Multi-Channel Effective Strategies - Sagittarius Travel Marketing Masterclass

big data

@SagittariusMktg @paulrstephen #travelmktg

agenda.


Paul Stephen, Sagittarius multi-channel effective strategies

Paul Fennemore, Sitecorealigning business goals & ROI

Break

Jaz Sidhu & Dan WhitehouseReevoo & Titan Travel case study

Duncan Smith, iCompliprivacy equals trust: building profitable bridges

Q&A

Please ask questions. No such thing as a stupid question.2

Paul Stephen C.E.O.@SagittariusMktg @paulrstephen #travelmktg

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growth acceleration programs.digital marketing that drives traffic and creates raving fans.ecommerce websites and apps that convert more sales.


We work with brands on digital growth strategiesThat work increasing uses data and personalisation for acquisition and retention 4

what is personalisation and why should I care?


What is personalisation and why should I care? Really! Were all here to talk about personalisation!Now the real reason is it can improve our all important sales figures

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22%less bouncerate

7%more holiday searches

32%more hotel page views

107%increase in facebook likes

120%increase in customer feedback

55%more conversions to booking process

personalisation.


Ski Case StudyThe stats speak for themselves and so do the awardsimprove productimprove marketingimprove customer experiencecreate raving fansWhat I hope you all lean from today is how important it is and how it needs to be central to your business strategy6

but personalise what?


But personalise what?Analytics are the keyBefore you put lots of effort in you need to know where to put the effortTypically our clients are very similar to Skiweekends and initial acquisition is not the problem.Its getting them through the funnel.

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data is the key.


Data is the key to everythingThis is the Big Data hall at CeBit last yearCustomer DataWebsite AnalyticsCommerce Data - CRM / Res SystemSocial Data

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segmentation (not personalisation).


Segmentation not personalisationToo many people to be personalWe need put people in to bucketsProfiles not personas

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the challenge?


The ChallengeInter-connectivityData ProtectionCost / Investment - average percentage?

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data builds over time.

@SagittariusMktg @paulrstephen #travelmktgexplicit dataimplicit data

Data builds over timeExplicit their email, the deviceImplicit what they looked at, what campaign they triggered, search facets, number of visits, their social interests the list goes on

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digital growth acceleration.

@SagittariusMktg @paulrstephen #travelmktgwhat can we learn from the real world?

What can we learn from the real world?I grew up in a village corner shop and we used to collect data to improve customer experience all the time. Yes really! Back then we used to call it remembering previous customers, what they like or what they did yesterday and then treating them accordingly. Or personalisation and conversion optimisation if you like.So we have a lot to learn from traditional retail. Buying something from a shop didn't used to be called a customer experience but it's certainly something that retail has been working on and refining for centuries.

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what is marketing?


What is marketing?Marketing is the process of getting someone to pay more for your product (not less)So were trying to sell not give it awayDo it right and you create a level of desire where customer will pay a premium

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@SagittariusMktg @paulrstephen #travelmktgknow your customer?

Know your customerWhats the right price to park at an airport?Depends who you areSo even where the product is the sameThere is something for everyoneSo we all need to focus on what we are good at and on the right people14

its all about the experience.


Its all about the experienceNot the holiday experienceThe transactional experienceThe whole experienceSo many distractions (or opportunities)

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the whole journey?


The whole journeyTravel is a brilliant sector for digital marketing.Its something that people kind of like to take their time over and this gives you so many opportunities to sell and add valueToo much focus on the initial pull or awareness16

200,000visits

2,000bookings

1%conversion


SkiWeekends Stats1% = 100%2 main issuesToo many people falling out of the funnelNever enough selling to convert more interest in to desireTo often once weve got their money we stop selling.

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all the channels at all stages.

WebsiteEmailSEO & PPCSocial MediaDirect MailPoint of Sale3rd Party Advertising3rd Party ReferralsApps@SagittariusMktg @paulrstephen #travelmktg

Use all the channelsWe all use SEO and Paid Search for creating initial brand awareness and then perhaps use email to send them offers.How could you be using Social Media to drive awareness? If you are not creating your own content to send out interested customers that arent creating desire then all you are doing is trying to sell with price. Are you looking at how people are opening emails and following up accordingly.Are you remarketing to people based on their on-site activityHow could you be using direct mail to make customers feel good about you after theyve just spent x thousand with you.

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more than a ticket.


More than a ticketCustomer communications are part of the holidayWe are selling experiences. Not products in boxesBut too often travel brands simple send what is basically an order confirmation and then maybe tickets the week before and then a survey afterwards.This is just hygiene really.Lots of opportunity to add value and cross sell after the sale

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social media strategy.

% of social conversations1%3%1%1%23%

27%

I need a holiday!Where should I go?I want to go toI booked my holiday! On holidayBack home 37% of people are motivated to make a travel purchase based on a customer review


Social Media StrategyThe missed opportunityIts not about a broadcast channelAs a channel This is where lots of journeys begin, using social as a channel to inspire, inform and delight the audience at whatever stage they are at: thinking about a holiday, on holiday, post holiday. Over 50% of travel conversations are during or just after the holiday37% are motivated to make a travel purchase based on a customer reviewSo travel brands need to be doing more later in the customer journeyAs a forum - Get involved - get closer to your customers21

create raving fans.


Create raving fans and build your brandUltimately this is what we want, this is how we grow sustainable businesses. By having raving fans or evangelists we stop having to pay a premium to market22

.recap.

@SagittariusMktg @paulrstephen #travelmktgyou should care.it works.start with analytics.know your customer.the whole experience.use all the channels.

thank you.

Paul [email protected]


Multi-Channel Effective Strategies - Sagittarius Travel Marketing Masterclass

Marketing

Transcript of Multi-Channel Effective Strategies - Sagittarius Travel Marketing Masterclass