Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.
How to Develop an Integrated Digital Marketing
Strategy for Tourism and Hospitality Promotion@skydigitalagency

hello@skyc...
Charmaine Lee
Chief Digital Marketing Officer 

Sky Digital Agency
A little about me…
Founded in 2010 Rebranded in 2014 Fo...
Charmaine Lee
Chief Digital Marketing Officer 

Sky Digital Agency
How many of you are from:
Tourism Industry:

Tourism de...
Video to watch: https://www.youtube.com/watch?v=7t2uI42dY9A
Charmaine Lee
Chief Digital Marketing Officer 

Sky Digital Agency
© 2019 Sky Digital Agency. @skydigitalagency. hello@sky...
Charmaine Lee
Chief Digital Marketing Officer 

Sky Digital Agency
© 2019 Sky Digital Agency. @skydigitalagency. hello@sky...
Charmaine Lee
Chief Digital Marketing Officer 

Sky Digital Agency
© 2019 Sky Digital Agency. @skydigitalagency. hello@sky...
1What is key in every country but has not evolved?
© 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
What is Digital Marketing?
Comprises of all marketing efforts that uses electronic devices or the internet.
Website SEO Ma...
What are the Benefits of Digital Marketing?
Here are some Key Benefits of Digital Marketing:
© 2019 Sky Digital Agency. @sky...
Sales v.s. Marketing
What is Sales?
Charmaine Lee
Chief Digital Marketing Officer 

Sky Digital Agency
© 2019 Sky Digital ...
Sales v.s. Marketing
What is Marketing?
© 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
Charmaine Lee
Chie...
“The best marketing
doesn’t feel like marketing.”
– Tom Fishburne, Founder of Marketoonist
© 2019 Sky Digital Agency. @sky...
1
In 1920s, we had
Colour in Print of
Magazines
In 1960s, we had the
Emotional Impact that
changed the Creative
Industry.
...
Majority of our marketing and advertising
messages, jump from awareness to action!
AWARENESS,

or Attracting
Attention
INT...
Strengths & Weaknesses: The beauty of Philippines
7,641 islands 82 provinces
Beaches, 

Summer Weather
Diving & 

Snorkell...
© 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
1. Understanding your
buyer’s journey with you…
AWARENESS ...
1
What triggers the
decision for travel
destinations?Work or Holiday
What will trigger an A.I.D.A to travel to
your destin...
1
What triggers the decision
for travel destinations?
The key questions that triggers my
travelling behaviour and choice:
...
1
What triggers the decision
for travel destinations?
A Buyer’s Journey on the Internet
Work or Holiday
DECISION
• Reviews...
1
1. Customer Persona, Who are they?

2. Understanding your customer’s buyer journey.
AWARENESS

• Flight Promotion

• Jet...
3. Digital Marketing v.s. Integrated Digital Marketing
© 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
Vid...
© 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
What is your Enticing/
Valuable Offer?
Social Media Ads
Ca...
1Let’s look at some Singapore Tourism Case Study
5. How can you stand out from the crowd?
1
Leverage on the story you can tell with these amazing photos and travels!
1
Start involving Videos in your Tourism Marketing Strategy!
AIRASIA x NOC

since 2016
SILLKAIR x NOC

since Sep 2019
© 20...
1
1
How many of Hotels get booked
directly from Hotel Websites?
* EMAIL LEAD GENERATION

• Upon Booking

• Upon Check-in
•...
How can you develop an Integrated Digital Marketing
Traffic for Tourism & Hospitality Promotion?
1. Customer
Persona
2. Und...
1
Landing Pages v.s. Website
© 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
1. Your Unique Selling Propos...
© 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
YouTube Video: https://www.youtube.com/watch?v=3Sk7cOqB9Dk
© 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
YouTube Video: https://www.youtube.com/watch?v=cbtf1oyNg-8
What are your Digital Marketing Goals?
Let’s begin with the end in mind.
Generate / Increase
Leads for your Business
How w...
If there are nine rabbits on the
ground, if you want to catch one,
just focus on one. - Jack Ma
© 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
1
A Sales Funnel will help optimize your
Return on Investm...
Thank you!
Q&A Time
@skydigitalagency

