Cardiff Metropolitan University | Cardiff School of Management | Lecture
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Source | Flickr | kitskel
The Changing Face of Destination Marketing
Jon Munro | Visit Wales
First, of all a little bit about me
So, a little bit about me
@ flyjon
Destination Marketing
Fashion and Online Retail
Plant Hire
Charity and More … …
Source | Flickr | lucyparry1
A hugely changing marketing environment Our customers and the customer journey Delivering integrated marketing activity What is the big opportunity for destinations? So, what about small tourism businesses?
The Visit Wales Story
Where shall we go?
Source | Flickr | lucyparry1
A hugely changing marketing environment
Change You know this stuff!
71% of travellers use search as part of the planning and booking process Source : Google (2010)
82% prefer consumer reviews over a hotel’s description of itself Source : Forrester (2006)
One quarter of US 18-34 year olds use mobile and tablets when booking air tickets Source : Amadeus (2011)
Social
Mobile
Search
People of the screen The “and” economy
Conversation culture over information culture
Learning to live within the earned media space
Convergent lifestyles and hyper collaboration
Source | Flickr | DeusXFlorida Reference | www.mediafuturist.com
Enter the Tourist Board Land of contrasts Something for everyone Fun for all the family Whatever you’re looking for Inspirational scenery Coastal splendour Majestic mountains Best-kept secret Why not? A unique blend
Content changes existing business models
The content a brand creates is everything A world where
the content a brand creates is everything
Targets, Objectives and Strategy Influencing £150 million in additional value Big focus is improving reputation Awareness, consideration and advocacy
“Those people who have not yet considered Wales”
Source | Flickr | lucyparry1
Our customers and the customer journey
The ubiquitous marketing funnel
Source | Forrester (2007)
Complexity and off site engagement
Source | Forrester (2007)
Right content Right person Right device Right time Right action
Source | Flickr | Discover Carmarthenshire
Sea
rch
Soc
ial
PR
Web
site
Pai
d M
edia
Data
Strategy
Content
Adapted | Brilliant Noise (2012)
Who are our customers?
Source | Visit Wales (Digital)
Source | Visit Wales | Tracked search terms and volume (Log10)
We watch search like a hawk
Source | Flickr | lucyparry1
Delivering integrated marketing activity
Owned, paid and earned media
Source | Forrester (2007)
Destinations have embraced social
Brilliant ideas are so important!
Develop themes and tell a story
Thinking beyond paid media
Source | iCrossing | Slideshare
52% of our traffic comes from search
Paid
13% 87% Natural
34% Referral | 13% Direct | 1% Campaigns
Identify where the opportunities lie
Source: PIRE , Google Adwords , iCrossing competitive framework – Data May 2010
Little presence either directly or indirectly
Useful and engaging content on our site
Getting our engaged users involved
Develop creative and credible content
Reach out, place content and widgets
Find suitable partners and engage them
Maintain momentum
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Positions 1-1:
Positions 2-5:
Positions 6-10:
Long Tail Analysis and Optimisation Adjustments
Romantic Break Section Live
Widget creation and placements started
Improving search visibility
Increasing share of relevant traffic
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Sear
ch In
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Visi
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Romantic Break Related Organic Traffic
Google UK Search Term Interest for 'Romantic Breaks'
Comparing Wales and non-Wales traffic
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20,000
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Bra
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its
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its
Non Brand
Brand
Rinse and Repeat “Useful, engaging and sharable (sometimes community created) content placed in the environments where people were already discussing holidays and breaks. Linked back to pages on the Visit Wales website – providing more in depth information but also supporting natural search visibility”
Three distinct phases
Note | Planned (for illustration) rather than delivered (actuals)
The “invite” phase
Note | Planned (for illustration) rather than delivered (actuals)
Supporting the “visit” phase
Note | Planned (for illustration) rather than delivered (actuals)
The “legacy” stage – autumn
Note | Planned (for illustration) rather than delivered (actuals)
The communications plan
Note | Planned (for illustration) rather than delivered (actuals)
So what happened? 70%+ saw the campaign
100k got involved
196 video invites 19,000 facebook followers 128,000 requested views of content 11,500 subscribers, 37,000 brochures 34m UK Adults Reached Contribution to over £100 million of additional visitor spend during 2011
Five things we learnt along the way
Develop themes in line with the brand story you are trying to tell. It will help you innovate, deliver more than the sum of the parts and support consistency across your communications.
1
Five things we learnt along the way
Deliver those themes across multiple channels. Develop conversations and buzz in the short term that help support the longer term and associated strategy. Search visibility is a good example.
Use paid media to amplify your efforts …
2
Five things we learnt along the way
Leverage existing content assets and repurpose the assets you develop for delivery across multiple channels.
Create once. Publish everywhere. COPE!
3
Five things we learnt along the way
Commit budget with clear objectives behind it. Leave a bit aside for experimentation.
Test and learn. Take calculated risks.
4
Five things we learnt along the way
Success in digital is often about the sum total of many small parts. It requires a close working relationship between your internal team, agency teams and anyone else you work with.
Create an environment for that to work!
5
Source | Flickr | lucyparry1
What’s the big opportunity for destinations?
Think great editorial content and authoritative sources
Piloting an approach on Flickr
#sharewales
A platform for curating and distributing great destination content
Alongside bookable tourism products
But one where we invest in adding content value
And businesses can get involved …
http://www.sharewales.com/index.php/share-content/
Check out our three explainer videos J
So, what about tourism businesses?
Social and search are really important. So is mobile Be found on things like TripAdvisor and Google Places Facebook too. Then think about your own site or blog There is a wealth of research available. Keep listening Develop content around key themes. Get it out there Be useful but add a little bit of shameless self promotion Be visible for those long tail pre-purchase search phrases Make sure you are bookable. Visit Wales and beyond Test, Learn, Improve
Contact | jon.munro@wales.gsi.gov.uk Call | 0300 061 6124 Connect | http://www.linkedin.com/in/jonmunro Follow | @flyjon | www.slideshare.net/flyjon
Thanks J
The Changing Face of Destination Marketing
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