Destination Marketing: The Journey Before The Destination
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Transcript of Destination Marketing: The Journey Before The Destination
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THE JOURNEY BEFORE
THE DESTINATION The Traveling Decision Making and "the Connected Consumer.
Stefanos Karagos, Information Scientist XPLAIN.co March 2015
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XPLAIN.co -2015
LET’S GET TO KNOW EACH OTHER
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XPLAIN.co -2015
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XPLAIN.co -2015
I BELIEVE IN GOD OF DATA AND MARKETING
:-)
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XPLAIN.co
hello!
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WE LOVE TO INTEGRATE BRANDS INTO CONSUMERS’ LIFE
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XPLAIN.co -2015
Digital Strategy & Advisory
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XPLAIN.co -2015
Consumer Behavior Analysis
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XPLAIN.co -2015
Content Marketing
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XPLAIN.co -2015
Reputation Management
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XPLAIN.co -2015
27Countries
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XPLAIN.co -2015
132Beloved Brands
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Our Expertise After 10 Years
FMCG Retail
Destinations Transportation
Technology
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NO MORE SPAM :-)
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XPLAIN.co -2015
WHAT ABOUT YOU?let’s be interactive
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XPLAIN.co -2015
HOW MANY OF YOU HAVE A FB PAGE?
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XPLAIN.co -2015
A BUSINESS FB PAGE?
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XPLAIN.co -2015
A BUSINESS LINKEDIN PAGE?
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XPLAIN.co -2015
AN INSTAGRAM ACCOUNT?
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XPLAIN.co -2015
SO WHAT
?
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XPLAIN.co -2015
>7.000Brand Pages in Portugal
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XPLAIN.co -2015
>17 MILLIONSWorldwide!
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WTF Welcome To Facts!
#
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has Changed The Game
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has Changed Consumers’ Behavior
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Content! Web is all about
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Content! User Generated 95%
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IMPORTANT FACTORS IMPACTING THE HOSPITALITY INDUSTRY
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Acceleration in Shift from Desktop !to Mobile & Tablet !
Important Factors Impacting The Hospitality Industry
Over 42% of website visitors and nearly 16% of bookings came from tablet and mobile devices in the first half of 2014. ""Visitors to desktop sites declined 16% year over year while increasing by nearly 51% on mobile devices.
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Search Engines and Social Media is the !King of Direct Online Distribution!
Important Factors Impacting The Hospitality Industry
Search Engines are responsible for over 52% of traffic to hotel websites.
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Dynamic Rate Marketing (DRM) Creates !New Revenue Opportunities at High ROI!
Important Factors Impacting The Hospitality Industry
Hotels, Resorts, and Airlines can now seamlessly integrate "real-time availability and pricing in various marketing initiatives: " From meta search to display advertising via the top travel ad networks, retargeting and Google Adwords to email marketing.
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Digital greatly influences Travel Planning !from the very first stages of the consumer journey
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33% !of travelers have used mobile apps to find flight deals
Source: Ipsos MediaCT 2014
81% !post vacation photos on a social network while still on vacation
37% !have used mobile apps to find hotel deals
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Users’ Online Reviews Impact!
78% !said reviews impacted choice of dining
2013 Cornell University
87% !said reviews impacted hotel choice
84% !said reviews impacted method of travel
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Of those who used Social Media to research travel plans, only 48% stuck with their original travel plans. !
34% changed their hotel 11% changed agent/operator/website 8% holidayed in a different country 7% switched airlines 2013 Cornell University
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FACT OR FAKE?!Check the review here: reviewskeptic.com
Cornell University
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THE GOOD NEWS
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Good Online Ratting Boost Sales!
if a hotel increases its review scores by one point on a five-point scale, it can increase its price by
+15.3%
A 2013 Cornell University study using transactional data from Travelocity & TripAdvisor
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THE NOT SO GOOD NEWS
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92% are more willing to spread the Bad Experience than the Good one.
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Your Brand Is Not What You Say It Is.It’s What Consumers Discuss Between Them.
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YES, YOU CAN’T CONTROL YOUR BRAND BUT...
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YOU CAN CONTROL "THE EXPERIENCE! Focus on This in 2015
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The Traditional 3 Step Mental Modelof Marketing
First Moment of
Truth
Second Moment of
Truth
Stimulus
At shelf In-store
Experience
FMOT: was coined by Procter & Gamble in 2005
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Source: Google Retail Shopper Path to Purchase Study, September 2013
Pre-shopping is a Daily Habit!
