Archive for the ‘ Travel and Tourism ’ Category

Winning Content and Customer Experiences

Brand value from a customer perspective is not always decided by the almighty dollar. Customer experience (CX) strategies are driving successful content marketing initiatives, higher customer satisfaction, increased revenue, reduced churn, and overall more effective marketing campaigns. Research by Econsultancy and Adobe ranked these touchpoints as the most important for optimizing CX: 90% – Desktop…

Brand value from a customer perspective is not always decided by the almighty dollar. Customer experience (CX) strategies are driving successful content marketing initiatives, higher customer satisfaction, increased revenue, reduced churn, and overall more effective marketing campaigns.

Research by Econsultancy and Adobe ranked these touchpoints as the most important for optimizing CX:

  1. 90% – Desktop website experience
  2. 86% – Mobile website
  3. 85% – Email
  4. 79% – Telephone support / sales
  5. 77% – Digital advertising
  6. 76% – Social media

 

Content distributed through these touchpoints tends to perform better if it falls within these categories:

Best performing content is 3 times more likely to be emotional. Perhaps this is stating the obvious, but content that provokes excitement, anger, hope, sadness, or anxiety get our attention. Pulling on heartstrings still works and cements the experience in our minds.

Content with rankings and comparisons drive more engagement. This airport rankings comparison is an example of easy-to-digest content that pulls in readers to find which detail is important to them.


Combine relevant topics with familiar touchpoint data. For example, people know and understand Instagram. If travelers are looking for top points of interest in a state they want to visit, this chart gives a quick snapshot using a reputable platform’s crowdsourced data.


Knowing and targeting your audience is crucial to delivering your valuable content through the most engaging touchpoints. People don’t want to see every offer or message from every brand. Content and CX strategies that match the desires of your best customers will give your content the highest value in their minds. Hyper-targeting audiences based on demographics, past behavior, purchase history, geography, and lifestyle interests delivers the customer experience your audience wants.

Personalizing the experience should be done wherever possible. Strategies can include discounts based on browsing history, greeting people by their name in emails, or tailoring offers to micro-segments. This is a huge part of the overall customer experience and can add real value to the bottom line:

  • 73% of consumers prefer to do business with brands that use personal information to make their shopping experiences more relevant (Digital Trends)
  • 86% of consumers say personalization plays a role in their purchasing decisions (Infosys)
  • 45% of online shoppers are more likely to shop on a site that offers personalized recommendations (Invesp)
  • 40% of consumers buy more from retailers who personalize the shopping experience across channels (Monetate)
  • 80% of consumers like when retailers emails contain recommended products based on previous purchases (Listrak)

Marketers have an opportunity to set their brands apart by offering better digital experiences and more relevant content. A study by Accenture revealed that “customer experience is at the heart of digital transformation”. 56% of companies look at the impact of digital in relation to customer experience and 80% of firms use third-party providers for at least one part of their digital transformation. The report also said that, “Companies are focusing on digital channels to make customer interactions more engaging: 63% are planning to enhance their online experience, 46% are looking to add or improve their mobile offerings, but only 39% want to improve their in-store experience.” Consumer preferences are clearly driving how brands change the way they distribute content and create digital experiences.

 

This post is based on articles from MarketingLand and Business 2 Community

Insights Round Up: December 2015

  A round up of insights and articles we’ve shared over the past month. Make sure you’re the first to know when we have new insights by signing up for alerts on the right hand side of the page.   1. Hard Rock Café Targeted Mobile Campaign – Hard Rock targeted nearby customers through rich mobile advertising, and…

 

A round up of insights and articles we’ve shared over the past month. Make sure you’re the first to know when we have new insights by signing up for alerts on the right hand side of the page.

 

1. Hard Rock Café Targeted Mobile Campaign – Hard Rock targeted nearby customers through rich mobile advertising, and directed them to the closest Hard Rock Café location. Visits went up 220% as a result. Read More

hard rock cafe

 

2. Travel Industry Tops Email Open Rates – A new email benchmark study from Silverpop found the Lodging and Travel industry was a top performer when it came to email open rates and CTRs. Read More

email symbol desk

 

How North Dakota Tourism Targets Visitors

  North Dakota had the eighth-lowest tourism budget among the 46 states reporting figures to the U.S. Travel Association in fiscal year 2013-2014, spending nearly $6 million. The state which spent the most that year was Hawaii with $82 million, Delaware spent the least at just over $2 million. With a small budget and competing destinations surrounding North Dakota,…

 

North Dakota had the eighth-lowest tourism budget among the 46 states reporting figures to the U.S. Travel Association in fiscal year 2013-2014, spending nearly $6 million. The state which spent the most that year was Hawaii with $82 million, Delaware spent the least at just over $2 million. With a small budget and competing destinations surrounding North Dakota, the tourism division has to make the most effective use of its money. With the help of research, the state is able to find out what brings people to North Dakota and what media they consume. According to the department, it appears to be paying off: visitation increased 22% between 2011 and 2013.