hello@skycrm.asia

www.skydigitalagency.com

http://bit.ly/skydigital-youtube
Charm...
Integrated Digital Marketing Strategy (Tourism Industry) - Philippines 4.0 Skills Forum, Leaping the Gap
Integrated Digital Marketing Strategy (Tourism Industry) - Philippines 4.0 Skills Forum, Leaping the Gap
Integrated Digital Marketing Strategy (Tourism Industry) - Philippines 4.0 Skills Forum, Leaping the Gap
Integrated Digital Marketing Strategy (Tourism Industry) - Philippines 4.0 Skills Forum, Leaping the Gap
Integrated Digital Marketing Strategy (Tourism Industry) - Philippines 4.0 Skills Forum, Leaping the Gap
Integrated Digital Marketing Strategy (Tourism Industry) - Philippines 4.0 Skills Forum, Leaping the Gap
Nächste SlideShare
Wird geladen in …5
×

Integrated Digital Marketing Strategy (Tourism Industry) - Philippines 4.0 Skills Forum, Leaping the Gap

103 Aufrufe

Veröffentlicht am

It was an awesome opportunity to be able to share the social media and digital marketing insights the last 3 days in Philippines, Manila.

If you were part of the Philippines 4.0, Skills Forum, Leaping the Gap, drop a big thumbs up, and share these information you have heard with your friends!

For more content, follow us on YouTube:

Veröffentlicht in: Marketing
  • Businesses pay you up to $25 per hour to be on Twitter? ♣♣♣ http://t.cn/AieX6y8B
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier

Integrated Digital Marketing Strategy (Tourism Industry) - Philippines 4.0 Skills Forum, Leaping the Gap

