Accounting for marketing spend in the digital age
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Brochure to promote invited lecture at University of Ulster Business School on 18th November 2014. The lecture was given to MBA students and members of the Chartered Management Institute.
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The Google Online Marketing Challenge in teaching: Presentation at the Ziller...The Digital Hub - Bournemouth University
Presentation to tourism teachers in Austria on the use of the Google Online Marketing Challenge in teaching online marketing. Digital Marketing in Tourism Workshop October 2014 at Zillertal Tourism Schoo...
Digital Marketing in Tourism Workshop October 2014 at Zillertal Tourism Schoo...The Digital Hub - Bournemouth University
Invited lecture and workshop on the use of the Google Online Marketing Challenge for teaching online marketing. Audience consisted of teachers from all over Austria who teach courses on tourism-related subjects.Introduction to social media
This document provides an introduction to social media and its use for marketing purposes. It begins with an overview of the speaker and their background. The agenda then outlines topics to be covered including marketing plans, Twitter, Facebook, Pinterest, measurement and listening to social media. Definitions of social media are provided. Key questions and steps for using social media are listed, and examples of content planning and engagement are discussed for various social media platforms like Twitter and Facebook. Case studies are also presented. The document concludes with a discussion of digital integration and measuring outcomes.
Google analytics introduction
This document provides an overview of a Google Analytics workshop for VisitWiltshire. It introduces the presenter, Dr. Philip Alford, and discusses developing an engagement framework and strategy. Key points covered include measuring customer engagement and developing objectives, analyzing the current situation, and reviewing essential Google Analytics reports and metrics like top pages, bounce rate, and in-page analytics. The document recommends setting targets for key performance indicators to measure goals.
Digital Destinations - key results and next steps
Final presentation to the Digital Destinations cohort giving insight to key findings and looking to next steps
Highcliffe Castle
The Digital Destinations project, funded by the ESRC and delivered by Bournemouth University, aimed to help local tourism businesses adopt digital technologies to increase marketing effectiveness and develop new products. Highcliffe Castle participated in workshops covering online marketing strategy. This helped the castle develop a social media strategy and grow its Facebook page to nearly 1,000 likes, engaging more visitors. The project identified Highcliffe Castle's need to hire a marketing officer with digital expertise going forward.
Julia's House
Julia’s House; at the start of the Digital Destinations project at a stage with our social media where we needed to look at what development needed to be undertaken. The programme made us allocate time to evaluate what we were doing and to how to move forward. Also, it provided the platform to share experiences and to learn from organisations that were ahead of us in this field which was a very valuable opportunity for us as we often felt we were working in isolation. So, a key benefit of this programme for us was the opportunity to learn from others and to test our ideas with a broad group of people. It was nice also, as a small charity, to share what we have learned and to see if commercial enterprises have experienced similar.
Kingston Maurward Gardens and Animal Park
Kingston Mauward identified the need to improve data capture and to get to know who customers are; to engage through social media and to improve information on the website. The business used on-line and off-line techniques to increase customer engagement – from e-news updates to ‘feedback’ trees in the attraction – and made connections between each via social media. A clearer understanding of customers meant Kingston Mauward was better able to identify routes for communication.
Land & Wave
Land and Wave’s key aims were to make it easy for customers to find and contact them; to present SIMPLE information; and to raise profile of activities and make it easy for customers to advocate/ talk about the operation. This included improved web presence, better branding, improved opportunities for customer engagement and user generated content, and links to review/referral sites.
Langtry Manor Hotel
The Langtry Manor was initially keen to explore the possibility of possessing a wider knowledge about digital engagement with stakeholders. Through participating in the Digital Destination programme other ways to manage an efficient Customer Relationship Management system through use of social media have been accessed and applied successfully.
Lulworth Estate
Lulworth focused on improved website, analytics and SEO, linked to social media activity and customer relationship management. The project enabled Lulworth to review print requirements v on-line; to be more aware of their requirements when approached for on-line support and to gain control and give focus to their on going on-line activity.
New Forest Activities
The document describes the Digital Destinations project run by Bournemouth University. The project aims to help tourism businesses improve their use of digital technologies through workshops. One participating business, New Forest Activities, received help analyzing their digital marketing and developing a new plan. The plan focuses on improving their website, email marketing, social media, and analytics to better engage customers and grow key areas of their business.
