ADVERTISING TRAVEL PRODUCTS TO MULTI-SCREEN CONSUMERS. A UK Travel white paper November 2012

Size: px
Start display at page:

Download "ADVERTISING TRAVEL PRODUCTS TO MULTI-SCREEN CONSUMERS. A UK Travel white paper November 2012"

Transcription

1 ADVERTISING TRAVEL PRODUCTS TO MULTI-SCREEN CONSUMERS A UK Travel white paper November 2012

2 THE UNITED KINGDOM - A NATION OF MULTI-SCREENERS With the spread and evolution of mobile devices, be prepared for significant changes in consumer behaviour Jonas Vang Gregersen, Senior Industry Analyst, vang@google.com Insight Facts Opportunities/ Actions Travel research is a multiscreen process Users conduct similar searches across devices Leisure destinations are researched on tablets and desktop Business destinations are researched on smartphones Tablets are our couch companions Last-minute queries has gone mobile 65% of UK internet users go online via more than one device UK users are just as likely to type a brand or generic query string on a mobile device as on a desktop computer 20% of queries related to leisure destinations are made on tablets (versus 12% on smartphones) Users show a higher propensity towards smartphone usage, when they research (predominant) business destinations 89% of tablet owners use their device while watching TV Tablet owners tend to use their devices at home and with an exploratory and leisurely approach Up to 40% of all last-minute queries in the UK are made on a mobile device Align marketing to reflect consumers media touch points Ensure full keyword coverage across all devices Leverage best-practice in regards to keyword match types from desktop search campaigns to mobile Ensure visibility and full coverage for campaigns targeted towards tablets Prioritise tablet campaigns for leisure destinations and tailor ad copy to the consumer s search mode Tailor messaging to accommodate the consumer need for quick and immediate access Prioritise separate mobile campaigns for business destinations Emphasise central venue locations and other business focused value propositions in ad copy Engage with target audience in a way that reflects the research mode Trial Mobile GDN and AdMob rich media in order to inspire the user. Consult an AdWords representative on available options and strategy Align TV advertising with online strategy to pick up on the online traffic coming from offline Specifically target last-minute consumers by allowing for quick and easy booking Ensure late/last-minute keywords are opted into smartphone targeted campaigns to take advantage of same-day booking trend via mobile devices Test site mobile-friendliness on HowToGoMo.com 2

3 ADVERTISING TRAVEL PRODUCTS TO MULTI-SCREEN CONSUMERS More and more people are buying and using mobile devices 1. Already, more than 20% of travel related searches are made on mobile devices and an ever-increasing proportion of travel purchases are conducted via apps and on mobile sites. The mobile opportunity is huge, but so are the challenges. Many travel companies are struggling with the speed of change in the mobile sector and in assessing the scale of the mobile opportunity, in deciding when and how much to invest in mobile, and whether to build mobile optimized sites and/or apps. The travel path to purchase is becoming increasingly complex in a multi-screen world, where customers jump not only from site to site but also from device to device in their online travelpurchasing journey. In this paper we reveal some new data points, trends and insights that may help you shape and assess your mobile strategies for travel. For the UK consumer in 2012, the core facts are: 51% of UK online consumers have accessed the internet via a smartphone 31% have purchased a product or service on their smartphones 29% have searched for travel related products or services on their smartphones 73% have used a search engine via smartphone to find the information they need 2 Travel-related query volume by device (UK only) Mobile is BIG and we need to take it seriously as a sales and advertising platform. But the question still remains of how much to invest in Mobile and how to position it in the overall media mix? 1 When referring to mobile devices we include both smartphones and tablets/pads in this category September

4 1. THE UNITED KINGDOM - A NATION OF MULTI-SCREENERS There has been a tendency to perceive Mobile as 'just-another-sales channel' rather than a driver of change in consumer behavior. Understanding the underlying behavioural patterns in this evolution can potentially present an opportunity for travel advertisers to target accurately and serve the needs of very specific consumer segments. With the spread and evolution of mobile devices, we now have access to digital content via a screen throughout our day. In the UK 65% of all Internet users go online via more than one device 3. The device we choose at any given moment to satisfy our information needs is motivated by our use context: where we are (location), what we want to accomplish (goal) and the amount of time we have. We use desktop computers to stay productive and informed. Use contexts are either at home or work for productive and task oriented goals, which requires time and focus to research intensively Smartphones can be used everywhere often on the move - to communicate and stay connected for short bursts of time and for immediate and quick access to digital content Tablets are used to inform and entertain ourselves, primarily at home with a generally more leisurely and relaxed approach Consumers today own multiple devices and move seamlessly between these devices throughout the day to accomplish their tasks and information needs. 2. TRAVEL (RE)SEARCH IN A MULTI-SCREEN WORLD Search engines are among the most widely used gateways for accessing digital content across all devices, as they provide a flexible way to browse the Internet. According to 86% of UK consumers who purchased a travel product or service used a search engine at some point during their research process. For search behaviour it makes sense to distinguish between 'lean-forward' and 'lean-backwards' search, where the first refers to the searching we generally perform on desktop computers and smartphones and the latter to the kind of exploratory search we tend to perform on tablets. For travel advertisers, an understanding of the underlying behavioural patterns in search usage across devices is essential in order to engage with consumers on all possible media touch points throughout the day. Search on mobile resembles desktop search In terms of WHAT users search for across devices, Google query data shows that UK users are just as likely to type in brand and generic queries on both desktop and mobile devices, and when it comes to holiday and accommodation types, the pattern seems to be the same. The trend reflects the sequential use pattern between devices: I might research accommodation offerings for my holiday in Rome on a tablet, but I book the hotel room the day after on my work computer and then look up the hotel address on my smartphone on my way to the hotel from the airport. 3 IAB Europe, Mediascope Europe study, July

5 Query length for travel related queries (September 2012, UK only) Whereas a few years ago there was a distinct difference in the average length of queries on mobile devices versus desktops, this difference has reduced over time so that the average query length is now almost the same across devices. However, the context of the search in terms of time, location and intent can often vary significantly by device/ screen. % of total search volume from a mobile device (UK only) Queries related to last-minute travel For certain kinds of travel product, the nature of the consumer's needs is reflected in the kind of device predominantly used for search. Searches for last-minute travel products and services saw a notable lift in smartphone queries this summer 41% of queries for lastminute flights were performed on smartphones, 33% for accommodation and 26% for package holidays. 5

