UNWTO/ETC Handbook on e-marketing for Tourism Destinations. The New Edition, 2013 Coming soon

Transcription

1 UNWTO/ETC Handbook on e-marketing for Tourism Destinations The New Edition, 2013 Coming soon Roger Carter TEAM Tourism Consulting Guilin, 21 October 2013

2 TEAM: Destinations are our business An international consultancy specialising in strategic and operational planning in all aspects of destination management and marketing. Associates: more than 50 destination practitioners - consultants Projects: more than 300 over the past 16 years in more than 30 countries Publications for UNWTO and partners: 6

3 Handbooks on E-marketing 2008 & 2013

4 Handbook on E-marketing 2008 Objectives and format: Target readers: DMO e-marketing practitioners Create awareness of the e-marketing toolbox offering so many exciting new possibilities Inspire implementation or improvement Increase professionalism and performance Practical, user-friendly, comprehensive (all the basics + most leading-edge techniques) Link all marketing techniques (research, PR, CRM, etc) Expert contributors from around the world, examples, case studies, interviews 18 chapters, 280 pages, published as printed textbook and pdf in English, Spanish and Norwegian

5 Handbook on E-marketing 2013 Objectives and format: Target readers: NTO/DMO e-marketing practitioners Inspire optimisation of e-marketing skills with More attention given too developing and integrating e-marketing strategy and planning and tactics More attention given to evaluating and measuring success Practical, user-friendly, appendix with sources for market research Expert contributors from around the world, examples, case studies, interviews 22 chapters, 600 pages in Word, published as printed textbook and pdf in English and

6 Handbook on E-marketing Introduction Trends, Challenges, Opportunities 2. Strategy & Planning 3. Destination Brands Competitive Identity and E-marketing 4. Content 5. Websites 6. Domain Names 7. The Social Web 8. Search Engine Optimization 9. Marketing 10. Mobile Tourism 11. B2C E-commerce for Destinations 12. Paid Media Advertising 13. Interactive and Smart Television Increased Interactivity and convergence of Services and Media 14. Customer Relationship Management 15. E-marketing Activities to Support the Tourism Suppliers in the Destination 16. Supporting the Travel Trade in Source Markets 17. PR and Media Relations 18. Raising Income from E-marketing Services 19. Measurement and Evaluation 20. Web and Social Analytics 21. Crisis Management and Communications 22. Legal Framework for E-marketing Activities Appendix: Sources for Market Research

7 Handbook on E-marketing 2013 Sections for different readers: Interested in e-marketing trends, strategy and key concepts Interested in e-marketing tools In the travel trade Involved in evaluating and measuring the success of e- marketing activities

8 Handbook on E-marketing 2013 For readers interested in e-marketing trends, strategy and key concepts : 1. Introduction Trends, Challenges, Opportunities 2. Strategy & Planning 3. Destination Brands Competitive Identity and E-marketing 4. Content 5. Websites 6. Domain Names 7. The Social Web 8. Search Engine Optimization 9. Marketing 10. Mobile Tourism 11. B2C E-commerce for Destinations 12. Paid Media Advertising 13. Interactive and Smart Television Increased Interactivity and convergence of Services and Media 14. Customer Relationship Management 15. E-marketing Activities to Support the Tourism Suppliers in the Destination 16. Supporting the Travel Trade in Source Markets 17. PR and Media Relations 18. Raising Income from E-marketing Services 19. Measurement and Evaluation 20. Web and Social Analytics 21. Crisis Management and Communications 22. Legal Framework for E-marketing Activities Appendix: Sources for Market Research

9 Handbook on E-marketing 2013 For readers interested in e-marketing tools: 1. Introduction Trends, Challenges, Opportunities 2. Strategy & Planning 3. Destination Brands Competitive Identity and E-marketing 4. Content 5. Websites 6. Domain Names 7. The Social Web 8. Search Engine Optimization 9. Marketing 10. Mobile Tourism 11. B2C E-commerce for Destinations 12. Paid Media Advertising 13. Interactive and Smart Television Increased Interactivity and convergence of Services and Media 14. Customer Relationship Management 15. E-marketing Activities to Support the Tourism Suppliers in the Destination 16. Supporting the Travel Trade in Source Markets 17. PR and Media Relations 18. Raising Income from E-marketing Services 19. Measurement and Evaluation 20. Web and Social Analytics 21. Crisis Management and Communications 22. Legal Framework for E-marketing Activities Appendix: Sources for Market Research

10 Handbook on E-marketing 2013 Specific information on supporting the travel industry : 1. Introduction Trends, Challenges, Opportunities 2. Strategy & Planning 3. Destination Brands Competitive Identity and E-marketing 4. Content 5. Websites 6. Domain Names 7. The Social Web 8. Search Engine Optimization 9. Marketing 10. Mobile Tourism 11. B2C E-commerce for Destinations 12. Paid Media Advertising 13. Interactive and Smart Television Increased Interactivity and convergence of Services and Media 14. Customer Relationship Management 15. E-marketing Activities to Support the Tourism Suppliers in the Destination 16. Supporting the Travel Trade in Source Markets 17. PR and Media Relations 18. Raising Income from E-marketing Services 19. Measurement and Evaluation 20. Web and Social Analytics 21. Crisis Management and Communications 22. Legal Framework for E-marketing Activities Appendix: Sources for Market Research

