digital marketing for destinations porvoo 25.3.13

Bilberry Consulting (tmi)

Marjo Ranta-IrwinKansainvälisen matkailumarkkinoinnin asiantuntijapalvelut

eMarketing as a destination marketing toolMarjo Ranta-Irwin

Haaga-Helia

25.3.2013

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Digital marketing in a multichannel world

Smart phones, televisions

Images, photos

Tablets, laptops

Apps

Blogs

Videos

Maps

Social spaces

Distribution channels

QR on print

Internet

Other digital devices

SEM, SEOGames

Why eMarketing?

• brand marketing becomes more important as the number of competitors increases

• change in consumer behavior (offline to online)

• cost efficiency as funding diminishes (budget cuts)

Used for both B2B and B2C marketing

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Process

Strategy BudgetTarget markets and groupsCo-operation

- stakeholders (local residents, tourism service providers, local authorities etc.)- transport providers (airlines, train companies, car hire, ferry companies, coaches)- tour operators / travel agencies / incoming agencies- national tourist board / Scandinavian tourist board / European Union

Plan (incl. content plan)ImplementationMeasuring the results

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About the media and tools

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Dream

Planning

BookingGo

In destination

Post-trip

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Engaging content

Dream

Planning

BookingGo

In destination

Post-trip

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Right contentRight person Right device Right time Right action

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This is the priority for many destinations

Converting people who are not interested in the destination into those who are.

Brand Search (SEO)Word of MouthBlogsYouTube – visual storytellingFlickr, Pinterest – visualCampaigns (SEM, banners, content, advertising refers user to web (QR))

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Research / Planning

Own websiteTripAdvisor (accommodation, destination information) and other similar sitesBlogs – depends on the style of blog (detailed information about places to visit, to stay, journey options)Word of Mouth

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Booking / Conversion

Ease of booking , quality and product rangeTour OperatorsApps Own booking systems (also XML)

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Go

Airports, harboursPlanes, trains, ferries

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In destination

QR AppsDownloadable information such as TripAdvisor city guidesSMS campaigns, text alerts (events)Facebook, Flickr

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Sharing > dreamers

TripAdvisorFacebookDiscussion forums

Search engine marketing (SEM)

Wikipedia:

Search engine marketing (SEM) is a form of internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) through optimization (both on-page and off-page) as well as through advertising (paid placements, contextual advertising, and paid inclusions).

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Search engine optimization (SEO)Techniques which help your website rank higher in organic (or “natural”) search results

thus making it more visible to people who are looking for your product or service via search engines.

On-page SEO• Website content• URL structure• Pictures• Tags• Internal linking

Off-page SEO• Link building• Other websites• How the content is shared in social

networks

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Paid search

• Google Adwords• Yahoo! Search • Bing search • Pay-per-click• Social Media marketing

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Paid search

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Destinations often use paid search as part of a campaign marketing mix.

• Monthly /Quarterly• As part of a campaign• Monitoring important

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Newsletters

• LoveUK newsletter• VisitSweden newsletter

WOM and crowdsourcing

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Canada explored by Canadians: 35 million directors

VisitBritain’s social media 'toolkit' for Olympic year for VFR’s

Canberra The Human Brochure

A group task

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Tourism boards around the world have been embracing crowd sourcing for the last few years. Engaging the local community and giving them the power to showcase their knowledge of their own destination (while at the same time enhancing the authenticity and ‘personal experience’ factor in the marketing messages) is often used in many campaigns.

• Come up with crowdsourcing campaign(s) suitable for the Helsinki City Tourist Bureau.

• Which part/parts of the consumer journey cycle does this campaign affect most

• Target market / target group

Best job in the world

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Tourism Australia is spending $4 million on an expanded ”Best Job in the World” global campaign - a bigger and more representative version for the entire country.

The competition targets travellers between the ages of 18 and 30 who are eligible for Australia’s Working Holiday Maker program

Six states and territories, including NSW and Victoria, will participate in the promotion with young backpacker-style tourists, worth $12 billion to the Australian economy, invited to apply for six ”fun” ambassador-style tourism roles around the country.

Young overseas travellers to Australia help to meet the demand for tourism workers around Australia that the industry itself would otherwise find difficult to fill due to labour shortages. They also stay longer than other tourists and spend more, with an average expenditure of between $7300 and $13,000 depending on their visa.

Best job in the world

Case: Only in Lapland

• Lapland – The North of Finland brand campaign: 3 years, budget €5,8m

• Target markets: Netherlands, UK, Germany, Russia

• Website www.onlyinlapland.com• Facebook

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Only in Lapland: Laplication

• Laplication app brings the Northern Lights to the palm of your hand

• Laplify your Life toolkit to laplify your photos• iPhone and iPad applications• Languages: english and russian• Released on 13 September 2012 in London

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Contact details

Marjo Ranta-IrwinMarjoranta (at) yahoo.com

www.blueberryconsulting.fimatkamagneetti.wordpress.com fi.linkedin.com/in/marjorantairwin Twitter @marjoranta

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