Are you catering to the digital traveller?
We don’t shop in the same malls..
The Foundation
57%
Source: Strangeloop
Slow = Less Money!
1 second delay
$ 1.6B annually
Source: Strangeloop
How much money?
Registration Frustration
May leave when asked to create an account
Have >5 unique passwords
Dislike the idea of creating a new password
Use ‘Forgot Password’ at least once a month
Have lied on the form
Prefer social login
Forget Flash..
Within 10-20 sec consumers have made up their mind about a particular website
Do you want 7-15 sec to be used waiting for your expensive flash to load?
Oh, shiny! It moves! It has action! I must
love it!
Focus on the product
Whitespace
Content is KING
Content
The Future is Visual
The Digital Traveller
Source: Google Travel Study, May 2012, Ipsos MediaCT
Nearly 2/3 reserve hotels online
The main source to plan a trip?
Source: The Traveler’s Road to Decision, Google and Ipsos MediCT July 2012
Comparison Shopping
Source: Google Travel Study, May 2012, Ipsos MediaCT
Video in Travel
Source: Google Travel Study, April-May 2012, Ipsos MediaCT
Video in Travel Planning
Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012
Video Optimisation
60 sec = 1.8mln
76% = X presence
90% of traffic by 2015
x 53 better rankings
0:48 site vs. 5:50 video
400% ↑ conversions
4 billion
3.5 billion
Mobile First
Source: Google Travel Study, May 2012, Ipsos MediaCT
The Mobile Business Traveller
95% of smartphone users conduct restaurant searches | 90% convert within 1 day
64% convert within 1hr | ‘Restaurants’ is the best converting category in local mobile search
F&B Trends
Mobile Site vs. Mobile App
Source: Google Travel Study, May 2012, Ipsos MediaCT
Loyal Customers
Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012.
IT & Digital Marketing
Digital Media Landscape
Bought Media
Owned Media
Earned Media
WebsiteDatabaseCRMSponsored EventsCorporate Social MediaMobile AppsContent SEO
Display AdvertisingPPCAffiliatesSocial AdsInteractive TVVideoDigital RadioDigital Posters
NewsReviewsOnline PRSocial MediaVideoBlogsMobile
Where does IT sit in DM?
MARK ER
IT
The Digital Mix
Website
SEO
PPC Social Media
Display
Mobile Affiliates
Corporate transparency
Regulatory considerations
Global outsourcing
Privacy considerations
Customer collaboration
ROI accountability
Growth market opportunities
Decreasing brand loyalty
Financial constraints
Shifting consumer demographics
Channel and device choices
Social media
Data explosion
0% 10% 20% 30% 40% 50% 60% 70% 80%
Marketing challenges reported by CMOs
Key Challenges
Social Media in MENA
Source: Discover Digital Arabica
Social Media in MENA
Source: Discover Digital Arabica
Source: Discover Digital Arabica
What’s the right Digital Marketing “Mix” for your business and for your
target audience?
Which channels to choose?
Start with your customers and work backwards
Follow your customer..
Remember..
Lack of direction, not lack of time,
is the problem. We all have twenty-four hour
days. Zig Ziglar
“ “
Thank [email protected] | +971 50 90 27 900 | Skype: Tsweaq
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[email protected]+971 50 90 27 900Skype: Tsweaq
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