TBEX Europe 2016, Assess Content Needs Throughout the Consumer Sales Funnel, Kei Shibata
28
Assess Content Needs Throughout the Consumer Sales Funnel Lessons from and Presented by Kei Shibata, CEO, Venture Republic
-
Upload
tbex -
Category
Social Media
-
view
179 -
download
0
Transcript of TBEX Europe 2016, Assess Content Needs Throughout the Consumer Sales Funnel, Kei Shibata
Assess Content Needs Throughoutthe Consumer Sales Funnel
Lessons from and
Presented by Kei Shibata, CEO, Venture Republic
OurJourneyasGlobalOnlineTravelContentServices
13Msessionspermonth
Hong Kong to Hokkaido, Japan
Step1.Understandtheneeds ofthe
audience
Planning Booking SharingDreaming ExploringResearching
Catalogue
Guidebook
Personalcontacts
Travelagency
Touristmap
Photoalbum
HASTECHNOLOGYCHANGEDTHEWAYWETRAVEL?
Step2.Createeasytodigest and
shareable content.
Datasource:Tabiness,June2016
Regulararticle Curationarticle
CVRatiosbyArticle(%)
Step3.Createacontentsyndication
inmultiplechannels
SEARCH
Createa contentsyndicationeffect
Step4.Distributeyourcontent
ineach funneltobuildyourbrand.
Dream
Research
Plan&BookExplore
Share
?Curationarticles
Dream
Research
Plan&BookExplore
ShareRegularArticlestofindoutmoredetails
Dream
Research
Plan&BookExplore
Share
Plan&Book Explore
Explore Share Dream
Dream
Research
Plan&BookExplore
Share
Reminder:MobileisKing
OurTraffic:MobileisusedINDESTINATION
MOBILEINTERNETSUBSCRIBERS
Mobile
PC/Tablet
MobileVSDesktopTraffic
MobileDesktop
OurTraffic:MobileisusedINDESTINATION
PEAKSEASONREGULARSEASON
JAPANJAPAN
Remember:Thebiggestopportunity
isyours.
GuideBooks
UserGeneratedContent
THEOPPORTUNITY
???TravelExperts/Bloggers
UserGeneratedContent
GuideBooks
Follow Me On Twitter
@keishibata
