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Digital Marketing for Tourism Best Practices
Alicia Whalen, co-founder of A Couple of Chicks & Digital Travel Expert
#soundbites1. Digital Travel Landscape + What’s Next?
2. Driving Successful Cross Platform Campaigns
3. NEW Game-Changing Innovations + Technology
4. Measuring Success
5. Takeaways, Tips & Best Practices
Event Social Reach:
1. The Digital Travel Landscape
#TravelBCBest
Source: @Nielsen 2013FACT: 90% of all media interaction are screen based
What’s the impact ?
What are we doing online?!
Over the past 5-years, online travel booking revenue has grown by more than 73%
57% of all travel reservations now made online. (eMarketer; 2014)
#TravelBCBest
Most mobile travel research and booking!—will occur on smart phones rather than
tablets. !
#TravelBCBest
#TravelBCBest
! Sharing across platforms
! Sharing in real-time
! Telling YOUR stories
#TravelBCBest
What’s Next:!
1. Google Claims a Stake in Travel!• Google is the MOTHERSHIP of Digital • Travel is tied into Search
• Search has become crowded and expensive • Travel Marketers Must Focus on Local + Mobile
• Let the Big Travel Brands (Hotel brands OTA’s, MetaSearch engines
like Kayak and Tripadvisor, Airlines and Travel aggregators)
play the Paid Search game
Dream + Research + Compare = Buy
Optimization: Google+, Google Business Listing + Places
And focus on…!
" Being Found !" Converting the Sale !
& Delivering the Experience!!
Specifically… !
2. Fragmented Travel Buying Process!
It’s complicated….!
DMO’s, Hotel Brands, Airlines are nervous about their place in the consumer buying process.!
All are battling to remain in control of the customer!
So what’s a Marketer to do?!
Digital Marketing Must Do’s!
3. Social Media and the “Reviewousphere”!
• Travel reviews critical in driving revenue!
• Today’s connected consumer wants to talk to you!
Travel is about Marketing the Experience!Why is Social Media important to us?!
Deliver the Experience!
Listen, Respond, Participate + Repeat!
#ILOVEBC#Roadtrippin
4. It’s all about that Data…!
Knowledge is power!
Big or Basic…Know your Data!
Measure and Adjust!
MEASURE: Google Analytics Goal Tracking!
Do you know what drives traffic to your cash register?!
Track ROI of Social Media!
Track a Conversion to the Cash Register!
The Roadmap: Driving Successful Digital Campaigns
across platforms
#TravelBCBest @acoupleofchicks
Putting it all together!
! You know your customer!! You are ready for business!! Build it and they will come?!
Mobile Optimized
Not quite…!
Engage your customer
across digital platforms
#Travelbcbest
Don’t forget about Google+ and Google Business Listing!
Tools to manage
@acoupleofchicks
# Sprout Social: Listen to all social chatter, post content, respond + report # Hootsuite: Listen and manage posts across platforms # Buffer: pre-‐tweet at peek times # Hashtagio: Bring your social spaces together on your website # Revinate: Track reviews and manage responses # Google analytics
Social Hub: [email protected]
Keys to success:
Content plan
Resources
Monitor and Measure
Have a Strategy
Conclusions:
It’s all about the content
Multi-‐channel approach a must
Invest in a Website + Social Media
Invest in content accessible across multiple channels and devices
Partner to leverage your reach!!
Thank you!
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