Mtm Iulm Web 2 0 Tourism

WEB TRAVEL 2.0:

OPPORTUNITIES AND RISKS

THE WAR FOR ATTENTION ATTENTION ATTENTION ATTENTION

2

THE MARKETING DIVIDE

• You Create Visibility (offerts/contents)

• You earn your Visiblity (word of mouth)

HOW TO GAIN ONLINE VISIBILITYHOW TO GAIN ONLINE VISIBILITYHOW TO GAIN ONLINE VISIBILITYHOW TO GAIN ONLINE VISIBILITY

• You work on findability(search engine marketing)

• You Buy Visibility (advertising)

• You Share Visibility (co-marketing)

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PRICE AS A COMMUNICATION TOOLPRICE AS A COMMUNICATION TOOLPRICE AS A COMMUNICATION TOOLPRICE AS A COMMUNICATION TOOL

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CONTENTS TO GET ATTENTION CONTENTS TO GET ATTENTION CONTENTS TO GET ATTENTION CONTENTS TO GET ATTENTION

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HOW TO EARN TRUSTHOW TO EARN TRUSTHOW TO EARN TRUSTHOW TO EARN TRUST

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Search Engine Marketing

Search Engine

FINDABILITY STRATEGIESFINDABILITY STRATEGIESFINDABILITY STRATEGIESFINDABILITY STRATEGIES

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Pay-Per-Click

Advertising

Organic

Positioning

Search Engine

Optimization

PURCHASING ATTENTIONPURCHASING ATTENTIONPURCHASING ATTENTIONPURCHASING ATTENTION

SHARING ATTENTIONSHARING ATTENTIONSHARING ATTENTIONSHARING ATTENTION

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THE “WEB EVOLUTION”THE “WEB EVOLUTION”THE “WEB EVOLUTION”THE “WEB EVOLUTION”

Evolution of

users

Evolution of

the newEvolution of Evolution of

THE IMPACT OF “SOCIAL WEB” ON

TOURISM

NEW DYNAMICS OF SOCIAL

INTERACTIONBEHAVIOUR OF REFINED

AND DIFFERENTIAL

BUYING

the new

intermediares

Evolution

Of the

incumbent

New

Competitors

Evolution of Evolution of

Technological

qualification for

“Social Web”

WIDGETATION OF

TURISTIC OFFERS

NEW MODELS OF MARKETING

DISTRIBUTION (SYNDICATION)

INVOLVMENT OF USERS

IN THE MARKETING

PROCESS

Maurizio Goetz 2008

USER EVOLUTION

DIFFERENCES IN TASTE

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DIGITAL NATIVES AND

DIGITAL IMMIGRANTS

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THE USER IS THE MEDIA

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SHARING IS NOT BROADCASTING

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YOU BUY MORE THEN A

PRODUCT

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REAL AND META WORLDS

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CONTEXT IS KING

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MULTITASKING

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CITIZEN MARKETEERS

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MEDIA IS EVERYWHERE

ALWAYS ON

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LIFE STREAMING

TYPOLOGY OF WEB USERS

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DYNAMIC ANALYSIS OF PUBLIC

TYPOLOGY

Fonte Forrester

Users organise

a change of

information

and

The users

exchange

information

Users create a

social network

for meeting

people with

Phase One: sharing experiences

USER EVOLUTION

and

experiences

amongst each

other

information

pertaining to

their travel

experiences

people with

the same

interests

PersonalTravel Blog User Generated Content

Audiovisual webTourist

Social NetworkTravel guide UGC

Wiki travel

Social Bookmarking

Rating

Technological qualification

THE ROLE AND THE TECHNOLOGY

QUALIFICATION AND THE UGC

SHARING EXPERIENCES/1

SHARING EXPERIENCES/2

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SHARING KNOWLEDGE

SHARING + MEETING PEOPLE

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SHARING – MEETING – IN TOUCH

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CREATING PERSONAL

SOCIAL NETWORKS

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NEW INTERMEDIARY AND

THE UGC

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SOCIAL NETWORK – TRAVEL

ADVICE – E-COMMERCE

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TECHNOLOGY FOR “ALWAYS ON”

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Social Travel BookmarkTECHNOLOGY FOR “ALWAYS ON”

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Users

use tools

always

The users

organise to

travel

Users use

their

travels to

create

Phase Two: Social Travels

EVOLUTION OF THE USER

always

more

sophistic

ated

travel

together,

amongst

themselves

create

new

relationsh

ips

Social Travels co-travelling service

Tecnologie abilitanti

second generation search

tools

CO-TRAVEL SERVICE/1

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CO-TRAVEL SERVICE/2

INTELLIGENCE TOOLS

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EVOLUTION OF THE ‘MIDDLEMAN’

NEW INTERMEDIARY

FOR GROUP TRAVEL

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UGC REMIX

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SERVICE INTERGRATION 2.0

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NEW MEDIATION

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SERVICES MOST AIMED AT

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EVOLVED SERVICES/1

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EVOLVED SERVICES/2

EVOLVED SERVICES/3

NEW SUPPLEMENTS 2.0

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NEW SUPPLEMENTS 2.0

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NEW COMPETITORS

DICTIONARY EDITORS

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APPARTMENT EXCHANGE

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NEW SERVICES OF ADS

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IS IT STILL A SEARCH

OPERATOR?

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NEW BOOKING SERVICES

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Formato 2.0

THE EVOLUTION OF THE GUIDE

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Formato 2.0

DENTIST OR TOUR OPERATOR?

DESTINATION BRANDING

COMPETITIVE EVOLUTION OF

TURISTIC SEARCH TOOLS

Competizione per

l’attenzione

Competizione sulla

precisione

Competizione

locale o globale

Competizione sui

business models

Competizione sui

travel partners

SEIZING THE OPPORTUNITY OF

THE COMPETITION 2.0

DESTINATION BRANDING 2.0

“SOCIAL” GREECE

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MY AUSTRALIA TRAVEL WIKI

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“COOL” AUSTRIA

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MAURIZIO GOETZWWW.MARKETINGUSABILE.BLOGSPOT.COM