savage@totalsavagetech.com http://savagemarketingtech.com

Discover your smile Driving your digital performance with digital branding

Savage Marketing 2016 Amsterdam, 1 June 2016

Edwin Hof

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Building a new digital brand!

Group Marketing | SLT Berlin | 5th April 2016

Branded Search

Positive impact of the Ogre campaign

Branded Popularity

TUI quickly became most popular brand

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Some amazing facts on digital migration

Day was needed to gain higher website traffic than the year before

1

1 Week was needed to become most popular brand in Google search

2 Weeks were needed to achieve higher conversion than last year

1) Marketing technology - ownership

1) Marketing technology

Director of data

New Metrics:

Cost per new interested visitor

Assisting revenu

Soft conversions (cross device drop off point)

2) Digital first KPI’s

2) Focus on new interested visitors

3) Digital Storytelling

Real time digital

conversations with our

customers

3) Digital Storytelling

Our own data (1st party)

User intention • Google search keywords

• Onsite search keywords

• Selection criteria (stars, acco, type,

facilities, area)

• Destination (Country or Region)

• Funnel exit (funnel stages)

Data out of branding campaigns

Users who have:

• Viewed or clicked on our mastheads

• Interacted with or viewed our videos

Data from partners (2nd party)

Exclude data

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3) Storytelling (past)

3) Storytelling (now)

3) Winning the moments that matter

3) Storytelling in Doubleclick >

Branding to Performance

OUD

NIEUW

OUD

NIEUW

RESULT: +50% post click conversion improvement per 1.000 impressions

3) Storytelling in Doubleclick >

Branding to Performance

3) Advanced Storytelling

3) Storytelling in Doubleclick >

Branding to Performance

Orientation phase

Making conversation phase step 1

Decision making phase step 2

3) Storytelling in Doubleclick >

Branding to Performance

People / Moment Matrix

Get – To - By

Video dedicated for Families with young kids

Video dedicated for Extended families

Video dedicated for Families with older children

Winning the moments that matter in every stage of

the customer journey based on data

Next step: Bridging the GAP between CRM & Digital

CRM

(online) marketing interactions

2nd party data

1st party data/Website behaviour

Shopping history

Product

Price

Last sales channel

Age

Pax party

NPS

Edwin Hof

Twitter: @edwinhof

savage@totalsavagetech.com http://savagemarketingtech.com