San Francisco, California
London, United Kingdom
The International Digital Forum (IDF) is back with a travel focussed event on Thursday 18th September 2014 at the IAB UK, London. Featuring guest speakers from Chinese search engine giant Baidu, Russia's home-grown search engine Yandex and the UK's leading international digital marketing expert, Oban Digital.
This afternoon only event will feature a series of four key speakers, bringing together some of the best practitioners in the global digital marketing industry. Learn about the Chinese outbound tourist and travel search trends in China, gather travel insights on Russia's online market, develop your knowledge on audience intent profiling for the global consumer and radically improve online performance with cultural CRO. This conference is a 'must' for international travel and leisure brands and businesses that want to expand or improve online performance on the global stage. Confirmed speaker sessions include:
'Baidu travel and the Chinese outbound tourist'
Baidu, Sales and Marketing Director EMEA, Matt Brown
In 2013, Chinese outbound travellers reached 97.3 million, with 14 million more travellers than 2012. It is estimated to break the 100 million mark in 2014. Chinese outbound tourism is growing at an alarming rate, with a corresponding spend figure of $120 million USD in 2013, ranking number 1 in the world for spend by market. With this in mind, it is now vital that UK travel brands have an up to date marketing strategy for the inbound Chinese tourist. This presentation outlines how Chinese consumers plan their trips overseas, and explores how Baidu's Travel product provides a powerful platform for Chinese travel enthusiasts to search, obtain and share travel related content pre, during, and post-travel.
'Travel insights on the Russian market'
Yandex, Head of International Sales, Tatiana Kalinina
Russia’s home-grown search engine, Yandex, will speak in an exclusive session about the insights of the Russian market for the international travel industry. This enormous and upwardly mobile country has one of the most active online populations in the world, with Yandex holding a massive 61% market share in Russia, compared to Google’s paltry 29%. In this session, Tatiana will reveal and identify the key players and trends on Yandex and provide insights on:
-The current overview of the Russian digital landscape, including key digital players, search shares and geographical particularities
- The evolving landscape of the travel industry based on findings from user search behaviour via two of the biggest segments: hotel booking and flights
- Learn insights on traffic volumes and how they develop, find out the biggest players in the travel industry, as well as key geographical trends that digital marketers should focus on with most potential. Lastly, the session will close with insight into what tools travel players from those two industries use to build their advertising strategy in the Russian market.
'Audience intent profiling in the travel industry'
Oban Digital, Head of Strategy, Kezia Bibby
Running international travel sites is one of the trickiest scenarios for digital marketing, but one of the most interesting to work within if you are an experienced international digital marketer. In this session, Kezia Bibby, Oban’s head of strategy will lift the lid on how developing an Audience Intent Analysis - a foundation for how SEO, Paid, Social and Content marketing strategies are developed – can radically improve performance for your global strategy. She will explore how search language and behaviour can vary between markets and how this can impact your site and strategy for digital marketing worldwide. A must-see talk for brands that have difficulty in improving visibility in online markets.
'Passengers: search, research and conversion in the travel market'
Oban Digital, Head of Conversion, Joe Doveton
How do you run a conversion programme on an international travel site? Does customer behaviour change from country to country? And what should you be measuring anyway? In this session, conversion expert Joe Doveton from Oban Multilingual examines how your visitors book flights, select hotels and research holiday destinations and shares his top conversion tips and case studies from around the globe.
When & Where
Established in 2002, we’re now one of the world’s leading multilingual search agencies
We operate globally in more than 30 markets, optimising our client campaigns to markets and people – not just languages
We specialise in bespoke localised digital marketing strategies worldwide - because one size does not fit all markets