  1. 1. How to Develop an Integrated Digital Marketing Strategy for Tourism and Hospitality Promotion@skydigitalagency
 hello@skycrm.asia
 www.skydigitalagency.com
 http://bit.ly/skydigital-youtube Charmaine Lee Chief Digital Marketing Officer 
 Sky Digital Agency
  2. 2. Charmaine Lee Chief Digital Marketing Officer 
 Sky Digital Agency A little about me… Founded in 2010 Rebranded in 2014 Founded in 2015 Trainer in Instagram Marketing & Email Marketing Courses Collaborations in 2019Associate Adult Educator
  3. 3. Charmaine Lee Chief Digital Marketing Officer 
 Sky Digital Agency How many of you are from: Tourism Industry:
 Tourism development, management of the travel industry, tourism marketing, 
 and tourism services Hospitality Industry:
 Hotels, restaurants, cruise ships, amusement parks, country clubs, and convention centers Other Industries / 
 Just want to learn more © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
  4. 4. Video to watch: https://www.youtube.com/watch?v=7t2uI42dY9A
  5. 5. Charmaine Lee Chief Digital Marketing Officer 
 Sky Digital Agency © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia Industry 1.0 to 4.0 Most businesses define your business as what you do, instead of the benefits you provide. - Guy Kawasaki Guy Kawasaki used to work for Apple under Steve Jobs. And noted that in order to leap unto the next industry revolution, we need to be innovators. He used Ice Business in the 1800s as an example in his Ted Talk. In the ice business, the companies in Industry 1.0 never made it to Industry 2.0, and those in Industry 2.0 did not make it to Industry 3.0. WHAT IS 4.0? Internet of things. Digital Transformation. Virtual Experience. ICE 1.0, ICE HARVESTING Late 1800s, early 1900s Bigger Horse, Bigger Saw ICE 2.0, ICE FACTORY No limitations by climate and season. ICE 3.0, FREEZER Personal Ice Factory, like a Personal PC
  6. 6. Charmaine Lee Chief Digital Marketing Officer 
 Sky Digital Agency © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia What is Industry 4.0? Who owns the largest amount of hotels around the world? Who owns the largest cab fleet around ASIA? Largest retail company in the world?
  7. 7. Charmaine Lee Chief Digital Marketing Officer 
 Sky Digital Agency © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia Barnes & Nobles B&N responded by trying to get in on the ebook craze and created their ereader, the NOOK. While the logic was certainly there, this was, ultimately, a failed venture, losing the company more than a billion dollars. Burning through four CEOs in five years and closing over 150 bookstores in the past decade Source: https://bookriot.com/2019/08/27/what-happened-to-barnes-and- noble-and-whats-in-store-for-the-chain/
  8. 8. 1What is key in every country but has not evolved? © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
  9. 9. What is Digital Marketing? Comprises of all marketing efforts that uses electronic devices or the internet. Website SEO Marketing Blogging Video Marketing Content Marketing Email Marketing Social Media Search Engine Optimization (SEM) Also known as 
 Pay-per-click © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
  10. 10. What are the Benefits of Digital Marketing? Here are some Key Benefits of Digital Marketing: © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia Saves Time vs Traditional Marketing Campaigns Real Time Analysis of Campaign Results & ROI Economical for SMEs, even more so for MNCs Instant Feedback, Received well or not Provides Flexibility to change and improve Ability to Target Specific Audiences
  11. 11. Sales v.s. Marketing What is Sales? Charmaine Lee Chief Digital Marketing Officer 
 Sky Digital Agency © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
  12. 12. Sales v.s. Marketing What is Marketing? © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia Charmaine Lee Chief Digital Marketing Officer 
 Sky Digital Agency
  13. 13. “The best marketing doesn’t feel like marketing.” – Tom Fishburne, Founder of Marketoonist © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia Charmaine Lee Chief Digital Marketing Officer 
 Sky Digital Agency
  14. 14. 1 In 1920s, we had Colour in Print of Magazines In 1960s, we had the Emotional Impact that changed the Creative Industry. In 2000, Google launched AdWords by Intent revolutionise advertising. In 2012, Facebook introduced targeted advertising, in 2013 Facebook buys Atlas Solutions from Microsoft for $100 million, and started serving re-targeting ads. In the 1800s, we had print in black and white. 120 years 40 years 40 years 12 years The evolution of advertising © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
  15. 15. Majority of our marketing and advertising messages, jump from awareness to action! AWARENESS,
 or Attracting Attention INTEREST,
 Generating Interest DESIRE,
 Stimulating Desire ACTION, 
 Spurring Action A.I.D.A How can we improve your social media marketing? © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
  16. 16. Strengths & Weaknesses: The beauty of Philippines 7,641 islands 82 provinces Beaches, 
 Summer Weather Diving & 
 Snorkelling Food & 
 Seafood © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
  17. 17. © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia 1. Understanding your buyer’s journey with you… AWARENESS CONSIDERATION DECISION 1. Course Content
 2. Course Fees (Grants) 3. Trainer Profile 4. Convenience of location (Raffles Place) 5. Regular schedules 6. Video tips on YouTube, Peatix 7. Visually appealing website 8. Active and/or Advertise on Social Media 9. Testimonials (Website) 10. Facebook / Google Reviews (Credibility) 11. FREE Ebooks: Website / Facebook Ad 12. EventBrite / Peatix
  18. 18. 1 What triggers the decision for travel destinations?Work or Holiday What will trigger an A.I.D.A to travel to your destination, and use your service? The AWARENESS stage on a destination. What type of traveller are you? © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
  19. 19. 1 What triggers the decision for travel destinations? The key questions that triggers my travelling behaviour and choice: CONSIDERATION
 • Flight Price • Day Trip Options • Price for Day Tours • YouTube Videos • Street Food
 • Walking Tours
 • Free & Easy Work or Holiday The AWARENESS stage on a destination. What type of traveller are you? © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
  20. 20. 1 What triggers the decision for travel destinations? A Buyer’s Journey on the Internet Work or Holiday DECISION • Reviews Online
 • Branding • Easy to Use Website
 • Word of Mouth
 • Pricing What type of traveller are you? CONSIDERATION
 • Flight Price • Day Trip Options • Price for Day Tours • YouTube Videos • Street Food
 • Walking Tours
 • Free & Easy The AWARENESS stage on a destination. © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
  21. 21. 1 1. Customer Persona, Who are they?
 2. Understanding your customer’s buyer journey. AWARENESS
 • Flight Promotion
 • JetStar Weekly Newsletter • SilkAir Spontaneous GetAway • Yearly Family / Friends Travel 
 • Food Videos on YouTube CONSIDERATION
 • Personal Experience • Day Trip Options • Price for Day Tours • YouTube Videos • Street Food
 • Free & Easy
 • Safety / Shopping DECISION
 • Budget • Period of Travel • Places to Visit
 • Type of Activity • How instagram-able? + + © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
  22. 22. 3. Digital Marketing v.s. Integrated Digital Marketing © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia Video Link: https://www.youtube.com/watch?v=dZTbCDi0ePc
  23. 23. © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia What is your Enticing/ Valuable Offer? Social Media Ads Capture their Emails with Giveaways Send them emails to nurture them Make a sale / Offer to purchase 1 4. Map out a Sales Funnel for your Social Media Marketing Strategy
  24. 24. 1Let’s look at some Singapore Tourism Case Study
  25. 25. 5. How can you stand out from the crowd?
  26. 26. 1 Leverage on the story you can tell with these amazing photos and travels!
  27. 27. 1 Start involving Videos in your Tourism Marketing Strategy! AIRASIA x NOC
 since 2016 SILLKAIR x NOC
 since Sep 2019 © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
  28. 28. 1 1 How many of Hotels get booked directly from Hotel Websites? * EMAIL LEAD GENERATION
 • Upon Booking
 • Upon Check-in • Provide more value
 • Fun Facts about travel destination or itineraries Business Partners: 
 Events, Conference Weddings Airline 
 Partners Travel Agency Partners Celebrity
  29. 29. How can you develop an Integrated Digital Marketing Traffic for Tourism & Hospitality Promotion? 1. Customer Persona 2. Understand their buyer’s journey 3. Integrated Digital Marketing 4. Sales Funnels in for your business 5. Stand out from the crowd
  30. 30. 1 Landing Pages v.s. Website © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia 1. Your Unique Selling Proposition (USP) 
 • The main headline 
 • A supporting headline 
 2. The hero shot • Image or video showing context of use 
 3. The benefits of your offering 
 • A bulleted list summary of benefits 
 
