Monthly: August 2016

Timeline

Get the Most out of Your Tourism Marketing

page_detail_zoom_4779Like most industries, the travel & tourism has had to adapt to changes in technology. Rather than visiting travel agencies, consumers have moved to self-researching online when planning or booking a trip. This has had an enormous effect on tourism marketing strategies. In an increasingly technological world, digital campaigns are the best way to get your destination in front of eyeballs. Here are a few ways to create successful destination marketing campaigns:

 

Adapt to consumer trends. We’ve already mentioned that individuals planning a vacation turn to the Internet for direction. At Velocity Agency, we dive in deeper. Knowing when your target audience is booking their trip can be the key to success. The peak season for vacation is typically summer, unless you are a winter destination. Prepare your campaign months in advance from when you expect to see traffic. Those scouring the web for the best vacation destination will be doing so long before they commit to a trip. Be the first thing they see and you’re more likely to convince them to book. In the event of last minute bookings, your campaign is already in full swing and you’ve already got them covered.

Spend accordingly. If your paid search budget is evenly distributed, reconsider your spending. Front-load the months leading up to the peak season of interest for your destination. Again, summer is the season for travel, so focus on the months leading up to summer, and continue through August.

Encourage shared content. Everyone loves showing off on the internet, so give people a way to do this that benefits you. Provide a place on your website to share their memories and experiences. Doing this will make your website look more fun and inspire future clients, as well as promote great brand image and keep visitors interacting with your page longer.

 

While these are easy concepts to integrate into your tourism marketing campaign, they are often underutilized. Something as simple as a hashtag or travel blog can help you keep track of your campaign’s success by having travelers share their experiences with you. Having one space to keep track of all your travelers can provide you with a sizable amount of data to help show what worked best, and what should be left out of the next campaign.

Digital Innovation, Mobile Technology, Social Media

Using Videos for Marketing: A Call to Arms

When it comes to building your online brand, video marketing has taken off largely for one reason: video provides a richer storytelling format for advertisers. In fact, Facebook released a statement on their Facebook for Business page that reads:

“Compelling sight, sound and videomarketingmotion are often integral components of great marketing campaigns, particularly when brands want to increase awareness and attention ov
er a short period of time. From launching new products to shifting brand sentiment, this video format is ideal for marketers who are looking to make a large-scale impact, and for people who will discover more great content in their News Feeds.”

With Facebook putting so much emphasis on the use of video content, you too should be focusing your marketing efforts on video content.  But, what exactly is it that propelled video content to the forefront of the social marketing world?

Here’s our two cents:

Online video views are rising rapidly. It’s projected that by the time 2017 rolls around, 69% of consumer internet traffic will be headed towards video content. This rising trend has gotten the attention of businesses of all sizes, and the videos are about to pour in.

Consumers are clamoring for branded video content, and they respond well to it. Commercials and advertisements can be deemed useless almost instantly by consumers. The internet offers an effective way to spread your message organically.

Furthermore, advances in mobile technology bring videos right to the palm of the consumer. Videos are generally viewable on all screen sizes, and often work better on mobile platforms. For the first time ever, mobile internet usage has surpassed desktop usage, which has a direct correlation to video views. Mobile platforms, such as Snapchat, have revolutionized the way videos are watched. And, when you compare the vertical layout of Snapchat to the horizontal layout of YouTube, you’ll notice that a vertical layout makes it far easier to pick the ads from the content. Across any platform, vertical viewing is the most popular option.

The rise in video content for marketing can be widely attributed to Facebook. The social media giant now averages 8 billion daily video views from its 1 billion users. If you’re not utilizing video content, this is your call to arms.

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