Digital Trends & Opportunities - Tourism Victoria
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This document summarizes digital trends and opportunities in tourism for Victoria, Australia. It notes that digital usage is growing rapidly worldwide, with over 2 billion internet users and mobile internet expected to surpass desktop usage by 2014. The summary highlights opportunities for tourism organizations to engage with key digital strategies like search optimization, social media, mobile responsive design, and leveraging digital channels from Tourism Victoria. It provides examples of successful digital campaigns from brands like Oreo and event organizers. The document advocates developing an integrated digital strategy that considers emerging trends and focuses on the growing mobile audience.
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Digital Trends & Opportunities - Tourism Victoria
- 1. Tourism Victoria Digital Trends & Opportunities February 2013
- 2. Digital is big…. 2.1 Billion internet users If Facebook were a worldwide. country, it would Asia accounts for almost half, yet be the World’s 3rd only 24% of population currently largest access internet 17 million Australians access the internet, 78% of By 2014, population (over half mobile internet are on Facebook) should take over desktop internet useage 1 in 2 78% of consumers trust peer people take action recommendations, from a local search 14% trust on mobile advertisements
- 3. Digital Trends 2013 • Real time marketing – Oreo • The Mobile Consumer – Responsive Design • Social Media Engagement – GOR Grand Prix • Location, Location – SoLoMo
- 4. Digital Marketing Strategy Marketing Strategy Digital Strategy Search Social Media Mobile Content eMail Video
- 5. Website • Simple Design & Layout – Easy to navigate – Supports the brand – Easy to convert • Keyword rich copy – Support search • Content up to date & relevant • Mobile compatible – Works on tablets & smartphones
- 6. Search • Search Optimisation (SEO) – Site structure – Optimised content – Links – Avg: 75% of site traffic • Search Marketing (SEM) – Support SEO – Google Adwords – Cost effective – Avg: $1 per click
- 7. eMail Marketing • Owned List – Regular communication – Engaged audience – Cost effective • Purchased List – Targeted audience – Respond to offers/competitions
- 8. Social Media • Claim your place – Google Places (google.com/places) – Twitter account – Facebook • Listen and acknowledge your audience • Inspire, engage then convert • Resource the conversation
- 9. Mobile • Get found on Mobile – Mobile Search – Google Maps – Facebook • Mobile Site – Responsive or Separate Site • Do you really need an app? • First screen & Dual Screen • Big Picture – Integrate mobile into strategy
- 11. visitvictoria.com Yr ending Dec 2012 Source: Google Analytics
- 12. A short digital history 1999 2001 2002 2009 2011 First web site WAP Site redesign m.visitvictoria.com visitvictoria.com 2003 to 2010 2008 2010 2011 2001 Refined design Insiders app iPhone app playmelbourne.com.au visitvictoria.com launched
- 13. Digital Strategy 2011-2014 Key directions Focus on visitvictoria.com Engage with social media strategy Build a strong digital capability in China Develop a mobile website Expand video content and online video distribution Encourage the Victorian tourism industry to increase the use of digital technology for marketing and booking
- 14. Mobile Strategy Mobile visits to visitvictoria.com 2010-2012 • 2010 238,030 visitors (3.5% of traffic) • 2011 651,850 visitors (10.2% of traffic) • 2012 1,362,000 visitors (22.5% of traffic) • Jan 2013 33% of traffic
- 15. Digital Opportunities visitvictoria Listing • $250 annual listing fee • $100 Accredited • (Free for events/not for profit) • Mapping • Integrated Booking • Deals & Offers • ATDW distribution • Search Optimisation • Reporting • Avg 2,300 views per listing • Fees refunded to regions
- 17. Digital Opportunities Social Media Built communities • Facebook – Melbourne: 343K (reach: 90M) • YouTube – Over 1.6M views on the channel • Twitter – @Melbourne: 6,850K • Sina Weibo – /melbourne: 24K • Instagram • Pinterest
- 18. Digital Opportunities ATDW Tourism Distributors Consumers STO ATDW supplier
- 20. Summary • Keep up to date with digital trends • Develop integrated digital strategy • Focus on search optimisation & marketing • Consider mobile audience • Engage with social media • Leverage Tourism Victoria’s digital channels
- 22. Superbowl – Oreo Campaign
- 24. Social Media Engagement • Facebook Post Happy New Year • Over 21,500 Likes/Shares/Comments • Reach of almost 102,500 • Engagement rate of 21% • (Avg engagement: 6%)