Comprehensive Analysis of 2015 E-Marketing Strategies and Results
This comprehensive analysis delves into the 2015 e-marketing plan, focusing on organic search, search engine marketing, email marketing performance, top campaigns, mobile marketing results, and online display (retargeting). Key findings include the effectiveness of content marketing, challenges in email performance, opportunities for growth in online display, and the potential of mobile marketing. Recommendations emphasize the need for personalized content and creative improvements to enhance campaign engagement.
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Presentation Transcript
E-marketing plan 2015
Organic search Results Visitors: 1.85mi + 24% Revenue: 2.3mi +23% Conclusion Largest e-marketing channel Use of MOZ helps improve rankings and increase traffic Content marketing activity will be the driver in 2015.
Search engine marketing Results Visistors: 641k +12% Revenue: 1.6mi + 18% Conversion rate: 0.94% Conclusion Increased commission has worked Could do better in coordinating key landing pages for brand and hotel keywords e.g. hand picked hotels voucher codes.
E-mail marketing Email stats 2014 2013 2012 Sent 36,051,809 34,506,392 26,347.433 Opens 7,350,693 7,006,709 4,065,519 Open Rate 20.62% 20.35% 15.43% Clicks 538,817 463,571 342,818 Click Rate 1.512% 1.35% 1.30% Revenue 804,000 766,000 656,000 Unsubscribe Rate 0.246% 0.239% 0.6% Bounce 1.156% 2.063% n/a
E-mail marketing Top Campaigns 2014 Visits Trans Revenue Conv % Sent Rev/ sent Opens Clicks Group Leisure 151,725 1,015 260,772 0.67 10,171,784 0.03 2,051,345 180,978 Calendar of Events 14,396 29 7,870 0.20 668,472 0.01 97,630 8,744 Hotel Solus 214,816 1110 299,255 0.52 11,104,271 0.03 2,564,072 227,679 Group Exclusives 100,681 730 176,066 0.73 6,293,252 0.03 1,500,894 118,590 Loyalty 8,764 102 29,757 1.16 183,991 0.16 70,201 8,130 Welcome 2,693 39 8,887 1.45 11,443 0.78 5,982 2,637 TOTAL 615,634 3,089 804,361.97 0.50% 36,751,158 0.02 7,556,111 694,490
E-mail marketing Summary Email performance is challenging Recommend more targeted and personalised content to improve engagement with campaigns.
Online display (retargeting) Results Impressions: 8.4 million vs 10.5 million (-17%) Post engagement revenue: 321k vs 292k Summary Opportunity to grow channel through better creative Opportunity to target top 3 sites where banners appeared to target new customers. Opportunity to review supplier.
Mobile marketing Results Revenue: 255k +14% Visitors: 602k +42.12% Conversion rate: 0.14% +26% Conclusion Growth area New mobile website next year will see big increases With focus this channel becomes as big as email
Affiliate marketing Results Revenue: 193k -8% Traffic: 298k 0.35% Summary Tripadvisor is driving the growth Recommend more focus on increasing exposure on Tripadvisor e.g. tripconnect, email database, banner display advertising Need to identify new opportunities in segment Hotel/content banners specific drives improvement
Marketing campaign elements Campaign plan creative, objectives, schedule, internal communication Website (Organic) Search advertising Email Mobile Display & Affiliate Social Offline Landing page Devise set of keywords and adverts and drive to landing page (by brand and by hotel) Brands newsletter Mobile optimisation Devise set of banner adverts for brand and hotels. Establish budget for FB advertising In-hotel collateral SEO Hotel solus Mobile search targeting Regular posting by all FB accounts. Periodical press releases Content marketing Spa & Health Solus Distribute promo codes and banner creative via affiliate network. Mention in general press releases where possible Create FB tab/app with direct to booking engine integration. Meetings Late escapes Offer commission increase for additional placements Partner marketing activity Special occasions Weddings
Email campaign support HP Champagne Heritage breaks Late escapes Premium & Special occasions Business traveller & Meetings etc Spa & Health Weddings Launch email campaign (full database & then to new subscribers) Launch email campaign (full database & then to new subscribers) Launch email campaign (full database & then to new subscribers) Suite life rate programme to feature on all promo codes as an upsell option. Feature on emails in line with event calendar e.g. valentines, mothers day. Monthly e-blast to full corporate + meeting booker. Spa panel on monthly brand newsletter (full) Welcome programme to new enquiries Weekly re-send to meeting booker. Monthly Spa solus email with spa days, treatments, discount codes, retail, other spas, membership offer (previous spa guests, female members, female local, brides to be) Hotel solus showcase & offers email (all ENQ) Hotel solus bounce back with you may also like (1 week after checkout) Brand email with relevant hotels based on last stay (3 & 2 months prior to previous stay date) Monthly email with selection of featured hotels (active excluding customers with stay date anniversary between 6 and 2 months away) Button on monthly brand newsletter. Wedding gold club programme Hotel solus re- booking previous stay with you may also like email (5 & 4 months prior to previous stay date) Brand email with relevant hotels with drink voucher or free upgrade, heritage breaks and private dining offer (event date less 3 months) Feature on Late Escapes (active excluding above customers Panel of featured hotels on monthly brand newsletter (full) Health club solus male focused content (local male, Banner feature on monthly brand newsletter (full) Feature on Late Escapes (active excluding above customers) Button feature on monthly brand newsletter (full) Banner feature on monthly brand newsletter (full)
Marketing programmes to plan Hand Picked Champagne Breaks (advanced booking programme) Heritage Breaks Late Escapes Spa breaks, Spa days & treatments Health club Loyalty club Business traveller Meetings etc. Weddings Private dining Suite life Non-residential dining Gift vouchers Calendar of events & Festive season