 4. Social proof 
 • Testimonials or reviews 
 5. A single conversion goal
  31. 31. © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia YouTube Video: https://www.youtube.com/watch?v=3Sk7cOqB9Dk
  32. 32. © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia YouTube Video: https://www.youtube.com/watch?v=cbtf1oyNg-8
  33. 33. What are your Digital Marketing Goals? Let’s begin with the end in mind. Generate / Increase Leads for your Business How will you track it? Cost per Email Lead Collected Generate Traffic to your Business Website? Expand your email database? Cost per Click to your website Cost per Lead Generated from Campaign © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia
  34. 34. If there are nine rabbits on the ground, if you want to catch one, just focus on one. - Jack Ma
  35. 35. © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia 1 A Sales Funnel will help optimize your Return on Investment & Conversion Rates Social Media Ads Capture their Emails with Giveaways with Pop-ups or Landing Pages Send them emails to nurture them, re-market, cross sell, etc. Make a sale / Offer to purchase
  36. 36. Thank you! Q&A Time @skydigitalagency
 hello@skycrm.asia
 www.skydigitalagency.com
 http://bit.ly/skydigital-youtube Charmaine Lee Chief Digital Marketing Officer 
 Sky Digital Agency © 2019 Sky Digital Agency. @skydigitalagency. hello@skycrm.asia

×