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How do women behave online? How do they plan and book travel? This presentation by Exoerian Hitwise was prepared for WITX-Women In Travel held on Aoril 27 in Bangkok.
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© 2010 Experian Limited. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Limited. Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian Limited.
Angels or Devils? Insights into Women’s BehaviorDigital Marketing
April 2012 - Bangkok
2 © 2010 Experian Limited. All rights reserved.
Questions
How do women behave online? How do they plan and book travel? How do women differ in their use of social media and networks to
review experiences and share them? What websites do they visit? Do women look for different things than men? How are women different in how they rate and value experiences? Is the fairer sex more critical and pickier than their male brethren?
How do I get the Angel instead of the Devil?
3 © 2010 Experian Limited. All rights reserved.
Online Behavior – brought to you by
4 © 2010 Experian Limited. All rights reserved.
How do women behave online?
Gender AU CHINA US UK
Female 52.8% 44.06% 53.05% 50.26%
Male 47.2% 55.94% 46.95% 49.74%
Gender AU CHINA US UK
Female 51.84% 44.22% 54.18% 51.23%
Male 48.16% 55.78% 45.82% 48.77%
In English-speaking countries, there’s a higher % of female
visits to travel sub categories; the %s are also very similar
(betw 50-54%)
In China, the percentages are flipped. With around 55% male
visitors and 44% female.
5 © 2010 Experian Limited. All rights reserved.
How do they plan and book travel? Social …
Recent US study by The Center for Hospitality Research offers an interesting snapshot of customer preferences and information sources for selection of hotels
Leisure travellers first look for recommendations from friends and family, especially women
* Based on ‘”How Travellers Use Online and Social Media Channels to Make Hotel-choice Decisions”, Cornell Hospitality Report, Vol. 10, No. 18, December 2010, The Center for Hospitality Research, December 2010
Social media and customer reviews are
an essential part of especially female travellers'
information gathering process
6 © 2010 Experian Limited. All rights reserved.
Women are NOT pickier than Men
Women are equally likely to read both professional reviews (e.g., AAA) and customer reviews (e.g., TripAdvisor), men are more likely to rely on the professional reviews
Women are significantly more
likely to read a review on
TripAdvisor compared to men
Men and women are equally likely to stay away from a hotel with negative reviews and
equally likely to choose a hotel if they see positive reviews
7 © 2010 Experian Limited. All rights reserved.
What websites do they visit?Category: Travel – Destinations & Accommodation
by Visits - 12 Rolling Weeks ending March 31, 2012
Websites DomainFemale
Segmented RateMale
Segmented Rate1 TripAdvisor - Australia www.tripadvisor.com.au 53.87% 48.41%2 Wotif.com www.wotif.com 51.59% 46.13%3 Booking.com www.booking.com 53.34% 46.66%4 TripAdvisor www.tripadvisor.com 53.35% 46.65%5 Stayz www.stayz.com.au 56.39% 43.61%6 Agoda Australia www.agoda.com.au 51.39% 48.61%7 Hotels.com www.hotels.com 54.04% 49.75%8 ninemsn Travel travel.ninemsn.com.au 50.25% 45.96%9 Totaltravel.com www.totaltravel.com 49.71% 50.29%10 HotelClub www.hotelclub.com 52.36% 47.64%
Websites DomainFemale
Segmented RateMale Segmented
Rate1 hotels.ctrip.com hotels.ctrip.com 41.91% 58.09%2 MaFengWo www.mafengwo.cn 44.02% 55.98%3 hotel.17u.cn hotel.17u.cn 42.73% 57.27%4 lvyou.baidu.com lvyou.baidu.com 45.31% 54.69%5 Daodao www.daodao.com 44.79% 55.21%6 Yododo www.yododo.com 44.00% 56.00%7 917HK www.917hk.com 42.23% 57.77%8 7Days Inn www.7daysinn.cn 42.12% 57.88%9 travel.nuomi.com travel.nuomi.com 46.08% 53.92%10 Youtx.com www.youtx.com 44.71% 55.29%
Australia
China
Review sites, Online travel agencies with hotel focus are top
visited sites
8 © 2010 Experian Limited. All rights reserved.
Connect and Empower the Fairer SexThey will give you a better review
Devil - Connect
Tripadvisor visitors53.3% female 46.7% male1. Find out your upstream
social websites▲ Facebook #3 Accor▲ Tripadvisor #7 Accor
2. Monitor and manage
3. Promote reviews via email
Angel - Empower
Women seek input from their networks
Run “Like” and “Share” campaigns via email
Make web/apps sharable 60% of Pinterest users
are female. Are you pinnable?
