INTERNET MARKETING August 2010

Transcription

1 INTERNET MARKETING August 21 Prepared by: Debrah Hlland Internet Marketing Directr ONLINE MARKETING CAMPAIGNS NEWSLETTERS August Cnsumer Newsletter Newsletter Tpics Header: Wide Open Beaches landing page; ht deals; send-a-pstcard landing page Features: Area shpping; Geck Fest; Caladesi adventure Cnsumer enewsletters Statistics: 64,78 enewsletters delivered 9,9 ttal pened (14%) Mst Ppular Click Thrugh Items: ht deals; Caladesi adventure; Geck Fest WEBSITE DEVELOPMENT Visit StPeteClearwater.cm Bk Direct widget added t hme page What s New page updated Chihuly Cllectin article added Visitr Guide graphic added thrughut site Listings and events updated Airprt transprt page updated Send-a-pstcard page develped Geck Fest landing page develped Rmantic Escapes article updated 21 Oil Recvery Marketing Campaign Wide Open Beaches cpy added t hme page New underwater vide added Additinal web cam added Wide Open Beaches landing page updated weekly Weekly Wide Open Beaches blast campaign prgram cntinued template updated weekly New beach images added.pinellascvb.cm VSPC Oil Spill respnse infrmatin added CRM Simpleview New templates created: meeting planners; FAMS; sprts; marketing requests; PR; event invitatin Database clean up Custm reprts added: Meeting Sales; Sprts Cmmissin;

2 OTHER Cncierge website updated Emergency situatin landing page develped Sprts Cmmissin website updated WEBSITE STATISTICS SUMMARY Website Engagement and Visits Website engagement statistics cntinue in a psitive trend. Time n site was up t 7.54 minutes, which is the lngest time recrded fr the mnth f August since detailed tracking began in 27. Hme page bunce rate remained unchanged cmpared t the previus mnth and verall bunce rate was dwn ne percentage pint cmpared t the previus mnth. Bth verall and hme page bunce rates are at the lwest numbers fr the mnth f August since detailed tracking began in 27. The psitive trends in verall engagement are believed t be a result f website imprvements in navigability, cntent relevancy, flash remval and clearer labeling taking place ver the past several mnths. Website traffic t VisitStPeteClearwater.cm was dwn slightly (6%) in August t 19,58 visits, cmpared t the recrd high numbers in July. Histrically web traffic begins a seasnal decline in August, hwever, website visits fr this year reflect the highest number f visits fr the mnth f August since 27 and are the secnd highest visitatin numbers fr the year 21. Impacting the verall website visits as well as ther psitive website statistics fr August were the cntinued multiple marketing and advertising effrts in respnse t the BP/Deepwater Oil Spill. Internatinal Traffic t VisitStPeteClearwater.cm Internatinal web traffic between July and August was mixed. Traffic frm Canada was up 24% cmpared t the previus mnth, as was traffic frm Sweden, up 41%. Hwever, traffic frm Great Britain and Germany was dwn cmpared t July, 8% and 5% lwer respectively. Cmparing t August f 29, web traffic was dwn acrss all cuntries. Negative perceptins frm the BP/Deepwater Oil Spill and cntinued currency fluctuatins are believed t have impacted the lwer numbers. Dmestic DMA Traffic In keeping with the verall slight decline in August web visits cmpared t July, traffic frm tp DMAs listed n the assciated graph declined in August cmpared t the previus mnth. Hwever, in year t year cmparisns, all tp DMAs except Atlanta had higher web traffic in August 21 as cmpared t August 29. Additinal cld weather feeder markets such as Philadelphia, Bstn, Detrit and Minneaplis (nt n graph) all increased in web traffic in August, as cmpared t July. The Wide Open Beaches blast campaign and il spill marketing campaigns bth had identifiable impact n web traffic frm these regins. Tp Requested Pages The accmmdatin listing page cntinues t be the mst requested page beynd the hme page and views t the accmmdatin page increased by 1% in August as cmpared t July. The Ht Deals page cntinued t be the third mst requested page and the number f requested views increased by 52% in August cmpared t July. The 31,916 Ht Deal page view request in August represent by far the highest number f views t the page in a single mnth thrughut 21. Much f the BP/Deepwater Oil Spill marketing effrts in August directed web visitrs t the Wide Open Beaches landing page, and views t the page increased by 76% in August fr a ttal f 27,221. The Wide Open Beaches landing page was develped specifically fr this campaign. Intent t Travel Cnversins - Visitr Guide and Specials Overall Signals f Intent t Travel (SIT) are measured as a cmbinatin f website cnversins including Visitr Guide rders and click thrughs n the Specials page. Overall cnversins cntinued t rise in August cmpared t July, up 7%. Driving the increase was the number f rders fr Visitr Guides, which mre than dubled frm 1,217 in July t 2,877 rders in August. The number f ht deal prfile

