Digimarketing for Tourism. Presented at University of the Sunshine Coast

1. DigiMarketing for Tourism, Leisure & Events
Ian Fenwick
Dr Ian Fenwick
24th November 2010

2. DigiMarketing for Tourism, Leisure & Events
Ian Fenwick
Dr Ian Fenwick
24th November 2010
3. http://www.campaignlive.co.uk/news/rss/1012528/Unilevers-new-marketing-chief-set-double-spend-digital/

we fish where the fishes are
4. http://www.campaignlive.co.uk/news/rss/1012528/Unilevers-new-marketing-chief-set-double-spend-digital/
Digital marketings like high school sex.

we fish where the fishes are
Everybodys talkingabout it. Few people are doing it, and
those that are doing it,arent doing it very well
Keith Weed
Chief Marketing Officer, Unilever
June 25, 2010
5. William Gibson
The future is already here.It's just not very evenly distributed

6. 2010: 1.97 billion internet users
http://internetworldstats.com/
http://en.wikipedia.org/wiki/Image:Internet_users_en_2007.PNG
dstats.com/
of worlds population
29%
7. Behaviour Changing
http://www.retrevo.com/content/blog/2010/03/social-media-new-addiction
10. 11. edm lists
games
SEM
brand
web
sites
e-commerce
SEO
digital presence
edm
augmented reality
virtual worlds
QR codes
face-
book
twitter
nurture
mobiles
video
12. What is digital marketing?
13.
DigiMarketing
Digital Marketing (digimarketing) is the evolution of marketing happening when the majority of a companys marketing uses digital channels
14. digimarketing plan
do it now!
digimarketing mindset
15. Price
Product
Place
Promotion
Traditional 4 Ps
16. Digimarketing 4 Ps

clear opt-in

17. easy opt-out 18. customer-chosen content & frequency 19. relevancePermission
20. Digimarketing 4 Ps
Permission
Participation
21. 18
22. Todays Consumers
23. Source: OgilvyOne, Thailand
24. Source: Asiasoft (Thailand)
25. http://www.slideshare.net/rashmi/meet-dave-meet-slideshare
26. Permission
Profile
Participation
27.
Personalization
Permission
Profile
Participation
behaviorally targeted ads twice as effective
28. Amazon not logged inimpersonal
29. Amazon logged in: Personalization
30. Another sort of personalization
27
Source: Ogilvy Brazil
31. Rotten Tomatoes uses FB Personalization
http://www.rottentomatoes.com/
32. Personalization
Permission
Profile
Participation
Profile (privacy)
33. Personalization
4Ps
(Privacy)
Profile
Permission
Participation
34. http://news.bbc.co.uk/2/hi/technology/7300434.stm

Personal data?
Its mine you cant have it. If you want to use it for something,
then you have to negotiate with me.
I have to agree.I have to understand what Im getting in return
Tim Berners-Lee
35.
Personalization
Permission
Profile
Participation
behaviorally targeted ads twice as effective
Profile (privacy)
36. http://adage.com/digitalnext/article?article_id=145204
37. http://adage.com/digitalnext/article?article_id=145204
38. Copyright Ian Fenwick
Source: OgilvyOne, Hong Kong, 2008, The HyperFactory, XS2TheWorld
a high benefit offer incents consumer permission; voluntarily surrender of some privacy
39. digimarketing plan
40. edm lists
games
SEM
brand
web
sites
e-commerce
SEO
digital presence
edm
augmented reality
virtual worlds
QR codes
face-
book
twitter
nurture
mobiles
video
41. Brand Proposition
digiMarketing 7-step Planning Framework
42.

rests on perception: supported by reality

43. think of your brand as person 44. feel emotionWhat distinguishesyour brand?
What distinctivecustomerbenefitsdo you offer?
Brand Proposition
What do you want to be famous for?
45. KPIs Success Measures
What business results do you want to achieve?
Brand Proposition

analytics goals

46. funnelsHow will you measure them?
Alwaysagree at the start.
Brand Proposition
what do you want from your digital activities?

e-commerce sales?

48. pageviews? 49. how will you montieze 50. awareness? 51. how will you measure? 52. leads? 53. contact information 54. qualified leads? 55. how define qualified?funnels
56. consider
aware
like
advocate
engaged
ready to buy
BUY
loyal
57. consider
aware
like
advocate
engaged
ready to buy
Social media sales funnel
How will you harness advocates to persuade others?
BUY
loyal
58. consider
ready to buy
engaged
like
advocate
BUY
aware
Social media megaphone
Who do you want to participate?
Think lifestyles,
Think digital lifestyles?
How will you learn from their participation?
Participants
Brand Proposition

identify needed data

60. data capture plan 61. is all data opt-in? 62. how will you get opt-in data, starting from nowdigiMarketing 7-step Planning Framework
Participants
Brand Proposition
Which media do participants use now?
Where will they go in the future?
How can you help them get there?
Can we own some newcommunications?
Media: digital & traditional
Participants
Brand Proposition
Content
65. The content elephant WILL need feeding
Brand Proposition
Content
Whatone-time content will you need?
Participants
Brand Proposition
Whaton-going content?
Whos responsibility?
How can you harness participation?
Content
What type of messaging will support your business impact goals?
may involve specific email or other messaging to drive promotional activity, participation in events, etc.
How will you personalize your messaging?
What data must be created or used as part of messaging?
How will individuals data be kept current?
Content
Set up analytics system
Who will monitor, interpret, optimize?
Participants
Brand Proposition
Need to link in non-web & non-digital
Analytics
Content
Go back to your KPIs, agree measures of KPIs in your analytics
Who be responsible for measuring what (e.g. agencies, research suppliers, web designers, etc.)?
How will your organization record & share thelearning?
what will be the key areas for optimization?
How can client & agency work quickly to effect modifications and optimize?
Analytics
Set-up monitoring:where? for what?
On-going Monitoring & Nurture
Participants
Brand Proposition
How do will our digimarketing to evolve?
Who will nurture brand relationships?
Analytics
Scanfor new ideas, on the horizon
Content
Participants
Brand Proposition
Analytics
Content
Beyond paid media, how are competitors building their brands in digital?
Where are they present & with what kind of buzz?
Identify online influencers: important to your brands & markets.
Look at competitors activities; key sources for topics related to your brand & markets; monitor social media
identify targeted digital outlets (blogs, sites, etc.) & how those sites might best be influenced.
How will you leverage blogs, video, and other non-paid media to build influence?
73. digital days
do it now
74. site speed
Youve got about 4 seconds
In that time I have to see what I want,
Or at minimum see clear signposts
to what I want
75. site speed
browsers
2%
5%
8%
23%
60%
http://www.netmarketshare.com/browser-market-share.aspx?qprid=1 August 2010
http://www.engadget.com/2010/01/15/gartner-forecasts-phones-overtaking-pcs-as-most-common-web-brows/
76. site speed
browsers
2013
2%
5%
8%
23%
60%
2015
http://www.netmarketshare.com/browser-market-share.aspx?qprid=1 August 2010
http://www.engadget.com/2010/01/15/gartner-forecasts-phones-overtaking-pcs-as-most-common-web-brows/
77. speed
browsers
user friendly
78. speed
browsers
user friendly

special mobile version

79. save space 80. simplify menus 81. separate/highlight buttons 82. minimize text entry

Digimarketing for Tourism. Presented at University of the Sunshine Coast

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