6 3. DECIDING ON A DESTINATION IS A MULTI-SCREEN PROCESS Destination research plays an important part of the travel decision-making process. For example, 53% of people who booked a hotel room online looked at an online travel guide site before making their booking, and 67% looked at a map site beforehand 4. In most cases we decide on a destination and then move on to book our mode of transportation followed by accommodation. We recently analysed what devices people were using to perform their research about particular travel destinations. We reviewed the top 10 domestic destinations and the top 10 international destinations based on query volume among UK users in Q We found that in September 2012, 21% of all UK travel queries were performed on a mobile device, but for key destinations, 28% of queries are mobile broadly equally split between smartphones and tablets. % of total search volume by search device (UK only, Q2 2012) Queries related to key travel destinations % of total search volume by search device and destination type (UK only, Q2 2012) Queries related to key travel destinations Queries for domestic destinations are equally searched for on smartphones (13%) and tablets (13%), but international destinations are predominantly searched for on tablets (20%). 4 Source: Nielsen/ Google online customer journey study

7 When we reviewed the figures for international destinations, we found that smartphones and tablets were used for researching a wide variety of resorts and destinations. Interestingly, the highest % queries on mobile devices were for Benidorm with 20% of searches conducted on smartphones and a further 25% on tablets, suggesting that mobile devices are increasingly being used not just for business travel and high-end destinations but also for popular, lower price point destinations. If you are operating in these areas and are not yet optimized for mobile, you may be losing out on sales if you do not make it easy for users to search and book on their preferred devices. Key 10 international destinations for the UK Within the UK, London had the highest proportion of mobile searches, with tablets leading the way whereas for more business-focused destinations like Cardiff and Dublin, smartphone queries dominated. Key 10 domestic destinations for the UK Leisure and (predominantly) business destinations show different trends in device usage, which is worth investigating in more detail. 7

8 LEISURE HOLIDAYS When we travel outside of work, we tend to spend more time on the planning and research stages of the decision process. We look for inspiration about where to travel and like to see pictures and videos, use maps, and read reviews as part of the decision making process. We allocate time to do this and follow an exploratory and relatively relaxed approach in our information gathering - usually at home. This search mode is what we previously described as lean backwards search, which characterises the context in which tablets owners tend to use their devices. BUSINESS TRAVEL When travelling for work, we usually know where we are going and the duration of travel, we will be staying at the destination (as well as the budget). Planning business travel therefore most often is focused on specific tasks like finding accommodation and flights within a budget cap and close to the office or venue. Our travel research is goal oriented and productive and the use context is most often within working hours. This is what we refer to as lean forward search. Mobile sites are the preferred gateways for booking accommodation for both leisure and business travellers, as you do not have to install an app, when you are just looking for accommodation. If we return to the findings from the destination analysis, a clearer picture starts to emerge. A total of 32% of queries for international destinations are mobile, 26% for domestic destinations. Tablets are widely used for leisure destination research, which seems to support our assumption that this is something we do in the comfort of our home in a leaned back position on our sofas. Business travellers tend to use smartphones more than the average traveller due to the on-the-move aspect of their work life 5. It allows for quick and immediate access to digital content, when it is needed. 5 * PhoCusWright: Mobile Hits The Mainstream, January 2012: 73% of US business travellers own a smartphone versus 52% of US leisure travellers 8

9 For predominantly business destinations like Cardiff, Birmingham and Manchester the majority of mobile queries are made on a smartphone rather than a tablet. London, Edinburgh and York are both leisure and business destinations with a relatively higher propensity towards tablet queries. So what have we learned? With the emergence of a broad array of devices, with which we access the internet throughout our day, our use pattern seem to vary by the use context we are in, when the information need arises. Marketers can potentially benefit from this by aligning marketing activities to reflect where the users are (location), what they want to accomplish (goal) and the amount of time they have. 4. TARGETING MULTI-SCREEN TRAVEL CONSUMERS Response marketing in the digital realm is all about serving the right message at the right moment in a digestible format to your target audience. As the number of devices proliferates, advertisers need to consider which devices their consumers prefer to engage with and target their ads accordingly to the most popular devices used by their particular consumer segment. They must then decide how to target the adverts to those devices (search, display, video, keyword contextual targeted, etc.) The speed with which UK consumers have gone mobile has surprised many advertisers. This is perhaps reflected in the fact that the travel industry distributes a disproportionate share of ad impressions towards desktop compared to mobile devices as the diagram, below, shows. There is a 16% gap between queries and impressions. On top of distribution, travel advertisers need to ensure that the messaging is tailored to the (re-)search mode the consumer is in throughout the day. Lean-back search For consumers who are in an exploratory search mode, advertisers can benefit from making content accessible which is engaging and informs about the destination and the products and services on offer. The format is a mix of text/maps but not least rich media like videos and pictures that allow the consumer to get a first hand view of the destination or product. Hotels could potentially showcase their rooms by allowing the user to take a virtual tour and inspect the bathroom and window view. Tour operators could offer to engage travellers via videoconference with their travel representatives on the ground in the resorts for which the consumer has shown interest. 9

10 Car rental companies could provide a 3D tour of available car models, so the client knows, prior to booking, which car is best suited for three children in the back seat. The possibilities are endless. Lean-forward search We usually perform this mode of search on smartphones and desktop computers. It is a task oriented and productive mode of search, and we expect the digital content we engage with to fulfill our needs seamlessly. When targeting smartphones, advertisers should allow for quick and immediate access to information and services. This requires highly tailored messaging and a thorough understanding of the target audience. For business travellers on the move and in the need of last-minute flights, the booking should be achieved with as few clicks as possible. Marketing targeted towards desktop computers should include all of the recommendations outlined above, since 35% of UK Internet users still only go online via their desktop machines OVERALL CONCLUSIONS The shift from desktop-only towards the use of multiple devices to access the Internet has radically changed how consumers engage with digital content and when they choose to do it. It is no longer an activity we solely conduct either at home or our work via a desktop computer, but is something which now also happens on the train, bus, in a café with friends, everywhere possible. In this whitepaper we have seen evidence that usage behavior varies by device, which in turn has made the travel-purchasing process highly complex and therefore challenging for advertisers to fully grasp and benefit from. The only common denominator across all devices is that we, as users, expect to have our needs for information and services fulfilled immediately in a seamless and intuitive way. Travel advertisers must meet these expectations in order for their multi-platform strategies to become successful. Our destination study shows that 1 out 4 destination searches is made on a tablet or smartphone, but that the travel industry in general dis-proportionately targets desktop by up to 16%.. The study also indicated a propensity towards tablet usage for leisure destinations and towards smartphones for business destinations. All of these findings reflect opportunities for travel companies to benefit from. 6 IAB Europe, Mediascope Europe study, July

