Table of contents. Forward. Acknowledgements. How to Use this Handbook. Executive Summary. 1 E-Marketing for Tourism Destinations The Big Picture

Transcription

1 Table of contents Forward Acknowledgements How to Use this Handbook Executive Summary 1 E-Marketing for Tourism Destinations The Big Picture 1.1 Introduction 1.2 The Benefits of E-Marketing 1.3 Overview of E-Marketing Techniques 1.4 Working in Partnership 1.5 Market Trends Rapid Growth in the Use of the Internet The Internet is a Major and Trusted Source of Travel Information Social Networking and User-Generated Content (UGC) E-Commerce in Tourism Market Development Forecasts 1.6 Technology Trends Convergence At the Heart of the Revolution New Consumer Technologies Multimedia Content Resources 1.7 State-of-the Art 10 Keys to Successful E-Marketing New Technologies for E-Marketing 1.8 Management Information Dashboard 1.9 Key Steps in Planning for E-Marketing: a Summary 2 Content Is King 2.1 What Is Content? Formats and Media Data and Editorial 2.2 Trends 2.3 Objectives for Content Marketing Objectives Strategic Issues Understand the Customer and the Marketing Priorities 2.4 Types of Information What Kind of Information Do Customers Need? 2.5 Quality Control Quality and Trust Style and Taxonomy Guides Style Taxonomy Quality Standards 2.6 Storing and Managing Content Make Product Data Retrievable Create Multilingual Databases

2 2.6.3 Geocodes, Geographic Information Systems, and Maps 2.7 Content Management Systems How a CMS Works Benefits of a CMS Getting the Best Out of Using a CMS 2.8 Building Content Why DMOs Should Find Content Partners How to Acquire the Content How to Acquire Geocodes 2.9 Information about Accessible Visitor Facilities What Does Accessible Mean? Why Accessibility Information Is Worthwhile Information Collection 2.10 Content Measures of Success 3 Social Networking and User-Generated Content 3.1 Why Social Networks and UGC Are so Important 3.2 Commercial Sites that Host Structured UGC 3.3 Targeting the Right UGC Communities 3.4 UGC Opportunities for Destinations UGC Opportunity No.1 Encourage it UGC Opportunity No. 2 Host it or Mash it 3.5 Mash-Ups and Widgets Make New Experiences Mash-Ups Widgets 3.6 How to Blog First, Can We Define a Blog? What Are Blogs For, and Are they Important for Destination Marketing? The Benefits Best Blog Ideas Do s and Don ts 3.7 Make Wikis Work for you What s a Wiki? How Can Destinations Use them? 3.8 Put your Picture Up in More Places 3.9 Tagging 3.10 Social Networking and UGC Measures of Success 4 Make a Winning Website 4.1 Introduction 4.2 Smooth the Customer Journey 4.3 Make Accessibility the Basis for Website Quality It Is Right for Customers, and it Is Good for Business Barriers to Avoid Principle 1: Content Must Be Perceivable Interface Elements in the Content Must Be Operable Principle 3: Content and Controls Must Be Understandable Principle 4: Content Must Be Robust Enough to Work with Current and Future Technologies WAI Levels and Marks of Conformance Meeting Government Requirements Help on your Site 4.4 Write to Suit the On-Screen Reader

3 4.4.1 Help Customers to Scan the Page The Inverted Pyramid Style 4.5 Build Identity and Trust Vital Confidence Builders About Us/Contact Us Privacy Policy and Terms of Use of the Site 4.6 Ensure the User Can Contact yyou 4.7 Provide a Travel Planner Features of a Travel Planner Recommenders for a Personalised Tour The Future for Travel Planners 4.8 Make the Navigation Easy Navigation Components Alternative Sites Navigation and Links Principles Links, and the Text You Use for Them Destination Site Navigation Testing and Monitoring FAQs 4.9 Optimise the Site for Search Engines 4.10 Make It Easy to Use the Site 4.11 Provide an Integrated Service Information Services Contact Services Transaction Services Entertainment Services Relationship Services Combining the Services 4.12 Make Printed Brochures Work for You Online Put them On-Screen in a Virtual Brochure Provide Them as Printable Pdfs from Your Site 4.13 Earn Revenue from Your Site 4.14 Deliver Faultless Technical Performance 4.15 The Design and Building Process A Structured Approach Possible Approaches Usability Testing as an Integral Part of the Design and Development Process Card Sorting Scenarios Iterative Design and Prototyping Testing with Users Further Advice 4.16 Winning Websites Measures of Success 5 Search Engine Optimisation 5.1 What Is Search Engine Optimisation? Which Search Engines Matter? How Do Crawler-Based Search Engines like Google and Yahoo Work? 5.2 Do s and Don ts of SEO The Importance of Website Structure White Hat Versus Black Hat Techniques Targeting Search Terms Pick the Low Hanging Fruit Optimising Text and Meta Data for Your Target Terms Developing Keyword-Rich Anchor Text Links within the Site Page URLs Matter

