The Digital Toolkit - Etourism Forum
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Essentials for managing the digital scape presented at etourism forum by A.Gordon. Managing Digital for success
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The Digital Toolkit - Etourism Forum
- 1. The Digital Toolkit Andrew Lloyd Gordon
- 2. The digital marketing toolkit Why you need a strategy Lay the foundations Use the tools
- 3. Why you need a Digital Strategy
- 5. Missed opportunities: lost business World online travel industry: $80 billion UK households with higher than average income (2007 data – econsultancy)
- 7. Your customers want to buy online Most popular products : music, books, DVDs and holidays 47% UK internet users booked a holiday online (2007 data – econsultancy)
- 8. Market to the world
- 9. Market to the individual
- 10. From Mass Marketing to 1 to 1 Marketing Complexity of Marketing 1 to 1 Marketing Segmented Marketing Mass Marketing Level of Targeting Required Source Reference: Sean Kelly, Comhra Ltd 10
- 12. Two key questions…. 1. Are my Europe: 382 customers million online? World: 1.5 billion 2. Is my Travel industry business accounts for suited to digital 24% of all online marketing? advertising
- 14. ? Know what you want to achieve
- 15. Watch your competition What are they doing?
- 17. The digital consumer Comfortable with the medium They’re in control They’re fickle
- 20. They’re vocal
- 21. Know how well you’re doing
- 22. You don’t have to be a geek
- 23. Use the tools
- 25. The top 8 online activities 90 80 70 Ratings 60 Watch video Radio 50 Music 40 IM Social Media 30 Email Search 20 10 0
- 26. A little bit of history Search Engine Optimisation
- 29. Pay to be listed (PPC) Paid Search PPC= 30% SEO= 70% PPC
- 30. Maintain a blog
- 31. Welcome to the Blogosphere 50 million blogs 175,000 blogs created every day Blogging activity doubling in size every 200 days
- 32. Choose your blogging platform
- 33. Make it search engine friendly
- 34. Encourage comments Leave a comment or else!
- 35. Use other media
- 36. Make it sticky
- 37. Blogging guidelines Be open, honest Explain your intentions and who you are Be accurate, spell check Be honest about mistakes
- 38. “Wanna know a secret?” Google loves frequently updated blogs!
- 39. Give it legs
- 40. Give it legs
- 41. Email marketing
- 44. Online PR
- 45. Online PR
- 46. Social Media in the UK Rank Social Network % share 1 Facebook 45.29 2 BeBo 25.04 3 MySpace 14.75 4 Windows Live 1.59 Spaces 5 Friends Reunited 1.55 6 Club Penguin 0.83 7 Yahoo Groups 0.81 8 Nasza Klasa Hitwise Intelligence June 08 Source: 0.75 9 Faceparty 0.74 10 Tagged 0.72
- 47. Social Media in the US Rank Social Media UV Apr 08 1 YouTube 11.6 2 Facebook 10.2 3 Wikipedia 8.9 4 Blogger 5.2 5 MySpace 4.7 6 BeBo 4.5 7 Yahoo Answers 3.5 8 Slide 2.7 9 Windows Live Nielsen Online Apr 08 Source: 2.5 10 Tagged 2.0
- 48. Social Media
- 50. The size of Social Media Facebook – 150m Unique Users May 08 MySpace – 200m Unique Users June 08 Source: Comscore June 08
- 52. Cyprus groups on Facebook
- 53. Keep your eyes on the prize!
- 54. The digital marketing toolkit Why you need a strategy Lay the foundations Use the tools
- 55. Andrew Lloyd Gordon The Digital Toolkit