Tutorial : Watch your Competitors’ Facebook Pages with Google Docs

Lundi 4 juillet 2011 by Julia

Following the lessons of an SEO post explaining how to parse a batch of information with Google Docs, I got a sudden inspiration… why not do this with the information from the Facebook API? Yes, my geek side has gained the upper hand again. Anyway, the result is here and you can use it as you wish. This tool has been built on Google Docs and it allows you to watch the development of the number of fans of your competitors’ Facebook pages . Even better, this tool comes with a tutorial to re-build it and adapt it to your needs. See the Spreadsheet Before we start Marketers and community... 

Load time, what marketing can do when IT fails

Dimanche 15 mai 2011 by Julia

Internet users are getting use to real time information and personalized content. When they search on the web, they want relevant results and they want them immediately. The high speed connection have made them impatient and they now hardly wait more than 4 second to get a page (according to the study from Akamai/Forrester Consulting, July 2009). Behind the screen, users don’t realize that when they search one product it’s several databases that are going to be requested. And this is a real stake in the travel industry because information need to be refreshed frequently due to Yield strategies... 

Cartographic search: a leading tool to answer all the traveller’s needs

Mercredi 15 décembre 2010 by Julia

All the players related to the tourism sector offers maps based on Google, Bing, Mappy, ViaMichelin… However, most often these maps are only used to localise a place (an hotel, a monument, an agency…). Therefore this is quite restrictive regarding to the traveller’s needs and the possibilities offered by the touristic sector. Indeed, travellers need information, inspiration, and some help to plan their travels… A cartographic tool as a map can answer all these needs and at the same time help a company to differentiate it-self from the others. A map as an entry point in the search... 

Taking into account the non linear behavior of the customer in travel bookings

Lundi 27 septembre 2010 by Julia

Whatever their roles in the travel industry, suppliers and distributors have the same goal: raise their revenues. And to achieve this goal, the two main leverages consist in increasing the number of bookings and increase the value of the bookings. Both will depend of your website conversion rate and the quality of the traffic you drive in it. But as an online marketer, to improve conversion and qualified traffic you need to deeply know your customers. You can divide your customers into segments, engage conversation with them, personalize your marketing actions… These are good points that will... 

SEO and Web 2.0, strategies that must be considered together

Samedi 1 mai 2010 by Julia

It is now undeniable that web 2.0 is not a simple trend. In the USA, Facebook overtook Google in March (see graphic), and in Europe the tendency is the same (93% growth of the number of Facebook accounts in France, March 2010; and 50% of users that connect every days). Then, Web 2.0 is not a new isolated tool to be added to the marketer’s weapons. It is a real evolution of the Internet that brings new behaviors, and that contribute to build a bridge between off and on-line world. Moreover, Web 2.0 is often described as an obscure part of the web for search engines. Indeed, this content is hardly... 

Foursquare: a valuable concept for all the travel industry players

Lundi 5 avril 2010 by Julia

Launched in 2009, Foursquare is a location-based, social networking application. It differentiates from other apps of that kind (Yelp, Loopt, Dismoiou…) by its badges system which brings a playful side. This entertaining aspect is having an impact on user’s motivation, so that turns the application in an interesting tool to engage customers. Depending of his main field of activities, several usages can be possible and imaginable for a travel industry player:  to broadcast information, to launch a marketing campaign, to guaranty travelers’ security… Foursquare main features First, to perceive... 

Towards a multi channel distribution and a customer-centric model

Mardi 12 janvier 2010 by Julia

Ten years ago, distribution channels were simple to identify and to manage: products were only sold in offline travel agencies. But nowadays, this market has evolved and customers have multiple ways, online and offline, to access to a same product. Let’s sum up this evolution from a technical point of view. First, the transition to a multi channel distribution was appeared because of a problem in the access to the stocks of the production. The new channel (the internet one) appeared like a second enterprise. They were not meant to become a global strategy for distribution and marketing... 

From multi-channel marketing to cross channel marketing: true examples in the travel industry

Dimanche 10 janvier 2010 by Julia

Statistics say that 80% of the French customers (the figure is certainly the same in other European countries) want to have the possibility to shop as well on-line as in brick-and-mortar shops, and want to have the possibility to use and cross the distribution channels as they want. Moreover, the on-line research about a product contributes to 74% of the off-line purchase (Sterling Commerce, 2008). Using this study, it is interesting to wonder about the way it happens in the industry of the leisure travel. First of all, we shall remind you that multi-channel distribution is only a first step during... 

Marketing channels are increasingly co-managed by companies and customers

Vendredi 8 janvier 2010 by Julia

When they are planning holidays, customers are influenced by many factors before arriving to the final points of sales. We can group this factors under the name of marketing channels, and separate them into two categories: factors that drive free traffic and factors that drive paid traffic. But albeit one is called free and the other is called paid, it is wrong to think that the first one is without costs. Indeed, it is the result of a long term strategy (so you paid for the steady efforts of your team), thus it brings regular visitors to your points of sales. That why I prefer to use the expression...