Digital Marketing for Outbound TourismShivek Sachdev (Managing Director, OMG Experience)

Speaker Profile

Definition of Marketing

• …process for communicating value of goods/services to customer

• …กระบวนการของการส่ือสารคุณค่าของผลิตภณัฑ์หรือบริการไปยังลูกค้า

• Inbound Marketing vs. Outbound Marketing (General Concepts)

Sales vs. Marketing

• Both want to increase sales

• For small organizations, it’s usually the same people!

• What about your organization structure?

• Sales are more cunning, agree?

• Sales are more convincing, agree?

• Sales person are more good looking, agree?

• Demand creation (Marketing) – very expensive!

• Let’s try some examples…

Sales vs. Marketing – Who’s Who?

Sales vs. Marketing

• Both want to increase sales

• For small organizations, it’s usually the same people!

• What about your organization structure?

• Sales are more cunning, agree?

• Sales are more convincing, agree?

• Sales person are more good looking, agree?

• Demand creation (Marketing) – very expensive!

• Let’s try some examples…

Sales vs. Marketing – Demand Creation (Traditional)

Sales vs. Marketing – Demand Creation (Digital)

Sales vs. Marketing – Demand Creation (Digital)

From Traditional Marketing to Digital Marketing

Sales Visit

Knocked Door Sales

Then

Now

From Traditional Marketing to Digital Marketing

Printed Ads

Brochures

Then

Now

From Traditional Marketing to Digital Marketing

Billboard

Magazines

Then

Now

From Traditional Marketing to Digital Marketing

Radio

TV Ads

Cold Calls

Then

Now

From Traditional Marketing to Digital Marketing

Webpage

Email Blast

Then

Now

From Traditional Marketing to Digital Marketing

SEO (1st Generation)

Then

Now

From Traditional Marketing to Digital Marketing

Adwords

Analytics

Then

Now

From Traditional Marketing to Digital Marketing

Blogs

Reviews

Then

Now

From Traditional Marketing to Digital Marketing

Social Media

Online Ads

Then

Now

From Traditional Marketing to Digital Marketing

Changes in Consumer Behavior (Before)

What has changed?

Changes in Consumer Behavior (After)

Changes in Consumer Behavior (Before)

What is this? What about now?

Changes in Consumer Behavior (After)

Why Digital Marketing?

• Changes in consumer behavior

• Caused by???

• TECHNOLOGY

• Digital Marketing leverages on technology to???

• What have you seen?

Marketing in the Outbound Tourism Industry

Who are the players?

• Airlines

• Wholesales

• Agents

• End Users

Marketing in the Outbound Tourism Industry

• Fictional Example

Bhutan Airlines

Agents Agents Agents Agents

Agents Agents Agents

Marketing in the Outbound Tourism Industry

• Where does Digital Marketing come into action?

Bhutan Airlines

AgentsBrand & Fares

Brand & Fares

Brand (Mass Media)

Brand & Packages

Digital Marketing Checklist

• Responsive Website• Mobile Enabled

• Tablet Enabled

• Updated Content

• Social Media Enabled• E.g. Facebook

• Rich Content• Youtube, Facebook, Instagram etc. (Video Content)

• Blog

• Drive Sales & Conversion• SEO/ Google Ads/ Facebook Ads etc.

• Monitor and Optimize

Example: Responsive Website

Example: Responsive Website (Tablets)

Example: Responsive Website (Mobile)

Example: Social Media Enabled

Digital Marketing Case Studies

1) Market Research using Google Adwords: Keyword Planner

2) Creating Product Awareness using Facebook Ads (Push Strategy)

3) Creating Product Awareness using SEO (Pull Strategy)

4) Engage with Prospects using MailChimp

5) Closing Sales using Remarketing

6) Measure Results using Google Analytics

Case 1: Market Research

Using Google Adwords: Keyword Planner

Case 1: Market Research

Using Google Adwords: Keyword Planner

Case 1: Market Research

Using Google Adwords: Keyword Planner

Case 1: Market Research

Using Google Adwords: Keyword Planner

Case 1: Market Research

Using Google Adwords: Keyword Planner

Case 2: Creating Product Awareness

Using Facebook Ads (Push Strategy)

Case 2: Creating Product Awareness

Using Facebook Ads (Push Strategy)

Case 2: Creating Product Awareness

Using Facebook Ads (Push Strategy)

Case 2: Creating Product Awareness

Using Facebook Ads (Push Strategy)

Case 3: Creating Product Awareness

Using SEO (Pull Strategy)

Paid Ads

Organic (SEO)

Case 4: Engage with Prospects

Using MailChimp

Case 4: Engage with Prospects

Using MailChimp

Call to Action

Case 4: Engage with Prospects

Using MailChimp

Case 4: Engage with Prospects

Using MailChimp

Case 4: Engage with Prospects

Using MailChimp

Case 4: Engage with Prospects

Using MailChimp

Case 4: Engage with Prospects

Using MailChimp

Case 4: Engage with Prospects

Using MailChimp

Case 5: Closing Sales

Using Remarketing

Case 5: Closing Sales

Using Remarketing

Case 6: Measure Results

Using Google Analytics

Case 6: Measure Results

Using Google Analytics

Case 6: Measure Results

Using Google Analytics

Case 6: Measure Results

Using Google Analytics

Statistics & Conclusions

Statistics & Conclusions

Statistics & Conclusions

Statistics & Conclusions

Statistics & Conclusions

Problem? Innovate or die!