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To Conversion and Beyond: The State of Destination Digital Marketing

Your Complete Guide to a New World of Digital Marketing
Tuesday, September 25, 2018
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Simpleview

Change can be difficult. As a destination marketer, you know this all too well.

The frenetic pace of technology and marketing’s shift from traditional to digital media has demanded change in how DMOs market to visitors, meeting planners, and others. Television, print, and radio have been replaced by websites, blogs, and social media; top-of-funnel mediums that have helped market destinations to wider audiences.

Tourism marketing is on the cusp of another big evolution. The last few years have seen monumental shifts in consumer behavior triggered by a greater demand for personalization and growth of digital channels, particularly mobile. This new breed of consumer is highly connected and armed with an unprecedented arsenal of tools to educate themselves about your destination. They expect a brand experience that begins long before ever stepping foot in your destination.

 

Think Full-Funnel, Not Top-of-Funnel

What does this mean for your DMO, and you? For starters, you’ll need to become a full-funnel destination marketer, one who understands how to listen and communicate with your customers at every step of their respective journey with your destination. You’ll also need to identify not only what each customer’s journey looks like, but also measure their path to purchase, from awareness to conversion and beyond.

It’s an approach that must inspire, engage, and nurture relationships with your customers.

  • Inspire customers’ interest and move them from being aware of your destination to visiting it and, ultimately, becoming an advocate for your locale.
  • Engage with meaningful content that’s more personalized, customized, and empathetic toward your customers’ needs.
  • Nurture ongoing communications and deliver your DMO’s message at the right place and time to remain top-of-mind.

 

Integrate, Integrate, Integrate

This integrated approach toward marketing communications should be extended to the tools you pull from. Big data, marketing automation, and artificial intelligence are now a reality. A marketing framework that leverages these concepts, plus the integration of your CRM and CMS platforms, campaign management efforts, and evaluation of sentiment analysis on social media will be critical to you delivering on business objectives.

So, is your DMO ready for this evolution? If your answer isn’t a resounding “yes,” we invite you to join us Thursday, October 4 at 2:00 p.m. ET as we discuss everything destination digital marketing. In this session, experts from Simpleview’s award-winning digital marketing team will guide you on what you need to do to stay competitive in today’s ever-changing tourism marketing landscape.

 

Leave With These Takeaways

  • Discover how to target the right audience with the right message.
  • Optimize your target message for multiple web mediums.
  • Learn how to use critical tools that will deliver insights and measure your marketing across the customer journey.
  • Get inspired with real-world examples.

Relevancy, authenticity, and differentiation are the hallmarks of any great brand…and destination. Embracing the challenges that lie in the tourism marketing evolution headed our way will ensure your destination stands apart from the rest!

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To learn more about Simpleview’s full suite of digital marketing services that can help connect travelers to your destination, please visit www.simpleviewinc.com.

View Simpleview's Learning Lab content from ESTO.

 

Content like past webinars, attendee contact information and certain presentations are restricted. For access, contact esto@ustravel.org.