5% - Latitude Digital Marketing

Transcription

Destination: Marketing // Copyright 2014 Latitude
Who’s who..
Managing Director at
Latitude
Commercial Director at
Latitude
Senior Industry Analyst at
Google
Head of News at
Travel Weekly Group
Director CPC Sales, EMEA
at TripAdvisor
Blogger at
travelunmasked.com
Head of PPC at Latitude
Digital Trends in Travel
Latitude – Destination: Marketing
8th of October 2014
Niels Magill – Senior Industry Analyst, Google UK
Google Confidential and Proprietary
5
Agenda for Today
1
Google Trends – Introduction
2
Some Trends we have seen this Year
3
Query Volumes as an indicator for Travel Demand?
4
The Macro Picture – Digital in the Future
6
1. Google Trends:
Introduction
7
Google Trends is a tool that lets you look at query volumes of
what people search for on the Google search engine
Source: Google Internal Data.
8
Can anyone guess what this is?
9
2. Google Trends:
Some Trends we have
seen this Year
10
Stronger start for outbound demand: +7.2% YoY; Dom. demand
with slightly stronger Jan. turning into a low Feb.: -16.5% YoY
Domestic and Outbound Travel Queries Dec. 2012 – Feb. 2014
120
108.8
100.0
102.4
100
78.6
Volume
80
60
71.7
68.3
65.6
40
20
Domestic
0
Outbound
11
This was strongly driven by adverse weather conditions,
which has also been a key driver in previous years
Domestic Demand & Precipitation 2012-2014
Rain 12
Rain 13
Rain 14
Dom. Demand 12
Dom. Demand 13
Dom. Demand 14
Volume of Precipitation
250
120
100
200
80
150
60
100
40
50
20
0
0
1
2
3
4
5
Query Volume
300
6
Weeks
12
Media mentions of adverse weather conditions have been
further reinforcing the slump in domestic demand
Domestic Demand 2013 vs. 2014
250
Volume of Search Queries
200
150
Average query decline of -17% YoY
100
27.01.14 - Major incident declared by various councils in the UK
50
Dom. Demand 13
0
Dom. Demand 14
13
Last year, we have seen a turnaround point in weather as
well as demand at the end of March
Domestic demand queries and precipitation YoY 12/13
- First 23 weeks of the year -
50%
40%
YoY % - change
Query 12/13
Weather/Query
Turnaround
30%
Rain 12/13
20%
10%
0%
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
-10%
-20%
-30%
Weeks
14
What does this tell us?
Queries contain real-time data
• Queries move in-line with interest (vodka/hangover)
• Queries react to weather conditions (demand shifts/turnaround points)
• Queries reflect emotions (e.g. good/bad news)
What people search for can be seen as a real-time data proxy
for interest, containing external (weather conditions) as well
as internal factors (emotions) and reflecting what people
want, when they want it.
15
3. Google Trends:
Query Volumes as an
indicator for Travel
Demand?
16
Overlaying STR Occupancy data and Google queries: very
similar pattern, but query growth outpaces occupancy growth
Cornwall & Devon: Occupancy and Google queries overlayed
300
100
90
250
80
150
50
40
100
30
20
50
Google queries
10
Occupancy
Jan 14
Dec 13
Nov 13
Oct 13
Sep 13
Aug 13
Jul 13
Jun 13
Apr 13
May 13
Mar 13
Feb 13
Jan 13
Dec 12
Oct 12
Nov 12
Sep 12
Aug 12
Jul 12
Jun 12
May 12
Apr 12
Mar 12
Feb 12
Jan 12
Dec-12
Nov 11
Oct 11
Sep 11
Aug 11
Jul 11
Jun 11
May 11
Apr 11
Mar 11
0
Jan 11
0
Feb 11
Query Volume
60
Occupancy in %
70
200
17
Model 0: We predict occupancy rates, based on occupancy
rates last month and last year
Occupancy Rate Cornwall / Devon
100
90
80
70
Occupancy to
be predicted
Occupancy
last year
60
50
Occupancy
last month
40
30
20
10
Feb 14
Jan 14
Nov 13
Oct 13
Sep 13
Aug 13
Jul 13
Jun 13
May 13
Apr 13
Mar 13
Feb 13
Jan 13
Dec 12
Nov 12
Oct 12
Sep 12
Aug 12
Jul 12
Jun 12
May 12
Apr 12
Mar 12
Feb 12
Jan 12
Dec 13
Occupancy
0
18
Model 1: We predict occupancy rates, based on occupancy
rates last month and last year AND Google queries
Occupancy Rate Cornwall / Devon and Google queries
100
300
90
250
80
Occupancy to
be predicted
70
200
Occupancy
last year
60
50
150
Occupancy
last month
40
100
30
Google queries
20
50
Occupancy
10
Google queries
Feb 14
Jan 14
Dec 13
Nov 13
Oct 13
Sep 13
Aug 13
Jul 13
Jun 13
May 13
Apr 13
Mar 13
Feb 13
Jan 13
Dec 12
Nov 12
Oct 12
Sep 12
Aug 12
Jul 12
Jun 12
May 12
Apr 12
Mar 12
Feb 12
0
Jan 12
0
19
Cornwall / Devon: Model 1 shows 40% higher accuracy
compared to Model 0
Occupancy Rate Forecasts for Cornwall / Devon Hotels
100
90
80
70
60
Model 0 Forecast (MAE: 5.3%)
50
Actual Occupancy
Feb 14
Jan 14
Dec 13
Nov 13
Oct 13
Sep 13
Aug 13
Jul 13
Jun 13
May 13
Apr 13
Mar 13
Feb 13
Jan 13
Dec 12
Nov 12
Oct 12
Sep 12
Aug 12
Jul 12
Jun 12
May 12
Apr 12
Mar 12
Feb 12
Jan 12
40
20
London: Model 1 shows 10% higher accuracy compared to
Model 0
Occupancy Rate Forecasts for London Hotels
90
Olympics
underest.
Olympics
85
80
75
New
Market
Supply
70
Actual Occupancy
Feb 14
Jan 14
Dec 13
Nov 13
Oct 13
Sep 13
Aug 13
Jul 13
Jun 13
May 13
Apr 13
Mar 13
Feb 13
Jan 13
Dec 12
Nov 12
Oct 12
Sep 12
Aug 12
Jul 12
Jun 12
May 12
Apr 12
Mar 12
Feb 12
Jan 12
65
21
Hotel queries are growing about 9% in the UK;
Desktop now only half of the query Volume
22
22
How to implement all of this
Using queries as indicators
How to use query data for your business
1. Understand the Query behaviour

