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23 – 26 September | Dublin, Ireland
The essential global youth
travel industry event
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
Strategies for delivering ROI online
Turbo-charge your internet marketing:
26-09-2014
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.orgwww.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
2
What is SEARCH today?
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
32000: HOW DOES THE USER SEARCH AND HOW DOES
GOOGLE SHOW THE RESULTS
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
4
2014: AND, WHAT ABOUT NOW?
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
5
AND WE KNOW, THIS MEANS CHANGE
IA, 10 years
Education/travel , growing competition and sofistication
Fragmentation vs specialization
You need more resources, so you need to make them worth-it
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.orgwww.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
6
5 “BUZZ WORDS” THAT SHOULD RESONATE IN
YOUR STRATEGY
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.orgwww.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
7
CONTENT
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.orgwww.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
8
MOBILE
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.orgwww.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
9
ANALYTICS
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.orgwww.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
10
(BIG) DATA
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.orgwww.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
11
SOCIAL BUSINESS
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.orgwww.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
12
STRATEGIES AND KEY POINTS TO REMEMBER
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
13
The customer Journey (Travel-France)
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
14
You need content marketing to attract your audience
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
15
A happy customer is your best sales man: establish relations with SM
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
16It is all about relationships, are you using Linkedin?
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
17Don’t forget about e-mail marketing and affiliate marketing
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
18SEM: getting really expensive for traveling.
• Use it only for long tail only (indication of number of keywords in a
campaign)
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
19
Think about your data (BIG or not)
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
20
SO, WHERE IS THE ROI?
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
21
Measure local, Analyze Global
ROI
IOR : impact of relationship
Savings:
- advertising
- customer service
- ….
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
22
THINK ABOUT YOUR PURCHASE FUNNEL
Who buys your product?
Who makes the decision?
How long does it take?
When/how do they start researching?
Buying/comsuption scenaries
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
23
MAKE SURE YOUR DATA IS “SPEAKING”
Be careful about “department silos”
and power war
Make inventory of your data
Think about possible relations and
causations
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
24
DEFINE YOUR KPI
Create meaningful KPIs
Think about business, not about “online”
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
25
DESIGN A DASHBOARD
Simple or sofisticated, the important part is that
EVERYONE can access the data that they need
And… that they understand it.
www.facebook.com/wystc @WYSTC | #WYSTC2014 www.wystc.org
26

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Turbo charge your Internet Marketing

Notes de l'éditeur

  1. La posición se sitúa teniendo en cuenta el ratio de asistencia/última interacción. En general, si es menos que uno indica que el canal actúa más como la última interacción, mientras que si es mayor que uno significa que asite a la interación.