3 marketing tricks for the travel industry 23 July MARKETING WEBINAR

Jateen, an Marketing Consultant at netCORE, brings varied experience in online marketing, managing and Cross-channel programs for some of the top ecommerce brands. From planning to campaign management he has led clients to successfully meet their goals through his expertise in . When he is not breathing s he spends his time with his friends, family and practices ball room dancing. Meet the Presenter Jateen Suvarna Marketing Consultant

About Travel and Tourism market World’s fastest growing tourism market that generated 35 million jobs in 2013 Online travel industry most crowded in e-commerce segment Digital marketing contributes immensely to this growth

Internet influences travel decision making in a big way 83% of travellers use internet to plan their hotel stays - Google survey 59% of travellers choose online booking - Yatra survey

9 in 10 who receive from travel companies think that is a great way to learn about new products ‘ Branding’ Travel study “ ”

3 MARKETING TRICKS FOR THE TRAVEL INDUSTRY ][

Triggered (real time) s increase customer lifetime value Deep Linking a powerful conversion tactic Reply-based s 2-way communications with customer #2 #1 #3

TRIGGERED (REAL TIME) S

Automated s that are triggered in real time by a specific action by a web visitor or customer What are Real Time Triggered s? Why are they so important? Trigger based marketing campaigns can generate 4x more revenue and 18x greater profits (Forrester Research)

Over two-thirds of respondents who receive from travel companies want to receive personalized content based on their website activity, past purchases, etc “ ” Epsilon Branding study - Travel

Some real time triggers for travel industry 1.Welcome s 2.Browser Abandonment 3.Cross Selling s 4.Feedback s

1. Welcome s

Welcome s enjoy high open and click rates. However, most travel companies do not have any welcome series in place and only send a single registration . TAKEAWAY

2. Browser Abandoners

Plan a triggered series to convert browser abandoners who are hot prospects TAKEAWAY Make your stand out from the crowd by sending highly relevant s at a time when customer is most responsive

3. Cross Sell Find the perfect hotel for your trip to Berlin in July Checking with what else would be required

This is the best way to showcase your product/service offerings and closely tie customers to them and make them purchase again TAKEAWAY

4. FeedBack

Asking your subscribers and getting them engaged to increase brand value Example: Feedback on their travel experience or make them a part of your brand story TAKEAWAY

REPLY BASED S CONVERSATIONS JUST OVER

How it Works User receives a contest User’s opinion gets captured in the mailbox and an acknowledgement is triggered back to user ‘Compose ’ box opens up with Sender ID & Subject line pre-filled Acknowledgement mail in mailbox

Some Use Cases For Reply Based Campaign Testimonials Feed-Back Contest Review

Sending a reply based campaign helps -  Build a conversation: 2 way communication on your broadcast marketing message  Improve domain reputation and inbox delivery: Subscribers replying shows higher engagement  In Primary inbox placement: Replies increase probability of your s landing in primary inbox TAKEAWAY

DEEP LINKING

What is Deep Linking? Deep Linking is setting up URLs within the App so that users can directly go to the page that he is looking for, thereby bypassing the need of a browser redirect. Benefits? -Eliminates the extra clicks -Brings content closer to customer -Simplifies the process of transacting

Out of the 59% of travellers who choose online travel booking, 11% book via mobile apps - Yatra Survey

Customer opens the about Dubai holiday package Travel App is launched on mobile Customer can make his booking from the App itself ‘Thanks for your inquiry’ ‘Your booking is confirmed’ ‘Complete your booking’ received Deep linking eliminates extra clicks, brings content closer to consumers, and makes it easier for customers to transact.

How does Deep Linking happen? Call to action in is embedded with URI User clicks the CTA Is the App installed on user’s mobile? User can be directed to the app download page instead of the website App opens and launches the relevant page User browses information on app and can make the booking through the App itself without opening website URI (Uniform Resource Identifier) is the address for an app on the mobile User downloads the app, browses information and can make the booking through the App itself without opening website No Yes

ENCOURAGE APP DOWNLOADS

Plan campaigns that focus on app-downloads, in-app links and in-app triggers to re-define your mobile user’s experience and convenience TAKEAWAY

Quick Summary Plan more triggered campaigns to increase relevance with your subscribers. Real time triggered s also increases engagement helping enhance inbox placement rates. Reply based campaigns increase engagement and primary inbox placement probability. Deep-linking helps enhancing customer experience on the mobile device.

Thank You For participating in our webinar Session open for questions