Digital Marketing for Outbound Tourism Shivek Sachdev (Managing Director, OMG Experience)
Digital Marketing for Outbound TourismShivek Sachdev (Managing Director, OMG Experience)
Speaker Profile
Definition of Marketing
• …process for communicating value of goods/services to customer
• …กระบวนการของการสื่อสารคณุค่าของผลิตภัณฑ์หรอืบรกิารไปยงัลกูค้า
• 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 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 VisitKnocked Door Sales
Then
Now
From Traditional Marketing to Digital Marketing
Print AdsBrochures
Then
Now
From Traditional Marketing to Digital Marketing
BillboardMagazines
Then
Now
From Traditional Marketing to Digital Marketing
RadioTV AdsCold Calls
Then
Now
From Traditional Marketing to Digital Marketing
WebpageEmail Blast
Then
Now
From Traditional Marketing to Digital Marketing
SEO (1st Generation)
Then
Now
From Traditional Marketing to Digital Marketing
AdwordsAnalytics
Then
Now
From Traditional Marketing to Digital Marketing
BlogsReviews
Then
Now
From Traditional Marketing to Digital Marketing
Social MediaOnline 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 & FaresBrand
(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 ResearchUsing Google Adwords: Keyword Planner
Case 1: Market ResearchUsing Google Adwords: Keyword Planner
Case 1: Market ResearchUsing Google Adwords: Keyword Planner
Case 1: Market ResearchUsing Google Adwords: Keyword Planner
Case 1: Market ResearchUsing Google Adwords: Keyword Planner
Case 2: Creating Product AwarenessUsing Facebook Ads (Push Strategy)
Case 2: Creating Product AwarenessUsing Facebook Ads (Push Strategy)
Case 2: Creating Product AwarenessUsing Facebook Ads (Push Strategy)
Case 2: Creating Product AwarenessUsing Facebook Ads (Push Strategy)
Case 3: Creating Product AwarenessUsing SEO (Pull Strategy)
Paid Ads
Organic (SEO)
Case 4: Engage with ProspectsUsing MailChimp
Case 4: Engage with ProspectsUsing MailChimp
Call to Action
Case 4: Engage with ProspectsUsing MailChimp
Case 4: Engage with ProspectsUsing MailChimp
Case 4: Engage with ProspectsUsing MailChimp
Case 4: Engage with ProspectsUsing MailChimp
Case 4: Engage with ProspectsUsing MailChimp
Case 4: Engage with ProspectsUsing MailChimp
Case 5: Closing SalesUsing Remarketing
Case 5: Closing SalesUsing Remarketing
Case 6: Measure ResultsUsing Google Analytics
Case 6: Measure ResultsUsing Google Analytics
Case 6: Measure ResultsUsing Google Analytics
Case 6: Measure ResultsUsing Google Analytics
Statistics & Conclusions
Statistics & Conclusions
Statistics & Conclusions
Statistics & Conclusions
Statistics & Conclusions
Problem? Innovate or die!