Linkdex and State of Digital have collaborated together to produce a travel industry report for 2014. It is clear that 2014 is likely to be an important year for the travel industry so this is a must read for anybody that wants to take the industry seriously. Not only is this a good report/study but it is free to download also.
The report is a great overview of what companies in the industry are / should be doing when it comes to online.
The full list of chapter titles and contributors can be found below:
Executive Summary – Bas van den Beld
Foreword – Kevin May
Introduction: Surviving ‘Google Travel’ – Jono Alderson
From Teletext to multi-screen: Evolution in the travel industry from 1993-present – Lee Stuart
ZMOT Review: Where the customer journey begins – Google Think Insights
The Online Travel Ecosystem Diagram
Educating the Expedia Affiliate Network – Martin MacDonald
Creating a digital experience at Thomas Cook – John Straw
Housetrip: Finding a place to stay in the ecosystem – Simon Dance
The TripAdvisor business ecosystem: Completing the virtuous circle – Alison Copus
Adriano Comegna Q&A
Kevin Gibbons Q&A
Honest stories: Breathing new life into online travel content – Rob Cowen
Searching For Inspiration in Online Travel Content – Gian Caprini, Jade Conroy
Gus Ferguson Q&A
Digital opportunities in PR: Extraordinary travel campaigns – James Brooke
Building relationships for brands – Andrew Whiteside
British Airways’ multichannel travel content – Case study
Daniel Bianchini Q&A
A persona based approach to search and integration – Stefan Hull
A multi-signal search strategy: Integrating offline brand values with the digital offering – Claire Mason
Stephen Pavlovich Q&A
Inspired by Iceland: An international marketing campaign case study – Kristjan Hauksson
Obermutten: Global interactions on a local scale – Inspired by a post from State of Digital
Of late, moviegoers have become more active in discovering and exploring their film options depicting a longer, more planned movie research timeline. On an average, moviegoers consult about 13 sources before they make a decision which movie they must see. Even though, the number of titles released declined by 9% in 2012 vs. 2011, movie searches on Google witnessed a rise of 56% in this same period.
The Expedition to Calculate ‘Movie Magic’: The Supporting Statistics
The journey and the quest to quantify movie magic is definitely not a novel perception. For decades, pre-release film tracking has been practiced. 61% of moviegoers turn to online resources when it comes to researching a new movie, i.e. almost half are relying on online resources for valuable and useful information. With the rise in the amount of information and media influences available, there are additional factors that should be taken into consideration. Moreover, as a lot of research is conducted before moviegoers make the final decision to purchase a particular movie ticket, it is integral as well as crucial to take into account all the intermediate steps.Read more »
The popularity of Internet as a medium of communication and source of information has surged in the recent years and this has also affected the use of digital marketing to woo customers. Businesses today are using a variety of digital distribution channels to reach their customers in a timely, relevant, personal and cost effective manner. Direct emails, Facebook, Twitter, and the apps on smartphone and digital tablets are some of the channels in which brands are effectively connecting with customers.Read more »
I recently read a book about Quality Score entitled Quality Score in High Resolution by Craig Danuloff. The book really shed light upon the different factors that influence Quality Score calculations. This made me realize that there are currently an endless number of amature and professional blog posts that have created a lot of confusion in this area. This confusion appears to have led account managers, amatures and experts, to the conclusion that Quality Score is the enemy; however, this is not the case.
Quality Score is Google‘s way of helping the good and punishing the bad. It serves as a motivation for advertisers to create well organized and honest PPC campaigns, ensuring that there is more to online auctions than just over bidding.Read more »
I was reading an interesting article the other day on why companies advertise their own brand items when they are already ranked no.1 for those items. It is during the course of my reading that I finally got some insight on whether paid search advertisements cannibalize traffic from their corresponding organic listings for the very same keywords.Read more »
Sometimes you see strangest things on Google,like the screen shots I am showing here. When searching Iceland news on Google I found some good sites but in the advertising column Google was as they often do suggesting related results. In this case some material on Japan, the similarity between Iceland and Japan is however not much. We both like Whale meat and both countries are Islands.
We are used to Google confusing Iceland to Ireland, but Japan (personally I love the country) that is a stretch.
An article by me was publised last Februar in the annual Baidu Magazine. The article was written in cooperation with Baidu’s marketing team and the SEMPO (Search Engine Marketing Organization) were I am on the board of directors. The idea behind the article was to give Chinese marketers an insight into the markets out side of China and how the Internet with focus on search and display was developing.Read more »