Mobile Advertising 2012. Duncan Fisher

Mobile Advertising 2012. Duncan Fisher Mobile Advertising 2012 Duncan Fisher Importance of mobile Rising volumes, expected to surpass desktop by end 2013 Multi-device path to conversion miss mobile out and you could be missing the penultimate

More information

Mobile Consumers. & You. How to use mobile to your advantage. tradedoubler.com

Mobile Consumers. & You. How to use mobile to your advantage. tradedoubler.com Mobile Consumers & You How to use mobile to your advantage Driving value from the mobile consumer In the age of the smartphone, brands and retailers cannot succeed without persuading mobile researchers

More information

Social Data Powering Mobile & Display. An exploration of the growing reach and capabilities of social platforms

Social Data Powering Mobile & Display. An exploration of the growing reach and capabilities of social platforms Social Data Powering Mobile & Display An exploration of the growing reach and capabilities of social platforms November 2015 WHAT SOCIAL PLATFORMS KNOW THREE TYPES OF KNOWING FROM NETWORK TO ECOSYSTEM

More information

Introduction. The online world has various customer touch points integrate offline campaigns with online advertising to reinforce brand message.

Introduction. The online world has various customer touch points integrate offline campaigns with online advertising to reinforce brand message. Introduction The online world has various customer touch points integrate offline campaigns with online advertising to reinforce brand message. Overarching Strategy Generating interest with relevant content

More information

Share this ebook! ThinkWorks SNAP SHOT. How to Reach Mobile Users with Search, Apps and YouTube MENA. Focus on. www.latitudegroup.

Share this ebook! ThinkWorks SNAP SHOT. How to Reach Mobile Users with Search, Apps and YouTube MENA. Focus on. www.latitudegroup. ThinkWorks SNAP SHOT How to Reach Mobile Users with Search, Apps and YouTube Focus on MENA 1 Contents This ebook provides tips on how to reach mobile users in the Middle East and North Africa with search,

More information

Mobile. Path to Purchase. Reaching a Moving Target to Win in Mobile

Mobile. Path to Purchase. Reaching a Moving Target to Win in Mobile Mobile Path to Purchase Reaching a Moving Target to Win in Mobile Reaching a Moving Target It s no secret that consumers are completely attached to their phones. Mobile is an essential tool for communication,

More information

CONTENTS. About the report 3. Methodology & survey demographics. Key findings. SECTION 1: Most-used online resources and devices

CONTENTS. About the report 3. Methodology & survey demographics. Key findings. SECTION 1: Most-used online resources and devices Published July 2014 Published July 2014 Contents CONTENTS About the report 3 Methodology & survey demographics 4 Key findings 5 SECTION 1: Most-used online resources and devices Online versus offline resources

More information

Essential Guide Cross Border Trade. Cross Border Trade. The Essential Guide. www.nmplondon.com

Essential Guide Cross Border Trade. Cross Border Trade. The Essential Guide. www.nmplondon.com 0 The Essential Guide 2015 2015 Net Net Media Media Planet Planet Ltd. Ltd. All Rights All Rights Reserved. 1 Executive Summary For UK businesses with strong brands and high export potential, expanding

More information

Six Opportunities for Travel Companies to Transform the Customer Experience

Six Opportunities for Travel Companies to Transform the Customer Experience Six Opportunities for Travel Companies to Transform the Customer Experience The travel industry led the way in the adoption of an online sales model. Expedia was launched almost 20 years ago in 1995, while

More information

UK Holiday Planning and Booking Trends Report 2016

UK Holiday Planning and Booking Trends Report 2016 UK Holiday Planning and Booking Trends Report 2016 47% of people will call a travel provider before booking Discover the key trends influencing travel consumer behaviour Executive Summary Telephone drives

More information

7 THINGS YOU NEED TO KNOW BEFORE TRYING GOOGLE ADWORDS

7 THINGS YOU NEED TO KNOW BEFORE TRYING GOOGLE ADWORDS 7 THINGS YOU NEED TO KNOW BEFORE TRYING GOOGLE ADWORDS Discover how Google AdWords works and learn how to plan before investing in pay per click marketing to give your business the best chance of success.

More information

Paid Search: What Marketers Should Focus on in 2014

Paid Search: What Marketers Should Focus on in 2014 [Type text] Paid Search: What Marketers Should Focus on in 2014 NETBOOSTER.COM Sergio Borzillo, Head of PPC (UK) Paid Search: What Marketers The 4 main areas to focus on for your Paid Search strategy in

More information

DG MediaMind Mobile Benchmarks

DG MediaMind Mobile Benchmarks DG MediaMind Mobile Benchmarks overview Every day, consumers depend more on mobile technology for their media, day-to-day communications and connections to the world. The proportion of time spent on mobile

More information

BrightRoll Insights: Mobile Video Advertising Strengthens TV Media Investments

BrightRoll Insights: Mobile Video Advertising Strengthens TV Media Investments BrightRoll Insights: Mobile Video Advertising Strengthens TV Media Investments Executive Summary While TV remains a trusted mass market media with the broadest reach, video consumption on mobile devices

More information

Sizmek Mobile Benchmarks

Sizmek Mobile Benchmarks Sizmek Mobile Benchmarks DG MediaMind Mobile Benchmarks Overview Every day, consumers depend more on mobile technology for their media, day-to-day communications and connections to the world. The proportion

More information

Understand how PPC can help you achieve your marketing objectives at every stage of the sales funnel.

