E marketing for destinations

Bilberry Consulting (tmi)

Marjo Ranta-IrwinKansainvälisen matkailumarkkinoinnin asiantuntijapalvelut

eMarketing as a destination marketing toolMarjo Ranta-Irwin

Haaga-HeliaMarketing of Tourism Destinations(Destination & Resort Management)

1.10.2012

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eMarketing -strategy

Internet Images, photos

Mobile services

Social media

Blogs

Videos

Maps

Social media

National eSales

Global eSales

Internet

eLearningSEM, SEO

matkamagneetti.wordpress.com

Why eMarketing?

• brand marketing is more important as the number of competitors increases

• change in the consumer behavior (offline to online)

• cost efficient as funding diminishes (budget cuts)

Used for both B2B and B2C marketing

3matkamagneetti.wordpress.com

Dream

Planning

BookingGo

In destination

Post-trip

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Engaging content


Search engine marketing (SEM)

Wikipedia:

Search engine marketing (SEM) is a form of internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) through optimization (both on-page and off-page) as well as through advertising (paid placements, contextual advertising, and paid inclusions).


Search engine optimization (SEO)Techniques which help your website rank higher in organic (or “natural”)

search results thus making it more visible to people who are looking for your product or service via search engines.

On-page SEO• Website content• URL structure• Pictures• Tags• Internal linking

Off-page SEO• Link building• Other websites• How the content is

shared in social networks


Paid search

• Google Adwords• Yahoo! Search • Bing search • Pay-per-click• Social Media marketing


Paid search

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Destinations use paid search often as part of campaign marketing mix.


• Monthly /Quarterly• As part of campaign• Monitoring important

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Newsletters

• LoveUK newsletter


http://maxemail.visitbritain.com/rsps/wlnk/c/1939/r/3710513/e/1196

Mobile services and applications

Mobile Internet Use Surpassing Desktop Internet Use by 2014

29% of USA adults own tablet / eReader

(Morgan Stanley)

Different versions of the same webpage (iPad, mobile, pc/laptop)

OrApplications

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Visit Holland app• Released Aug 2012• A free app that helps you discover

the best of Holland• Nine language versions• Instead of traditional travel guide• Information based on location and

your profile• User can share the experience


http://www.youtube.com/watch?feature=player_embedded&v=CLPoKfT5sMI

Social media

• user-generated content can be seen as a competitor for DMO’s tourism information

• real-time information on how visitors judge a destination

• word of mouth (from a trusted source)


Social mediaDMO’s have recently encouraged word of mouth

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Canada explored by Canadians: 35 million directors

VisitBritain’s social media 'toolkit' for Olympic year for VFR’s

Canberra The Human Brochure


http://www.youtube.com/watch?v=Lj86PmY4vIY

TripAdvisor

TripAdvisor is the world's largest travel community

• More than 56 million monthly visitors• 32 million members• Over 75 million reviews and opinions• 30 sites in 21 languages• Co-operates with Facebook


TripAdvisor for DMO’s

• 2010 TripAdvisor’s Travel Trends Survey asked travellers at what stages in holiday planning they are most likely to visit the site. 54% of respondents indicated “at the beginning”, when either “looking to be inspired with a destination to visit” or “choosing between destinations.

• Free products: – Travelers’ Choice® award badges, widgets of traveller photos and review

feeds of top-rated attractions, hotels and restaurants.– Articles, local information, photos– Forums

• Advertising– Tourism Sponsorships, custom branding campaigns, advertorials, interactive

microsites and forums sponsorships– Banner advertising


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Some other SOME used by DMO’s


Case: Only in Lapland

• Lapland – The North of Finland brand campaign: 3 years, budget €5,8m

• Target markets: Netherlands, UK, Germany, Russia

• Website www.onlyinlapland.com• Facebook


http://www.onlyinlapland.com/

Only in Lapland: Laplication

• Laplication app brings the Northern Lights to the palm of your hand

• Laplify your Life toolkit to laplify your photos• iPhone and iPad applications• Languages: english and russian• Released on 13 September 2012 in London


http://itunes.apple.com/fi/app/laplication/id553424031?mt=8

Contact details

Marjo Ranta-IrwinMarjoranta (at) yahoo.com

matkamagneetti.wordpress.com fi.linkedin.com/in/marjorantairwin Twitter @marjoranta


E marketing for destinations

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