Digital Marketing in an Ageing World. by Francesco Berrettini. European Tourism For All Forum, October 2015, Albufeira, Portugal

Transcription

1 Digital Marketing in an Ageing World by Francesco Berrettini European Tourism For All Forum, October 2015, Albufeira, Portugal

2 THE WORLD IS AGEING Source: United Nations, 2012

3 THE WORLD IS AGEING Source: United Nations, 2012

4 How can digital marketing respond to this trend?

5 Do we really need to respond? Old people live enclosed in an analogical world... Right?

6 IT IS TRUE THAT TECHNOLOGY ADOPTION IS LOWER WITH THE ELDER POPULATION 93% young adults uses the internet MGM HOTELS 59% seniors uses the internet 6 Source: Pew Research Center, USA, 2014

7 BUT THE EVOLUTION IS NOTORIOUS Source: Pew Research Center, USA, 2014

8 Seniors are the fastest growing segment of Facebook. Source: Pew Research Center, USA, 2011

9 RIGHT NOW, ALMOST HALF OF THEM USE SOCIAL MEDIA Source: Pew Research Center, USA, 2014

10 And once online, they make it part of their lifes. 71% of 65+ years users, use the internet every day. Source: Pew Research Center, USA, 2014

11 TO DO WHAT? 91% write s 81% find information related to their interests 79% stay abrest of current events 68% find health information 65% travel planning 57% make digital purchases 50% digital banking 28% digital calls such as via Skype 26% chat with friends or relatives 23% watch movies or tv series Source: BITKOM, Germany, Note: ages 65+

12 TRAVEL IS ONE THE MAIN INTERESTS OF THE ONLINE SENIOR CITIZEN Source: Facebook, Note: Facebook users, ages 60+ with interest in Travel

13 NOT ONLY TO PLAN, ALSO TO BOOK Age Used Websites to Plan their travel Used Websites to Book their travel % 77% % 91% % 84% % 79% Note: % internet users in each group Source: AARP, USA, 2014

14 WHICH SITES THEY USE? Note: % internet users with 50 years plus in each group that used internet for travel planning Source: AARP, USA, 2014

15 TRAVEL PLANNING STARTS WITH A SEARCH Source: Google Travel Study, June 2014, Ipsos MediaCT

16 WHAT THEY SEARCH FOR? Source: Google Travel Study, June 2014, Ipsos MediaCT

17 BUT FROM THEN THE PROCESS GETS MORE COMPLEX Source: Beyond Last Click, Google, UK 2011.

18 YOU WILL NEED AN INTEGRATED STRATEGY

19 1. CONTENT: INVEST IN PHOTOGRAPHIES Source: 10 tourism marketing trends for 2016, Infographics by dojodesignstudio.com.

20 1. CONTENT: START PRODUCING VIDEOS Source: 10 tourism marketing trends for 2016, Infographics by dojodesignstudio.com.

21 WHEN TRAVELERS WATCH VIDEOS Source: The Traveler s Road to Decision. Google e Ipsos Media. EUA 2012

22 1. CONTENT: CREATE A TRAVEL BLOG Source: 10 tourism marketing trends for 2016, Infographics by dojodesignstudio.com.

23 1. CONTENT: SHOW LOCAL KNOWLEDGE Source: 10 tourism marketing trends for 2016, Infographics by dojodesignstudio.com. 23

24 2. ADVERTISING: YOU NEED TO BE ON GOOGLE Source: 10 tourism marketing trends for 2016, Infographics by dojodesignstudio.com.

25 Paid Search Results Organic Search Results

26 3. ENGAGEMENT: BE ON SOCIAL MEDIA Source: 10 tourism marketing trends for 2016, Infographics by dojodesignstudio.com.

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29 3. ENGAGEMENT: ASK FOR OPINIONS Source: 10 tourism marketing trends for 2016, Infographics by dojodesignstudio.com.

30 3. ENGAGEMENT: DO NOT SPAM Source: 10 tourism marketing trends for 2016, Infographics by dojodesignstudio.com.

31 LOYALTY IS KEY. On average the booking value of a loyal visitor is 15% higher than a new visitor, and his conversion rate is almost the triple! Source: Inesting-

32 4. INTELLIGENCE: MAKE IT EASY TO USE Source: 10 tourism marketing trends for 2016, Infographics by dojodesignstudio.com.

33 4. INTELLIGENCE: MAKE IT EASY TO USE Metrics Seniors (10 years ago) Seniors (now) Users Aged (now) Success rate 52,50% 55,30% 74,50% Time on task 9:58 7:49 5:28 Errors 4,6 2,4 1,1 Source: Nielsen Norman Group, USA, 2013.

34 GIVE OPTIONS TO EVERYONE I just don t feel like having my credit card on the computer. I checked the weather, I checked the price for the airlines, I found a flight, and then I telephoned the airlines. Source: Nielsen Norman Group, 2013

35 AND MEASURE EVERYTHING!

36 Digital Marketing Agency, with offices located in Faro and Lisbon (Portugal) and in São Paulo (Brazil), as well as partnerships in Angola and Mozambique. With vast online experience it has the skills and experience in digital marketing channels, such as Search Engine Advertising, Social Media Advertising, Display Advertising, Advertising or Mobile Advertising. It also has a strong part in the training market, through a dedicated company (Inesting Training) and a partnership for Portugal with Digital Marketing Institute (Dublin). It is a Google Certified Partner and also part of the COTEC Innovation Network. The investment in R&D is part of the DNA of Inesting, a company that looks for innovation and has introduced a number of novelties in differents areas of digital marketing.

37 Blog MarketingTecnológico - it has been developped and it is kept and updated by Inesting team. There you can find the latest informations and news from digital marketing and read articles on several related themes.

38 INESTING 15 YEARS OF DIGITAL MARKETING Digital Marketing Strategy Creativities Intelligence Marketing Media Planning Social Media Search Mobile Marketing Training

39 Some of the companies we have been working in the digital marketing.

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42 LISBOA Palácio Dulcineia, Largo de Andaluz,nº15 2ºD, Lisboa - Portugal Tel (+351) Lisboa São Paulo francesco@inesting.com Francesco Berrettini CEO

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