KPI's of Digital Branding for the travel industry presented by Lisette Schipper Google Netherlands

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The Next Decade of Branding
Lisette Schipper
Brand Solutions and Innovations Specialist

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Real(time)
Marketers &
Brand Builders
Full Value Experts
- Cross channel/screen
- Full consumer journey
Last Click Experts
‘Performance Thinkers’ ‘Brand Thinkers’
Offline Brand
Builders
Story tellers
- Cross channel/screen
- Beyond demographics

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Permission Based
MarketingPullPush
Mass TargetingTargetingMass
PublisherStory TellerAdvertiser
3 -Trends

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PublisherStory TellerAdvertiser

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people are always on
connected to the internet 100% of the time

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customer-centric marketing
always be where the customer is
Search
Browse
Watch
Share

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Real life is not flighted
2M
households will run out
of shampoo today
1.4M
women will get their
hair cut today
1.2B
Will be the times that
Women will look at their
hair in the mirror today

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We are proposing a different way of running campaigns
Continue with flights, but maintain constant presence between them

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Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Hero Content
Large-scale tentpole
events or programs that
drive awareness at scale
Hub Content
Regularly scheduled
content around
customer passions
Hygiene Content
Always-on content
optimized to users
intent and interests
Hero Hero Hero
Hub
Hygiene
Hub Hub Hub
Consistent content programming is crucial for success

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This success is only possible online
1:16 video – 73M views, 156 years of watchtime, 306K shares, 433K likes

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There’s a strategy behind it
Episodes for truckers
In-depth FAQs about truck
technology
Epic stunts
Content
activity
Time
HygieneHubHero

12. Hero Content needs massive orchestration
Product Launches and Tent-Pole Events

13. #PassionProject Small Business Owners Entertainment Fans
HUB content should be scheduled
Success Stories, Passions, and Interests

14. Hygiene content should be always on
How-To’s, Product Demos, Customer Service

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Hostelworld

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Hostelworld

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Four Seasons

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TEAM Black Sheep

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How to measure success?

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Hero Content
Large-scale tentpole
events or programs that
drive awareness at scale
Hub Content
Regularly scheduled
content around customer
passions
Hygiene Content
Always-on content
optimized to users intent
and interests
This is when you want to
GO BIG,
and recommend big
media pushes to reach
a mass audience.
# Views
# Impressions
# Reach
# Unique user
# SOV
This content centers around the
intersection
of your brand and your
consumers’ passions points.
It is critical to sustain momentum
# Frequency
# Follow on views
# Engagement shares (subscribers, likes,
comments, watch time)
# Efficiency/Optimization
This is your always on “pull”
content PEOPLE ARE
ACTIVELY SEARCHING
for it and you are the
authority for their questions.
# CTR
# Coverage
# Impression share YT
# Brand views increasement vs. user generated
content
KPI’s

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Your consumer is #always on
# happy holidays - Thank you!