canopy.ro TAKING DIGITAL TO NEW HEIGHTS
canopy.ro TAKING DIGITAL TO NEW HEIGHTS
The digital travel strategy for 2016
ALEXANDRA TUDOR
canopy.ro TAKING DIGITAL TO NEW HEIGHTS canopy.ro
The old way to grow a business: build a brand, advertise, build customers.
The new way to grow a business: create the customers, they’ll build your brand.
Marty Neumeier
canopy.ro TAKING DIGITAL TO NEW HEIGHTS
Your brand terms bring 80% of your conversions
with 10% of your budget
canopy.ro TAKING DIGITAL TO NEW HEIGHTS
1. Build your brand
canopy.ro TAKING DIGITAL TO NEW HEIGHTS canopy.ro
AWARENESS
INTEREST
CONSIDERATION
INTENT
EVALUATION
PURCHASE
PURCHASE FUNNEL
$$$
$$$
$$$
$$$
$$$
$$$
$$$
$$$
$$$
$$$$$$
$$$
CUSTOMERS
canopy.ro TAKING DIGITAL TO NEW HEIGHTS canopy.ro
SATISFACTION
DELIGHT
CONFIDENCE
INCREASING TRUST
ENGAGEMENT SENSE OF BELONGING
EMPOWERMENT FULFILLMENT
$$$
Customers will improve
your product / service
Customers build a brand
tribe
The tribe / brand supports
the company
canopy.ro TAKING DIGITAL TO NEW HEIGHTS canopy.ro
Step 1: Focus on your customers.
canopy.ro TAKING DIGITAL TO NEW HEIGHTS canopy.ro
Product or Service
Features
Benefits
Experiences
Meaning
Shares on fb
Talking about your brand at beer (or conferences)
Recurring customers + new customers
canopy.ro TAKING DIGITAL TO NEW HEIGHTS canopy.ro
Examples in tourism.
Pensiunea Alfa, Navodari
canopy.ro TAKING DIGITAL TO NEW HEIGHTS canopy.ro
Step 2: Grow your tribe.
canopy.ro TAKING DIGITAL TO NEW HEIGHTS
canopy.ro TAKING DIGITAL TO NEW HEIGHTS
Make your clients feel that they are special
canopy.ro TAKING DIGITAL TO NEW HEIGHTS canopy.ro
Try to surprise your customer. Always.
canopy.ro TAKING DIGITAL TO NEW HEIGHTS
2. Performance is important too
canopy.ro TAKING DIGITAL TO NEW HEIGHTS
RemarketingRemarketing for search
• It is absolutely necessary to customize messages being served based on your costumers past interaction with your website.
canopy.ro TAKING DIGITAL TO NEW HEIGHTS
Dynamic Remarketing
canopy.ro TAKING DIGITAL TO NEW HEIGHTS
canopy.ro TAKING DIGITAL TO NEW HEIGHTS
Mobile
• In 2016, 51.8% of travelers who book trips via digital means will do so using a mobile device, according to eMarketer (US)
• App
• Bid on brand terms
• Stay on the first position for valuable keywords
canopy.ro TAKING DIGITAL TO NEW HEIGHTS
canopy.ro TAKING DIGITAL TO NEW HEIGHTS
Source: Ipsos MediaCT, Google Travel Study, May to June 2013.
canopy.ro TAKING DIGITAL TO NEW HEIGHTS
Video
canopy.ro TAKING DIGITAL TO NEW HEIGHTS
canopy.ro TAKING DIGITAL TO NEW HEIGHTS
Location in your ads• Google My Business
• Specify location in your ads
canopy.ro TAKING DIGITAL TO NEW HEIGHTS
Be the first one to test new featuresFacebook Canvas
canopy.ro TAKING DIGITAL TO NEW HEIGHTS
canopy.ro TAKING DIGITAL TO NEW HEIGHTS
Take outs
• Focus on your customers, they build your brand
• You can easily create the need
• Be bold
• Go mobile
• Video is a must
• Use new features
• Always use remarketing
• Create an experience