Understand how PPC can help you achieve your marketing objectives at every stage of the sales funnel. 1 Understand how PPC can help you achieve your marketing objectives at every stage of the sales funnel. 2 WHO IS THIS GUIDE FOR? This guide is written for marketers who want to get more from their digital

More information

Mobile & shopping on demand. How performance marketing helps mobile redraw the path to purchase. tradedoubler.com

Mobile & shopping on demand. How performance marketing helps mobile redraw the path to purchase. tradedoubler.com Mobile & shopping on demand How performance marketing helps mobile redraw the path to purchase tradedoubler.com Mobile performance marketing channels are transforming the experience of shopping in Europe,

More information

G-CLOUD 6 Service Definition Document

G-CLOUD 6 Service Definition Document G-CLOUD 6 Service Definition Document Issue 1.1 - December 2014 Contents Digital Marketing Overview...3 About Netleadz...3 Process...3 Philosophy...4 Organic Search (SEO) offering...5 Paid Search (PPC)

More information

5 THINGS EVERY B2B MARKETER SHOULD KNOW JO MACDERMOTT

5 THINGS EVERY B2B MARKETER SHOULD KNOW JO MACDERMOTT 5 THINGS EVERY B2B MARKETER SHOULD KNOW JO MACDERMOTT INTRODUCTION If you re running or marketing a business on behalf of someone else, you know how important it is to stay relevant, especially when it

More information

WHAT INSURERS NEED TO KNOW ABOUT THEIR CUSTOMERS

WHAT INSURERS NEED TO KNOW ABOUT THEIR CUSTOMERS Buying Car Insurance Online: WHAT INSURERS NEED TO KNOW ABOUT THEIR CUSTOMERS THE RUNDOWN How do UK internet users, purchase and renew car insurance? With 82% of customers now ing online before buying,

More information

Why Google? Scale 144,000,000 searches in the UK per hour. Dominant Over 90% of UK Search market. Customers Most shopping journey starts with search

Why Google? Scale 144,000,000 searches in the UK per hour. Dominant Over 90% of UK Search market. Customers Most shopping journey starts with search Welcome to Google Masterclass 16 March, 2016 Why Google? Scale 144,000,000 searches in the UK per hour Dominant Over 90% of UK Search market Customers Most shopping journey starts with search Agenda Creative

More information

The Tablet Evolution 2013

The Tablet Evolution 2013 The Tablet Evolution Bite Sized Thought Piece 2013 The tablet has come a long way since its mainstream launch in 2010 and ownership now stands at one in four households in Great Britain (Ipsos MediaCT

More information

> How it works FAQ - TV SYNCED ADS. 1. TV-Synced Ads : Ok, but what is it exactly? 2. Why is TV-Synced ads relevant?

> How it works FAQ - TV SYNCED ADS. 1. TV-Synced Ads : Ok, but what is it exactly? 2. Why is TV-Synced ads relevant? FAQ - TV SYNCED ADS > How it works The reason for syncing ads from TV to digital is simple. More and more people turn their attention away from the TV screen during the ad break. They login to check their

More information

Facebook Holiday Best Practices Guide

Facebook Holiday Best Practices Guide Facebook Holiday Best Practices Guide 1 facebook_holiday-guide.indd 1 8/5/2015 11:14:41 PM Contents Introduction 3 Your holiday prep checklist 4 Drive momentum before the holidays 8 Maximize sales during

More information

Using Google Analytics

Using Google Analytics Using Google Analytics Overview Google Analytics is a free tracking application used to monitor visitors to your website in order to provide site designers with a fuller knowledge of their audience. At

More information

How do you compare with mobile leaders? Adobe Mobile Marketing Survey

How do you compare with mobile leaders? Adobe Mobile Marketing Survey How do you compare with mobile leaders? Adobe Mobile Marketing Survey How do you compare with mobile leaders? Table of contents 1 Introduction 2 Summary of insights 3 Marketing owns mobile 4 A mobile strategy

More information

CAM DIPLOMA IN DIGITAL MARKETING. Communications Advertising and Marketing Education Foundation (CAM) Example Materials LESSON 3.

CAM DIPLOMA IN DIGITAL MARKETING. Communications Advertising and Marketing Education Foundation (CAM) Example Materials LESSON 3. LESSON 3 Hardware e-tools Hardware e-tools By the end of this lesson you should be able to: Describe Hardware e-tools available: Mobile or handheld devices: mobile phones, laptops, two-way radios, PDAs

More information

DIALOGTECH. The 49% ROI Mistake Marketers Don t Know They re Making WHY CALL ATTRIBUTION IS SO CRITICAL TO MOBILE MARKETING

DIALOGTECH. The 49% ROI Mistake Marketers Don t Know They re Making WHY CALL ATTRIBUTION IS SO CRITICAL TO MOBILE MARKETING DIALOGTECH The 49% ROI Mistake Marketers Don t Know They re Making WHY CALL ATTRIBUTION IS SO CRITICAL TO MOBILE MARKETING DIALOGTECH INSIGHTS RESEARCH REPORT The 49% ROI Mistake Marketers Don t Know They

More information

The Mobile Retargeting Strategy Guide

The Mobile Retargeting Strategy Guide The Mobile Retargeting Strategy Guide Linda s Shoe Co. 8 minutes ago Need some new shoes this season? Like Comment Share Executive summary The greatest challenge for marketers right now: reaching targeted

More information

DIGITAL MARKETING AN INTEGRATED APPROACH

DIGITAL MARKETING AN INTEGRATED APPROACH DIGITAL MARKETING AN INTEGRATED APPROACH OCTOBER 2015 Theme Group 2015 themegroup.co.uk WHAT IS DIGITAL MARKETING? The key objective of digital marketing is to promote brands, build preferences and increase

More information

PPC Automation 2014: The ROI of Paid Search Automation

PPC Automation 2014: The ROI of Paid Search Automation PPC Automation 2014: The ROI of Paid Search Automation A Digital Marketing Depot Whitepaper Executive Summary: Paid search is the lynchpin for a robust digital marketing strategy and can enable brands

More information

The Complete Guide to Unlocking (Not-Provided) Data in Google Analytics

The Complete Guide to Unlocking (Not-Provided) Data in Google Analytics The Complete Guide to Unlocking (Not-Provided) Data in Google Analytics You can t manage what you can t measure You definitely need to read this guide if you want to: Find out how not-provided data in

More information

DISPLAY ADVERTISING: WHAT YOU RE MISSING. Written by: Darryl Chenoweth, Digital Marketing Expert

DISPLAY ADVERTISING: WHAT YOU RE MISSING. Written by: Darryl Chenoweth, Digital Marketing Expert Display Advertising: What You re // 1 2 4.ch DISPLAY ADVERTISING: WHAT YOU RE MISSING Written by: Darryl Chenoweth, Digital Marketing Expert Display Advertising: What You re // 2 Table of Contents Introduction...

