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E marketing for destinations


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  • 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, photosMaps Internet Global eSales VideosMobile National Socialservices eSales media Social media eLearning SEM, SEO 2
  • 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 3
  • 4. Post- Dream trip In Engaging Planningdestination content Go Booking 4
  • 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). 5
  • 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 6
  • 7. Paid search • Google Adwords • Yahoo! Search • Bing search • Pay-per-click • Social Media marketing 7
  • 8. Paid search Destinations use paid search often as part of campaign marketing mix. 8
  • 9. Newsletters• Monthly /Quarterly • LoveUK newsletter• As part of campaign• Monitoring important 9
  • 10. Mobile services and applications Visit Holland appMobile Internet Use Surpassing • Released Aug 2012 Desktop Internet Use by 2014 • A free app that helps you discover29% of USA adults own tablet / the best of Holland eReader • Nine language versions(Morgan Stanley) • Instead of traditional travel guide • Information based on location andDifferent versions of the same your profile webpage (iPad, mobile, pc/laptop) • User can share the experienceOrApplications 10
  • 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) 11
  • 12. Social mediaDMO’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 12
  • 13. TripAdvisor TripAdvisor is the worlds 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 13
  • 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 14
  • 15. Some other SOME used byDMO’s 15
  • 16. Case: Only in Lapland• Lapland – The North of Finland brand campaign: 3 years, budget €5,8m• Target markets: Netherlands, UK, Germany, Russia• Website• Facebook 16
  • 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 17
  • 18. Contact detailsMarjo Ranta-IrwinMarjoranta (at) @marjoranta 18