11 Handbook on E-marketing 2013 Specific information on evaluating and measuring the success of your e-marketing activities : 1. Introduction Trends, Challenges, Opportunities 2. Strategy & Planning 3. Destination Brands Competitive Identity and E-marketing 4. Content 5. Websites 6. Domain Names 7. The Social Web 8. Search Engine Optimization 9. Marketing 10. Mobile Tourism 11. B2C E-commerce for Destinations 12. Paid Media Advertising 13. Interactive and Smart Television Increased Interactivity and convergence of Services and Media 14. Customer Relationship Management 15. E-marketing Activities to Support the Tourism Suppliers in the Destination 16. Supporting the Travel Trade in Source Markets 17. PR and Media Relations 18. Raising Income from E-marketing Services 19. Measurement and Evaluation 20. Web and Social Analytics 21. Crisis Management and Communications 22. Legal Framework for E-marketing Activities Appendix: Sources for Market Research

12 Destinations and e-marketing Trends in technology, consumer behaviour and e-marketing confront DMOs with changes and new levels of complexity, challenges and opportunities. Focus and/or refocus is required from DMOs in order to achieve successful e-marketing.

13 Communication is increasingly mobile as well as more immediate; shorter, faster, and in real-time

14 Consumers conduct conversations 24/7 An information economy has evolved into a conversation economy; an attention, experience and emotion economy

15 Ten Key Trends in Technology and Consumer Behaviour 1. Communication is increasingly mobile as well as more immediate; shorter, faster, and in real-time. 2. Consumers conduct conversations 24/7. An information economy has evolved into a conversation economy; an attention, experience and emotion economy. 3. Consumers are offered increasing quantities of information at increasing speed. Consumers must filter and judge content for its timeliness, usefulness and correctness. 4. Visual information reigns supreme, from pictures to infographics and video. 5. Consumers trust other consumers more than traditional institutions. The Groundswell 6. The consumer is in control. The result of the new hyper-connectivity, combined with the ability to filter information and take advice from other consumers. 7. Large numbers of consumers now group together online to buy collectively and to secure discounts. 8. Consumers are assisted by search engine developments. Search engines such as Google strive to index all forms of content. 9. Location-based services are gaining popularity rapidly as a result of the increased use of mobile devices and more possibilities. 10. Consumers long for personalisation and belonging. The internet has made the world more transparent and bigger, but at the same time smaller. The web plays a role in new processes of individualisation and tribalisation.

16 Destinations and e-marketing The new E-marketing Handbook focuses on that what DMOs most need now: help with strategy and planning, evaluation and measuring success, rather than a detailed treatment of each and every channel/tool a content-led, not a channel/technology-led approach. The popularity of social media channels change every few weeks. Newsletters and excellent help files inform one what is happening and how to make the most of a certain platform.

17 Source The Wall Street Journal 17 Oct

18 Strategy & Planning: Key Concepts Customer Intent Return Dream Share Plan Reflect Book/Buy Experience

19 Strategy & Planning: Key Concepts Recommending Repeating Recollecting Dreaming Enthusing Informing Planning Selecting Travelling Booking Enjoying Visiting

20 The traditional marketing funnel A model we (marketers) have created that focuses on inputs and outputs and helps us describe what we do. It represents a much simplified version of reality! Source Forrester Engagement, a New Marketing Metric

21 Complexity and engagement Source Forrester Engagement, a New Marketing Metric

22 Strategy & Planning: Key Concepts The convergence of paid, owned and earned media Source Altimeter The converged media imperative: how brands must combine paid, owned and earned Media (2012)

23 Example of a hub-and-spoke marketing architecture Source MarketingSherpaand Melba Inbound Marketing Handbook(2012). Synchronize search, social, and content to get found more often, more effectively, by more customers

24 Source

25 Source

26 Source

27 Ten keys to success in e-marketing by DMOs 1. Build strong brands 2. Reach as many potential customers as possible 3. Offer potential customers high quality content and other internet services at each stage of the customer journey 4. Make smart combinations of owned, earned and paid media 5. Make the most of the internet as a truly collaborative environment 6. Socialize and develop authority and thought leadership 7. Deliver sales, directly or indirectly 8. Maximise the lifetime value of customers 9. Evaluate and benchmark performance, demonstrating added value and return on investment 10. Commit to continual learning

28 West meets East 我们的合作伙伴

29 真诚感谢! Thank you for your attention! 联系方式 Dr Roger Carter 天美中国 ( 西安 ): 英古 - 天美 ( 成都 ) :