More information

OVERVIEW OF INTERNET MARKETING

OVERVIEW OF INTERNET MARKETING OVERVIEW OF INTERNET MARKETING Introduction to the various ways in which you can market your business online 2 April 2012 Version 1.0 Contents Contents 2 Introduction 4 Skill Level 4 Terminology 4 What

More information

MOBILE BUYER SURVEY 2014. February 25, 2014. Rubicon Project All Rights Reserved

MOBILE BUYER SURVEY 2014. February 25, 2014. Rubicon Project All Rights Reserved February 25, 2014 Rubicon Project All Rights Reserved buyers EXECUTIVE representing SUMMARY more than 100,000 globally. Global mobile advertising spending is forecast to reach $18 billion in 2014, and

More information

Customer Journey: Travel

Customer Journey: Travel Customer Journey: Travel Consumer Journey for Travel Products Netherlands, Q2 2012 1 Management Summary Researching & purchasing (for booking a holiday as defined on slide 4) 71% of the holidays are booked

More information

News in a Mobile World

News in a Mobile World News in a Mobile World About This Series The business of news continues to change at an astonishingly rapid pace. Like our local news partners, CNN must stay ahead of evolving consumer preferences, new

More information

Touch and Go: Travel Planning Across Channels

Touch and Go: Travel Planning Across Channels PhoCusWright White Paper Touch and Go: Travel Planning Across Channels Sponsored by Written and Researched by David Juman and Marcello Gasdia PhoCusWright MARKET RESEARCH INDUSTRY INTELLIGENCE This PhoCusWright

More information

PAY-PER-CLICK CALL TRACKING. How Call Tracking Data Can Improve & Optimize Your PPC Strategy

PAY-PER-CLICK CALL TRACKING. How Call Tracking Data Can Improve & Optimize Your PPC Strategy PAY-PER-CLICK CALL TRACKING & How Call Tracking Data Can Improve & Optimize Your PPC Strategy Table of Contents Introduction 3 What is PPC? 4 Google AdWords Features 6 What is Call Tracking? 8 Using Call

More information

Agenda Overview for Digital Commerce, 2015

Agenda Overview for Digital Commerce, 2015 G00270685 Agenda Overview for Digital Commerce, 2015 Published: 18 December 2014 Analyst(s): Jennifer Polk Marketing is making a greater impact on, and taking more responsibility for, digital commerce.

More information

Higher Education in Further Education Webinar

Higher Education in Further Education Webinar Higher Education in Further Education Webinar Contents 1. Introduction 2. Make an HE Recruitment Calendar 3. Advertise across multiple platforms 4. Understand your digital audience 5. Engage students with

More information

Copyright 2015 Criteo. State of Mobile Commerce Apps and cross-device lead mobile business Q2 2015

Copyright 2015 Criteo. State of Mobile Commerce Apps and cross-device lead mobile business Q2 2015 State of Mobile Commerce Apps and cross-device lead mobile business Q2 2015 Mobile Commerce Report Methodology Individual transaction data analyzed How can marketers use this data? Over 3,000 online retail

More information

Leveraging. Digital Marketing. And Connecting With Healthcare Consumers. Presented by: Brandi Unger and Kirstie Hamel

Leveraging. Digital Marketing. And Connecting With Healthcare Consumers. Presented by: Brandi Unger and Kirstie Hamel Leveraging Digital Marketing And Connecting With Healthcare Consumers Presented by: Brandi Unger and Kirstie Hamel Who Amplified Digital is a digital marketing agency that helps local businesses connect

More information

Travel Flash Report. Booking on mobile goes mainstream

Travel Flash Report. Booking on mobile goes mainstream Travel Flash Report. Booking on mobile goes mainstream SEPTEMBER 215 1 TRAVEL FLASH REPORT: BOOKING ON GOES MAINSTREAM Introduction. Since 214, Criteo has analyzed more than 1 billion bookings generated

More information

www.pwc.com Measuring the effectiveness of online advertising ACA webinar April 15, 2011

www.pwc.com Measuring the effectiveness of online advertising ACA webinar April 15, 2011 www.pwc.com Measuring the effectiveness of online advertising ACA webinar April 15, 2011 Agenda 1. Introductions 2. Background Online Advertising & Measuring Effectiveness 3. Market Context Rapidly Changing

More information

Understanding Search Analytics to Make Better Data-Driven Decisions

Understanding Search Analytics to Make Better Data-Driven Decisions Understanding Search Analytics to Make Better Data-Driven Decisions A Digital Marketing Depot White Paper Executive Summary: The proliferation of online data from a growing number of digital devices and

More information

Five Questions to Ask Your Mobile Ad Platform Provider. Whitepaper

Five Questions to Ask Your Mobile Ad Platform Provider. Whitepaper June 2014 Whitepaper Five Questions to Ask Your Mobile Ad Platform Provider Use this easy, fool-proof method to evaluate whether your mobile ad platform provider s targeting and measurement are capable

More information

DISCOVER NEW BUSINESS WITH PAID SEARCH.

