ONLINE MARKETING TRENDS

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ONLINE MARKETING TRENDS
Kathy Anderson AZ Travel Marketing, Inc.
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• Internet Usage Facts
• 48 of Americans use the Internet more than 1
  hour per day
• 78 use the web to make travel decisions
• Since 2002, of internet searchers increased
  from 1/3 to 1/2
• Daily search users grew 69 between 2002 and 2008
• Searchers with incomes of 75,000 were most
  active daily searchers at 62
• 71 of 60-somethings and 52 of 70-somethings had
  used a search engine in the past week according
  to a study by Advertising Age
• 91 of senior marketing execs plan to maintain or
  increase online advertising, 55 cutting
  traditional media to do it. (McKinsy-2008)

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• International Internet Usage Facts
• World Internet usage 2000-2008..North America
  129, Europe 266, Asia 406, Middle East
  1176!
• Through 2008, online travel bookings in Europe
  represented 29 of sales-projected to grow
  double-digits unlike the U.S.
• Gross bookings of tour operator web sites grew by
  12.4
• Largest markets-UK, France, Germany, Spain, Italy
• International audiences are online, at lower
  cost, and results are measurable

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• Supplier Web Sites vs. OTAs
• Supplier sites account for 61 of the online
  market in 2008. Projected to hold steady through
  2010(PhoCusWright)
• 47 of online travelers cite OTAs as primary
  shopping method
• Dollars vs. Eyeballs.OTAs have an edge in
  traffic, but weaker conversion rates. Suppliers
  have fewer customers, but more bookings and
  customers who spend more per trip

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• Social Networking
• 68 of Americans trust the web for travel
  related advice-only 5 trust travel agencies
  (Travel Trust Index)
• Opportunity to connect with customer for research
  and product offering adjustment
• DMOs using blogs.GoSeePortland.com

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Photo/Video Content Critical
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Google.com Maps Put Your
Business on Google Maps
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Case Study
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Travel Trade
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B-to-B Email Campaigns Constant Contact
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Travel Media
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• Online Press Release Criteria
• 79 - of times release was republished on web
  sites
• 76 - of times release was viewed online
• 75 article based on release
• 74 media interview requests as a result of
  release
• Targeting, distribution and measurement are key!

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SAT Packages Offered By OTAS Reach Future
Traveling Shoppers
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Online Guidebooks Offer Info Value to
Traveling Shoppers, Including Luxury Travelers!
Label-loving Fashionistas Value-seeking
Recessionistas
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Sweepstakes Build Databases
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Whats Next?
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Mobi!

• Mobile computing in travel will skyrocket in 2009
  thanks to Apple iPhone and Blackberry Storm
• TSA approved paperless boarding passes in
  December. Continental, Delta, Alaska-Euro will be
  standardized in 2-4 years
• BA Way to Go On the Go mobile facility in 11
  languages
• 217 million text messages a day in Britain60
  million more than last year

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• Mobile Technology Facts
• 95 of travelers take their mobile phones
  (eMarketer, 2007)
• Travel Industry perhaps most suited 3 things
  people wont leave behind are their keys, wallet
  and their cell phone (M-Travel.com)

• Phones at CVBs are still ringing because
  customers want specific information and personal
  feedback (Journal of Travel Research , 2006)
• 100 of population in the U.S. will own a
  mobile phone by 2012 (IT Wireless Data, 2007)

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Mobile Marketing Technology BEFORE
Engage visitors before visiting the Center.
Combine SMS and print Text BGIGA to receive a
special offer, visitors guide, etc.
Examples Text BGIGA to 95495 Text BGIL36 to 95495
By combining Print, Internet, Text SMS and the
Mobile Web Advertising will no longer be the same
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Mobile Marketing Technology DURING
Engage visitors during their visit to your
destination by giving them access to your
CityGuide2Go http//bgicvb.mobi
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Mobile Marketing Technology AFTER

• Engage visitors after their visit text to vote
  for your best experience, favorite restaurant,
  most fun attraction.

EX Text ITIVOTE to 95495
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• Google Analytics www.ShopAmericaTours.com
• 104,000 visits from 161 countries
• 277,000 page views
• 92 new visits
• 75 referral traffic
• 12 direct traffic
• 11 search engine traffic

Introducing - New Integrated SAA/SAT Websites!
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Be a Trend Spreader!
Thank You