DMO 2.0 Skip Engagement: From Awareness to Conversion

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If your Advertising, Public Relations and Social Media are doing their job, Consumers go straight to conversion. Participants will see real examples of how Destinations have made the Web and Visitor Guides irrelevant. We'll share tools to measure Awareness generated from your media budget.

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DMO 2.0 Skip Engagement: From Awareness to Conversion

  1. 1. DMO 2.0 Skip Engagement: From Awareness To Conversion Governors Tourism Conference Bend, Oregon April 28, 2014
  2. 2. Goals 1. Participants will see real examples of how Destinations have made the Web and Visitor Guides irrelevant. 2. We'll share tools to measure Awareness generated from your media budget.
  3. 3. Goals How much of your traffic or conversions are from Search Engines?
  4. 4. DMO 1.0 The DMO bought advertising, engaged the consumer and published Visitor Guides Linear
  5. 5. Trip Planning Funnel Consideration Intent Awareness Decision Travel Share Marketing strives to increase quantity through the funnel and getting efficiently from one to the next • Visitor Guides • Web Traffic • Likes • Email • Leads
  6. 6. Why Skip Engagement
  7. 7. DMO 2.0 The DMO creates demand for the brand attributes through Awarenes and they Convert. Nimble
  8. 8. Why Skip Engagement
  9. 9. Why Skip Engagement Consideration Intent Awareness Decision Travel Share Take Consumers to Conversion from Anywhere
  10. 10. How The Heck?
  11. 11. Find A Unique Brand Attribute
  12. 12. What Happens Without Spending
  13. 13. Accountability Transparency inspires trust
  14. 14. Accountability Transparency inspires trust
  15. 15. Feeding Research Into ActionSearch Volume in Market
  16. 16. Feeding Research Into Action Search Volume in Fishing
  17. 17. Feeding Research Into Action Search Volume in Fishing
  18. 18. PTAT
  19. 19. Goals 1. Participants will see real examples of how Destinations have made the Web and Visitor Guides irrelevant. 2. We'll share tools to measure Awareness generated from your media budget.
  20. 20. Thank You www.slideshare.net/richardaburrell @richardaburrell www.tourismintelligencegroup.com/indexes

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