DISCOVER NEW BUSINESS WITH PAID SEARCH. DISCOVER NEW BUSINESS WITH PAID SEARCH. Paid Search marketing can put your dealership s website at the top of search engine rankings. Search is the # 1 resource used by today s digital driver. 2 Consumers

More information

2013 choicestream survey: CONSUMER OPINIONS on ONLINE ADVERTISING & AUDIENCE TARGETING results & findings

2013 choicestream survey: CONSUMER OPINIONS on ONLINE ADVERTISING & AUDIENCE TARGETING results & findings 2013 choicestream survey: CONSUMER OPINIONS on ONLINE ADVERTISING & AUDIENCE TARGETING results & findings introduction ChoiceStream- the next generation poll driven programmatic media optimization solution

More information

How To Get More Traffic From A Pay Per Click Campaign On Colintsoft.Com

How To Get More Traffic From A Pay Per Click Campaign On Colintsoft.Com Post-Campaign Report Executive Summary Campaign Overview: Our campaign, named "Starter ColInt", started on May 26, 2013 after our AdWords account has been credited with 250$, and is expected to end on

More information

PERFORMANCE DIGITAL PLATFORMS

PERFORMANCE DIGITAL PLATFORMS 1 PERFORMANCE DIGITAL PLATFORMS www.tneniaga.com DISCOVERY & CONSULTANCY 2 Viable opportunities Cool facts 18m 88% Facebook users in Malaysia People use the internet as part of their daily routine 79%

More information

Online Merchandising: What is it and How Can You Use it to Your Advantage?

Online Merchandising: What is it and How Can You Use it to Your Advantage? Author: Paolo Boni President & Chief Executive Officer, VFM Leonardo, Inc. Paolo has been leading VFM Leonardo s vision and strategic direction since 2001 and is a recognized travel industry expert on

More information

Does your website work for the multi-screen UK consumer? March 2014

Does your website work for the multi-screen UK consumer? March 2014 Does your website work for the multi-screen UK consumer? March 2014 The connected customer uses multiple devices Today s customer uses multiple devices to search for, research and buy products. To take

More information

BUY. Mobile Retargeting for Retailers: Recapturing Customers Cross-Platform. February 2014. 1.877.AMPUSH.1 info@ampush.com

BUY. Mobile Retargeting for Retailers: Recapturing Customers Cross-Platform. February 2014. 1.877.AMPUSH.1 info@ampush.com BUY Mobile Retargeting for Retailers: Recapturing Customers Cross-Platform February 2014 1.877.AMPUSH.1 info@ampush.com TABLE OF CONTENTS Executive Summary 3 The Mobile Advertising Opportunity 4 E-Commerce

More information

THE OMNICHANNEL CONSUMER

THE OMNICHANNEL CONSUMER THE OMNICHANNEL CONSUMER KEY FINDINGS FROM THE DELOITTE REPORT THE OMNICHANNEL OPPORTUNITY TO HELP RETAILERS UNLOCK THE POWER OF THE CONNECTED CONSUMER INTRODUCTION The internet and mobile devices have

More information

THE AUSTRALIAN ONLINE LANDSCAPE REVIEW JULY 2014

THE AUSTRALIAN ONLINE LANDSCAPE REVIEW JULY 2014 THE AUSTRALIAN ONLINE LANDSCAPE REVIEW JULY 2014 STATE OF THE ONLINE LANDSCAPE July 2014 Welcome to the July 2014 edition of Nielsen s Online Landscape Review. The online landscape in July saw Australians

More information

Video Ad Exam. 01 Types of Video Ads. 02 Using Video Ads. 03 Making a Video. 04 Creating a Campaign. 05 Campaign Settings. 06 Companion Banner

Video Ad Exam. 01 Types of Video Ads. 02 Using Video Ads. 03 Making a Video. 04 Creating a Campaign. 05 Campaign Settings. 06 Companion Banner Video Ad Exam 01 Types of Video Ads 02 Using Video Ads 03 Making a Video 04 Creating a Campaign 05 Campaign Settings 06 Companion Banner 07 Mastheads 08 Optimized Rotations 09 Call to Action Overlay 10

More information

Google Enhanced Campaigns POV. Matthew McGill Director of Search Marketing

Google Enhanced Campaigns POV. Matthew McGill Director of Search Marketing Google Enhanced Campaigns POV Matthew McGill Director of Search Marketing January 2013 The Change Google Advertisers Will Learn to Appreciate Slowly In these modern times where everyone is connected to

More information

Capturing Near Me Moments: How location-based mobile advertising is changing the marketing landscape

Capturing Near Me Moments: How location-based mobile advertising is changing the marketing landscape Capturing Near Me Moments: How location-based mobile advertising is changing the marketing landscape A Digital Marketing Depot Whitepaper Introduction: The mobile advertising opportunity Smartphone ubiquity

More information

A global research paper from Travelport and ACTE

A global research paper from Travelport and ACTE Inspiring Insight The real impact of mobile on the corporate travel program A global research paper from Travelport and ACTE The real impact of mobile on the corporate travel program Executive introduction

More information

The U.S. Hotel Advertising Marketplace: Industry Sizing and Trends 2015

The U.S. Hotel Advertising Marketplace: Industry Sizing and Trends 2015 PhoCusWright White Paper The U.S. Hotel Advertising Marketplace: Industry Sizing and Trends 2015 Sponsored by Written and Researched by Tom Powell aviano sans berling FUTURA PMS-377 PMS-2617 PMS-444 669933

More information

CONTENTS Introduction Call tracking Case Study Call Tracking tools Testimonials The Mediahawk Experience conclusion Request Demo

CONTENTS Introduction Call tracking Case Study Call Tracking tools Testimonials The Mediahawk Experience conclusion Request Demo 1 CONTENTS 1. Introduction 3 2. Call tracking Case Study Abbott Moore 4 3. Call Tracking tools For Financial Services 6 4. Testimonials 9 5. The Mediahawk Experience 10 6. conclusion 12 7. Request a Demo

More information

The Perfect Digital Marketing Recipe For Your Business Success

The Perfect Digital Marketing Recipe For Your Business Success The Perfect Digital Marketing Recipe For Your Business Success Executive Summary With a wide variety of options available to us, it can often be difficult to find the optimum combination of tools and techniques

More information

6 Tips for Reaching Boomers & Seniors with Digital Marketing

6 Tips for Reaching Boomers & Seniors with Digital Marketing 6 Tips for Reaching Boomers & Seniors with Digital Marketing Table of Contents 1 Reaching Boomers and Seniors with Digital Marketing 2 The Growing Boomer and Senior Demographic 3 Boomers and Seniors Are

More information

How To Be Successful At Relentless Marketing

How To Be Successful At Relentless Marketing WHITE PAPER The Key to Relentless Marketing... Anticipate, Automate, Syndicate WHITE PAPER 1 Table of Contents Executive Summary 1 The Business Challenge: Effective Marketing in an Increasingly 1 Complex

