Building a New Digital Brand in 2016 - TUI

Information about Building a New Digital Brand in 2016 - TUI

Published on June 6, 2016

Author: SavageMarketing

Source: slideshare.net

Content

1. [email protected] http://savagemarketingtech.com

2. Discover your smile Driving your digital performance with digital branding Savage Marketing 2016 Amsterdam, 1 June 2016 Edwin Hof

3. 4 Building a new digital brand! Group Marketing | SLT Berlin | 5th April 2016 Branded Search Positive impact of the Ogre campaign Branded Popularity TUI quickly became most popular brand

4. 5

5. 6

6. Some amazing facts on digital migration Day was needed to gain higher website traffic than the year before 1 1 Week was needed to become most popular brand in Google search 2 Weeks were needed to achieve higher conversion than last year

7. 1) Marketing technology - ownership

8. 1) Marketing technology Director of data

9. New Metrics:  Cost per new interested visitor  Assisting revenu  Soft conversions (cross device drop off point) 2) Digital first KPI’s

10. 2) Focus on new interested visitors

11. 3) Digital Storytelling Real time digital conversations with our customers

12. 3) Digital Storytelling

13. Our own data (1st party) User intention • Google search keywords • Onsite search keywords • Selection criteria (stars, acco, type, facilities, area) • Destination (Country or Region) • Funnel exit (funnel stages)

14. Data out of branding campaigns Users who have: • Viewed or clicked on our mastheads • Interacted with or viewed our videos

15. Data from partners (2nd party)

16. Exclude data 18

17. 3) Storytelling (past)

18. 3) Storytelling (now)

19. 3) Winning the moments that matter

20. 3) Storytelling in Doubleclick > Branding to Performance OUD NIEUW

21. OUD NIEUW RESULT: +50% post click conversion improvement per 1.000 impressions 3) Storytelling in Doubleclick > Branding to Performance

22. 3) Advanced Storytelling

23. 3) Storytelling in Doubleclick > Branding to Performance Orientation phase Making conversation phase step 1 Decision making phase step 2

24. 3) Storytelling in Doubleclick > Branding to Performance

25. People / Moment Matrix Get – To - By  Video dedicated for Families with young kids  Video dedicated for Extended families  Video dedicated for Families with older children

26. Winning the moments that matter in every stage of the customer journey based on data

27. Next step: Bridging the GAP between CRM & Digital CRM (online) marketing interactions 2nd party data 1st party data/Website behaviour Shopping history Product Price Last sales channel Age Pax party NPS

28. Edwin Hof Twitter: @edwinhof

29. [email protected] http://savagemarketingtech.com

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