Get a feel for volumes for your brand, key destinations, countries
2. Integrate the figures in your Analyses & Models

Download the data files and integrate them in your analyses
3. Focus marketing efforts around the outcome of your models

Show presence when people search for the your brand / key destinations
23
4. The Macro Picture –
Digital in the Future
24
FAST, UNPREDICTABLE CHANGE
is an absolute certainty
25
„Habemus Mobile“ – 2013
Quelle: NBC News, 2013.
26
150
a day
Average number of times smartphone users
LOOK AT THEIR PHONES
27
Nomophobia:
noun
a fear of being without
your mobile device or a
power source
Source: http://www.securenvoy.com/blog/2012/02/16/66-of-the-population-suffer-from-nomophobia-the-fear-of-being-without-their-phone/
28
ENTERING A NEW WORLD
Of Six Screens (yes, six!)
[DESKTOP]
e.g.
Flutter, Leap
Motions, Thalmic
Labs
[MOBILE]
e.g.
Project Ara
[TABLET]
e.g.
Senseg
[TV]
e.g.
Chromecast
[WEARABLE]
e.g. Samsung
Gear, Google
Glass
[IN-CAR]
e.g. HUD
Windscreens
29
THE NEXT 5BN
2014
2020
7.2 BN
Global Population
8 BN
2.8 BN
Internet Population
8 BN *
[39% of Global
Population]
[100% of Global
Population]
30
Source: (1) eMarketer, Nov 2013; (2) Eric Schmidt estimate*
How to cope with these Macro changes
How to be prepared
1. Become more data-driven

Data becomes even more relevant with increasing volumes and numbers of
users – so it is important to understand and monitor developments
2. Formulate strategies that are integrated and show presence across
devices

Show presence and send one integrated message across screens in order
to cover the full user journey
3. Embrace the changes on a macro level as a challenge