3 views als increased, up 54% t 811, representing the highest number f click thrughs since tracking began in January 29. The verall uptick in cnversins can be attributed t the increased marketing effrts in respnse t the BP/Deepwater il spill. Online Paid Search Term Campaigns The paid search campaign increased a ttal f 18% in August cmpared t July, with the Yah campaign increasing by 29% t 14,47 respnses, reaching the highest respnse level in 21. The Ggle campaign was als up in August, by 14%. Additinal funds were added t the SEM campaign as part f the BP/Deepwater Hrizn il spill marketing campaign. Online Marketing Campaigns As previusly nted, increased nline marketing effrts related t the BP/Deepwater Oil Spill included the Wide Open Beaches weekly e-blast campaign which started in July. Respnses t the August eblast campaigns were at a ttal f 28,286, an increase f 5,127 respnses ver the July e-blast campaigns. Assciated banner ad campaigns initiated in July resulted in 4,354 respnses in August. Please see assciated graphs n the fllwing pages.

4 St. Petersburg/Clearwater CVB Measurement Dashbard August 21 = vs. last mnth LY = vs. last year B = vs. baseline f 29 average Gd Nt Significant Needs Attentin -12% change 13 r higher % change ENGAGEMENT Time n Site: 7.54 Minutes Bunce Rate: 31% f Hme Page Bunce Rate: 41% Overall LY B 7.19 N/C 33.2% 45.3% SIGNALS OF INTENT TO TRAVEL (SITs) Ttal cnversins 32% 3.2% f ttal pg views 1,888 Signals f Intent t Travel Visitr Guide Orders: 2,877 Deal Prfile Views: 8.11 ACTIVITY LY 19,58 visits 339,744 page views 6% 2% 25% N/A SOURCES OF TRAFFIC 19% 37% 33% 11% Paid Search Engines Organic Search Engines Other Websites Direct/Bkmarked Baseline average percentages fr 29: Search Engines: 44% Campaigns: 18% Other: 38% MOST REQUESTED PAGES 1. Hme Page: 44, Htels & Accmmdatins: 41, Deals: 31, Wide Open Beaches: 27, Beaches and Bating: 13, Events: 11, Beach Listings: 1, Experiences: 1,89 9. Order a Guide: 6, Maps & Getting Here: 6,264 ONLINE CAMPAIGNS Campaigns: 1. 8/26 Oil 12, /5 Oil 7, /19 Oil 4, /12 Oil 1, /29 Oil 1,623 Banner Campaigns: 1. Anti Oil Banner Campaign 7/26: 4, AARP Online Banner Campaign July 21: 86 VISITORS BY GEOGRAPHY ONLINE KEYWORD CAMPAIGNS Campaign Respnses Yah 14,47 Ggle 3,99 * s are part f Oil Campaign which are deplyed weekly thrugh September

5 Visits Year Over Year HBX/SiteCatalyst Jan Feb Mar Apr May June July Aug Sept Oct Nv Dec Signals f Intent t Travel Over Time 1, , 6, 4, 2, Visitr Guide Orders Deals Page Jan 9 Mar May July Sept Nv Jan 1 Mar May July Targeted DMAs 25, 2, 15, 1, 5, Tampa Area Orland Area Atlanta New Yrk City Chicag Jan 9 Mar May July Sept Nv Jan 1 Mar May July Internatinal Traffic Over Time 12, 1, 8, 6, 4, 2, Canada Great Britain Germany Sweden Jan 9 Mar May July Sept Nv Jan 1 Mar May July