Online Marketing
I build positive ROI growth frameworks using an ever-expanding set of digital tools.
GENERAL TAKE
Online marketing allows a higher amount of versatility, measurability, and personalization than ever before. It allows companies to engage prospects using personalized messaging throughout their journey down the marketing funnel. You can generate awareness with SEO, display PPC, SEM, content marketing and social media. You can provide product benefits and encourage them to purchase with personalized remarketing, landing page optimization and email outreach. And you can influence them to become loyal customers through UGC, email re-engagement programs and automated, customized product offers.
My favorite benefit to online marketing is measurable ROI. I love knowing which tactics and messaging work. I love analyzing campaigns to identify a threshold of positive ROI, so funds are not wasted. Since there are always limited resources, this allows me to continue testing new channels and tactics to broaden the reach of positive ROI initiatives. There are limitless possibilities to test and optimize, so you are constantly getting more efficient with funds.
Another favorite benefit of mine is the personalization. If I know someone is interested in a particular product, I can present content related to that product to better trigger a response. Personalization also allows you to carry on relationships with prospects or customers as never before, sending birthday wishes, responding personally to posts on social media, and generally making people feel important to the brand.
Princess Cruises Experience
BACKGROUND
At Princess Cruises, I launched, managed and optimized the online marketing efforts. I started with a strategic framework of understanding the customer mindset as they planned for their vacation, and built campaigns to help guide them through the marketing funnel to an ultimate purchase. Through research, we knew people could take 1-3 months during this process and went through various stages as they progressed.
TOP OF FUNNEL
During the exploratory phase, we served high-level brand awareness campaigns to ensure Princess was part of the consideration set. From contextual display, to search PPC, to content marketing and SEO optimization, the goal was to keep Princess top of mind, generating leads to the site.
We had a variety of campaigns to ensure that even brand awareness efforts were targeted depending on the search terms used, or the context of a site. Examples of these campaigns included high-level vacation exploration campaigns, general cruise category campaigns, destination specific campaigns and discount promotional campaigns.
From an SEO and content marketing standpoint, I was able to increase traffic to specific sections of the site by 10% by providing content and links for frequently searched topics including cruise tips, destination information, etc.
CONVERSION STRATEGY
Once a prospect visited the site, we were able to use more personalized messaging and tactics to help move prospects closer to conversion.. This included dynamic product offers or itinerary options on a desired destination. We also used look-alike model analysis to recommend alternative destinations when appropriate. Retargeting was our most efficient tactic with the highest conversion rates, but we also achieved positive ROI with social media advertising, email automation, and CRO.
CUSTOMER RETENTION
As soon as a booking was made (even before they sailed), we immediately began the CRM process. This involved an automated, 100% dynamic email campaign based on the specific guest, their cruise and booking information. This email series had the goals to keep guests excited about their upcoming cruise in order to reduce cancellations, provide FAQs to assist customer service, and encourage them to pre-purchase/upsell them on opportunities to enjoy during their upcoming vacation.
Following their cruise, I implemented a strategy to keep customers engaged through our brand loyalty program with digital communications that reminded guests of their loyalty benefits and encouraged them to reach the next loyalty level for improved benefits. I also encouraged customers to engage through social media, posting photos/videos from their cruise experience, and implemented a post-cruise offer if they booked again within a certain time frame.