Of all Shoppers they search "the path to Purchase
84%
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The New Mental Model of Marketing
First Moment of
Truth
Second Moment of
Truth
Stimulus
Pre-shopping | In-store | In-home
At shelf In-store
Experience
Which becomes the next person’s ZMOT
Source: Google 2012
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It’s A Natural Behaviour!
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Travelers Rely On
86% 98%
In DestinationExperience
97%
Search Ads
Source: Google Retail Shopper Path to Purchase Study, September 2013 Source: Google 2012
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And now what?
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XPLAIN.co -2015
MOVE AWAY FROM
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XPLAIN.co -2015
Social Networks
SEO
Social Ads
Bloggers
Mobile Marketing
Mobile Marketing
Contests
Fans
Videos Images
SEM
Mobile app
Facebook app
Consumer Behavior
THE BUZZ
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XPLAIN.co -2015
TO A BRAND CENTRIC STRATEGIC APPROACH
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XPLAIN.co -2015
WHICH IS BY DEFINITION
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XPLAIN.co -2015
UNIQUE!
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XPLAIN.co -2015
WHERE TO START?good question
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XPLAIN.co -2015
HOTEL
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XPLAIN.co -2015
AIRLINE
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XPLAIN.co -2015
BRAND into the center of your Marketing!
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XPLAIN.co -2015
BRAND understand the connected consumer
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XPLAIN.co -2015
BRAND
Situation Analysis
where are we now?
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XPLAIN.co -2015
BRAND
Situation Analysis
where are we now?
where do we want to be?
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XPLAIN.co -2015
BRAND
Situation Analysis
where are we now?
where do we want to be?
how do we get there?
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XPLAIN.co -2015
BRAND
Situation Analysis
Tactics
where are we now?
where do we want to be?
how do we get there?
the path to get there
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XPLAIN.co -2015
BRAND
Situation Analysis
Tactics
where are we now?
where do we want to be?
how do we get there?
the path to get there
the details of the tactics
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XPLAIN.co -2015
BRAND
Situation Analysis
Tactics
where are we now?
where do we want to be?
how do we get there?
the path to get there
the details of the tactics
how we do monitor our performance?
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XPLAIN.co -2015
DON’T JUST FOLLOW TRENDS,
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XPLAIN.co -2015
STRATEGIZE!
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if you want to survive
and succeed
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Understand The Journey Traveler’s
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Travel !Inspiration!
Research! Booking! Experience !On Property!
Sharing!The Experience!
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Travel !Inspiration!
1
88% consider the internet their main source for Inspiration
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Travel !Inspiration!
Through!1. Social Media 2. eMails 3. Search Engines
What I have to Do!1. Build your Digital Assets Network 2. Create & Seed Shareable Content 3. Utilize User Generated Content
1
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Research!
2
Over 71% leisure travelers research online
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Research!
Through!1. Organic Reach 2. Online Advertising 3. Reviews
What I have to Do!1. Create & Seed Optimized Content 2. Utilize User Generated Content 3. Build Affiliations 4. Implement Targeted Advertising 5. Implement Re-Marketing
2
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Booking!
3
79% will compare different options
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Booking!
Through!1. Owned Website 2. eMail 3. Third Party Partners
What I have to Do!1. Add the Option to Your Website 2. Optimize the Booking Procedure 3. Optimize the “Thank you” Message 4. Surprise them! 5. Use Google Analytics to
Understand
3
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Experience !On Property!
4
94% will visit your digital assets
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Experience !On Property!
Through!1. Owned Website 2. Social Media 3. eMail & Reviews 4. Live Experience
What I have to Do!1. Amazing Visual Content 2. Make the Experience Visible 3. Show Your Difference 4. Convert Visitors to Profiles 5. Create Mobile Friendly Assets 6. Implement Re-Marketing
4
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Sharing !The Experience!
5
Over 75% use a mobile for travel related information
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Sharing !The Experience!
Through!1. Social Media
What I have to Do!1. Online Reputation Management 2. Ask Guests for Reviews 3. Respond to Every Question 4. Add Social Elements to Your
Website and to Your Property 5. Create an Active Community
5
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XPLAIN.co -2015
LET'S KEEP THIS IN MIND
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XPLAIN.co -2015
STRATEGY IS THE ONLY TREND you have to follow this year.
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XPLAIN.co -2015
ALL THE REST ARE JUST FIREWORKS, burning your precious money
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XPLAIN.co -2015
IF YOU ARE LOOKING FOR
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XPLAIN.co -2015
BUSINESS RESULTS
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XPLAIN.co -2015
STRATEGIZE OR DIE HARD
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