Pavillion Dance South West
PDSW were focused on including their digital marketing strategy as part of their overall marketing strategy. This meant that their on-line activity would be integrated with all marketing and communication activity, to create more impact and make for more effective measurement.
Pioneer Expeditions
The Digital Destinations project is an ESRC-funded research project run by Bournemouth University that aims to help local tourism businesses improve their use of digital technologies. Pioneer Expeditions, a small adventure tour operator, participated in workshops covering online marketing strategies. Pioneer's objectives were to increase engagement on their website and through email campaigns. Tactics included redesigning email newsletters and optimizing website content and calls to action. While full outcomes were not achieved due to time constraints, Pioneer saw increased email open rates and plans to continue digital improvements. Challenges included balancing the project timeline with their busy season.
Remedy Oak Golf Club
Remedy Oak Golf Club is an exclusive golf club founded in 2006 with a membership ceiling of just 400. Since opening the club has adopted a subtle marketing strategy choosing primarily to advertise in lifestyle and golf related publications. In 2012 the directors commissioned a new website for the club, wanting to replace the current site (which was 6 years old and had become outdated and ineffective,) with a unique site that would stand out from the clubs competitors. They also wanted to create and develop a presence on selected social media sites to enable them to engage and inform both current and potential customers of goings on at Remedy Oak and use the platforms as a way of gaining feedback from customers regarding their experiences at the club.
Snowtrax
SnowTrax were very clear that this project was to provide the impetus to build existing customer email database and to improve website traffic. This included a range of tactics from ‘book now’ buttons, to e-mail shots with voucher downloads and blogs – all underpinned by clear measurement and use of analytics.
Splashdown
Splashdown applied to the project to obtain a better understanding of the digital capital held and to work out how they could leverage this commodity better. The organisation felt that they had a digital presence but it was not strategic or focused. They were able to introduce more focused e-shots, connected offers and measurable activity.
Surf Steps
Surf Steps key activity was to develop a more engaging and mobile friendly website, to make sure it was SEO optimised, and to ensure that social media activity focused in the right direction. The projected helped them to assess social media impact v awareness raising and highlight key next steps around customer engagement and user generated content.
Bournemouth Tourism
Bournemouth Tourism focused on a viral marketing campaign, with their Bournemouth V California you tube video – the measurement and associated PR showed the need for careful planning, control and measurement of such activity in order to not miss any opportunity.
Longpuddle B&B
The Digital Destinations project is an ESRC-funded research project run by Bournemouth University that aims to help tourism businesses adopt digital technologies. Longpuddle Bed and Breakfast participated in workshops covering online marketing strategy. They revamped their website, added links and analytics, and collected a customer database. This increased their occupancy from 14% to 26% from January to May 2013 and multiple night bookings from 31% to 81%. Moving forward, they will focus on SEO, keeping their website updated, online booking, targeting customers, and developing social media.
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Accounting for marketing spend in the digital age
- 1. Accounting for Marketing Spend in the Digital Age Dr Philip Alford Belfast campus, York Street November 18, 2014 | Room 82A31 Buffet Lunch and networking from 12.45 in Academy Restaurant York Street Lobby Dr Alford’s lecture 13.30 – 14.30 MBA discussion groups facilitated by Dr Alford, Professor Durkin and Dr Cummins, 14.45 – 16.15 Traditionally, marketing has been a function often striving to evidence its value to organisations large and small. While marketing has been established as a key driver in business success, both at the level of philosophy and function, the absence of definitive metrics around how that success was attributed to the marketing effort has been problematic. With the advent of Big Data and new digital tools the targeting of spend and the measurement of its effectiveness has become more transparent. How to account for marketing spend in the digital age is the focus of this talk. Dr Philip Alford is a Senior Lecturer in Digital Marketing in the School of Tourism at Bournemouth University in the UK. Philip is active in professional practice working extensively with the small business community. He was recently Principal Investigator on ‘Digital Destinations’, a project funded by the Economic & Social Research Council, which explored the current practice and perceived challenges and opportunities which small businesses in the visitor economy associate with digital marketing. In addition he established the Digital Hub at Bournemouth University, a one-stop-shop to demonstrate to commercial companies how digital technology could enable the building of effective customer relationships. He is regularly featured in the press on the ways in which effective marketing and particularly digital marketing can facilitate more customer-centric marketing. Philip has worked with organisations from a range of tourism and hospitality sectors advising them on their marketing strategies. He is a visiting professor at Essec Business School, France and at the Management Center Innsbruck, Austria.