Upload
kenny-latter
View
218
Download
3
Tags:
Embed Size (px)
Citation preview
|Wisconsin Association of Convention & Visitors BureausFebruary 21, 2013
Tourism Marketing Trends3 Things to Watch in 2013
A look back at 2012: Visual
It’s a visual world, we’re just living (and marketing) in it
• 5,000,000 uploads to Instagram daily
• Pinterest users have spent 1.2 billion minutes on the site since 2012
• More than 1.3 billion people have watched Gangnam Style
• Internet memes, animated GIFs are part of our life
This just in: Social media is not a fad
• Facebook passed 1 billion global users in summer 2012
• One of every 7 minutes spent on the internet is spent on Facebook
• Twitter is fastest-growing social platform in the world
• 8 years’ worth of video are uploaded to YouTube every day
A look back at 2012: Social Media
Monthly active users
• Facebook: 1 billion
• YouTube: 800 million
• Twitter: 200 million
• Google+: 135 million
• Instagram: 90 million
• Pinterest: 27 million
A look back at 2012: Social Media
Facebook: 1 billion
Instagram: 90 million
Twitter: 200 million
Pinterest: 27 million
Google+: 135 million
Youtube: 800 million
We’re going mobile
• 4.8 billion people own a smartphone, only 4.2 billion own a toothbrush
• People interact with mobile devices 40-80 times a day
• U.S. has 313 million people, 181 million active iOS & Android devices
• More purchases were made on
smartphones than on PCs in 2012
A look back at 2012: Mobile
• While delivery mechanisms have changed, marketing goals remain the same
• You don’t have to create tons of new content
• New platforms also mean new opportunities
o Build awarenesso Grow customer
loyalty/retention
Don’t panic!
Tourism Marketing Trends: 2013
1. Mobile
2. Visual content
3. Creating conversations
Top areas for ad agency spending in 2013:
• Social Media
• Mobile
• Search
Tourism Marketing Trends: 2013
Top Areas of Marketing Investment in 2013
Search
Email MarketingSocial
MediaMobile
56%52%
43%40%
|Wisconsin Association of Convention & Visitors BureausFebruary 21, 2013
Trend #1:Mobile
Like it or not, we’re addicted to our smartphones and tablets
Mobile Internet usage will overtake desktop Internet use by 2014
Top uses for smartphones 1. Texting2. Search/inquiry
Trend #1: Mobile
Mobile purchasing• Almost one-third of consumers
said mobile was their preferred shopping method
• Women use mobile for social purchasing, while men use mobile for product information
Trend #1: Mobile
What about travel?• Top uses for smartphones
while traveling:
• 46% of smartphone users check into a location on vacation
• 30% of travelers have used mobile apps to find hotel deals
• 29% have used mobile apps to find flight deals
Trend #1: Mobile
o Taking photoso Using mapso Search
Taking advantage of the trends: Mobile
• Responsive web design
• Study where your traffic is coming from and invest in those areas
• Consider more mobile content
|Wisconsin Association of Convention & Visitors BureausFebruary 21, 2013
Trend #2: Visual Content
• It’s easier to create visual content these days
• Every smartphone has a camera/video camera
• Can instantly upload photos/videos when you’re out and about
• You don’t have to be an expert, either
• Visuals tell the story of your destination
Trend #2: Visual Content
Pinterest• An online pinboard where
users can share photos and videos
• Great market for women
• Helps encourage purchasing
Trend #2: Visual Content
Instagram• Photo-sharing site that allows
users to add filters/effects to photos
• Purchased by Facebook in 2012
• 575 likes, 81 comments every second
• Nearly 4 billion photos have been shared since it started
Trend #2: Visual Content
How do visitors use visual?
• Photography is one of the top uses for smartphones while traveling
• 76% of people post vacation photos to a social network
• 52% of people said seeing a friend’s vacation pictures inspired them to book a vacation to the same places
Trend #2: Visual Content
• Use your fans and brand advocates
• Don’t be afraid to spend money on photo/video
• Your brand IS visual
• Repurpose content
Take advantage of the trends: Visual Content
|Wisconsin Association of Convention & Visitors BureausFebruary 21, 2013
Trend #3Creating Conversations
• Word-of-mouth has ALWAYS been the most important marketing method
• But now we can engage with fans and potential customers in real time
• Shifting from monologue to dialogue marketing
Trend #3: Creating Conversations
• Find your audience: Who do you want to talk to and what do you want to talk about?
• Determine your location’s voice
• Keep your conversations consistent across platforms – NO SILOS!
Trend #3: Creating Conversations
Trend #3: Creating Conversations
Content is king
• Create smart, engaging content for your fans and potential customers
• People want valuable content like offers/discounts, contests, etc.
• Repurposing content
• Keep your content fresh … help your SEO
Trend #3: Creating Conversations
It’s a two-way street
• Fans and potential customers can respond quickly with social media, blog comments, etc.
• RESPOND!
• Find your influencers/brand advocates and work with them
• Personalize content with your fans
Take advantage of the trends: Creating Conversations
• Your marketing efforts depend on who/how you want to reach customers
• Social media is free to join but isn’t a no-cost marketing vehicle
• Provide valuable content
• Your content should be used across multiple platforms
• Create a content calendar with monthly/quarterly marketing themes and messages, key events and more
Editorial Calendar
Take advantage of the trends: Creating Conversations
Tourism Marketing Trends: 2013
1. Mobile
2. Visual content
3. Creating conversations
Take advantage of the trends
• Make sure your website has responsive design
• Analyze where your website traffic is coming from
• SEO optimization
• Share photos of your brand
• Ask your fans to help you pad your photo library … OR spend some money to get high-quality photography
Take advantage of the trends
• Who do you want to reach? What do you want to say to them? THAT’S how you determine where to dedicate your resources
• Social media is vital to your marketing strategy
• Fans and potential customers are looking for valuable content
• Think of ways to repurpose your content
• Create a content calendar to outline your goals
• Marketing principles aren’t changing, but the ways you deliver your message are
• Mobile, visual and conversation/content creation will continue to be areas for great opportunity
• Be sure to keep your message consistent across all platforms – NO SILOS!
Let’s wrap it up
|Wisconsin Association of Convention & Visitors BureausFebruary 21, 2013
Questions?
Referenceshttp://mashable.com/2012/05/19/mobile-marketing-infographic-smartphones/
http://www.marketingprofs.com/charts/2013/10018/socially-devoted-brands-responding-to-more-fan-questions
http://www.clickz.com/clickz/news/2192738/60-of-consumers-say-they-expect-social-brand-response
http://www.marketingcharts.com/wp/direct/brands-responding-to-more-queries-on-facebook-26616/
http://mashable.com/2013/01/29/twitter-fastest-growing-social-platform/
http://thechrisvossshow.com/wp-content/uploads/2013/01/369474-huffington-post-social-media-statistics.jpg
http://www.huffingtonpost.com/brian-honigman/100-fascinating-social-me_b_2185281.html
http://www.theatlanticwire.com/technology/2013/01/how-many-users-does-instagram-have/61139/
http://techcrunch.com/2012/12/18/twitter-passes-200m-monthly-active-users-a-42-increase-over-9-months/
http://mashable.com/2012/12/06/google-plus-500-million-members/
http://www.brafton.com/news/pinterests-growth-damages-stumbleupons-reach-could-it-be-for-good