More information

We are a DIGITAL EXPERIENCE AGENCY

We are a DIGITAL EXPERIENCE AGENCY We are a DIGITAL EXPERIENCE AGENCY WHO WE ARE DICE LONDON IS A DIGITAL EXPERIENCE AGENCY We work with businesses in all sectors but with a particular speciality in the real money gaming industry. We offer

More information

Remarketing and. Retargeting. By Ann Stanley Managing Director of Anicca Digital. @AnnStanley @aniccadigital #ecommercial15

Remarketing and. Retargeting. By Ann Stanley Managing Director of Anicca Digital. @AnnStanley @aniccadigital #ecommercial15 Remarketing and Retargeting By Ann Stanley Managing Director of Anicca Digital Remarketing aka Stalking What is Remarketing and Retargeting? Remarketing/retargeting are online advertising techniques where

More information

CONSUMERLAB. The Indoor Influence. Regional report Europe

CONSUMERLAB. The Indoor Influence. Regional report Europe CONSUMERLAB The Indoor Influence Regional report Europe Consumer Insight Summary Report April 2015 contents FROM DUSK TIL DAWN 3 LOCATION EQUATION 4 THE GENERATION GAME 6 INFORMATION IN HAND 7 METHODOLOGY

More information

NITB Guide to Being Online

NITB Guide to Being Online @ Contents What is the Importance of Being Online?...3 What is the Importance of Appearing in Google?...3 How do I appear in Google?... 4 How Else Can I Advertise my Site/ My Offers?... 4 Online Display

More information

Digital Marketing Strategy

Digital Marketing Strategy Digital Marketing Strategy Maeve Kneafsey Managing Director Elucidate Going for Growth www.elucidate.ie maeve@elucidate.ie Credit sources: Comreg, IPC, RedC,, Marketing Institute, Digital Marketing Agency,

More information

Courtesy of: VREB Virtual Real Estate Brokerage

Courtesy of: VREB Virtual Real Estate Brokerage Courtesy of: VREB Virtual Real Estate Brokerage Why Go Mobile? In today s world almost every industry is becoming more mobile friendly because of the huge increase in tablet and smart phone usage. The

More information

UNDERSTANDING RESPONSIVE DESIGN A SOLUTION FOR PUBLISHERS AND ADVERTISERS IN A MULTI-SCREEN WORLD. standout brand experiences

UNDERSTANDING RESPONSIVE DESIGN A SOLUTION FOR PUBLISHERS AND ADVERTISERS IN A MULTI-SCREEN WORLD. standout brand experiences UNDERSTANDING RESPONSIVE DESIGN A SOLUTION FOR PUBLISHERS AND ADVERTISERS IN A MULTI-SCREEN WORLD INTRODUCTION As the penetration and use of mobile devices continues to increase, publishers and advertisers

More information

State of Search Marketing 2014

State of Search Marketing 2014 Research State of Search Marketing 2014 Search Marketing Survey Report April 2014 State of Search Marketing 2014 While Marketing has undergone dramatic change in the last few years; Search Marketing undergoes

More information

THE RECRUITMENT INDUSTRY ONLINE

THE RECRUITMENT INDUSTRY ONLINE THE RECRUITMENT INDUSTRY ONLINE AS A LEADING DIGITAL MARKETING AGENCY WITHIN THE RECRUITMENT INDUSTRY ENCENDO UNDERTOOK A STUDY IN MAY 2015 INTO THE ATTITUDES AND SPEND OF RECRUITMENT COMPANIES IN IRELAND

More information

Tracking Success: Omni-Channel! Jimmy Bogroff! Director Digital Strategy - Oregonian Media Group!

Tracking Success: Omni-Channel! Jimmy Bogroff! Director Digital Strategy - Oregonian Media Group! 1 Tracking Success: Omni-Channel! Jimmy Bogroff! Director Digital Strategy - Oregonian Media Group! 2 Consumer Behavior is Moving Fast! More moments are mobile The ubiquity of smartphones means that ZMOT

More information

Online Marketing Channels

Online Marketing Channels Connect with us. Online Marketing Channels FLOW20.C0M Contact us Streatham Business Center1 Empire Mews, London, SW16 6AG 0208 1500 294 create@flow20.com Getting started The world of online marketing includes

More information

Where Is Interactive Marketing Heading?

Where Is Interactive Marketing Heading? Trend Report Changhee Han _ chang.han@cheil.com Chakyung Bae _ chakyung.bae@cheil.com 2013 ad:tech London Where Is Interactive Marketing Heading? ad:tech is an international seminar on interactive marketing

More information

INSIGHTS FROM OPERA MEDIAWORKS

INSIGHTS FROM OPERA MEDIAWORKS INSIGHTS FROM OPERA MEDIAWORKS 9 of the top AD AGE GLOBAL ADVERTISERS OVER 800M UNIQUE USERS OVER 18,000 SITES AND APPLICATIONS Year closes out with Apple No. 1 for revenue, Android leading in traffic

More information

The Power of Social Media

The Power of Social Media The Power of Social Media Over 100 Million of pieces of content are shared on the web every day! Including: video, pod casts,web links, comments, news stories, opinions, blog posts, notes, photos, reviews,

More information

Online Marketing Strategies & the connected consumer.

