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NETAFFINITY

MARKETING TRENDS
FOR 2015

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MARKETING TREN DS
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- Interests:  Cycling,  Outd...
Persona

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- Age:  29

- Job Type:  Business Analyst

- Family Status:  Partner no dependents
- Interests:  Fitnes...
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Persona
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Hotel Personas

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Marketing Trends for 2015 #IHF2015
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Marketing Trends for 2015 #IHF2015

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Marketing in 2015 – Trends, Tools & Tips by Hollie Faulkner, Head of Marketing at Net Affinity.
The Irish Hotels Federation 'Strength in Resilience', the 77th Annual Conference and Showtel Exhibition at the Slieve Russell Hotel February 2015.

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Marketing Trends for 2015 #IHF2015

  1. 1. Wi! NETAFFINITY MARKETING TRENDS FOR 2015 8 ndn- rum Nuvi m Lummng n Mel uma In Summary. .. WM' W m 9 o 1 o o . .WW l PERSONA DRIVEN The Booking Booking å ' w-v-n n MARKETING punne| Re-Targeting Mvh . mm a. ” “WWW g; 'mm
  2. 2. WII NETÅFFINITY MARKETING TRENDS FOR 2015 3 Muh Faulnrr mn nV MMÅFnrvgQ. m Alarm, PERSONÅ DRIVEN MAR KETING b Booking Re-Targeting Emma wuh us run . ..nu man gru-minn mhz-mammae:
  3. 3. ETÅFFI N ITY QUK áåzntr (jr/ HCA MARKETING TREN DS FOR 2015 Ifh Hollie Faulkner Head of Marketing @ Net Affinity
  4. 4. PERSONA DRIVEN MARKETING , , The next level - Automation Personallslng the Creating YOUR Personas booking Experience . ç . Q , l 1 2 3 Aulumdled mi, huwi hm men Gem” R Pergünalizannn mvh customer scls n Audldy* _) Wi ina _› : im iiie bnngg »Buym Yiliii . mmm 9,. . i. "' '“ Data '›"'“"'"” 'f' m' Personas to the
  5. 5. .› v- a« z* g, g ñv/ › _ The Booking Funnel
  6. 6. i z Booking Re-Targeting Nieihods of i ii i i i n, ; (1): illspLli' vutwuii On SUEEH Plümpu U Fmdii ÅÅUHVUCX
  7. 7. PERSONA DRIVEN IVIARKETIRIG Creating YOUR Personas r _. ti! I I . i . __ _ . . F g (m I i li t: i J 2 3 - Gal Erê N -) Write -› Lsc the -- n n Ånamsp Persons Perxuna The next level A Automation Automated #5 Personalization bringfBuyei o a. ummim ln II-u: å . g 0
  8. 8. Personalising the booking Experience Every hotel has their own customer sets. Your customers each have their own desires and expectations.
  9. 9. i i : s _ V* i _ 7 nr. i . T . nr. t . . l . Creating Buyer personas helps you to have a focused marketing strategy and create a personalised user experience.
  10. 10. Creating YOUR Personas Gather & 9 Write 9 Use the Analayse Personas Persona Data
  11. 11. Gather & Analayse Data
  12. 12. Gather Information Use DATA to determine buyer personas No more assumptions ⁄ 90°⁄o Data ⁄ 10% Knowledge
  13. 13. in-Market Segment 5.32% 487% 4.14°⁄› 312% 340% 306% 304% 3.03% 212% 219% ; giie Analytics Travel/ Hotels 8. Accommodations Real Estate/ Residentiai Properlies/ Residential Properties (For Sale) Employment Real Estate/ Residential Propenies/ Residentiai Propenies (For SaleyHouses (For SaieyPreowned Houses (For Sale) Real Estate/ Residential Propenies Travel/ Air Travel Apparel 8 Accessories Real Estate/ Residentiai Propenies/ Residential Propenies (For Rent) Aiutos 8. Vehicles/ Motor Vehicles/ Motor Vehicles (Used) Real Estate/ Residential Properties/ Residential Properties (For RentyHouses (For Rent)
  14. 14. GOOglC Analytics mininote-lune' iülloooluo momento Ivanhoe '1 'i nuan- 10,076 58.91% 5,936 292456 3.46 00:02:47 132 623016.10 1.31% 9t oVYulol 10 27% Avq fo! Vew 96 ol Tølll 362290 Avy for Vew Avy 1M Vem Avq lorView 56 olYow 56 olYolol 38 58% Avq la! View 1 18% (25 02m 65 50561-10 05%) (16 387) 30 ma« (-2 67x) 3 A7 (41 13%) oa 02 53 (-3 15%: 35 sass (371) (159 19s 711 (. ii 65%) 35 (395615) 502396 2.321 iasioxi 28.93* 3.41 00:02:48 41 i3i oem 6.470.115 I25|| %› 1.035 2.522 (non) 581096 1.539 (25 9394i NS* 3.40 00:02:42 34 (25 76%) 04190.20 iis smi 1.305 1,121 man) 60.481 67B (M1296) 32,47% 3.32 00:02:35 17 (masse) 22331.55 iio ms. 152% 1,011 00.09.) 58.745 596 t|0 028m 11M* 3.48 001HK! 14 (|06|%› 22116.05 iii 5055i 1.38% II (tm) 5B. G1$ 531 is 959m 26.49* 3.91 00:03:16 19 (u 3995i SJNSS i): 255i ll (41555) Q5556 272 ll sass-i 21.00* . 00:02:51 7 <5 som 61111.00 162085.
