DMAI Fundamentals - Chapter 7 - Technology


Published on

Chapter by chapter slides based on "Fundamentals of Destination Management and Marketing," provided by Destination Marketing Association International in cooperation with American Hotel & Lodging Association Education Institute.

Published in: Education
1 Like
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

DMAI Fundamentals - Chapter 7 - Technology

  1. 1. © 2005, Educational InstituteChapter 7TechnologyFundamentals of Destination Management and Marketing(323TXT)
  2. 2. © 2005, Educational InstituteThe Threat of Disintermediation• Disintermediation: removing the middlemano Describes many Internet-based businessesthat use the Web to sell products directly tocustomers, without intermediaries• Online travel agencieso Provide robust booking capabilities, greatrates, and easy online reservationso Lack the detailed destination informationthat CVBs can provide
  3. 3. © 2005, Educational InstituteDesignCVB Web sites should have:• Bright, tourism-related colors, well-chosen brandingimages.• Good, strong content.• An easily identified navigation bar in a consistentplace.• Database-driven content with robust searchcapabilities.
  4. 4. © 2005, Educational InstituteNavigability• The home page should give users a compellingreason to visit.• A navigation bar with basic descriptive termsshould appear on every page.• Sites must contain basic categories of informationof interest to travel planners.• Begin with the end in mind.
  5. 5. © 2005, Educational InstituteCustomer Relationship Management(CRM)• Sophisticated CRM will provide dynamic contentbased on visitor preferences, geography, andprofile information.• CRM software should respond correctly andappropriately to visitor questions and searches.• Personalize the Web site experience to enhancecustomer relationships.
  6. 6. © 2005, Educational InstituteTechnical Compatibility• Web sites must be multi-browser friendly.• Add printer-friendly links when content will run offthe printed page.• The site should fit on an 800-by-600 screen with nohorizontal scrolling.• Web sites should download in less than 15 secondsusing a standard phone line.
  7. 7. © 2005, Educational InstituteSearch Engine Compliance• Search engine rankings are determined byautomated “spiders” that follow every link on aWeb site and index the contents.• Frames and Flash pages hinder search engineindexing.• Web sites should have a hierarchical structure.• Title tags, keywords in the source code, anddescriptions are critical to success.
  8. 8. © 2005, Educational InstituteThird-Party Technologies• Hardware, software, or applications not directlyowned by the CVB or Web site visitor• Perform specific functions such as displayingevent calendars or maps, booking hotel rooms,or facilitating searches
  9. 9. © 2005, Educational InstituteE-Commerce and Web-Site Advertising• The goal of e-commerce is to offer consumersdynamic destination booking that enables them tobrowse, compare, and purchase online whilesupporting multiple booking channels.• Web-site advertising should be deliverable to keypages on a destination site with linking, tracking,reporting of impressions, “click-thrus,” andconversion to sales.
  10. 10. © 2005, Educational InstitutePerformance Tracking andMeasurement• Tracking unique visitors is becoming obsolete.• Track registered users, their preferences, andinformation requests.• Track link popularity.• Measure return-on-investment for stakeholders,board members, partners, and advertisers.
  11. 11. © 2005, Educational InstituteDeveloping an Action Plan• Understand diverse target market segments.• Convert site visitors to registered users.• Determine the desires and expectations of sitevisitors.• Clearly define the mission and critical items andplan to launch the site in phases.
  12. 12. © 2005, Educational InstitutePlanning Design for Online Branding• Adjust the brand to accommodate each onlinesegment.• Marketers should put themselves in theconsumer’s shoes.• Online branding should be guided more by whatconsumers want to do online than by what theCVB wants to say.
  13. 13. © 2005, Educational InstituteTargeting the Customer Online• Goalso Motivate visitors and meeting delegateso Accommodate meeting plannerso Administrate for small-group leaders• Mistakes to avoido Fulfilling your needs before theirso Not providing what they expecto Allowing a segment audience to generalnavigationo Not tracking their behavior
  14. 14. © 2005, Educational InstituteAddressing Navigation• Navigation and vernacular should be fine-tunedfor each market segment.• Basic navigation outlineo Home pageo Visitor informationo Resourceso Accommodation/package bookingo Searcho Meeting plannerso Groupso Press and media
  15. 15. © 2005, Educational InstituteBuilding the Web Site:In-house or Outsource• Outsource: hiring an agency to build the Web siteo Benefit: easier processo Risk: hiring the wrong company• In-house: current staff handles the Web siteo Benefit: more knowledge of the producto Risk: taking time from other projects, potentialfor final product to be skewed
  16. 16. © 2005, Educational InstituteChoosing Vendors and TechnologyEvaluation Tools• Multiple consultants/vendorso May save the bureau some money, but increasethe risk of incompatibilityo Are difficult to hold accountable• Sole-source providero Must be close to CVB staff and goalso Must be accountable for all pieces of theprogramo Must have people and methodologies that thebureau trusts
  17. 17. © 2005, Educational InstituteProject Management Cycle• Pre-project phaseo Gather relevant documentation and materials.o Complete timeline and budget frameworks.• Planning and documentation phaseo Detail the deliverables and expectations andconstruct the documentation for each phase.• Kick-off meetingo Project managers transfer information to allteam members.
  18. 18. © 2005, Educational InstituteE-CRM Database• Outsourcingo Manager should also be the software provider.o Risks include hiring a company withoutexperience in destination CRM, needing heavystaff involvement, buying a cookie-cutterprogram, and failure to have a plan.• In-house implementationo In-house staff must devote significant time tothe function, but this allows the CVB totalcontrol.
  19. 19. © 2005, Educational InstituteBack-end Databases• Consider flexibility and usability whenevaluating or designing software.• The platform defines a standard around which asystem will be developed.• Database should be compatible with allforeseeable hardware, software, and applications.• Scalability refers to how well a system can adaptto expanding and increasing demands.
  20. 20. © 2005, Educational InstituteStrategic Internet Marketing Plan• The plan outlines the various strategies andtactics to optimize a destination’s Web presenceand often consists of two phases.• Direct all efforts to the CRM program anddriving traffic to the site.• Create and implement consumer-friendlyprograms and promotions to keep people comingback.
  21. 21. © 2005, Educational InstituteWriting the Internet Marketing Plan• Outsource to an Internet marketing company oran advertising agency.• It is best to use an Internet marketing companywith strong travel marketing experience becausemost advertising agencies do not provideongoing online marketing activities.
  22. 22. © 2005, Educational InstituteOngoing Online Marketing,Communications, and Research• Review of search-engine position and ranking• Strategic listing and linking strategies• Direct e-mail promotions• Affinity and co-marketing campaigns• Delivery of news releases
  23. 23. © 2005, Educational InstituteE-Team and Staffing• Potential Internet marketing positionsinclude:• I-team director• I-marketing manager• Tactical e-team■ Content specialist■ Web manager• Graphic designer