The Importance of Internet Marketingfor the Residential Tourism Market

By Mike Boogaard | CEO

“When I took office, only high energy physicists had ever heard of what is called the

World Wide Web... Now even my cat has it's own page.” - Bill Clinton

General stats:

1.7bn people with internet access (25% of the world population)

418m Europeans with Internet access (52% of the population)

Top 3: UK 76%, France 69%, Germany 65%

There are an estimated

149,000,000 web sites online

All this in exactly:

6,664 days!

Residential Tourism Stats:

500,000 searches per

month done for buying property in Portugal (only for top 200 search terms).

The peak for searches is

July to September followed March to May.

The UK and Ireland represent

over 50% of the internet search market for buying in Portugal.

Myth…“If we build it, they will come.” - Field of Dreams (1989)

For that we need…Internet Marketing

Internet Marketing, is the marketing of products or services over the Internet - Wikipedia

What is ‘Internet Marketing’?

It is the most economic, effective and measurable alternative to expensive broadcast marketing and cumbersome and inefficient print marketing.

What are the advantage of Internet Marketing?

•Web sites•Search engine optimization•Pay-per-click•Banners•Direct email marketing•Viral marketing •Social media marketing •Traffic driving•Mobile/multi-channel

Marketing

The Sky is the limit

The Internet Marketing Mix:

Focus on:

•Memorable & Attractive design•Usability & Easy navigation•Functional•KIS (keep it simple)

Measure:•Bounce rate (25-35% max)•Time spent on site (min 3mins)•Conversions/leads

Web Site: You Web Site needs adds value to your business or brand overall communication strategy

Focus on:•Domain name choice•Keyword optimization•Optimize content•Easy to navigate structure•Meta, title, page tags•Code vs content ratio

Aims should be:•At least 40-60% SE origin•Appear in top 10 results•Top in Google = Success

Statistic:•90% of people start navigating the internet via a search Engine

SEO (search engine optimization):Well defined strategy, with continuity and accountability.

Focus on:•Chose sites carefully•Don’t fall for ‘link submission services’•Make sure sites are complimentary•Don’t spam forums/portals

Important:•Ensure the sites you post your link on have higher page rank than yours•Make reviews as ‘real’ as possible•If you find other comments about your Resort/Product/Site reply to them

Traffic Driving/Affiliates:Traffic driving and Affiliate schemes should always be part of SEO strategy, generating links pointing to your web site, on other web sites with higher page ranking than your site

Focus on:•Analyse the competition•Chose targeted keywords•Don’t overspend•Evaluate campaigns daily•Measure ROI (very important)•First place is not always best!

Real Results:•A Daydream €2.500 PPC campaign resulted in 80 ‘real’ leads for property development client

Pay-Per-Click :Targeted campaigns, that focus on quality and not quantity.

Social Media Marketing & Web 2.0:Targeted, with a well defined objective, and always with focusing on dialogue

Focus on:•Listen more than you talk•Give more than you take•Define reason (selling not enough)•Not the new magic pill•Complimentary to existing communication strategy

Daydream’s Suggestions:•Offer prizes, discounts•Incentivize feedback•Add events, videos, pictures regularly

Examples: Facebook, Twitter, Flickr, Wiki, Blogs, Youtube, Google Earth

Focus on:•Total personalization (content)•Ensure content of interest to recipients•Segment the database•Use data insight and intelligence•Make sure easy to read and attractive•Link to web site!•Track visitor behaviour (on site)•Measure and evaluate performance

Real Results:•Normal response is about 0.5%, but a Daydream targeted email campaign for UK Property Developer got over 14% return

Direct emailing:Keep in touch with your audience whether through newsletters, emails or e-cards

Focus on:•Creating storyboard essential•Humour always works very well•Ask yourself ‘would I forward this?’•Don’t be too clever•KIS (keep it simple)

Daydream’s Suggestion:•It is not for everyone•Only do it if you are confident you have something interesting

Viral Marketing:Whether fun, shocking, interactive or interesting, viral marketing is a great way of getting your name round the world by ‘word of email’

Focus on:•Don’t ‘over do’ the banner•Be very targeted to ensure good ROI•Go for quality not quantity•Don’t overpay, there are often economic solutions

Daydream’s suggestion:•Negotiate, negotiate, negotiate•Chose the right sites (not necessarily the most visited)

Banner CampaignsWell placed and carefully selected can result in high ROI, but focus on quality, not quantity

Focus on:•Simple content•Easy navigation•Mobile search engine optimization

Daydream’s suggestion:•Particularly useful for Resorts with rentals (online reservations)•Consider iPhone, Android apps•Bluetooth marketing (3rd parties and at the Resorts)

Mobile MarketingEstimated that mobile subscriptions worldwide would reach approximately 4.6 billion by the end of 2009. Sales of phones with internet connections expected to triple between 2009-2011

www.daydream.pt | mike.boogaard@daydream.pt

Tel: 222085116

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