online opportunities for the travel and tourism industry www.otti.co.za Why the Internet • Who is coming to SA? Number Inbound Tourists (SAT figures) 2007 160000 140000 120000 100000 80000 60000 40000 20000 0 Jan Feb March April May Germany UK Europe North America What are these markets doing • US (corporate and leisure) • EU: UK (34%), Germany (20%) • EU Air (56%), Packages (16%), hotels (16%) Car rental (4%) • in UK 65% purchased travel through an Internet travel agency (SAT Brand Tracking 2007) • In SA approx 4 million internet users in 2007, 89% using the internet to search Online Travel Sales 150 US$ Bn 100 50 0 2007 2008 2010 US Online Sales (US $ in billions) Forrester EU US$ in Billions) CRT research Linear (US Online Sales (US $ in billions) Forrester) Linear (EU US$ in Billions) CRT research) The opportunity is always bigger than imagined Having an online strategy • Gives a global audience 24/7 • Allows companies to connect directly with their customers • Immediacy • Reduce costs of distribution and transaction • Provides a wealth of information The two wings of an effective online strategy 1. A website that works efficiently, effectively and satisfactorily for the user: Usability 2. Help people find the website: eMarketing But you need a fully connected strategy, not something tacked on to an existing marketing strategy How usable are SA T&T websites? • A user-centred approach: Scenario of use by a important prototypical user • That defines the important elements of a website • The Research: 100 SA travel and tourism provider websites to determine the ability of SA websites to service a online travel booker – – – – – Accommodation (35) Airlines (9) Car Rental (10) Game Experience (17) Tour Operators (29) Metrics Roadmap Information Search Comparison Act Post-Act behaviour Scenario Locating the website CONTENT •Website & webpage navigability •Content flexibility Navigational Aids Content Aids CONNECTION DYNAMIC FUNCTIONALITY •Personalisation •Customisation •Transaction Functional/Support Content COMMUNITY COMMUNICATION EMAIL “Product/Services” Layer Processes Layer SITE-WIDE METRICS Technology Layer TECHNICAL QUALITY Content • Content: Accessing Important information, includes measures of website and webpage navigability • Usability measures: a clearly indicated products/services section, marketing mix elements, a unique value proposition, customer support, FAQ, content flexibility, language and currency choice… Functionality • Functionality: Measures site / user interactivity, includes • Elements of functionality: customisation (tailoring by the user), personalisation (tailoring by the company) and transactional functionality, supporting content Communication • Communication: Measures how useful the website is at providing comprehensive contact details and other means of keeping ongoing communication with actual and prospective customers. • Elements of communication: contact person, telephone, fax, email, physical address, map, newsletter, call back facility… Connection • Connection: The degree to which the website links to other important off-site resources • Elements of connection: links to external resources, historical, cultural and other events, places to go etc; help numbers and contacts, alliances or preferred partners Community • Community: Measures facilities for building virtual communities • Elements: guest book, blog, forum, anything… Overall trends Maturity of SA T&T websites the other half of the battle: eMarketing Having a good website is one thing getting people to it is another Tools are available: Search Engine Optimisation (SEO) • SEO of your website: is the process of improving the volume and quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results. • Tools for improving the indexing of your website include: – – – – – Keywords SEO friendly text meta tags, page titles, headers inbound link strategy etc Paid Placements • Entails paying for (non-organic) listings in primarily search engines (but also other websites and advertising networks. • There are a variety of costing models but usually it is a pay-per-click (PPC) model: where advertisers only pay when a user actually clicks on an ad to visit the advertiser's website. • Advertisers bid on keywords they believe their target market would type in the search bar when they are looking for a product or service. Online Advertising • Entails paying for an advert placed on a page of a website of with high traffic or high quality viewers • Adverts can be: banners, skyscrapers, buttons, pop-ups,…. Affiliate Marketing • A method of promoting web businesses in which an affiliate (publisher) is rewarded for every visitor, subscriber, customer, and/or sale referred from the publisher’s website Email Marketing • Communicating and marketing to an “optin” (as apposed to spam) subscriber base via emails • It is extremely cost effective • can be targeted and customised, and is completely measurable. Viral Marketing • takes the form of funny video clips, interactive Flash games, advergames, images, or even text messages. • Which are encouraged to be passed on others within a social network Web PR • a method of spreading and listening to messages about your service or product across the internet. • It focuses on distributing press releases and articles about your brand • as well as gathering information about what people are saying about your brand across the internet.
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