Use this digital marketing strategy example to learn about the important elements of an online marketing strategy. It covers all important areas including marketing analysis, audit, target markets, competitors, products, promotion, budget and more. Visit my site http://www.mikencube.co.uk for more tools to help you with your digital marketing strategy.

1. Getmeaguide Digital Strategy
Market Segments, Targeting & Promotions

2. Vision Statement – Getmeaguide to be one of the world’s leading portals that connects travellers and tour guides
 Getmeaguide is a portal that will connect travellers with tour guides across the world.
 The aim is to put the traveller in control and the tour guides will bid for business as in an auction system.
 The strategy sets out the state of this market and the major competitors that Getmeaguide will be going up
against. And from this we have established the objectives that we want to achieve and the strategy and tactical
tools that will allow us to reach our vision.
 The differential advantage is that the traveller is in control and the tour guides bid for business and we will
highlight this in all communications
Executive Summary

3.  The benefit to travellers is that they don’t waste time with guides that don’t respond or are lousy or who are
too busy
 The review and rating system ensures that clients make informed decision when choosing a tour guide and
avoid any that have negative reviews.
 The benefit to tour guides is that they have regular work and through maintaining good work standards, this
can be revealed in their profile and will win them more work and increase their earnings.
 Our platform will also eliminate the need for intermediaries and save increase the income of tour guides by
over 50%.
 To keep clients and travellers safe, all guides are vetted and they should maintain a minimum positive
feedback to continue having the privilege of bidding on the site.
Executive Summary

4.  The tour guide industry is a growth area and in the US alone there are over 34,000 tour guides
(1). They work in a wide range of industries like museums, historical sites, public buildings and art galleries.
 Many tour guides have second jobs so that they can make a living outside of the peak season
(2). Our platform will make it easier for them to find work outside of the peak summer season.
 Tourism is a growth industry and in 2013 it grew by 5% to 1.07 billion and a UNWTO forecast for 2014 is that
it will grow by 4 – 4.5% (3)
Market Analyses

5. SWOT Analysis
Strengths
 Database of registered tour guides
 Strong knowledge of tour guide industry
Weaknesses
 Unknown brand
 Financial resources to take it to mass market
Threats
Rise in global violence and war
Security threats
Opportunities
Growth in global tourism
Europe has experienced the fastest growth at over 5%

6. Competitors
http://www.toursbylocals.com/
Connects travellers with local guides. Based in Canada with a worldwide presence. A good Alexa Rank of
65,000 revealing it is an established site with high traffic volumes. But the main searches according to Alexa
are not for the brand. On Google PPC and Organic Search.

7. Competitors
https://www.vayable.com/
Emphasises the joy to be had as a group with local tour guides. An established brand with the primary search
keyword being ‘Vayable’ showing strong brand awareness.

8. Objectives
1. 5000 UK registered travellers by 31 Aug 2015
2. 20,000 registered global tour guides by 31 Aug 2015
This is a ratio of 1:4 and means tour guides have a great
chance of winning a job whilst ensuring that they put
forward a good proposal and work towards a positive review.

9. Target Market (Segments)
There are two primary markets we will be targeting with various segments within. Our
promotional tools will target these two markets
1.Travellers - relatively wealthy and seasoned UK travellers who want a private tour
guide for say 200-400 EUR a day. Age is 25 – 49 year old males and females and reside
mostly in large cities like London
2. Tour Guides – Our primary target is tour guides located in Western Europe and the
USA.

10. Product
 Our product is a portal where travellers post a job and tour guides in the specific country bid for the job.
 It includes:
 Website – responsive
 Mobile app
 Video
 Review and rating system
 A multi-language website that changes language according to the browser language settings of the visitor. Or
they can choose a language when they arrive at the site.

11. Product
 Prospects will post a job and tour guides will bid any amount they want. Then prospect is free to choose any
proposal they want based on the bid amount, reviews, location and experience of tour guide.
 Each tour guide will have a page that includes information about their service, what their rate is, which sites
they cover, reviews and ratings and other personal details like their name, how long they have been on the site
and when they are available.

