Is the Feeling Mutual? Shaden Mohamed Senior Director, Head of Online Marketing Expedia Australia (Wotif Brands)
@shadenmostafa
au.linkedin.com/in/shadenmohamed plus.google.com/+Shaden Mohamed
Š 2015 Expedia, Inc. All rights reserved.
@shadenmostafa #wotif
6 room nights are booked every second on an Expedia owned site That’s 203
million room nights sold per year (25% via Mob)
And
$60 Billion in Gross Bookings in 2015
$3.4B on sales & marketing, $830M on tech & content Tens of millions loyalty
program members around world
Wotif alone is largest holder of verified guest
reviews for AU hotels 3
@shadenmostafa #wotif
Make a Good First Impression Provide tools that facilitate a customer’s decision making Ensure you respond in a way that is appropriate to a customer’s environment
(Industry) Context is everything when deciding the right approach
@shadenmostafa #wotif
Source: Flurry Analytics, ComScore 2014; www.statista.com, July 2015
Give a Good Performance. Fast load time directly correlated to better conversion Customers have higher expectations for speed on mobile
Use Performance Poverty Line to set your speed benchmark
@shadenmostafa #wotif
50%
Page Abandonment Increase as a % 25%
10
8
6
4
Page Load Time (secs)
@shadenmostafa #wotif
2
Make a Commitment… 1st party data is superior
Previous Behaviour
… to understanding your Customer @shadenmostafa #wotif
7
Make a Commitment… 1st party data is superior
Previous Behaviour
Time of Day
… to understanding your Customer @shadenmostafa #wotif
8
Make a Commitment… 1st party data is superior
Previous Behaviour
Time of Day
Device & App Usage
… to understanding your Customer @shadenmostafa #wotif
9
Acquire the right customers Build Facebook Audiences using Partner Categories (NEW)
Find more “Susans” via custom audiences and look-alike targeting
•
Lives in Sydney
•
‘liked’ sport, finance & dog pages
•
Purchase history indicates she owns a cat
@shadenmostafa #wotif
10
Walk down Madison Avenue
@shadenmostafa #wotif
11
Walk down Madison Avenue
@shadenmostafa #wotif
12
Cater to their needs, or the Competition will
@shadenmostafa #wotif
13
Cater to their needs, or the Competition will
@shadenmostafa #wotif
14
Put a Ring on It!
@shadenmostafa #wotif
15
Develop a Relationship with their Friends
@shadenmostafa #wotif
16
Be Spontaneous from time to time Recognition Reward
@shadenmostafa #wotif
17
@shadenmostafa au.linkedin.com/in/shadenmohamed plus.google.com/+Shaden Mohamed