  15. 15. Write Personas
  16. 16. Persona Gary - Age: 38 - Job Type: Accountant - Family Status: Married + 2 Children - Interests: Cycling, Outdoor Sports - Other: Holidays 2-3 times per year
  17. 17. Persona Kelly - Age: 29 - Job Type: Business Analyst - Family Status: Partner no dependents - Interests: Fitness - Other: Travels with work 5 days/ month
  18. 18. Usethe Persona
  19. 19. Applying your Hotel Personas Content: Tailor the content Offers: Do they tick the box for each Persona? Marketing Activity: Incorporate your personas into every piece of marketing activity.
  20. 20. The next level - Automation Automated 5:95. Personalization brings 'Buyer Personas to the ' next level , A-ç
  21. 21. 140 Character #TweetAway “Deñning your buyer personas and using them throughout your marketing activity will improve both engagement and conversion' @NetAffinity
  22. 22. .› v- a« z* g, g ñv/ › _ The Booking Funnel
  23. 23. The Booking Funnel Reservation Form 5.954 385 Payment Gatena. « 962 _ 7901 ltoollvj-t , _ 'BOOKING CONFIRMATION' Net Añnit. 1.056 IM
  24. 24. Illtf DUUKIIIE | 'U| || |t'| 4 Reservation Form . çrnrm som« amount-menu' m's iczs coolrguplcugu! .navn sea llacmrçllocaltl a' obmnnmnrfâno-: i er; '9 Payment Gateway 962 961 [CULT/ nl : › 'JT-GI«›'= '.<: -'f“ 'BOOKING CONFIRMATION' Net Alñmty 1 . O66 : numre ochrsc' ran mums; icc haclir-; slpcaiti 33M', rrw
  25. 25. :F: l._lc_li"_l, _l'ilc%! ,l Åiiiclicål__i*_llf. filtiiIFl_l'l7têë! _l"jl°ii“ 67.8% 68.1% 67.6%
  26. 26. Why do users abandon the Funnel?
  27. 27. r' r " Hei 'itu l: i xex t: :; : t i: ;:ae : lCiliTW iitlâfâlftfi iri; lI'E: §SiE§-! i.iiiiâlljil u; ,w 41W trae. « (p: ;fra ° ; ,L »*_*; Liçtf: Basilica: gfialiyr-ktliislv/ c:
  28. 28. 36% because they found a better price somewhere else BEST v PRICE ° Source: SalesCycle
  29. 29. ATT; u. z , u y I I l, L , _ . p. l _ I “r f 3 L l r f f " å -r . When offers are more targeted and focused, funnel abandonment decreases.
  30. 30. 140 Character #TweetAway It's important to know your Hotels Booking Funnel & understand why users leave. Industry abandonment Avg of 67%' @NetAffinity
  31. 31. 9 Booking Re-Targeting
  32. 32. Methods of Booking Re-Targeting STZ *O* Display Network IZJlN m On -Screen Prompts Email Methods
  33. 33. 7 TTTI å?
  34. 34. Re-Targeting through Display Advertising Your Add On Visitor Your Site Visitor Leaves Other Sites
  35. 35. < / l l? 'tlf l, O r D iC l? MJ ø/ ⁄ 'IjS »n Pro r l I IJ "Tlfl3li-7f I , Tlfl "“"“ , l , /i l l? f/ l O (SJ Eli l. <5i'
  36. 36. l l unten-Il: 5.. .? On-Screen Prompts: Pop Up i J. HOTEE: LOGO Don't leave just yet! Did you know we have a wide range of offers Such as our Best Ava ab e Bed Fx Breakfast Rate, our D ning Pacvaages or 2 Night Un-. wind 8« Dine Conservatory B sto Special? Alternatively, if you would like to return to the site and continue your booking, simply cick below. CONTINUE BOOKING
  37. 37. On-Screen Prompts: Live Chat Q - Creates a personal user experience - Reduces user hesitation - Creates reassurance
  38. 38. On -Screen Prompts Email Methods
  39. 39. Re-Targeting through Email t› i Your Details 'Hack Mr E ç 012939906 Company Name: Net *WW First _'amc'; Hollie hollie@raetaflitity. com last . 'aruc': Femme' Addrçss 1*; Unit 1:, The Forum Address 2: Bath/ moss ud
  40. 40. THE AFFINITY HOTEL Ø WE WANT YOU BACK ('( >. "lil. 'l'l*. lil ›l )l'l. '(i E1 Dai QKE_FIRSTNNÆ). Onanccrl vnsuoauwohsno, wonoticedymådttcovnohtcywbodiivtglovlho QKE_MTEFWI)Å TMMTIQ få Il you maa Htc lo comdata you badning, you : at south aganlotlhn samtid« by chclunghon Wcæoloçnmaozzlcoilywmvoakuáycomplotodyouhootng Wzmost Royalt, ThoAlfmty Hdd m. Arrimy Hold, smi-ms Road. Savnylovd. iran. Duun. min 'IEL oo 353 ion 2939906 i Einar annen-mm com
  41. 41. Email ReTargeting - Email Open Rates Hotels: 55% Avg
  42. 42. Email Re-Marketing Conversion Rates Hotels: 300/0 Avg
  43. 43. 140 Character #TweetAway 'Re-Target users who abandon your booking funnel through Display advertising, On-screen prompts & Email' @NetAffinity
  44. 44. In Summary. .. E vi Persona The Booking Booking Driven Marketing Funnel ReTargeting
  45. 45. I l iii: ii , Til irl/ i trin Li wiiwrrr. f. liëie'fliçåtjfffl_i”l lfffi/ ,Cfiliflflil ; tiJ; tÅff“NlJB)'l[; F-Xfl 'l Elif-f/ K : furl: :liiëittëçiljlilEâIÅfEfåIÅIW Tiiä/ . ci: .iii1iii

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