg @paulrstephen #travelmktg know your customer?
- 15. it’s all about the experience. @SagittariusMktg @paulrstephen #travelmktg
- 16. the whole journey? @SagittariusMktg @paulrstephen #travelmktg
- 19. all the channels at all stages. › Website › Email › SEO & PPC › Social Media › Direct Mail › Point of Sale › 3rd Party Advertising › 3rd Party Referrals › Apps @SagittariusMktg @paulrstephen #travelmktg
- 20. more than a ticket. @SagittariusMktg @paulrstephen #travelmktg
- 21. social media strategy. % of social conversations 1% 3% 1% 1% 23% 27% I need a holiday! Where should I go? I want to go to… I booked my holiday! On holiday… Back home 37% of people are motivated to make a travel purchase based on a customer review @SagittariusMktg @paulrstephen #travelmktg
- 22. create raving fans. @SagittariusMktg @paulrstephen #travelmktg
- 23. . recap. @SagittariusMktg @paulrstephen #travelmktg you should care. it works. start with analytics. know your customer. the whole experience. use all the channels.
Editor's Notes
- Please ask questions. No such thing as a stupid question.
- We work with brands on digital growth strategies That work increasing uses data and personalisation for acquisition and retention
- What is personalisation and why should I care? Really! We’re all here to talk about personalisation! Now the real reason is it can improve our all important sales figures
- Ski Case Study The stats speak for themselves – and so do the awards improve product improve marketing improve customer experience create raving fans What I hope you all lean from today is how important it is and how it needs to be central to your business strategy
- But personalise what? Analytics are the key Before you put lots of effort in you need to know where to put the effort Typically our clients are very similar to Skiweekends and initial acquisition is not the problem. Its getting them through the funnel.
- Data is the key to everything This is the Big Data hall at CeBit last year Customer Data Website Analytics Commerce Data - CRM / Res System Social Data
- Segmentation not personalisation Too many people to be personal We need put people in to buckets Profiles not personas
- The Challenge Inter-connectivity Data Protection Cost / Investment - average percentage?
- Data builds over time Explicit – their email, the device Implicit – what they looked at, what campaign they triggered, search facets, number of visits, their social interests – the list goes on
- What can we learn from the real world? I grew up in a village corner shop and we used to collect data to improve customer experience all the time. Yes really! Back then we used to call it remembering previous customers, what they like or what they did yesterday and then treating them accordingly. Or personalisation and conversion optimisation if you like. So we have a lot to learn from traditional retail. Buying something from a shop didn't used to be called a customer experience but it's certainly something that retail has been working on and refining for centuries.
- What is marketing? Marketing is the process of getting someone to pay more for your product (not less) So we’re trying to ‘sell’ not give it away Do it right and you create a level of ‘desire’ where customer will pay a premium
- Know your customer Whats the right price to park at an airport? Depends who you are… So even where the ‘product’ is the ‘same’ There is something for everyone So we all need to focus on what we are good at and on the right people
- Its all about the experience Not the holiday experience The transactional experience The whole experience So many distractions (or opportunities)
- The whole journey Travel is a brilliant sector for digital marketing. Its something that people kind of like to take their time over and this gives you so many opportunities to sell and add value Too much focus on the initial ‘pull’ or awareness
- SkiWeekends Stats 1% = 100% 2 main issues Too many people falling out of the funnel Never enough ‘selling’ to convert more interest in to ‘desire’ To often once we’ve got their money we stop selling.
- Use all the channels We all use SEO and Paid Search for creating initial brand awareness and then perhaps use email to send them offers. How could you be using Social Media to drive awareness? If you are not creating your own content to send out interested customers that aren’t creating desire then all you are doing is trying to sell with price. Are you looking at how people are opening emails and following up accordingly. Are you remarketing to people based on their on-site activity How could you be using direct mail to make customers feel good about you after they’ve just spent x thousand with you.
- More than a ticket Customer communications are part of the holiday We are selling experiences. Not products in boxes But too often travel brands simple send what is basically an order confirmation and then maybe tickets the week before and then a survey afterwards. This is just ‘hygiene’ really. Lots of opportunity to add value and cross sell after ‘the sale’
- Social Media Strategy The missed opportunity Its not about a broadcast channel As a channel – This is where lots of journeys begin, using social as a channel to inspire, inform and delight the audience at whatever stage they are at: thinking about a holiday, on holiday, post holiday. Over 50% of travel conversations are during or just after the holiday 37% are motivated to make a travel purchase based on a customer review So travel brands need to be doing more later in the customer journey As a forum - Get involved - get closer to your customers
- Create raving fans and build your brand Ultimately this is what we want, this is how we grow sustainable businesses. By having raving fans or evangelists we stop having to pay a premium to market