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Past, Present and Future Trends of Tourism Online Marketing
Past, Present
and Future
Trends of
Tourism Online
Marketing
2
Buy
Visit
Websites
Search
Text
How Consumer
Used to
Buy Travel
3
Visit
Websites
Search
Text
How Consumer
Buy Travel
Today
Visit
Reviews
6
Talk with
Friends
Visit
Websites
Search
Text
How Consumer
Buy Travel
Today
Visit
Reviews
Buy
9
Your Text here TrafficWeb
PresenceE-Business
Model+ +
Formula for
e-Business
Success
10
E-Business
Model+
Formula for
e-Business
Success
Leverage
Leverage
Leverage
•Upsell
•Package
•Partner
•Extend stay
•Greater share of wallet
•Sell from your site and others
12
Your Text hereWeb
PresenceE-Business
Model+
Formula for
e-Business
Success
13
Web
Presence
BasicsGraphic
Design
Formula for
Online
Success
• Web Site
• Blog
• Twitter Background
• YouTube Channel
• Facebook Profile
• ....
Graphic Design
15
SEO
Web
Presence
BasicsGraphic
Design
Formula for
Online
Success
• Web Site(s)
• Blog(s)
• Social Media
SEO
17
Your Text here Misc.
Points
Link
PointsKeyword
Points+ +
Formula
for
SEO
• Research
– Which Search Engines
– Algorithms
• Determine Keywords
– Research
• Assign keywords to specific pages
• For each page - populate
SEO
Methodology
• Search engines are looking for Keywords in
– Domain name
– Page titles
– Page text at beginning, middle and end
– Keyword meta tags
– Description meta tags
– Comments tag
– Alt tags
– Headers
SEO
Populate
• Link popularity/relevancy extremely important
– Number of links
– Age of links
– Quality of links
• How high do they rank on same keyword
• Quality of domains
• Quality of pages
• Subject matter of linking pages
• Google Page Rank
– Text in/around links to your site
SEO
Link Popularity
Link Popularity
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• Traffic to your site
• Domain age
• Domain registration
• Click-Thrus from search results
• Time users spend on page
• Frequency of updates
• Search requests for URL/domain
• Clean Code
SEO
Miscellaneous
Points
16
Website
25
Repeat
Traffic
SEO
Web
Presence
BasicsGraphic
Design
Formula for
Online
Success
26
Repeat
Traffic
Strategies
•Web Site(s)
•Blog(s)
•YouTube
•...
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Repeat
Traffic
•eSpecials
•Podcasts
•Contest
•Events
•Packages
The more often someone visits your site:
the more your brand is reinforced
the more they feel a part of your community
the more likely they are to give permission
the more likely they are to tell others
the more they know you and trust you
The more likely you will be “first of mind”
Repeat Traffic
Rationale
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Leverage
Leverage
Leverage
•Changing Content
•Permission Marketing
•Viral Marketing/Share
•Social Plug Ins
•Partner with other sites
•Calls to Action
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32
Repeat
Traffic
SEO
Permission
Marketing
Web
Presence
BasicsGraphic
Design
Formula for
Online
Success
Permission
Marketing
•Social implications
•More important than ever
E-Club
Mail ListSoftware
IncentiveEvery Page
First Name
Above the fold
TitlePermission
Marketing
Permission
Marketing
Never send without spam check
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Permission
Marketing
•Build the Profile
•Dynamic Personalization
•Spook Factor - Be careful with your
use of personal information
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Permission
Marketing
39
Repeat
Traffic
SEO
Permission
Marketing
Web
Presence
Viral
Marketing
BasicsGraphic
Design
Formula for
Online
Success
Viral
•Web Site(s)
•Blog(s)
•YouTube
•...
Tell A Friend
42
43
Repeat
Traffic
SEO
Permission
Marketing
Web
Presence
Viral
Marketing
BasicsGraphic
Design
Formula for
Online
Success
Great
Content
44
Interactivity
•Virtual Tours
•iBrochures
•Interactive Maps
•Videos
•Widgets
iBrochure
48
Your Text here TrafficWeb
SiteE-Business
Model+ +
Formula for
e-Business
Success
Traditional
Traffic
Channels
•SEO
•Search Advertising
•eZines
•Links
•Newsletter
•eSpecials
• Media relations
• Articles
• Directories
• Blog
• Meta-Indexes
• ….
50
Social
Networking
51
Social
Media
Social Networking
or
Social NOTworking
57
Social Media
Strategy
•Have a documented plan
•Which social media venue
•Which element
•Who will do it
•What will be done
•How often
•“Success”
•Measurement
Social
Networks
Social Media
Marketing
•Profile
•Page
•Places
•Deals
•Advertising
•Groups
•Applications
• Interact with customers/potential
• Market research
• Generate web site/blog traffic
• Run promotions
• Build community
• Customer service
• Take reservations through apps or iFrame
Page
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Page
•No fans (Like) no results
•Plan to build fans (like)
•Landing Page
•Plan your posts
•Based on objectives
•How often
•Content
•Drive to web site?
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Fans (Like)
•Link from your web site/blog
•Like within an ad
•Fans posts appear on their wall
•More interaction more exposure
•Offer deals, discounts, coupons to fans
•Link from your newsletter or ezine
•Participate in Groups
•“Suggest to Friends”
•Signature File
•Promote at physical location
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Advertising
•Very targeted
•Geographic, demographic,
psychographic
•CPC
•Maximum $ per day
Social
Networks Media
Sharing
Networks
Social Media
Marketing
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83
YouTube
•Features
•Video embedding
•Your blog, Facebook, Web site
•Tagging and Description
•Choose your words carefully!
• TestTube
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YouTube
•Promote Your Channel/Videos
•On your web site/blog
•Through your ezine/newsletter
•Through your signature file
•Invite friends, followers, fans in your SM to
subscribe
•Use TubeMogul
Social
Networks Media
Sharing
Networks
Micro
Blog
Networks
Social Media
Marketing
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•Next big thing or colossal waste of time?
•Twitter strategy
•Objectives
•Target market
•Products/services
•What can you say in a “tweet”?
•140 characters
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•Used to be – What are you doing now?
•Now – business opportunity
•Latest information for your audience
•Ask
•Drive traffic
•Promote
•Expert
•Internal communication
Social
Networks Media Sharing
Networks
Micro
Blog
NetworksSocial
Bookmarks
Virtual
Social Media
Marketing
• Continued audio/video explosion
• Continued social explosion
• Explosion of mobile
– Augmented reality
• Voice recognition
• VOIP mainstream
• mCommerce
Future
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Your Text here TrafficWeb
PresenceE-Business
Model+ +
Formula for
e-Business
Success
Past, Present
and Future
Trends of
Tourism Online
Marketing
