Digital marketing for destinations porvoo 25.3.13


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

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Digital marketing for destinations porvoo 25.3.13

  1. 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. 2. Digital marketing in a multichannel worldSmart phones, Blogs Images, photostelevisions Maps Internet QR on print Videos Tablets, lap Social Distribution channels tops spaces Apps Other digital Games devices SEM, SEO 2
  3. 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 3
  4. 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 4
  5. 5. About the media and tools 5
  6. 6. Post- Dream trip In Engaging Planningdestination content Go Booking 6
  7. 7. Post- Dream trip Right content Right person In Right device Right time Planningdestination Right action Go Booking 7
  8. 8. This is the priority for manydestinationsConverting people who are notinterested in the destination intothose who are.BrandSearch (SEO)Word of MouthBlogsYouTube – visual storytellingFlickr, Pinterest – visualCampaigns (SEM, banners, content,advertising refers user to web (QR)) 8
  9. 9. Research / PlanningOwn websiteTripAdvisor (accommodation,destination information) and othersimilar sitesBlogs – depends on the style of blog(detailed information about placesto visit, to stay, journey options)Word of Mouth 9
  10. 10. Booking / ConversionEase of booking , quality andproduct rangeTour OperatorsAppsOwn booking systems (also XML) 10
  11. 11. GoAirports, harboursPlanes, trains, ferries 11
  12. 12. In destinationQRAppsDownloadable information such asTripAdvisor city guidesSMS campaigns, text alerts (events)Facebook, Flickr 12
  13. 13. Sharing > dreamersTripAdvisorFacebookDiscussion forums 13
  14. 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). 14
  15. 15. Search engine optimization (SEO) Techniques which help your website rank higher in organic (or “natural”) searchresults 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 15
  16. 16. Paid search • Google Adwords • Yahoo! Search • Bing search • Pay-per-click • Social Media marketing 16
  17. 17. Paid search Destinations often use paid search as part of a campaign marketing mix. 17
  18. 18. Newsletters• Monthly /Quarterly• As part of a campaign• Monitoring important• LoveUK newsletter• VisitSweden newsletter 18
  19. 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 19
  20. 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 20
  21. 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 21
  22. 22. Case: Only in Lapland• Lapland – The North of Finland brand campaign: 3 years, budget €5,8m• Target markets: Netherlands, UK, Germany, Russia• Website• Facebook 22
  23. 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 23
  24. 24. Contact detailsMarjo Ranta-IrwinMarjoranta (at) @marjoranta 24