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.
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.
ETÅFFI N ITY
QUK áåzntr (jr/ HCA
MARKETING TREN DS
FOR 2015
Ifh
Hollie Faulkner
Head of Marketing @ Net Affinity

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.
.› v- a«
z* g, g
ñv/
› _
The Booking
Funnel

6.
i z Booking
Re-Targeting
Nieihods of i ii i i i
n,
; (1): illspLli' vutwuii
On SUEEH Plümpu
U Fmdii ÅÅUHVUCX

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.
Personalising the
booking Experience
Every hotel has their
own customer sets.
Your customers each
have their own desires
and expectations.

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.
Creating YOUR Personas
Gather & 9 Write 9 Use the
Analayse
Personas Persona
Data

11.
Gather &
Analayse
Data

12.
Gather Information
Use DATA to
determine buyer
personas
No more assumptions
⁄ 90°⁄o Data
⁄ 10% Knowledge

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.
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.
Write
Personas

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.
Persona
Kelly
- Age: 29
- Job Type: Business Analyst
- Family Status: Partner no dependents
- Interests: Fitness
- Other: Travels with work 5 days/ month

18.
Usethe
Persona

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.
The next level - Automation
Automated 5:95.
Personalization
brings 'Buyer
Personas to the '
next level , A-ç

21.
140 Character #TweetAway
“Deñning your buyer
personas and using them
throughout your marketing
activity will improve both
engagement and
conversion'
@NetAffinity

22.
.› v- a«
z* g, g
ñv/
› _
The Booking
Funnel

23.
The Booking Funnel
Reservation Form
5.954
385
Payment Gatena. «
962
_ 7901 ltoollvj-t , _
'BOOKING CONFIRMATION' Net Añnit.
1.056
IM

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.
:F: l._lc_li"_l, _l'ilc%! ,l Åiiiclicål__i*_llf. filtiiIFl_l'l7têë! _l"jl°ii“
67.8% 68.1% 67.6%

26.
Why do users abandon the Funnel?

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.
36%
because they found a better
price somewhere else
BEST
v PRICE °
Source: SalesCycle

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.
140 Character #TweetAway
It's important to know
your Hotels Booking
Funnel & understand
why users leave.
Industry abandonment
Avg of 67%'
@NetAffinity

31.
9
Booking
Re-Targeting

32.
Methods of Booking Re-Targeting
STZ
*O* Display Network
IZJlN
m On -Screen Prompts
Email Methods

33.
7 TTTI å?

34.
Re-Targeting through
Display Advertising
Your Add On
Visitor Your Site Visitor Leaves Other Sites

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.
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.
On-Screen Prompts: Live Chat
Q - Creates a personal user
experience
- Reduces user hesitation
- Creates reassurance

38.
On -Screen Prompts
Email Methods

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.
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.
Email ReTargeting - Email Open Rates
Hotels: 55% Avg

42.
Email Re-Marketing Conversion Rates
Hotels: 300/0 Avg

43.
140 Character #TweetAway
'Re-Target users who
abandon your booking
funnel through Display
advertising, On-screen
prompts & Email'
@NetAffinity

44.
In Summary. ..
E vi
Persona The Booking Booking
Driven Marketing Funnel ReTargeting

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