Success In Internet Marketing

Success in Internet Marketing TravelCLICK Webinar May 2007 “ there is a better way” Jerome Wise VP - eCommerce

Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object]

TravelCLICK’s experience ,[object Object],[object Object],[object Object],[object Object]

The importance of the web ,[object Object],[object Object],[object Object],[object Object],*source PhocusWright Inc 2006

The importance of the web ,[object Object],[object Object],[object Object],*(Europe) source eMarketer ** Forester Research 2006

The importance of the web ,[object Object],[object Object],* comScore Networks, April 2006 (US)

Where are the opportunities? ,[object Object],[object Object],[object Object],[object Object]

Incremental revenues ,[object Object],[object Object],[object Object]

Reduced cost of sale ,[object Object],[object Object],[object Object]

Net Revenue* Consumer Spend $90.00 $150.00 Opaque Brand / Rep Co. $235.50 $275.00 GDS Travel Agent Pegasus Brand or Rep Co GDS Develop strategies and employ specific tactics to shift business mix to the most profitable channels *industry averages $250.00 $275.00 Property Website Booking Engine Provider $206.25 $275.00 Merchant Brand / Rep Co. *

Enhanced loyalty and client relationships ,[object Object],[object Object],[object Object]

How to drive incremental revenue ,[object Object],[object Object],[object Object]

The marketing opportunities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],2. Acquire 1. Convert 3. Retain 4. Analyse

The marketing opportunities ,[object Object],[object Object],[object Object],[object Object],[object Object],2. Acquire 1. Convert 3. Retain 4. Analyse

Site conversion is key to success ,[object Object],[object Object],[object Object],1. Convert

What does an optimised site look like? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],1. Convert

Measuring site conversion is essential ,[object Object],[object Object],Total site visits Total number of availability enquiries Total number of completed reservations 1. Convert

Driving incremental traffic to the site ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],2. Acquire

Why are search engines important? ,[object Object],[object Object],[object Object],[object Object],[object Object]

New and incremental customers ,[object Object],[object Object],[object Object],[object Object],[object Object],2. Acquire

New and incremental customers Natural search results PPC Results

New and incremental customers ,[object Object],[object Object],[object Object],[object Object],2. Acquire

Top left is the most valuable area of the page

TravelCLICK PPC Campaigns ,[object Object],[object Object],[object Object],[object Object],[object Object]

Existing customers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],3. Retain

Measurement and analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],4. Analyse

Measuring site conversion is essential ,[object Object],[object Object],Total site visits Total number of availability enquiries Total number of completed reservations 4. Analyse

Measurement and analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],4. Analyse

Measurement and analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],4. Analyse

Measurement and analysis ,[object Object],4. Analyse

Why TravelCLICK? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Summary ,[object Object],[object Object],[object Object],[object Object]

Success In Internet Marketing

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Success In Internet Marketing