Data source: Experian Hitwise Australia
9 © 2010 Experian Limited. All rights reserved.
Empower > Enable Sharing
“Friends & Family” campaigns have 2x the referral rate and 2x the revenue per email compared to bulk
Go Viral – add ShareThis or Refer a Friend to encourage sharing. Emails with these viral elements have 3x the referral rates of campaigns without
Get Social - include “Like” buttons to encourage subscribers to spread the word on FB
10 © 2010 Experian Limited. All rights reserved.
Empower > Customer Stories in Email
Nearly 100 reviews per day!
11 © 2010 Experian Limited. All rights reserved.
Empower > On Pinterest
Attracts people interested in home crafts and hobbies
Represents 58% of FB share of traffic to Travel industry
Women dominate – with 60% of visitors being female
Keep an eye on Pinterest
• Pinterest is a virtual pinboard or scrapbook to organize and share your things of interest
• #3 most popular social networking site in the US, surpasses LinkedIn, behind FB & Twitter
• Amazing growth since its launch in the US in last 2 yrs
12 © 2010 Experian Limited. All rights reserved.
Who’s Smarter Now? Women Own More Smartphones in 2011
Women 53% of smartphones Text messages (SMS) Social networks Sharing photos and
videos Financial and shopping Email access Mobile games
Men 47% of smartphones Streaming content
(movies/TV) Making dinner
reservations Checking corporate email
According to Compete report, Nov 2011
13 © 2010 Experian Limited. All rights reserved.
Engage > Mobile & Travel
Reach your customers where they are
► 23% of time spent on mobile devices – only 1% of ad spend*
► Smartphone penetration expanding
► Majority of Smartphone users are interacting with Travel content
Mobile enable your marketing1. Mobile optimized site
2. Mobile optimized email
3. Consider● SMS● Custom App● In App ads
*According to Google compared to TV and Radio in the US
23% of adults have cursed at
their phone when a site doesn’t work !@$#%
14 © 2010 Experian Limited. All rights reserved.
Connect > Mobile Opportunity in Asia Pac
Good news for Travel industry in APAC:
The most phones in the world
Singapore #1 and Australia #2 for
Smartphone penetration
15 © 2010 Experian Limited. All rights reserved.
Engage > Digital marketing tactics
Email & Social Media Advertising tops the list
► 2.9 Billion email accounts globally
► 750 Million FB users► 1.6 Billion mobile phones
► Email still best ROI over other digital channels*
Mobile and Social just make it more interesting
*According to study by Econsultancy and Adestra, 2012
16 © 2010 Experian Limited. All rights reserved.
Age breakdown for traffic to Category:Agencies
In Australia, 55+ age group have almost 40% share of visits to the Travel – Agencies category
In China, 25-34 group represent 36% of all visits to the same category
Australia China
17 © 2010 Experian Limited. All rights reserved.
Target & Test
Identify key behavioral traits & segment the market to understand and address
demand
Capturing behavioral data is key to drive targeted actions
Who to target, What to promote,
When to promote
18 © 2010 Experian Limited. All rights reserved.
Connect > Use the Data to be Relevant & Meaningful
Personalized Subject line: Your ZUJI StarZ HKD$100 hotel evoucher to help you save more for your Manila trip
Hotel Cross-Sell Automated based on collected data
19 © 2010 Experian Limited. All rights reserved.
Engage > Video in Email
In HK, US and AU, “youtube” is the 2nd most searched term in 2011
In 2014, video can account for 50% of all internet traffic
Effective engagement because they deliver emotional messages
20 © 2010 Experian Limited. All rights reserved. © 2010 Experian Limited. All rights reserved.
21 © 2010 Experian Limited. All rights reserved.
Collect as Much Data as you Can
Analytics & actionable insights can be driven by things like:
► Channel engagement and preference
► Online activity► Attitudes, opinions and
beliefs► Psychographics and
lifestyles► Demographics► Social media insights
Create & build individual customer profiles
The right offers at the right time to the right
customer drives performance
Personalization drives expanded revenue opportunity
22 © 2010 Experian Limited. All rights reserved.
Connect > Shorter subject lines
For Travel industry, subject lines of fewer than 26
characters have the highest unique open rates at 28.9%!
Tip: Consider running a subject line test plan to determine the best way to speak to
subscribers, understand what they are looking for, improve open rates and subsequently
improve clicks and transactions generated via email.
23 © 2010 Experian Limited. All rights reserved.
Connect > Relevant, Short, Timely SMS
Operational Confirmation numbers Time and Terminal for
flight departures Email bounced – provide
the correct one
Marketing Last minute offers Simple satisfaction survey Encourage review or
sharing