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Internet strategy, customer focus and persuasion
Website Promotion Workshop:: Tourism sector
January, 2012:: Alfons van Duijvenbode
• Strategy and customer focus• Key success factors
• Communication and persuasion• Good practices
• Assignments
Agenda
“Online information is now one of the primary influences on consumer decisions in nearly all major markets.’’
(Source: WTO: Handbook on E-marketing for Tourism Destinations)
“Latest international research shows that more than 80% of travellers use the “net” extensively to plan and
organise their trip.” (Source: Australian Tourism Data Warehouse)
Importance of the net
Centre for the Promotion of Imports from developing countries |
3
Internet strategy
Do you apply an internet
strategy
or are you ….
” …having a website…..”
Internet strategy ….
engagemen
t
conversion
persuasion
Key success factors
Objectives
Goals
Unique Value
Proposition
DefinedTarget Groups
Customer
focus
Visibility
Findability
ProactiveMarketing
Engagement
Usability
compliant
MasterOf
Communication
Communication and persuasion
How do people read on the Internet?
Communication and persuasion• Don’t expect the user to read …..
• 200 words/minute | Average 30 sec per page
• KISS• Avoid large text blocs• Use bold headers and list items (bullets)
• Fast, action oriented medium ….Scan and click mentality
• Most important information first …Your product offer • What makes you unique, different from competition:
Your Value proposition (AIDAS)• Captured in a Tagline: Your pay-off
a clear, attractive and powerful one liner
show
show
…. Use of pictures
Communication and persuasion
• Convince (testimonials) ……. • Users scan for news (up to date info!), opportunities and
benefits, customized information, call to action buttons
• Reach out and Interact (on-site and in social media)
• Increasingly video oriented, 4 bn views per day in You Tube
“90% of online travel buyers say online video influence their travel purchases” (Source: PhoCusWright )
show
show
show
show
…. Use of pictures
Your customer focus
• Who are you targeting…?• What is their language…?• What do they look for…?• What do they expect…?
• Offer at least that…!
Assignment