View the Latest Edition of Digital Travel Here

View All Speakers

Martin MacDonald

Head of SEO
Orbitz

Martin is the Head of SEO for Orbitz Worldwide Inc. He was previously Inbound Marketing Director for Expedia EAN,

Head of SEO for Omnicom Group UK & Head of Search at Seatwave.

Martin is an internationally recognized speaker & author on topics related to SEO, Social Media & online marketing. He is also the author of Webmarketingschool.com, a columnist at Forbes & blogger at Huffington Post.

Check out the incredible speaker line-up to see who will be joining Martin.

Download The Latest Agenda

Day One - Monday, April 27: The Customer Journey: Dreaming, Planning & Booking

Saturday, March 4th, 2017

08:15 Keynote: Ideas And Inspiration For Today’s Digital Traveler

Travel is a life experience that many of us are privileged to enjoy. We are shaped by travel, we

are the sum total of our experience and visiting new places and meeting new people is experience

distilled.

Increasingly organic marketing (SEO and social media) is being won by those that provide excellent narrative, those who are storytellers. Producing content that is “Google Panda

compliant” is missing the point. Tweeting, or posting on Facebook for the sake of it is missing

the point.

The point is inspiring consumers, educating travelers, then assisting them achieve their ambitions. Not selling them discount tickets where your only differentiator is price.

09:20 Panel Session: How Do You Craft A Strategy That Blends Earned, Owned, Curated And Sponsored Content?

In a brave new world where content is king, you have to develop a strategy that encompasses all

the different facets. This panel will share tips on:

Getting started: Conducting a content audit, developing a style guide, identifying key consumer interest points to inform content ideation, building an editorial calendar and distribution plan
Earned content: Capitalizing on social sharing, blogs about your offerings and aggregator sites
Curated content: Utilizing influencer marketing to tell your story
Effectively using sponsored content/native advertising
Measuring the ROI: Quantifying your content marketing efforts