An Expert’s Tips & Trends for

Effective Marketing in 2014

Presented by Henry Woodman, President of ICE Portal

Content Marketing

“Creating and distributing relevant and

valuable content to attract, acquire, and

engage a clearly defined and understood

target audience - with the objective of

driving profitable customer action”

• SEO = Machines

• Content Marketing = People

SEO Vs Content Mktg

What Counts!?

75%75% of consumers who booked direct visited an OTA and 83% performed a web search prior to booking.

- Search, OTAs, and Online Booking: An Expanded Analysis of the Billboard Effect, Cornell Hospitality , April 2009

18%Supplier’s look-to-book conversions increase up to 18% when videos and virtual tours are present.

- Hotels-seeker.com and ICE Portal split test analysis of 500 properties, April 2013

81% of online travel shoppers consult videos, virtual tours or pictures before booking.

- EyeForTravel : “Soon video travel will become prerequisite to sell online”

81%

Marketers Challenge

Your Visuals are Not Optimized

Your Visuals Are Not Displayed Everywhere

You Want to Increase Direct Bookings

Visuals Communicate Feelings

Feelings Influence Perceptions

Visuals = Perception

Do Your Prospects “See”

The Same Visuals …

In The Same Order …

Are Their Interests Similar!?

PrecICE - Targeting

• Family

• Romance

• Business

• Seniors

• Etc…

Curating Visuals into Relevant Groups to Deliver the Right Experience

to the Right Person at the Right Time and on the Right Device!

Are You Sharing?

Mobile

SocialLocal

User Generated Content

1. Allow Guest to Upload any Visuals

2. Curate & Optimize Visuals

3. Ensure The Visuals are Shared Everywhere

In 2014 ICE will Offer Clients the ICEbox and PrecICE Technology to

Collect, Curate, Optimize & Distribute User Generated (Guest) Visuals.

Your Attribution

The Solution!

1. Optimize Your Visuals

• Size, language, format, category …

2. Distribute Your Visuals Everywhere

• Travel, social, mobile & local sites

3. Increase Your Revenue

• Greater website traffic & higher conversion

What ICE Does

Collect, Manage, Optimize, Customize & Deliver Visuals

ICE Portal distributes visuals from travel suppliers to over 11 million

unique visitors a month on 1,000s of global websites in nine languages.

Thank You

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W : w w w. I C E p o r t a l . c o m

E : H e n r y @ I C E p o r t a l . c o m

Henry Woodman President, ICE Portal