travel 2.0 - key aspects and emerging trends
DESCRIPTION
Online marketing for travel industry in Finland.Presentation for Kajaani AMK SLOK seminar.TRANSCRIPT
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Travel 2.0Key aspects and emerging trends
Kajak SLOK seminar 25.5.2011
^_^
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PLEASE INTERRUPT ME!
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SERVICES
TrainingOnline marketing
Web development
We are also developing a secret product :)
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PROJECT SPOTLIGHT: UNIX-TUTORIALS
• Category
• Search engine optimization
• Client
• Internal project
• URL
• www.unix-tutorials.com
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PROJECT SPOTLIGHT: UNIX-TUTORIALS
• Created in 2 weekends
• Statistics for past 6 month
•Over 100 000 visitors
• Visitors from 204 countries
• 71,91% of traffic from search engines
• Marketing budget: 0€
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PROJECT SPOTLIGHT: JONGLA PORTAL
• Category
• Web portal
• Client
• Jongla Oy
• URL
• www.jongla.com
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PROJECT SPOTLIGHT: ANTON & NINA
• Category
• Search engine optimization for an e-commerce site
• Client
• Antoniina Oy
• URL
• www.antonnina.com
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PROJECT SPOTLIGHT: ANTON & NINA
• Total revenue increase +145,87%
• Total conversion rate increase +197,31%
• Revenue increase from search engines +264,23%
• Increase in organic search engine traffic +27,74%
• Conversion rate increase for search engine traffic +196.61%
• Total increase in visits +25,81%Definition: Conversion rate is percentage of clicks that result in a commissionable activity (sale or lead)
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PROJECT SPOTLIGHT: UBI WEB APP
• Category
• Custom web application
• Client
• Oulu city
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PROJECT SPOTLIGHT: 65 DEGREES NORTH
• Category
• Optimizing the site for mobile devices
• Client
• 65 Degrees North / City of Oulu
• URL
• www.65degreesnorth.com
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Before we had travel agents
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Now we have Internet
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Desire Research Purchase
Trip Post trip
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Desire
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Research
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Purchase
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PURCHASE PROCESS
• Encourage people to share the deal
• Consider using GroupOn like services
•Offer some complimentary service / gift
•Makes price comparison much harder
•Make next purchase even easier
• Calculate conversion rate and employ A/B testing
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Travel
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“Analysts believe that, based on the current rate of change and adoption, the mobile web will be bigger than desktop Internet use by 2015.”
-- Source: Morgan Stanley analysis 2010
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Post trip
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POST TRIP SURVEY
•Did you like your trip?
•Would us recommend it to your friend?
• If you answered no please let us know why
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AGGREGATE
• You should aggregate user generated content
• Reviews
•Multimedia
• Tips & Tricks
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Your websiteServicesProducts
(Monetization)
Content(Value)
Conversion
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GOOD CONTENT MANAGEMENT ALLOWS YOU TO
• Edit content yourself
•Doesn’t vendor lock you
• Is search engine friendly
• Allows you to modify it to fit your needs
•Well supported
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ANALYZE ANALYZE ANALYZE...
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STATISTICS - FB
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GOOGLE WEBMASTER TOOLS
Should reflect keywords you want to rank for
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GOOGLE ANALYTICS ECOMMERCE
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GOOGLE ANALYTICSECOMMERCE
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GOOGLE ANALYTICS ALERTS
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GOOGLE WEBMASTER TOOLS
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COOLHAUS
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EXAMPLE
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WHAT COULD THEY DO BETTER
• Offer complimentary gifts to those that check-in using social networks
• Integrate Facebook which allows them to stay in touch with clients
• Encourage people share their experience in the hotel
• Monitor rating sites
• Advertise to Russians and provide content in Russian
• Create a search engine optimized content creation plan
• Calculate return on investment for different marketing channels
• Syndicate local events from other sources
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ONLINE MARKETING SHOULD BE IN THE CORE
OF YOUR BUSINESS
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THANK YOU!Connect with me via Email / Twitter / LinkedIn / Facebook / FriendFeed
Follow LumoLink on: Twitter / LinkedIn / Facebook / FriendFeed
www.lumolink.com
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IMAGE CREDITS
• http://www.flickr.com/photos/drb62/3614775858/