Digital Marketing for Outbound TourismShivek Sachdev (Managing Director, OMG Experience)

Speaker Profile

Definition of Marketing

• …process for communicating value of goods/services to customer

• …กระบวนการของการสื่อสารคณุค่าของผลิตภัณฑ์หรอืบรกิารไปยงัลกูค้า

• Inbound Marketing vs. Outbound Marketing (General Concepts)

Sales vs. Marketing

• Both want to increase sales

• For small organizations, it’s usually the same people!• What about your organization structure?

• Sales are more cunning, agree?

• Sales are more convincing, agree?

• Sales are more good looking, agree?

• Demand creation (Marketing) – very expensive!

• Let’s try some examples…

Sales vs. Marketing – Who’s Who?

Sales vs. Marketing

• Both want to increase sales

• For small organizations, it’s usually the same people!• What about your organization structure?

• Sales are more cunning, agree?

• Sales are more convincing, agree?

• Sales person are more good looking, agree?

• Demand creation (Marketing) – very expensive!

• Let’s try some examples…

Sales vs. Marketing – Demand Creation (Traditional)

Sales vs. Marketing – Demand Creation (Digital)

Sales vs. Marketing – Demand Creation (Digital)

From Traditional Marketing to Digital Marketing

Sales VisitKnocked Door Sales

Then

Now

From Traditional Marketing to Digital Marketing

Print AdsBrochures

Then

Now

From Traditional Marketing to Digital Marketing

BillboardMagazines

Then

Now

From Traditional Marketing to Digital Marketing

RadioTV AdsCold Calls

Then

Now

From Traditional Marketing to Digital Marketing

WebpageEmail Blast

Then

Now

From Traditional Marketing to Digital Marketing

SEO (1st Generation)

Then

Now

From Traditional Marketing to Digital Marketing

AdwordsAnalytics

Then

Now

From Traditional Marketing to Digital Marketing

BlogsReviews

Then

Now

From Traditional Marketing to Digital Marketing

Social MediaOnline Ads

Then

Now

From Traditional Marketing to Digital Marketing

Changes in Consumer Behavior (Before)

What has changed?

Changes in Consumer Behavior (After)

Changes in Consumer Behavior (Before)

What is this? What about now?

Changes in Consumer Behavior (After)

Why Digital Marketing?

• Changes in consumer behavior

• Caused by???

• TECHNOLOGY

• Digital Marketing leverages on technology to???

• What have you seen?

Marketing in the Outbound Tourism Industry

Who are the players?• Airlines• Wholesales• Agents• End Users

Marketing in the Outbound Tourism Industry

• Fictional Example

Bhutan Airlines

Agents Agents Agents Agents

Agents Agents Agents

Marketing in the Outbound Tourism Industry

• Where does Digital Marketing come into action?

Bhutan Airlines

AgentsBrand & Fares

Brand & FaresBrand

(Mass Media)

Brand & Packages

Digital Marketing Checklist• Responsive Website

• Mobile Enabled• Tablet Enabled

• Updated Content

• Social Media Enabled• E.g. Facebook

• Rich Content• Youtube, Facebook, Instagram etc. (Video Content)• Blog

• Drive Sales & Conversion• SEO/ Google Ads/ Facebook Ads etc.

• Monitor and Optimize

Example: Responsive Website

Example: Responsive Website (Tablets)

Example: Responsive Website (Mobile)

Example: Social Media Enabled

Digital Marketing Case Studies

1) Market Research using Google Adwords: Keyword Planner

2) Creating Product Awareness using Facebook Ads (Push Strategy)

3) Creating Product Awareness using SEO (Pull Strategy)

4) Engage with Prospects using MailChimp

5) Closing Sales using Remarketing

6) Measure Results using Google Analytics

Case 1: Market ResearchUsing Google Adwords: Keyword Planner

Case 1: Market ResearchUsing Google Adwords: Keyword Planner

Case 1: Market ResearchUsing Google Adwords: Keyword Planner

Case 1: Market ResearchUsing Google Adwords: Keyword Planner

Case 1: Market ResearchUsing Google Adwords: Keyword Planner

Case 2: Creating Product AwarenessUsing Facebook Ads (Push Strategy)

Case 2: Creating Product AwarenessUsing Facebook Ads (Push Strategy)

Case 2: Creating Product AwarenessUsing Facebook Ads (Push Strategy)

Case 2: Creating Product AwarenessUsing Facebook Ads (Push Strategy)

Case 3: Creating Product AwarenessUsing SEO (Pull Strategy)

Paid Ads

Organic (SEO)

Case 4: Engage with ProspectsUsing MailChimp

Case 4: Engage with ProspectsUsing MailChimp

Call to Action

Case 4: Engage with ProspectsUsing MailChimp

Case 4: Engage with ProspectsUsing MailChimp

Case 4: Engage with ProspectsUsing MailChimp

Case 4: Engage with ProspectsUsing MailChimp

Case 4: Engage with ProspectsUsing MailChimp

Case 4: Engage with ProspectsUsing MailChimp

Case 5: Closing SalesUsing Remarketing

Case 5: Closing SalesUsing Remarketing

Case 6: Measure ResultsUsing Google Analytics

Case 6: Measure ResultsUsing Google Analytics

Case 6: Measure ResultsUsing Google Analytics

Case 6: Measure ResultsUsing Google Analytics

Statistics & Conclusions

Statistics & Conclusions

Statistics & Conclusions

Statistics & Conclusions

Statistics & Conclusions

Problem? Innovate or die!