slide1 n.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
How the Internet Is Revolutionizing the Travel Industry PowerPoint Presentation
Download Presentation
How the Internet Is Revolutionizing the Travel Industry

Loading in 2 Seconds...

play fullscreen
1 / 37

How the Internet Is Revolutionizing the Travel Industry - PowerPoint PPT Presentation


  • 152 Views
  • Uploaded on

Digital Travel Marketing. How the Internet Is Revolutionizing the Travel Industry. Rick Bruner IMT Strategies Vice President, Senior Analyst Author, “Net Results: Web Marketing That Works”. Do the Right Thing Then... Do Things Right. Interactive Marketing. Customer Data Warehouse.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'How the Internet Is Revolutionizing the Travel Industry' - kaz


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
slide1

Digital Travel Marketing

How the Internet Is Revolutionizing the Travel Industry

Rick Bruner

IMT Strategies

Vice President, Senior Analyst

Author, “Net Results: Web Marketing That Works”

slide2

Do the Right Thing

Then...

Do Things Right

slide3

Interactive Marketing

Customer Data Warehouse

Front-Office Automation

E- Business

Customer Interaction Center

Sales & Marketing Technology Revolution

slide4

S/M Shift

New Age Direct Marketing

New Tools

  • Interactive Media
  • Personalization
  • Portals/ Communities
  • Trading Networks
  • CRM

Marketing Tools

Existing Tools

  • Media Advertising
  • Direct Mail
  • Promotion
  • Tele-marketing
  • Sales Incentives
  • Pricing

Customer Behavior

Existing Channels

New Channels

  • Direct Sales
  • Retail
  • Partners
  • E-Commerce
  • Tele-sales
  • Automated Repurchase
slide5

Evolution in Sales & Marketing Budgets

  • Traditional Sales & Marketing Investments:
  • Direct Sales
  • Advertising
  • Promotion
  • Technology-Enabled Marketing Programs:
  • Internet Marketing
  • E-Commerce
  • CRM
  • Cust. Interaction Centers
  • Cust. Data Warehouses
  • Sales Automation
  • Marketing Automation

1996 *

2002 *

* Estimates

slide10

Online Travel Statistics

  • In 1997, online travel spending reached $827 million, triple the previous year. *
  • 6.7 million travelers booked trips online in 1998. *
  • 4% of all US adults made travel reservations online in 1998. *
  • Of people who have made online purchases, 40% have bought airline tickets, the third biggest e-commerce category after computer hardware/software and books **

* Travel Industry Association of America.

** PhoCus Wright

slide13

Get The Site Right

Set Clear Objectives:

  • Customer Retention
  • Lead Generation
  • Online Sales
  • Customer Service and Support
  • Market Research
  • Brand Building
slide20

Demand Generation

  • Banner Ads
  • Email Marketing
  • Search Engines
  • Affinity Sites
  • Affiliate Programs
  • Special Promotions
  • URLbiquity
slide21

The Truth of “1 to 1” Marketing:

1% Click-Throughs

X

1% Customer Acquisition

______________________________

10,000 Ad Banners = 1 Purchase

slide28

Calculate Return on Investment

You Can’t Improve

What You Don’t Measure!

slide29

Customer Acquisition

@ $30 CPM = $300

Ads 10,000

Click-through rate x 0.01

Acquisition rate x 0.01

Customers Acquired 1

Ads 10,000

x 0.001

(10,000 / 1,000) 30

Cost per Thousand (CPM) x $ 30.00

Cost to Acquire 1 customer $ 300

slide30

Life-Time Value Equation

Average annual customer revenue $ 900.00

Average numbers of loyal years x 3.00

Profit x 0.10

Customer Life-time Value $ 270

slide31

User Perception is Marketing Reality

  • 76% of users are uncomfortable with sites monitoring their Net browsing. 
  • 70% are concerned with using their credit cards online. 
  • 59% of respondents who go online said they never registered at companies’ Web sites that request personal information. 
  • 40% of users have provided false information at least once while registering at a Web site. 
  • 63% of those reluctant to give personal information say they would do so if Web sites disclose clearly how the information will be used. 

 TRUSTe/BCG Consumer Survey

 Business Week/Harris Black

 Georgia Tech Survey

 Harris/Westin Survey

slide35

Online Travel Resources

  • PhoCus Wrightwww.phocuswright.com
  • Travel Industry Association of Americawww.tia.org
  • TravelWebwww.travelweb.com
  • Traveler.Netwww.traveler.net
  • Infotec Travelwww.infotec-travel.com
  • Travel Weeklywww.twcrossroads.com
  • Travel Hubwww.travelhub.com
slide36

An advisory firm helping business leaders understand, anticipate and leverage sales and marketing technologies, changing customer buying behavior and new technology-enabled business models.

  • Focused on the business applications of technology trends such as interactive marketing, e-business, call centers, customer relationship management, marketing and sales process automation and database marketing.
  • Offering custom and syndicated advisory services, research, training and publications.
  • An affiliate and close strategic partner of META Group, a leading IT research firm.
  • (877) 566-7744 (toll free)
  • www.imtstrategies.com
slide37

Rick E. Bruner

rick@imtstrategies.com

(415) 351-2489

VP, Senior Analyst

IMT Strategies

Author

Net Results: Marketing That Works