Digital marketing for destinations. Tourism and travel studies, Haaga-Helia, Porvoo, 25.3.2013.

1. Bilberry Consulting (tmi)
eMarketing as a destination marketing tool
Marjo Ranta-Irwin
Marjo Ranta-Irwin
Kansainvälisen
Haaga-Helia
matkailumarkkinoinnin
asiantuntijapalvelut
25.3.2013

2. Digital marketing in a multichannel world
Smart phones, Blogs Images, photos
televisions
Maps
Internet
QR on print Videos
Tablets, lap
Social Distribution channels
tops
spaces
Apps
Other digital
Games
devices
SEM, SEO
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3. 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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4. Process
Strategy
Budget
Target markets and groups
Co-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)
Implementation
Measuring the results
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5. About the media and tools
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6. Post-
Dream
trip
In Engaging Planning
destination content
Go Booking
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7. Post-
Dream
trip
Right content
Right person
In Right device
Right time Planning
destination
Right action
Go Booking
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8. 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 Mouth
Blogs
YouTube – visual storytelling
Flickr, Pinterest – visual
Campaigns (SEM, banners, content,
advertising refers user to web (QR))
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9. Research / Planning
Own website
TripAdvisor (accommodation,
destination information) and other
similar sites
Blogs – depends on the style of blog
(detailed information about places
to visit, to stay, journey options)
Word of Mouth
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10. Booking / Conversion
Ease of booking , quality and
product range
Tour Operators
Apps
Own booking systems (also XML)
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11. Go
Airports, harbours
Planes, trains, ferries
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12. In destination
QR
Apps
Downloadable information such as
TripAdvisor city guides
SMS campaigns, text alerts (events)
Facebook, Flickr
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13. Sharing > dreamers
TripAdvisor
Facebook
Discussion forums
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14. 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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15. 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 Off-page SEO
• Website content • Link building
• URL structure • Other websites
• Pictures • How the content is shared in social
• Tags networks
• Internal linking
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16. Paid search
• Google Adwords
• Yahoo! Search
• Bing search
• Pay-per-click
• Social Media marketing
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17. Paid search
Destinations often use paid search as part of a
campaign marketing mix.
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18. Newsletters
• Monthly /Quarterly
• As part of a campaign
• Monitoring important
• LoveUK newsletter
• VisitSweden newsletter
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19. WOM and crowdsourcing
Canada explored by Canadians: 35 million directors
VisitBritain’s social media 'toolkit'
for Olympic year for VFR’s
Canberra The Human Brochure
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20. A group task
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
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21. Best job in the world
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
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22. 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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23. 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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24. Contact details
Marjo Ranta-Irwin
Marjoranta (at) yahoo.com
www.blueberryconsulting.fi
matkamagneetti.wordpress.com
fi.linkedin.com/in/marjorantairwin
Twitter @marjoranta
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