“It’s really just trying to take all that information and trying to lay it all over on top of each other, and make sure the most important things rise to the top,” said North Dakota Tourism Division Director Sara Otte Coleman. “The bottom line is most of the efforts we put in we want to be able to measure.” 

North Dakota is planning a $3.3 million media buy in 2016, with 78% of that being spent on ads in the U.S. and another 15% to Canada. Roughly 6% will be spent on niche advertising. Their advertising will be targeting Minnesota, Wisconsin, and Illinois for the U.S. markets, and Manitoba and Saskatchewan in Canada.

The tourism department plans on using print, TV, and digital media including email marketing. Targeted digital media such as email allows North Dakota to engage specific audiences while they’re online, and recent studies show email is the preferred method for consumers wanting to receive news and promotions from brands (MarketingSherpa). An example of how research helps shape the state’s marketing, is the decision to focus on families in nearby states and provinces, because most of North Dakota’s out-of-state visitors travel by car.

“We need to be very strategic about our media buys in order to make that as effective as possible,” said Heather LeMoine, Marketing Manager at the North Dakota tourism office.

How effective has their marketing been recently? Longwoods International, a research firm contracted by North Dakota, said in a 2014 report that visitors spent $94 for every advertising dollar spent. Meanwhile, the report also said the North Dakota ad campaign in U.S. markets generated 1.1 million incremental trips that would have not otherwise taken place, bringing in more than $200 million in visitor spending and nearly $16 million in state and local taxes.

 

This post is based on an article by Inforum. Image from tripadvisor.ca.

 

How Research and Data Shape Your Message

  It’s not unusual to find a tourism organization, or any company really, that hasn’t paid enough attention to consumer research. And West Virginia’s Division of Tourism hadn’t focused on this in over ten years. The tourism department wanted to know more information about the type of traveler that was visiting West Virginia and the return…

 

It’s not unusual to find a tourism organization, or any company really, that hasn’t paid enough attention to consumer research. And West Virginia’s Division of Tourism hadn’t focused on this in over ten years. The tourism department wanted to know more information about the type of traveler that was visiting West Virginia and the return on investment from their advertising campaigns. First, they conducted surveys of people who had visited West Virginia in the past year to determine their perception of the state and awareness of previous advertising exposure. Second, they started tracking mobile devices currently in West Virginia and whether those same devices had been served tourism ads for that city.

The survey results showed major distinctions in the type of tourists that were visiting West Virginia. This allowed the tourism department along with their agency, Digital Relativity, to create targeted messaging to different audience segments. For example, people from Ohio wanted more family-focused activities while people from Washington DC were interested in outdoor activities and couples getaways. By adjusting the messaging to specific audiences, a targeted email campaign had a 62% conversion rate based on signups and requests for travel guides. A hyper-targeted email campaign, combined with mobile and search ads, is a powerful and integrated solution that reaches responsive audiences online. Because hyper-targeted advertising is so efficient, less money is wasted, and campaigns are more effective.

Combined with the mobile tracking data, West Virginia was able to determine that they generate $7 for every $1 spent on tourism marketing. This led to state lawmakers tripling its 2016-17 budget to $6.5 million.

“What’s most important is we’re not throwing away money,” said Amy Goodwin, West Virginia’s commissioner of tourism and deputy secretary of commerce, “especially as a state you are beholden to the people who pay taxes.”

 

This post is based on an article by Ad Age

 

 

Case Study: Tourism Board Wins with Fresh, Accurate Email Address Lists

A major State Tourism Board and their agency were under pressure to boost website traffic, increase online referrals to their destination partners, and–ultimately–grow tourism visits to their state. They experimented with several email list rental providers but just weren’t getting results. Deliverability rates were extremely suspect and open and click rates were very disappointing. The…

A major State Tourism Board and their agency were under pressure to boost website traffic, increase online referrals to their destination partners, and–ultimately–grow tourism visits to their state. They experimented with several email list rental providers but just weren’t getting results. Deliverability rates were extremely suspect and open and click rates were very disappointing. The problem was a result of stale, inaccurate, un-targeted lists. It was a classic case of “spray and pray”. The Tourism Board felt burned; they wasted six months media budget and had nothing to show for it. Their agency also came off looking bad.

Fortunately, they persisted and turned to Enriched Email List Rental for help. Working with their Future Flow consultant, the State Tourism Board and their agency were able to precisely target their ideal audience: mid-income families with young children, living within driving distance of their state, with interests in specific seasonal outdoor activities, and a history of responding to online offers.

The results? Response rates doubled.

To learn more about the targeted email advertising success, read the full case study:
State Tourism Board Wins with Fresh, Targeted Email Address Lists >