Effective online marketing for the tourism industry


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The value of Social Media can be substantially extended by combining it with other online marketing platforms, allowing today’s tourism marketer to reach a wider target audience and generate measurable results.

This presentation was given to the Hamilton Waikato NZ Regional Tourism Conference by Wayne Attwell, Online Marketing Strategist at Bold Horizon.

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  • Internet Marketing is so powerfull, i tried using my personal Blog (vivutiotz.blogspot.com)...Now am working with many
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Effective online marketing for the tourism industry

  1. 1. Growing Your Tourism Business Through an Online Presence Wayne Attwell Online Brand Strategist - Bold Horizon
  2. 2. The World is Changing <ul><li>70% - 80% of pre-purchase research via search engines – Google, Bing, Yahoo </li></ul><ul><li>A fundamental shift… </li></ul><ul><ul><li>Prospects find you. You don’t find them </li></ul></ul><ul><li>How can we help them to find us? </li></ul>
  3. 3. Help! I Need to be Found
  4. 4. It’s All About Your Website (well, most of it)
  5. 5. Tracking Online Performance
  6. 6. Tracking Online Performance
  7. 7. Using Search Engines <ul><li>#1 - 80% of all online searches </li></ul><ul><li>2 nd largest search engine </li></ul><ul><ul><li>Global audience of 400m </li></ul></ul><ul><ul><li>As a country, would be the 3 rd largest in the world </li></ul></ul>P.S. Google owns YouTube…hmm
  8. 8. Content is King <ul><li>Website pages - organic search </li></ul><ul><li>Blogs - 51% say most valuable business tool </li></ul><ul><li>Articles – syndication </li></ul><ul><li>Comments – indexed </li></ul><ul><li>Videos – Google favours it (hmm…wonder why?) </li></ul><ul><li>CREATE, PUBLISH, BE FOUND </li></ul>
  9. 9. What’s Hot & What’s Not
  10. 10. Marketing Your Content <ul><li>If it isn’t keyword targeted, it’s of nominal value </li></ul><ul><li>Use your networks to spread the ‘word’ i.e. content </li></ul>
  11. 11. Start Spreading the Word
  12. 12. Use all of the Channels
  13. 13. There is No Free Lunch <ul><li>Social media has a cost (manpower) </li></ul><ul><li>Organic search (expert advice) </li></ul><ul><li>Video marketing (production) </li></ul><ul><li>Content (copywriters) </li></ul><ul><li>Budget for direct and indirect costs </li></ul>
  14. 14. Paying For All This Stuff
  15. 15. The Best Job in the World <ul><li>Tourism Queensland – Hamilton Island </li></ul><ul><li>All content was user generated </li></ul><ul><li>34,000 video entries </li></ul><ul><li>Award-winning campaign </li></ul><ul><li>Email marketing to 100,000 names delivered highest ROI </li></ul><ul><li>AU$1.75m budget blown apart </li></ul>
  16. 16. A Quick History Lesson <ul><li>Get on board or be left behind </li></ul>
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