Digital Marketing for Outbound Tourism (TTAA)
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The document discusses how digital marketing can be used for outbound tourism. It begins by explaining the differences between traditional marketing and digital marketing. It then provides examples of how various traditional marketing tactics have evolved and been replaced by digital alternatives. These include replacing print ads with websites and social media, billboards with online ads, radio with podcasts and blogs. The document then discusses how digital marketing allows tracking of consumer behavior and targeting consumers. It provides a checklist for digital marketing and case studies on using tools like search engine optimization, social media, email marketing and analytics. Finally, it stresses the importance of measuring results and innovating with new digital strategies.
Digital Marketing for Outbound Tourism (TTAA)
- 1. Digital Marketing for Outbound Tourism Shivek Sachdev (Managing Director, OMG Experience)
- 4. Definition of Marketing • …process for communicating value of goods/services to customer • …กระบวนการของการสื่อสารคุณค่าของผลิตภัณฑ์หรือบริการไปยังลูกค้า • Inbound Marketing vs. Outbound Marketing (General Concepts)
- 5. 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 are more good looking, agree? • Demand creation (Marketing) – very expensive! • Let’s try some examples…
- 6. Sales vs. Marketing – Who’s Who?
- 7. 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…
- 8. Sales vs. Marketing – Demand Creation (Traditional)
- 9. Sales vs. Marketing – Demand Creation (Digital)
- 10. Sales vs. Marketing – Demand Creation (Digital)
- 11. From Traditional Marketing to Digital Marketing Sales Visit Knocked Door Sales Then Now
- 12. From Traditional Marketing to Digital Marketing Print Ads Brochures Then Now
- 13. From Traditional Marketing to Digital Marketing Billboard Magazines Then Now
- 14. From Traditional Marketing to Digital Marketing Radio TV Ads Cold Calls Then Now
- 15. From Traditional Marketing to Digital Marketing Webpage Email Blast Then Now
- 16. From Traditional Marketing to Digital Marketing SEO (1st Generation) Then Now
- 17. From Traditional Marketing to Digital Marketing Adwords Analytics Then Now
- 18. From Traditional Marketing to Digital Marketing Blogs Reviews Then Now
- 19. From Traditional Marketing to Digital Marketing Social Media Online Ads Then Now
- 20. From Traditional Marketing to Digital Marketing
- 21. Changes in Consumer Behavior (Before) What has changed?
- 22. Changes in Consumer Behavior (After)
- 23. Changes in Consumer Behavior (Before) What is this? What about now?
- 24. Changes in Consumer Behavior (After)
- 25. Why Digital Marketing? • Changes in consumer behavior • Caused by??? • TECHNOLOGY • Digital Marketing leverages on technology to??? • What have you seen?
- 26. Marketing in the Outbound Tourism Industry Who are the players? • Airlines • Wholesales • Agents • End Users
- 27. Marketing in the Outbound Tourism Industry • Fictional Example Bhutan Airlines Agents Agents Agents Agents Agents Agents Agents
- 28. Marketing in the Outbound Tourism Industry • Where does Digital Marketing come into action? Bhutan Airlines Agents Brand & Fares Brand & Fares Brand (Mass Media) Brand & Packages
- 29. 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
- 31. Example: Responsive Website (Tablets)
- 32. Example: Responsive Website (Mobile)
- 33. Example: Social Media Enabled
- 34. 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
- 35. Case 1: Market Research Using Google Adwords: Keyword Planner
- 36. Case 1: Market Research Using Google Adwords: Keyword Planner
- 37. Case 1: Market Research Using Google Adwords: Keyword Planner
- 38. Case 1: Market Research Using Google Adwords: Keyword Planner
- 39. Case 1: Market Research Using Google Adwords: Keyword Planner
- 40. Case 2: Creating Product Awareness Using Facebook Ads (Push Strategy)
- 41. Case 2: Creating Product Awareness Using Facebook Ads (Push Strategy)
- 42. Case 2: Creating Product Awareness Using Facebook Ads (Push Strategy)
- 43. Case 2: Creating Product Awareness Using Facebook Ads (Push Strategy)
- 44. Case 3: Creating Product Awareness Using SEO (Pull Strategy) Paid Ads Organic (SEO)
- 45. Case 4: Engage with Prospects Using MailChimp
- 46. Case 4: Engage with Prospects Using MailChimp Call to Action
- 47. Case 4: Engage with Prospects Using MailChimp
- 48. Case 4: Engage with Prospects Using MailChimp
- 49. Case 4: Engage with Prospects Using MailChimp
- 50. Case 4: Engage with Prospects Using MailChimp
- 51. Case 4: Engage with Prospects Using MailChimp
- 52. Case 4: Engage with Prospects Using MailChimp
- 53. Case 5: Closing Sales Using Remarketing
- 54. Case 5: Closing Sales Using Remarketing
- 55. Case 6: Measure Results Using Google Analytics
- 56. Case 6: Measure Results Using Google Analytics
- 57. Case 6: Measure Results Using Google Analytics
- 58. Case 6: Measure Results Using Google Analytics
- 64. Problem? Innovate or die!