Step by step guide to digital success
Let’s face it. For travel, the internet is the key medium to use. Whether you are a travel agency, an airline company, a hotel or a congress center, the internet represents the main source of data for your customers. It’s also the most influential marketing channel throughout the consumer decision journey.
I’m not asking you to believe me. Look at the facts (and stats).
Fact 1: 86 % of consumers learn about travel products online.
If you think about it, you know it’s true! How do you think your potential clients find you? Sure, there are fairs and trade shows, but if we are truly honest with ourselves, we know that’s just one of many touch points of the decision journey. Nobody, I really mean nobody, uses the yellow pages any more.
So what’s left? TV? Radio? Magazines? Sure, they are still influential and widely used mediums and one cannot just forget about them. But these are at the top of the funnel media which drive intention and awareness. The internet is the primary decision making media, where consumers research the product and, based on their research, make decisions.
Since we are being honest, we must admit that the internet is not always the last channel consumers will use. In leisure travel, the majority of consumer will research and book travel over the internet, but in some other areas of the travel industry, the process looks a little bit different.
On average, in the B2B sector (business travel and MICE fall into this category) the majority of purchase confirmations happen offline (meetings, phone, video conferences etc) and not online. This leads us to the question – how can we then measure online success? To find out the answer you will just have to read the article ;)
Fact 2: Media consumption is shifting from TV and magazines to online
In the last few years users have started to shift from TV to digital. Desktop and mobile usage are reaching new heights, while TV and especially print is attracting smaller and smaller audiences.
While years ago offline media was the way to reach consumers and drive intent, now, with the drop in usage of offline media, companies need to look elsewhere. With digital shooting for first place among the most used media, the choice is quite clear. Users are already there.
Facebook, Google and the rest of the gang have been preparing for this moment for years. And trust me, they are fully prepared! They have spent the last few years researching online users and developing tools, apps and solutions for the new mobile-centric user. Advertisers now have so many options to reach users, one has to think twice before deciding which channel to use.
Fact 3: Users are not stupid
The internet has drastically changed the way we learn about the product. 15 years ago we went to a shop and asked a salesman about the products they sell, we are now more self-educated. We, as a society, strive to know more, to learn. And introducing online services was like entering paradise.
“How to” queries on Google have tripled since 2017. The problem is that companies and their digital presence are not following this tren
And here starts our journey to better digital marketing
The not-so-big-secret is revealed. To succeed in digital you need to focus on all three areas: content, marketing and analytics. Now it’s your turn to try it!
Andraž Štalec is CEO and co-founder of Red Orbit. Red Orbit is the leading digital performance agency in Adriatic region, focused on search engine marketing, search engine optimization and digital analytics. Andraž had been working in the area of digital marketing since 2001. Through a mixture of different projects he gained invaluable experience in marketing and management. He is Google Certified Trainer who helps and coaches companies and individuals to set up and run Google AdWords campaigns and other Google products. He is considered one of the top specialists for digital marketing in the region.
Andraž was a speaker at various events, including Slovenian Marketing Conference, SOF, SEMPL, SKIM (Slovenian Conference of search engine marketing), Business Academy, Academy of Finance and Chamber of Commerce of Slovenia and other. He writes columns and articles for different marketing newspapers and lectures at several business centers and business academies.