4 5.2.7 Choosing a Content Management System Sitemaps Based o Text Links How to Develop Ranking and Authority Status Update the Site Frequently Develop Links from other High Ranking Sites Take Care Redesigning Your Site Continuous Development 5.3 Paid Listings and Pay-per-click 5.4 Search Engine Optimisation Measures of Success 6 How to Acquire and Develop Customers 6.1 Set Your Objectives for New Customer Acquisition E-Marketing Campaign Objectives 6.2 Customer Relationship Management (CRM) What Is CRM? What Can CRM Do for Destinations? One-To-One Relationships Versus Market Segmentation Customer Data Fields CRM Business Processes and Technology Storing the Customer Data Data Protection Maintaining the Data Planning Campaigns Using the Data Analysing the Data and Producing Reports to Steer Strategy 6.3 Choosing Campaign Media Channels 6.4 Marketing Guidelines for the Content of E-Newsletters Tips for Ongoing Campaigns and Mobile Campaign Management Systems Responses and Management Reporting Newsletter Audit Service The DMO Corporate Signature 6.5 Paid-For Search Engine Marketing Buying Keywords Using an E-Marketing Agency Campaign Management and Optimisation 6.6 Artificial Linking 6.7 Online Media and Advertising Display Advertising Rich Media Ads Ads in New Windows, such as Pop-Ups Landing Pages Media Buying, Design, Production and Campaign Management Advertising Networks Costs Affiliate Programmes 6.8 Viral Campaigns Advantages of Viral Campaigning Disadvantages Subjects for a Viral Viral Distribution 6.9 Campaign Landing Pages, Calls to Action, and Data Capture Calls to Action Keep Data Capture Barriers Low

5 6.9.3 Other Barriers to Avoid Managing Anti-Spam 6.10 Walk-In Offices and Contact Centres Walk-In Enquirers Take Advantage of Spare Contact Centre Capacity 6.11 Encourage User-Generated Content 6.12 Virtual Worlds What Are Virtual Worlds? Real Activities Happen in Virtual Worlds Opportunities for Destinations Treat Virtual Worlds as a Real Marketing Activity Second Life Measures of Success 6.13 Content Distribution to Third Parties What Are Your Assets and Liabilities? Use RSS To Feed News Out and Bring it in Distributing Your Website Content Via RSS Feeds Other Potential Distribution Channels Measurement of Distribution Value 6.14 Acquiring and Developing Customers Measures of Success 7 Branding 7.1 Essentials E-branding Opportunities The Basics of Branding 7.2 Brands Need to Bridge Gaps Research the Effectiveness of Brand Effort: Identify Gaps and Opportunities. 7.3 Action Points for Dstination Branding Online 7.4 Branding measures of success 8 E-commerce for Destinations 8.1 What Is E-Commerce? 8.2 Why Does a Destination Need E-Commerce? 8.3 What Product Categories Should Be Priorities for DMO Intervention? Travel to the Destination Within the Destination 8.4 How Does Online Payment Work? 8.5 Guiding Principles for Destination E-Commerce 8.6 Channels for Distributing E-Commerce Offers Direct Sale Via Resellers Who Sell Online Direct to the Public Via Wholesalers Who Sell to Specialist Retail Travel Agents Via the Global Distribution Systems 8.7 Alternative Business Models for Destinations Not Acting as an E-Commerce Trader, but Promoting the Destination in Partnership with Commercial E-Commerce Operators as Tactical Partners Appointing a Single Commercial Partner to Carry Out the Role as a Strategic Partner Entering Into a Joint Venture with a Commercial Partner Running Its Own E-Commerce System Open Exchange Platform 8.8 Alternative Business Models Offered by E-Commerce System Vendors 8.9 How to Get Real-Time Inventory Ffom SMEs 8.10 Tips for Successful E-Commerce Barriers to Establishing Trust in Your Service

6 The Shopping Basket First Stages Shopping Basket When You Start Asking for Personal Information Shopping Basket The Payment Method Page After They Have Bought 8.11 Cost of Sale 8.12 Selling Merchandise through an Online Shop 8.13 Selling Digital Downloads 8.14 E-Commerce Measures of Success 9 Mobile Marketing 9.1 What I a Mobile? 9.2 Why Are Mobiles Important?. 9.3 Are There Limitations? Slow Speeds Availability and Price of the Connection Travelling Overseas Location Sensitivity Getting Users to Opt In Screen Size 9.4 Key Points for a Mobile Marketing Strategy 9.5 The Trends in More Detail Web Usage Content Messaging Satnav Speed Developing Markets Advertising Revenue Has Built Up Rapidly Mobile TV Has Arrived Interaction with Print Media M-Commerce In-Car Systems In-Flight Mobile Use 9.6 Which Markets, which Segments? Percentage of Users with a Broadband Mobile Connection Percentage Using Mobile for Web Surfing Use of Rich Media including MMS, Video, TV M-Commerce Demographics 9.7 Summary of Action Points for Destinations 9.8 SMS (Texting) Campaigns How It Works Multimedia Messaging Campaign Costs 9.9 Mobile Websites As a First Move Register a.mobi Domain Advertise Your Mobile Site Take Advertisers on Your Site 9.10 Digital Guidebooks 9.11 Satnav Touring Routes Satnav Vendors You Can Approach 9.12 Podcasting