Online Marketing Strategies & the connected consumer. Online Marketing Strategies & the connected consumer. It s 2004. Meet John. Here s John in 2015. The connected consumer Same needs, different behaviour. Breathing Good health Friendship Food & water Morality

More information

Why have a mobile website

Why have a mobile website Why have a mobile website It s a fact that 91% of all smartphone users have their phones within arm s reach 24/7 (Morgan Stanley, 2012). In order to address this ever growing market more and more business

More information

UK Video Advertising Report November 2012

UK Video Advertising Report November 2012 UK Video Advertising Report November 2012 BrightRoll UK Video Advertising Report: November 2012 brightroll.co.uk +44 (0)207 550 5580 22, Long Acre London WC2E 9LY Copyright 2012 BrightRoll, Inc. 64% of

More information

zanox Mobile Performance Barometer 2015:

zanox Mobile Performance Barometer 2015: zanox Mobile Performance Barometer 2015: Mobile transactions reached a new peak in Q4 2014 (smartphone and tablets) with growth rates of 128% from September 2014 to October 2014 Tablets are responsible

More information

Direct Response Marketing on Facebook

Direct Response Marketing on Facebook Direct Response Marketing on Facebook Driving action online, in-store and in mobile app Summer 2014 1 Table of contents Facebook s direct response marketing solution 4 Best practices 14 Campaign prep 16

More information

Mobile Devices. & Behaviour. How devices and operating systems influence the mcommerce journey. tradedoubler.com

Mobile Devices. & Behaviour. How devices and operating systems influence the mcommerce journey. tradedoubler.com Mobile Devices & Behaviour How devices and operating systems influence the mcommerce journey Know your phone: the key to effective mobile commerce Mobile consumers are not created equal. If advertisers

More information

A CHASE PAYMENTECH WHITEPAPER. Building customer loyalty in a multi-channel world Creating an optimised approach for e-tailers

A CHASE PAYMENTECH WHITEPAPER. Building customer loyalty in a multi-channel world Creating an optimised approach for e-tailers A CHASE PAYMENTECH WHITEPAPER Building customer loyalty in a multi-channel world Creating an optimised approach for e-tailers Table Of Contents Changing shopping habits... 3 The multi-channel journey...

More information

Internet Basics for Business

Internet Basics for Business Internet Basics for Business Agenda Destination NSW overview The impact of technology and digital marketing on travel Initial assessment of my website Seven tips for your website Search Engines Converting

More information

KICK YOUR CONTENT MARKETING STRATEGY INTO HIGH GEAR

KICK YOUR CONTENT MARKETING STRATEGY INTO HIGH GEAR KICK YOUR CONTENT MARKETING STRATEGY INTO HIGH GEAR Keyword Research Sources 2016 Edition Data-Driven Insights, Monitoring and Reporting for Content, SEO, and Influencer Marketing Kick your Content Marketing

More information

The Mobile Effect: Disrupting the Competitive Landscape in the Digital Travel Market

The Mobile Effect: Disrupting the Competitive Landscape in the Digital Travel Market Phocuswright White Paper The Mobile Effect: Disrupting the Competitive Landscape in the Digital Travel Market Sponsored by Written by Cathy Schetzina Walsh Researched by Marcello Gasdia This Phocuswright

More information

Key Digital Trends for 2014

Key Digital Trends for 2014 December 12, 2013 Key Digital Trends for 2014 Presented by: Noah Elkin Principal Analyst Sponsored by: Agenda: emarketer sees four key trends affecting digital marketing in 2014 No. 1: Mobile moves to

More information

Amadeus Media Solutions. Media Solutions. Set your objectives. & aim at your target

Amadeus Media Solutions. Media Solutions. Set your objectives. & aim at your target Amadeus Media Solutions Media Solutions Set your objectives & aim at your target 2 Media Solutions About Amadeus IT Group Amadeus IT Group is the leading technology partner to the world s travel industry.

More information

MARKETING SERVICES. engine to drive additional traffic and revenue to their parking facilities. Led

MARKETING SERVICES. engine to drive additional traffic and revenue to their parking facilities. Led MARKETING SERVICES MARKETING SERVICES SP+ Marketing Services provides clients a superior front-end marketing engine to drive additional traffic and revenue to their parking facilities. Led by a team of

More information

The Modern Traveler: A Look at Customer Engagement in the Travel Industry

The Modern Traveler: A Look at Customer Engagement in the Travel Industry The Modern Traveler: A Look at Customer Engagement in the Travel Industry Executive Summary This report is the latest in our series of SDL original research that looks at how a new empowered consumer is

More information

The Essential Guide to Native Advertising. The Rise of a Digital Ad Format and Best Practices for Commanding Audience Attention

The Essential Guide to Native Advertising. The Rise of a Digital Ad Format and Best Practices for Commanding Audience Attention INSIGHT SERIES The Essential Guide to Native Advertising The Rise of a Digital Ad Format and Best Practices for Commanding Audience Attention In digital advertising, ad formats have always fallen into

More information

State of Mobile Commerce.

State of Mobile Commerce. State of Mobile Commerce. Apps and cross-device lead mobile business Q2 2015 JUNE 2015 Executive summary Consumer mobile behavior continues to advance faster than retailers ability to keep up. Key takeaways

More information

Presented By: Web Analytics 101. Avoid Common Mistakes and Learn Best Practices. June 2012. Lubabah Bakht, CEO, Vitizo

Presented By: Web Analytics 101. Avoid Common Mistakes and Learn Best Practices. June 2012. Lubabah Bakht, CEO, Vitizo Presented By: Web Analytics 101 Avoid Common Mistakes and Learn Best Practices June 2012 Lubabah Bakht, CEO, Vitizo Web Analytics 101, Lubabah Bakht, June 2012 This 12-page whitepaper provides a deep understanding

More information

The Three P's of Mobile Advertising Past, Present and Promise

The Three P's of Mobile Advertising Past, Present and Promise The three Ps of Mobile Advertising Past, Present and Promise The 3Ps Past Present Promise 2 How do we know anything about this stuff? Appsnack helps brands and their agencies build rich, engaging, app-like

More information

The Art of Customer Profiling. Why understanding audience is important and how to do it

The Art of Customer Profiling. Why understanding audience is important and how to do it The Art of Customer Profiling Why understanding audience is important and how to do it The Art of Customer Profiling 2014 1. The importance of understanding your audience...3 CONTENTS 1.1 Why is it important

More information

"SEO vs. PPC The Final Round"

SEO vs. PPC The Final Round "SEO vs. PPC The Final Round" A Research Study by Engine Ready, Inc. Examining The Role Traffic Source Plays in Visitor Purchase Behavior January 2008 Table of Contents Introduction 3 Definitions 4 Methodology

More information

LEAD GENERATION IN 2013

LEAD GENERATION IN 2013 LEAD GENERATION IN 2013 BEST PRACTICES ACROSS THE DIGITAL MARKETING LANDSCAPE Philippe Taza DIGITAL ANALYST Higher Education Marketing ptaza@higher-education-marketing.com Slide 1 TODAY S PRESENTATION

More information