1. Bilberry Consulting (tmi)
eMarketing as a destination marketing tool
Marjo Ranta-Irwin
Marjo Ranta-Irwin
Kansainvälisen
Haaga-Helia
matkailumarkkinoinnin
Marketing of Tourism Destinations
asiantuntijapalvelut
(Destination & Resort Management)
1.10.2012

2. eMarketing -strategy
Internet Blogs Images, photos
Maps
Internet
Global eSales Videos
Mobile National
Social
services eSales
media
Social media
eLearning
SEM, SEO
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3. Why eMarketing?
• brand marketing is more important as the
number of competitors increases
• change in the consumer behavior
(offline to online)
• cost efficient as funding diminishes
(budget cuts)
Used for both B2B and B2C marketing
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4. Post-
Dream
trip
In Engaging
Planning
destination content
Go Booking
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5. 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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6. 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
• Tags shared in social
• Internal linking networks
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7. Paid search
• Google Adwords
• Yahoo! Search
• Bing search
• Pay-per-click
• Social Media marketing
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8. Paid search
Destinations use paid search often as part of
campaign marketing mix.
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9. Newsletters
• Monthly /Quarterly • LoveUK newsletter
• As part of campaign
• Monitoring important
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10. Mobile services and applications
Visit Holland app
Mobile Internet Use Surpassing
• Released Aug 2012
Desktop Internet Use by 2014
• A free app that helps you discover
29% of USA adults own tablet / the best of Holland
eReader • Nine language versions
(Morgan Stanley) • Instead of traditional travel guide
• Information based on location and
Different versions of the same your profile
webpage (iPad, mobile, pc/laptop) • User can share the experience
Or
Applications
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11. Social media
• user-generated content can be seen as a competitor
for DMO’s tourism information
• real-time information on how visitors judge a
destination
• word of mouth (from a trusted source)
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12. Social media
DMO’s have recently encouraged word of mouth
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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13. TripAdvisor
TripAdvisor is the world's largest travel
community
• More than 56 million monthly visitors
• 32 million members
• Over 75 million reviews and opinions
• 30 sites in 21 languages
• Co-operates with Facebook
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14. TripAdvisor for DMO’s
• 2010 TripAdvisor’s Travel Trends Survey asked travellers at what
stages in holiday planning they are most likely to visit the site.
54% of respondents indicated “at the beginning”, when either
“looking to be inspired with a destination to visit” or “choosing
between destinations.
• Free products:
– Travelers’ Choice® award badges, widgets of traveller photos and review
feeds of top-rated attractions, hotels and restaurants.
– Articles, local information, photos
– Forums
• Advertising
– Tourism Sponsorships, custom branding campaigns, advertorials, interactive
microsites and forums sponsorships
– Banner advertising
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15. Some other SOME used by
DMO’s
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16. 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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17. 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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18. Contact details
Marjo Ranta-Irwin
Marjoranta (at) yahoo.com
matkamagneetti.wordpress.com
fi.linkedin.com/in/marjorantairwin
Twitter @marjoranta
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