Presentation by Santhana Naidu about Online Marketing at the 2009 Indiana Tourism Summit

1. 2009 tourism SUMMIT ONLINE MARKETING September 16, 2009

2. WHY ONLINE MARKETING IS VALUABLE Relatively inexpensive when compared to most of the traditional mediums. Accountability for advertisers. Nearly all aspects of the campaign can be traced, tested and optimized. Internet is used throughout the purchase funnel in the tourism industry and is considered the most powerful tool in prompting people to book a trip. Search engines are used by 6 in 10 travelers.

3. PRESENTATION OVERVIEW Role of Internet in the Tourism industry Strategies and tactics you can implement today Optimizing your campaign

4. Role of Internet in THE tourism Industry

5. LEISURE TRAVEL TRENDS Majority of the Leisure Travelers still plan on travelling just as much or more in 2009 (vs. 2008). Online buying behavior has changed – travelers will shop around more to find the best deal before purchasing. 30% typically book packages that offer discounted rates. 8% of Leisure Travelers access travel information from their mobile device. Nearly 50% of Business Travelers always or frequently make time for leisure activities when traveling for business.

6. TRIP PLANNING RESOURCES USED BY TRAVELERS Source: Google

7. USED THROUGHOUT THE PURCHASE CYCLE Online Advertising Source: Google

8. STRATEGIES & TACTICS YOU CAN IMPLEMENT TODAY

9. 1. SEARCH ENGINE MARKETING Nearly 3 out of 4 Leisure, Business & Affluent Travelers use search engines in trip planning. According to Google, search engines surpassed OTAs as a more typically used online resource for trip planning. Overnight accommodations, air travel, destinations, vacation activities, travel packages and car rental are the frequently searched keyword categories. Search engine users spend more time shopping around for deals.

10. 1. SEARCH ENGINE MARKETING (CONTD.) Google, Yahoo & Bing Manage your quality score Delete your underperforming keywords Avoid dynamic keyword insertion Add negative keywords Destination & display URLs Improve your landing page conversion rate Use conversion optimizer (if applicable) Testing Ad copy (Curiosity, insecurity, fear, vanity, etc.) Landing pages

11. 2. DISPLAY ADVERTISING Ad networks vs. local sites Purchasing basics Add behavioral targeting Start a “re-messaging” (AKA re-targeting) campaign Add a strong call-to-action in the creative Rich media / interactive ads Request reports frequently and optimize

13. 3. CPL/CPA PROGRAMS Low risk Conversion rates differences Lead nurturing process

14. 4. MOBILE MARKETING Some of the ad types you can choose from: Search, display and trailers Differences in the buying process Keyword responses Not as competitive as Internet…..yet!

15. OPTIMIZING YOUR campaign

16. 1. ANALYTICS What metrics to use Search Display CPL/CPA Mobile Frequency Tools Google Analytics Landing page creation and management tool

17. 2. GOOGLE WEBSITE OPTIMIZER Eliminate guesswork from site design, increase website conversion rates and visitor satisfaction.

18. 3. GOOGLE INSIGHTS

19. 3. GOOGLE INSIGHTS (CONTD.)

20. Thank YOU!Questions?