How to Drive Website Traffic That Books

transcript

BEYOND DISPLAY:HOW TO DRIVE TRAFFIC THAT BOOKS

Tweet at us @VeUnitedStates @D1G1TAL_ALCHEMY #DriveResults

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Today’s Speakers

Katie ColangeloDirector of Business Development, Travel Ve Interactive

Sam HaySocial StrategistDigital Alchemy

#DriveResults #BeyondDisplay

Understand Your Own Brand Identity

Get To Know Your Customers With Data

Use Data To Drive New Audiences And Keep Them Onsite

Success Stories

Today’s Agenda

Understand Your Own Brand Identity

What types of guests do you want to attract?

Your Brand Identity Matters

Are you…

Get To Know Your Customers With Data

#Drive Results #BeyondDisplay

It’s never been easier to put a face on your ideal buyer

Users expect a tailored experience—online and offline

How do you customize your campaigns?

Create campaigns that tailor to:

But, how do you identify your customer?

• Sales?• Length of stay?• Time of stay? • Frequency?

And how do you reach them?

Just some of the things we can analyze using Facebook:

Age, Gender, Location, Wireless Carrier, User OS, Connections, Friends of Connections, Interests, Behavior, Life Events, Politics, Income, Home Type, Value and Ownership, Ethnicity, Household Composition, Office Type, Parenthood, Education, Employment, Locales, Predictive Qualities ...and more

You can even identify potential honeymooners….newly engaged couples can’t wait to update their profiles!

Utilizing the Data to Drive Results—Case Study

• Who is the best customer? • Audience is 78% women• 45% of that is between the ages of 35-44

• But on social?• 50% of sales came from women age 25-34

So we catered to that audience with images and text that appeals to:

CAREER DRIVEN FEMALE PARENTS

And created a Lookalike Audience based on our info.

Who is the best customer now?

With time and experimentation, everything gets better.

Use Data to Drive New Audiences and Keep Them Onsite

2014 Spent on paid media

Revenue left in booking funnels

Key Travel Industry StatisticsDrive higher quality traffic and capitalize on that traffic to increase online conversions

Abandonment rate

Based on data from over 10,000 Ve clients

$4.15 Billion

$3 Trillion

86%Travel

Natural Return Rate

$$$$$$$$$$$$$$$$$$$$$$$$

Here’s The Breakdown For Hotels

Emails Sent : Bookings Recovered

The Number of Onsite Engagements That Result In A Recovered Booking

Email Re-Engagements

Engage Your Audience Throughout The Entire Funnel

ENGAGEduring the user

experience

CONVERTcustomers after abandonment

Audience GenerationDrive qualified traffic with

programmatic and audience segmented ad buying

(1st Party / 2nd Party / 3rd Party Targeting)

Onsite EngagementProvide segmented onsite engagement unique to the

Post AbandonmentRe-engage after

abandonment with email remarketing and display ad

retargeting

ACQUIRErelevant traffic

Now You Know The Why, Next Is The How…

Drive Relevant Audiences To Your SiteBy using 1st, 2nd & 3rd party data and Facebook data, you can reach the most relevant potential guests with display ads

BOOK NOW

Give Your Audience The Right Content In The Right ContextPersonalize your content to stay relevant to your customers

Don’t Be Afraid To Re-Engage Via EmailIt’s an extension of your customer service function, with no extra personnel required!

Know When To Start Display Retargeting…And Know When To StopKeep it relevant while they’re searching and end it shortly after they leave your site

Success Stories

Hotel Durant

Audience Generation

VePromptVeContactConversions Conversion Rate

42 37%

Conversions Conversion Rate

112 18%

Garden of the Gods

Audience Generation

VePromptVeContactConversions Conversion Rate

32 43%

Conversions Conversion Rate

101 19%

Know Your Brand And What You Offer

Data Is Key To Understanding Your Customers

Be Prepared To Engage Throughout The Booking Funnel

Now It’s Your Turn To Write Your Own Success Story

Key Takeaways From Today

Questions?

VE INTERA CTIVE LTD | 580 HARRISON AVE, SUITE 401, BOSTON, MA 02118 | WWW.VEINTERACTIVE.COM /US

THANK YOU!Join us for our next webinar:

Sept 30 1pm ESTHoliday Handbook Series

Part 1: Displays Aren’t Just For Windows

How to Drive Website Traffic That Books

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