Marketing in the Digital Age 2020 VISION Marketing in the Digital Age - PowerPoint PPT Presentation

Marketing in the Digital Age 2020 VISION

Marketing in the Digital Age

The Day Job

“Marketing”

Marketing in the Digital Age 1. Balanced Marketing 8. Partnership Marketing 9. Everyone’s in sales 2. Marketing Planning 10. Champion the location 3. Market Research 11. Fish where the fish are 4. Marketing Evaluation 12. Exploit the Off-Peak 5. Competitive USP’s 13. The Marketing Budget 6. Revenue Management 14. Digital Pull-Through 7. One-to-one Marketing

# 1. Make sure your Marketing is balanced and integrated • Repeats vs New • Independents vs Groups • Direct vs Third-Party • A Science and an Art • Digital – and Traditional

# 2. Great Marketing Planning

Marketing’s an art and a science The Art of Marketing

And Marketing’s a Science

# 3. Who needs Market Research? You do! • Customers • Competitors • Non-Buyers

Your competitors

Or are they competitors? # 4. Marketing Evaluation: the 20/60/20 rule

# 5. What’s your Competitive USP?

# 6. Revenue/Yield Management: the new religion

# 7. It’s all about One -to-One Marketing

# 8. Clever Partnership Marketing

# 9. Everyone’s in Sales!

# 10. Champion your location

# 11. Fish where the fish are

# 12. Exploit the Off-Peak

# 13. How big’s your Marketing Budget? • How do you calculate it and direct it? • Upfront spend • Commissions (and discounts) • The team • Contras

• Free publicity # 14. Digital Pull-Through

Exploring Digital Marketing

• Go Web-Central • Blogs & Vlogs • Mobile-friendly • Apps & Novelty Tech • SEO & PPC • Bluetooth, Beacons & AI • Amazing Content inc • Visitor Review Sites • UGC Metasearch, OTA’s etc. • Email Marketing • Social Discount Sites • Twitter, Facebook, • And Google! Linked-in, Instagram, Pinterest etc. • Youtube & Virals

Go “Web Central”

Mobile Friendly

SEO & PPC

Amazing Content inc UGC

Great Email Marketing

Social Media Channels Youtube & Virals

Blogs & Vlogs Apps & “Novelty Tech”

Bluetooth, Beacons & AI

Visitor Review Sites

Metasearch, OTAs etc.

Social Discount Sites

And Google!

A word about Online Conversion • Remember the 20/60/20 rule? • Budgets, Targets & Forecasts • Factors affecting success • Great e-Commerce

• Measuring conversion So…Marketing in the Digital Age 1. Balanced Marketing 8. Partnership Marketing 9. Everyone’s in sales 2. Marketing Planning 10. Champion the location 3. Market Research 11. Fish where the fish are 4. Marketing Evaluation 12. Exploit the Off-Peak 5. Competitive USP’s 13. The Marketing Budget 6. Revenue Management 14. Digital Pull-Through 7. One-to-one Marketing

And…Great Digital Marketing • Go Web-Central • Twitter, Facebook, Linked-in, Instagram, • Mobile-friendly Pinterest etc. • SEO & PPC • Youtube & Virals • Amazing Content inc • Blogs & Vlogs UGC • Apps & Novelty Tech • Email Marketing • Bluetooth, Beacons & AI

• Visitor Review Sites • • Social Discount Sites • And Google! Metasearch, OTA’s etc. It could be a difficult year…

Or it could be great

It’s a digital age

Be creative – in all your marketing!