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Digital Marketing for Outbound TourismShivek Sachdev (Managing Director, OMG Experience)
Speaker Profile
Definition of Marketing
• …process for communicating value of goods/services to customer
• …กระบวนการของการส่ือสารคุณค่าของผลิตภณัฑ์หรือบริการไปยังลูกค้า
• Inbound Marketing vs. Outbound Marketing (General Concepts)
Sales vs. Marketing
• Both want to increase sales
• For small organizations, it’s usually the same people!
• What about your organization structure?
• Sales are more cunning, agree?
• Sales are more convincing, agree?
• Sales person are more good looking, agree?
• Demand creation (Marketing) – very expensive!
• Let’s try some examples…
Sales vs. Marketing – Who’s Who?
Sales vs. Marketing
• Both want to increase sales
• For small organizations, it’s usually the same people!
• What about your organization structure?
• Sales are more cunning, agree?
• Sales are more convincing, agree?
• Sales person are more good looking, agree?
• Demand creation (Marketing) – very expensive!
• Let’s try some examples…
Sales vs. Marketing – Demand Creation (Traditional)
Sales vs. Marketing – Demand Creation (Digital)
Sales vs. Marketing – Demand Creation (Digital)
From Traditional Marketing to Digital Marketing
Sales Visit
Knocked Door Sales
Then
Now
From Traditional Marketing to Digital Marketing
Printed Ads
Brochures
Then
Now
From Traditional Marketing to Digital Marketing
Billboard
Magazines
Then
Now
From Traditional Marketing to Digital Marketing
Radio
TV Ads
Cold Calls
Then
Now
From Traditional Marketing to Digital Marketing
Webpage
Email Blast
Then
Now
From Traditional Marketing to Digital Marketing
SEO (1st Generation)
Then
Now
From Traditional Marketing to Digital Marketing
Adwords
Analytics
Then
Now
From Traditional Marketing to Digital Marketing
Blogs
Reviews
Then
Now
From Traditional Marketing to Digital Marketing
Social Media
Online Ads
Then
Now
From Traditional Marketing to Digital Marketing
Changes in Consumer Behavior (Before)
What has changed?
Changes in Consumer Behavior (After)
Changes in Consumer Behavior (Before)
What is this? What about now?
Changes in Consumer Behavior (After)
Why Digital Marketing?
• Changes in consumer behavior
• Caused by???
• TECHNOLOGY
• Digital Marketing leverages on technology to???
• What have you seen?
Marketing in the Outbound Tourism Industry
Who are the players?
• Airlines
• Wholesales
• Agents
• End Users
Marketing in the Outbound Tourism Industry
• Fictional Example
Bhutan Airlines
Agents Agents Agents Agents
Agents Agents Agents
Marketing in the Outbound Tourism Industry
• Where does Digital Marketing come into action?
Bhutan Airlines
AgentsBrand & Fares
Brand & Fares
Brand (Mass Media)
Brand & Packages
Digital Marketing Checklist
• Responsive Website• Mobile Enabled
• Tablet Enabled
• Updated Content
• Social Media Enabled• E.g. Facebook
• Rich Content• Youtube, Facebook, Instagram etc. (Video Content)
• Blog
• Drive Sales & Conversion• SEO/ Google Ads/ Facebook Ads etc.
• Monitor and Optimize
Example: Responsive Website
Example: Responsive Website (Tablets)
Example: Responsive Website (Mobile)
Example: Social Media Enabled
Digital Marketing Case Studies
1) Market Research using Google Adwords: Keyword Planner
2) Creating Product Awareness using Facebook Ads (Push Strategy)
3) Creating Product Awareness using SEO (Pull Strategy)
4) Engage with Prospects using MailChimp
5) Closing Sales using Remarketing
6) Measure Results using Google Analytics
Case 1: Market Research
Using Google Adwords: Keyword Planner
Case 1: Market Research
Using Google Adwords: Keyword Planner
Case 1: Market Research
Using Google Adwords: Keyword Planner
Case 1: Market Research
Using Google Adwords: Keyword Planner
Case 1: Market Research
Using Google Adwords: Keyword Planner
Case 2: Creating Product Awareness
Using Facebook Ads (Push Strategy)
Case 2: Creating Product Awareness
Using Facebook Ads (Push Strategy)
Case 2: Creating Product Awareness
Using Facebook Ads (Push Strategy)
Case 2: Creating Product Awareness
Using Facebook Ads (Push Strategy)
Case 3: Creating Product Awareness
Using SEO (Pull Strategy)
Paid Ads
Organic (SEO)
Case 4: Engage with Prospects
Using MailChimp
Case 4: Engage with Prospects
Using MailChimp
Call to Action
Case 4: Engage with Prospects
Using MailChimp
Case 4: Engage with Prospects
Using MailChimp
Case 4: Engage with Prospects
Using MailChimp
Case 4: Engage with Prospects
Using MailChimp
Case 4: Engage with Prospects
Using MailChimp
Case 4: Engage with Prospects
Using MailChimp
Case 5: Closing Sales
Using Remarketing
Case 5: Closing Sales
Using Remarketing
Case 6: Measure Results
Using Google Analytics
Case 6: Measure Results
Using Google Analytics
Case 6: Measure Results
Using Google Analytics
Case 6: Measure Results
Using Google Analytics
Statistics & Conclusions
Statistics & Conclusions
Statistics & Conclusions
Statistics & Conclusions
Statistics & Conclusions
Problem? Innovate or die!