agenda.
#digitalmarketing @SagittariusMktg
Paul Stephen, Sagittarius introduction
Josh Whiten, Sagittariuswhy multichannel is nothing new & just plain common sense
Katy Howell, immediate future travel through the social journey of ROI
Break
Andrea Eckerstrofer, Booking.comthe mobile experience
Deri Jones, SciVisumthe search challenge
Multichannel Workshop
Q&A
aims.
explore the multichannel world.
understand the roles of different channels.
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look at ways to use them in our marketing.
examples.
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Attention Interest Desire Action
Unawareness Awareness Comprehension Conviction Action
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integration.• novel idea of achieving synergy• consistency, continuity &
repetition
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• first and last click attribution• gone from push to pull
how has the model evolved?
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• multiple overlapping channels in mid-part of process.
• capitalise on increased awareness using brand Paid Search.
• stronger presence in Organic & Referral.
large travel brands.
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• influence of channels more evenly spread.
• found through paid and organic search.• social media important last push towards
conversion.
medium travel brands.
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• organic search has little influence and not using social media.
• absence of wider brand awareness of credibility.
• referral traffic therefore important.
small travel brands.
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multichannel in action. remarketing – what is it? multi channel – spanning search,
social and paid channels cross device – reaches the truly
connected consumer
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• reached saturation on existing channels.• short & long range remarketing – 2
weeks + 11 months.• buying in traffic from previously non-
converting channels.
finca mallorca.
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• competitor brand searches via Google AdWords.
• landing page.• social retargeting.• landing page with web personalisation.
ski weekends.
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• property owners generate the revenue.• non-converting ‘advertise with us’ visitors
across their social channels..• reducing cognitive dissonance amongst
clients through brand messages.
French Connections.
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• Facebook retargeting following visit to France page.
• social comments not being monitored.• content not personalised.
holiday lettings.
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