Marketing Through the Visitor Behavior Cycle - Travel and Tourism

1

Marketing Through The Visitor Behavior Cycle

Roger Hurni!Managing Partner/Chief Creative Officer Off Madison Ave@RogerHurni

3

Marketing through!The Visitor Behavior Cycle

4

Garbage in. Garbage out.

5

Content Marketing

Google !Plus!

Groups

A Small!World

The Marketing RevolutionPrint

TV

Radio

WebsiteOut of !Home

Tele-marketing

AddressableVoice

Mobile

SMS + !MMS

Email

IM

Search

Online !Video

Online !Display

Paid!Search

Landing Pages

Microsites

Affiliate !Marketing

Wikis

Webinars

Blogs

RSS

Podcasts

Social Networks

Widgets

Mobile!Web

Behavioral

Social Media & Ads

Game!Branding

Facebook

Twitter

InstagramSnapchat

Direct !Mail

POS

Niche Social Networks

Apps

YOOnline!Radio

Branded !Entertainment

7

88

9

Google Art Project

Education !Revolution

autoawesome

Gem Lovers

College Football

Mom, Pregnancy & New Babies

Anglo-Celtic Cuisine

Bodybuilding

Get Fit

Our World’s!Wildlife

Plastering !& Drywall

Academy of !Electronic Music

Parkour

Fantasy Football !Central

Television/TV

Tea Lovers

Men & !Pets

Skydiving

Genetic!Genealogy

Comic Book !Community

Ingress

Running Man

Deep Astronomy

The Hunger Games

Social Media Strategy

The Walking !Dead Circle

WWE and TNA Fans

Korean FoodNFL Football

Algorithms & Coding

Scuba Diving

Libertarian

Wedding!Inspiration

Fitness & Weight Loss

Geek !Your Home

Versus

Raspberry Pi

Social !Media

Weather!Photography

Veterans & Active Duty

Beauty

Psychology

Traveling

Hacker News

Read Banned !Books

DIY Drones

Game of Thrones Circle

Paper Crafts

Gaming

Cosplay Mountain!Biking

Digital Scrapbooking

Philosopy of Religion

Thru-hiking

Self Help Punch

Mobil DevicesTrue Blood Circle

Harry !Potter

Everything !Music

Cakes &!Baking

Space

The Photo Community

Makers, hackers, artists & engineers Linux

CyanogenMod

Star!Wars Android!

Development

Android

ExplorationHDR Photography

Landscape Photography

Ubuntu

HTML5Design For!The Modern!

World

JavaScript

Google+ !Photographic Society

Anime

YouTubers!

deviantART Community

NEXUS

Running

Android Design!

Adsense CommunitySEO Questions

Startup Bootstrappers

Jesus Christ Daily

Cute Pictures of Cats

Every Day Teen PostCinema

Nos Gusta la Música

Macro Photography

Inspirational Quotes Earth

Dog of the Day

Eu Acredito em Dues!

PythonWisdom

Healthy Living

Light Box

Top !Quotes

Fitness

Facebook

One Direction

XboxDicas de Beleza

PoesíaDream Vacations

3D PrintingBeautiful Things

Funny Pictures & Videos

150!THOUSAND!

Google+ !Communities

�9

10

FacebookYouTube

QzoneSina WeiboWhatsApp

Google+Tumblr

LINETwitter

WeChatTencent Weibo

LinkedInYouKu

InstagramTudou

RenRenPinterest

BadooOrkut

FoursquareVine

vkontakteMyspaceSnapchat

0 400000000 800000000 1200000000 1600000000

World’s largest social networks

11

250!BILLION!

Photos !on Facebook

350!MILLION!Photos Uploaded!Daily to Facebook

4.75!BILLION!Items Shared on Facebook Daily

12

15!HUNDRED!Potential Pieces of

New Content

Marketing executives who admit to not using behavioral data.

13

0 25 50 75 100

Not Using Behavioral Data Using Behavioral Data

Source: Business Insider

76%

Marketers who actively pushing segmented data and measuring results.

14

0 25 50 75 100

Using Segmented Data Not Using Segmented Data

Source: Business Insider

13%

15

16

Despite radical changes in channels and data, people still work in predictable ways.

17

18

SalesBranding Informative

19

Sales

Branding Informative

!

!

!

!

!

5 Stages of Travel Planning

20

21

BookPlan ExperienceDream Share

!

!

!

!

!

Segmented Behaviors

22

23

Talking!to friends

Thinking!about a trip

ResearchingCreating an

itinerary

In trip!planning

Sharing an experience

Adapting to changes

24

Training

25

Concerns!about zip line!

safety

Researching!food options

Options!for kids

Inquiring!about gear

Sharing with!friends

The New Marketing Cycle is!about creating relevant communications!based on moment in time behaviors.

26

27

Newspaper!Magazine!Local Sites!Out of Home!Television!Social Media

Search!Travel Niche!Behavioral!Social Media

Arizona Guide!Advertorial!Sponsored Content

OTA!Conquest!Search

Email Nurture!Search!API Open Table!TripAdvisor!Travelzoo!Social Media

Email!Forward to a Friend!Banner

Email Nurture!Search!TripAdvisor!Travelzoo!Social Media

28

Share your story

Inspiration

Intent

Pre-booking

Post-Booking /!In-market Planning

Re-engagement

Move each customer from Awareness!to Decision to Confidence in that decision.

Consumers no longer follow!a predetermined linear path.

36

NurtureConversation SaleExposure Advocacy

37

The consumer does not have to follow a prescribed sequence of events.!!

She creates her own personalized path of interest to her, at whatever degree of relevant detail.

39

NurtureConversation SaleExposure Advocacy

40

Nurture

Conversation

Exposure

Exposure

Sale

AdvocacyNurture

Conversation

Nurture

Conversation

Each behavior trigger point requires!four key components.

Sensory:!Has a visual, touch, auditory, smell, or taste cue.

Emotional:!Delivers an emotive connection to the experience.

Intelligent:!Creates an exchange of relevant, useful information.

Congruent:!Base information exchange on individual actions!and in parallel to the need.

The promise of the brand happens!at the marketing level.!!

The execution of a brand happens!at an operational level. !!

And the management of a brand happens!at the consumer level.

46

The consumer is your brand manager!and in control of the experience.

48

49

50

We are moving into a “Post-campaign Era.”! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! - Forrester Research

Percent of Millennials that don’t trust email.

53

0 25 50 75 100

Don't Trust Trust

Source: Forrester Research

38%

Percent of Millennials that don’t trust digital ads.

54

0 25 50 75 100

Don't Trust Trust

Source: Forrester Research

49%

Percent of Millennials that don’t trust information in branded apps.

55

0 25 50 75 100

Don't Trust Trust

Source: Forrester Research

36%

Percentage of Millennials are more likely to share information with a brand they trust.

56Source: SDL

60%

Percentage of Millennials!willing to share more personal data if it means more relevant offers to them.

57Source: SDL

54%

58

59

Marketers need to prepare for the future!now with a strategic approach to collecting and using customer data.

61

If you are just collecting data and adding!it to a database then you are on your way!to becoming extinct.

Sales are easy. !Getting a customer for life is hard.

62

!

!

!

!

!

A marketing strategy isn’t one big campaign executed everywhere.

63

!

!

!

!

!

It’s lots of small behavior-based campaigns!that change over time as audiences interact!with them.

64

Thank you.

65