Increasingly rapid changes are almost certain, so it will become imperative
to be able to respond to changes quickly
31
[email protected]
32
33
MILLION
REVIEWS AND OPINIONS
34
million
million
businesses listed
user contributions
every minute
*Source: Google Analytics, average monthly unique users, Q1 2014; does not include traffic to daodao.com
35
Unique
monthly
visitors*
million
candid traveler photos
Global Reach
30+ % YoY growth
NORTH
AMERICA
EUROPE
30.4m
28.m
APAC
MIDDLE
EAST &
AFRICA
LATAM
14.9m
2.7m
5.7m
Source: comscore June 2014
45 Countries and 31 Languages
36
Facebook Integration
monthly
Facebook visitors
of all new reviews
come from Facebookconnected users
37
Have you seen a TripAdvisor sticker?
75%
of TripAdvisor
members
surveyed say they
are more likely to
use a business
with a TripAdvisor
endorsement on
display
38
Mobile & Tablet
Integral pieces of the TripAdvisor platform - but very different
Find & book hotels, restaurants, attractions, tours & flights
80+ City Guides available off network
Write reviews & participate in travel forums
28
App downloads
per minute
128m
App downloads
in Q2 2014
39
Travelers LIKE sharing
74%
of travelers say they write reviews
because they want to share a good
experience with others
Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. December 2013
40
Reviews DO influence traveler decisions
81%
53%
of travelers usually or
always reference
TripAdvisor hotel reviews
before making their
selection
of travelers say they
will not book a hotel
that doesn’t have
any reviews
41
41
Management responses influence traveller decisions
77%
87%
of respondents say seeing a
hotel management
response to reviews makes
me believe that it cares
more about its guests.
of respondents say an
appropriate management
response to a bad review
improves my impression of
the hotel.
42
Online Reviews DO Impact Bookings
93%
96%
of global travelers say their
booking decisions are
impacted by online reviews
of global hotels say
reviews are important
for bookings
44
How we Monetise
Metasearch
45
How we Monetise
Instant Book
46
Instant Book on Mobile
User Booking Path – selection & booking of room
47
What’s next?
‘In trip’ Recommendations & Commerce
48
Thank You
[email protected]
49
Copyright 2014 Latitude Digital Marketing Ltd. All rights reserved
Three Big Themes
1.Devices
2.Data
3.Automation
Devices
Evolution of Devices
Devices
Evolution of Devices
- In April 2010 the original iPad Tablet launched. Many thought it would flop
- iPhone 4 was released in June 2010. At the time it was Apple’s most
successful ever product release
- 5% of PPC clicks were coming from Mobile devices. 95% Desktop
- Android 2.2 let mobile users view SWF on Smartphones for the first time.
Video consumption on Mobile started to catch on
- HTML 5 was ratified as a new Web standard for the multi-device age, backed
by Google & Apple
Devices
iPhone keeps breaking records
Devices
Latitude Data: 2010 - 2014
Desktop Click Volume
Smartphone Click Volume
Sep-14
Jul-14
May-14
Mar-14
Jan-14
Nov-13
Sep-13
Jul-13
May-13
Mar-13
Jan-13
Nov-12
Sep-12
Jul-12
May-12
Mar-12
Jan-12
Nov-11
Sep-11
Jul-11
May-11
Mar-11
Jan-11
Nov-10
Sep-10
Jul-10
May-10
Mar-10
Jan-10
UK Paid Search: Device Click Volumes
Tablet Click Volume
Overall click volumes rising. Growth coming from Tablets & Smartphones
Devices
Think Mobile First
UK Paid Search: Device Click Share
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
Desktop Click Share
Smartphone Click Share
Tablet Click Share
Tablet and Smartphone traffic will exceed desktop very soon
Sep-19
May-19
Jan-19
Sep-18
May-18
Jan-18
Sep-17
May-17
Jan-17
Sep-16
May-16
Jan-16
Sep-15
May-15
Jan-15
Sep-14
May-14
Jan-14
Sep-13
May-13
Jan-13
Sep-12
May-12
Jan-12
Sep-11
May-11
Jan-11
Sep-10
May-10
Jan-10
0%
Devices
Displays and Interfaces are diversifying
Devices…
Home Devices will connect the Offline world
Devices
Connected Cars – On UK Roads from January 2015
Data
23 Years, One Billion Websites
Data
The Zettabyte Era
Data
Demand for Video is driving storage needs
Source: http://variety.com/
Data
Opening the Internet to all
Data
Middle East & Africa coming online
Data
Mobile web in Africa is about to explode…
Automation
Adwords Rules – If this then that
Model relationships
between cost, ROI and
conversion volume
Automation
Linking & Managing Data
Adwords Scripts allow data from
external sources to be dynamically
pulled into Ads
- Count down to a key promotion
or event
- Show “Flights from” ads relevant
to the nearest Airport
- Create customised messages for
people who have visited key pages
on your website
Automation
Campaign Management Technology
Model relationships
between cost, ROI and
conversion volume
Automation
Remarketing Strategies
Optimise bids & Ads for people who have already visited your website
Automation
Machine Learning
Google acquired Deep Mind in
January for $400 million
Machine learning will improve the
intelligence of search
- Better search results for users
- Better campaign results from bid
automation
Search Marketing Tips
Keep getting the basics right
Keyword bolding is a key
indicator of relevance
- Create bold headlines
- Include USPs
- Include a call to action
Stand out with creative ads
that appeal to audience
moods and motives
Ad Extensions: Seller Ratings, Social Extensions
Use Ad Extensions to
enhance Ads with Seller
Ratings and Social
Engagement:
- Cultivate reviews
proactively. Ask customers
for them!
- Engage with Google+; +1s
can boost the performance
of your PPC Ads
Consider Voice Searches in your keyword lists
Create Custom Remarketing Lists
Create granular Remarketing lists:
-
Create lists for visitors who
viewed key pages
-
Increase bids for visitors who
have previously shown interest
-
Optimise Ad copy based on the
visitor’s previous on-site activity
Use remarketing lists for search ads to access the head term keywords
that you might not normally bid on!
Automate with external data
Use Adwords Scripts to automate bids & ads according to real time events
Recap
What are the big themes?
• Mobile. A multi-device world where Mobile dominates
audience web usage. Tablets are replacing desktops
everywhere but workplaces
• Data. The array of devices will create more touch points
for users. Ever-improving audience segmentation is already
enabling personalised ad messaging in paid search &
display channels
• Automation. Vital to link up & handle the massive data
sets. This will see increased use of management platforms
and - specific to PPC - development of Adwords Scripts &
Adwords Rules
THANK
YOU
ANY QUESTIONS?

5% - Latitude Digital Marketing

Transcription

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