Social media measurement has evolved drastically since brands first forayed into Facebook, Twitter and other social platforms. So, has your approach changed too?
What a week! Last week, I was at the eTourism Summit in San Francisco hearing best practices in tech and travel from industry experts and many of our partners. I had the opportunity to be on stage at the summit to share with attendees a couple of our successful case studies including our partnership with the Lee County Visitor & Convention Bureau (VCB).
Last week, I was in New York for Advertising Week 2016 with some of the biggest and brightest minds in advertising, so it’s no wonder I came home with some new insights and takeaways. From panel discussions to networking events, here are some of the top takeaways I gathered for digital marketers and advertisers as we think about what works and what is next.
Technology advancements bring people together like never before, making the world smaller and more accessible, but in no other industry does that reign truer than in travel. New technologies have transformed the tourism and travel industry, affecting and changing every aspect of a trip, from how consumers choose a destination, to how they get there, and how they interact with their surroundings.
With the average social media user spending 2 hours and 25 minutes per day using social networks, travel marketers have to be savvy in the social sphere. But how do you decide where and how to spend your energy?
Holland America was looking to grow business on their site as well as within our OTA portfolio. Of course we all know that creating sustainable, long-term growth doesn’t happen overnight. Just like a good cruise, it’s a journey.
Plenty of sun-seeking tourists imagine lounging in the Greek Islands on a summer holiday. But—as destination marketers at the Greek National Tourist Organization (GNTO) know—the country has far more to offer. They wanted potential vacationers and visitors to expand their sun-sea-and-sand mentality.
Destination marketers are tasked with building awareness and positive perceptions about a place – whether a city, country or region – to drive new and repeat visitors.
Rule #1 in marketing is to understand our products and our target market. Marketers then work to reach their audiences with compelling messages. In order to create and manage effective and engaging online content, travel marketers need to understand the platforms and devices that their audiences are using. We know that our customers are using social media in droves – but we also know that the devices, screen sizes and short-cuts they use to navigate their way through their online day is always changing.
How do you combine the social muscle of a service such as Twitter with a travel brand in order to increase awareness of a destination? Add images of renowned masterpieces, the power of crowdsourcing and a chance to win a trip to Holland.