Tourism Events and Excellence 2012 An Integrated Digital Strategy
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The document discusses how consumer purchase cycles and technology are changing how tourism businesses market and distribute their content online. It recommends that tourism businesses develop their own distribution networks by focusing on high-quality, relevant content and sharing it through social media platforms. This will allow businesses to remain in control of how their content is distributed and participate in online conversations. The ATDW organization provides tools and services to help tourism businesses grow their own distribution networks and track engagement with their digital content and websites.
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Tourism Events and Excellence 2012 An Integrated Digital Strategy
- 1. GROW YOUR OWN DISTRIBUTION NETWORK www.atdw.com.au
- 3. 4 Drivers of Change 3
- 4. Smarter Search Technologies Customised 4 Tailored and flexible Infinite information supply
- 5. Disruptive Technology Information and Purchase 5 Location aware Immediacy
- 6. Personal Communities Trusted peers 6 Word of mouth Brand promise
- 7. Future Transactions Access to long tail 7 Direct to supplier Value perception
- 8. Australia’s Position 71% bookable product have own website 41% availability and price checking 38% accommodation online booking through own website Accommodation & tours are front runners for online payments @ November 2010: Online Capability Survey www.ret.gov.au 8
- 10. YOU are no longer in control of the distribution of YOUR content 10
- 11. The Opportunity Develop your own network Share on your social platform 11 Have the best possible content Be part of the conversation
- 12. ATDW’s Core business model 30% 12 7.3% 2.4% 7.6%
- 14. A tool for industry to grow their own distribution network 14
- 16. BUSINESS INTELLIGENCE tools to track and analyse who’s looking at your site 16
- 17. Create a digital BROCHURE RACK to promote your community and region 17
- 18. CLICK AND DRAG technology to enrich your website with 18
- 19. Let your consumers share their experience through the SOCIAL MEDIA PLATFORM 19
- 20. In summary 1. 2. Get social 3. Get mobile 4. 20 Get delicious content Get on to iGrow
- 21. Thank you for your time www.atdw.com.au Liz Ward Liz.Ward@atdw.com.au 21
Editor's Notes
- A lot of the infrastructure is in place: industry booking systems and websites: transactional capability, but what is the most important aspect of servicing the customer - Importance of immediacy in communication of content; recognising different stages of purchase cycle and being able to communicate relevant content at any stage of the purchase cycleYour content needs to be available on mobile devices because the consumer can be reaching out for information at any stage of the purchase cycle increasing including whilst on their holidayUltimately what we know is that Content is still King…
- Your content needs to be relevant and good enough to be sharable because of the increase in social media and exchanging of information by your customers;
- The internet is now open, there’s no stopping it…what is the opportunity for our industry in this open community market place?
- Have the best possible content about your productBe part of the conversation about your destination and productDevelop your own distribution network through sharing your product and destination informationShare content on your social media network…How is ATDW evolving to support the new internet environment?
- Content and centralised distribution
- Vital and Important shift for ATDWDecentralisation marketing model for growth of distributionMoving from a centralised model to an open source modelRevolutionising and redefining how industry use contentCatering to a more tech savvy industry
- Catering to a more tech savvy industryThose that are ready to develop their own distribution; and to discover and share content through an app