12. Price
 We will take a commission of 10% for every booking made by a traveller on our platform.
 Our pricing takes into consideration all the services we offer and the cost of running Getmeaguide which
include advertising costs, staff, hosting and other variable costs.

13. Promotions Mix
We are launching in Western Europe and USA and will roll out to the rest of Europe and around the globe.
PPC
 PPC – Bing and Adwords –Our launch campaign will be for UK travellers and will begin in Western European
nations – France, Germany, Italy, Spain and Portugal – and the USA.
 90,000 visitors from the next 6 months on a £3000 monthly budget and Average cost per click (CPC) of 20p.
This will bring us 15,000 visitors from PPC per month and over the next 6 months that would be 90,000
visitors. So we will be looking at a conversion rate of about 5% to achieve objective 1.
 Boost campaign spend and CPC rates during the summer months.

14. Promotions Mix
Search Campaign– At launch we will create a Search UK campaign targeting our primary target of wealthy
travellers looking for a tour guide in the major cities and locations of Western Europe and the USA. This will be a
direct response campaign and we will be seeking to get people to sign up
Display 1– A display campaign to run in the UK to raise brand awareness amongst our target market and we
will create banners and place them on sites that are part of the Google Adsense programme and frequented by
our target audience – these include news sites, financial sites, entertainment sites and other sites like tourist
sites we’ve identified as visited by our target demographic
Display 2 – A display campaign targeting tour guides in the destinations our travellers are looking to visit. So it
will have different banner Ads that will be placed on tourist sites and competitor sites that tour guides are likely
to visit.

15. Marketing Mix - Place
Online PR
 Press Releases – At launch – Hire a PR expert to write and publish a press release about the launch of
Getmeaguide highlighting the differential advantage, strengths and benefits of the service
SEO
 We will research keywords that people use when looking for our services and will include these in the Title and
meta tags and in website content.
 We will setup Google Analytics tracking, Google and Bing Webmaster Tools to measure and manage the traffic
coming to the site and use this data to optimise the website content
Social Media
 Setup Twitter, Facebook and Google+ accounts and hire a freelance social media expert to create the cover, the
look and manage the accounts each month

16. Marketing Mix - Promotions
Affiliate Marketing – We will work with affiliates on one or more of the leading affiliate networks such as
Affiliate Window or Commission Junction to drive traffic to our site and increase conversions. Affiliates will be
paid a commission for sending new travellers to our site who register and then post a job. This will be set at 5%
of the total amount of the job posted
Video – Create a promotional video, no longer than 2 minutes that highlights the key features and benefits of
Getmeaguide. The video will be posted to YouTube and other video sites and we will create a campaign in
AdWords to promote it on YouTube.
Remarketing
Many visitors to the site will leave without registering or posting a job, so we will want to retarget them with
banner Ads as they use other websites in their course of using the internet. This is to remind them of our site
and get them to come back and register or post a job.

17. Budget
Cost Responsibility Date
Adwords/Bing £3000 Mike 1 April
Online PR £60 Mike 1 April
Affiliate Marketing £300 Mike 1 May
SEO £200 Mike 1 April
Video £150 Pierre 1 April
Social Media £100 Mike 1 April
Web Development £5000 Pierre 9 Feb
Logo £100 Pierre 9 Feb
Trademark £170 Pierre 9 Feb
Total £9080
 This is the launch budget that will help us achieve our objectives

18. Appendix
http://www.bls.gov/oes/current/oes397011.htm
https://nationalcareersservice.direct.gov.uk/advice/planning/jobprofiles/Pages/touristguide.aspx
http://www2.unwto.org/facts/eng/vision.htm
http://dtxtq4w60xqpw.cloudfront.net/sites/all/files/pdf/unwto_barom14_01_jan_excerpt.pdf