3marketing tricks for the travel industry 23 July MARKETING WEBINAR Jateen, anMarketing Consultant at netCORE, brings varied experience in online marketing, managingand Cross-channel programs for some of the top ecommerce brands. From planning to campaign management he has led clients to successfully meet their goals through his expertise in. When he is not breathings he spends his time with his friends, family and practices ball room dancing. Meet the Presenter Jateen SuvarnaMarketing Consultant About Travel and Tourism market Worlds fastest growing tourism market that generated 35 million jobs in 2013 Online travel industry most crowded in e-commerce segment Digital marketing contributes immensely to this growth Internet influences travel decision making in a big way 83% of travellers use internet to plan their hotel stays - Google survey 59% of travellers choose online booking - Yatra survey 9 in 10 who receivefrom travel companies think thatis a great way to learn about new products Branding Travel study 3MARKETING TRICKS FOR THE TRAVEL INDUSTRY ][ Triggered (real time)s increase customer lifetime valueDeep Linking a powerful conversion tactic Reply-baseds 2-way communications with customer #2 #1 #3 TRIGGERED (REAL TIME)S Automateds that are triggered in real time by a specific action by a web visitor or customer What are Real Time Triggereds? Why are they so important? Trigger basedmarketing campaigns can generate 4x more revenue and 18x greater profits (Forrester Research) Over two-thirds of respondents who receivefrom travel companies want to receive personalized content based on their website activity, past purchases, etc Epsilon Branding study - Travel Some real timetriggers for travel industry 1.Welcomes 2.Browser Abandonment 3.Cross Sellings 4.Feedbacks 1. Welcomes Welcomes enjoy high open and click rates. However, most travel companies do not have any welcome series in place and only send a single registration. TAKEAWAY 2. Browser Abandoners Plan a triggeredseries to convert browser abandoners who are hot prospects TAKEAWAY Make yourstand out from the crowd by sending highly relevants at a time when customer is most responsive 3. Cross Sell Find the perfect hotel for your trip to Berlin in July Checking with what else would be required This is the best way to showcase your product/service offerings and closely tie customers to them and make them purchase again TAKEAWAY 4. FeedBack Asking your subscribers and getting them engaged to increase brand value Example: Feedback on their travel experience or make them a part of your brand story TAKEAWAY REPLY BASEDS CONVERSATIONS JUST OVER How it Works User receives a contestUsers opinion gets captured in the mailbox and an acknowledgementis triggered back to user Compose box opens up with Sender ID & Subject line pre-filled Acknowledgement mail in mailbox Some Use Cases For Reply Based Campaign Testimonials Feed-Back Contest Review Sending a reply based campaign helps - Build a conversation: 2 way communication on your broadcast marketing message Improve domain reputation and inbox delivery: Subscribers replying shows higher engagement In Primary inbox placement: Replies increase probability of yours landing in primary inbox TAKEAWAY DEEP LINKING What is Deep Linking? Deep Linking is setting up URLs within the App so that users can directly go to the page that he is looking for, thereby bypassing the need of a browser redirect. Benefits? -Eliminates the extra clicks -Brings content closer to customer -Simplifies the process of transacting Out of the 59% of travellers who choose online travel booking, 11% book via mobile apps - Yatra Survey Customer opens theabout Dubai holiday package Travel App is launched on mobile Customer can make his booking from the App itself Thanks for your inquiryYour booking is confirmedComplete your booking receivedDeep linking eliminates extra clicks, brings content closer to consumers, and makes it easier for customers to transact. How doesDeep Linking happen? Call to action inis embedded with URI User clicks the CTA Is the App installed on users mobile? User can be directed to the app download page instead of the website App opens and launches the relevant page User browses information on app and can make the booking through the App itself without opening website URI (Uniform Resource Identifier) is the address for an app on the mobile User downloads the app, browses information and can make the booking through the App itself without opening website No Yes ENCOURAGE APP DOWNLOADS Plancampaigns that focus on app-downloads, in-app links and in-app triggers to re-define your mobile users experience and convenience TAKEAWAY Quick Summary Plan more triggeredcampaigns to increase relevance with your subscribers. Real time triggereds also increases engagement helping enhance inbox placement rates. Reply based campaigns increase engagement and primary inbox placement probability.Deep-linking helps enhancing customer experience on the mobile device. Thank You For participating in our webinar Session open for questions