7 What Is Podcasting? What Are the Benefits? What Are the Problems? Who Listens to Podcasts? Where Are there some Good Examples I Can Listen To? I Still Haven t Got an MP3 Player. How Do I Try It Out? What Makes a Good Podcast? How Can I Get Worthwhile Distribution for My Podcasts? How Do I Produce My Podcasts? 9.13 Contact Centres 9.14 Signing Up Customers 9.15 Content Requirements For Pre-Trip Marketing Offers: For Services to Visitors on Arrival: Content for Texting Content for Mobile Websites 9.16 Business Models for Mobile Marketing 9.17 Mobile Marketing Measures of Success 10 The New Television 10.1 What Is Digital Television? Digital Television Technology Offers New Opportunities A Little More Jargon: Webtv and Smart TV 10.2 What Is Meant by Interactivity? 10.3 Enhanced and Interactive Services Enhanced TV Interactive TV 10.4 Aspects of Consumer Behaviour and Marketing Lean Back Vfrsus Lean Forward Opportunities For Tourism Marketing Aspects Market Information 10.5 Interactive Advertising How It Works Formats, Standards and Tools for Interactive Advertising What Does Interactive Advertising Cost, and How Do We Measure Effectiveness? Critical Success Factors Viewers Become Consumers 10.6 Advergaming and In-Game Advertising10.7 The New Television Measures of Success 11 Online Destination Press Relations 11.1 How To Target the Media Online Use CRM Techniques Use External Online Expertise Communication 11.3 E-Newsletters 11.4 What To Put in the DMO Web Press Centre 11.5 How To Place Your Stories on Websites Websites and Message Boards Blogs and Other Used-Generated Content

8 PR Newswire Services 11.6 Work With Partners 11.7 Crisis Management Be Prepared Prepare Your Channels of Communication in Advance React Quickly to Prevent a Situation Becoming a Crisis TERN Tourism Emergency Response Network 11.8 Online Destination PR Measures of Success 12 Supporting the Travel Trade in Source Markets 12.1 Working With Tour Operators and Travel Agents Who Sell Your Destination 12.2 Travel Trade Website Website Target Audiences Website Content Key Tour Operators Online Training for Travel Agents 12.3 E-Newsletters for the Trade 12.4 Supporting the Travel Trade in Source Markets Measures of Succes. 13 E-Marketing with the Destination s Tourism Suppliers 13.1 Objectives 13.2 Industry-Facing Websites Components of the Website 13.3 Online Tools to Find Marketing Opportunities and Research Resources 13.4 DMO-Industry Social Networking Sites 13.5 Corporate Blogs 13.6 Working with Tourism Suppliers Measures of Success 14 Income Sources for DMOs 14.1 Revenue Sources 14.2 The Pros and Cons of a Commercial Approach Cons Pros 14.3 Carry Display Advertising on Your Websites Display Advertisement Space on Your Sites Selling Space Via Advertising Networks 14.4 Sell Advertorial on Your Sites 14.5 Work with other Sites that Will Pay You Commission Embed a Major E-Commerce Provider on Your Site Join an Affiliate Programme 14.6 Sell Enhanced Entries to Tourism Suppliers Benefits for Customers Benefits for the Advertisers Benefits for the DMO Measures of Success 14.7 Accept Context-Sensitive Ads on Your Site 14.8 Make Money from Your Marketing 14.9 Income Sources for DMOs Measures of Success

9 15 Measuring Success 15.1 Types of Measurement Reports 15.2 The Methods Evaluation of Specific ICT Applications Evaluation of Specific Aspects of E-Marketing 15.3 Website and Newsletter Expert Audit and Evaluation 15.4 Online Surveys Survey Types and Delivery Methods Survey Tools Off-The-Shelf DIY Tools Go To a Bespoke Research Agency Response Rates 15.5 Offline User Surveys 15.6 Laboratory Testing and Online Experiments Online Experiments AB Testing Multivariate Testing Advanced Testing and Automated Optimisation Using the Taguchi Method 15.7 Laboratory Testing 15.8 E-Commerce Metrics 15.9 Other Methodologies 16 Web Analytics 16.1 What Is Web Analytics? What Is Internet Data? What Is Web Traffic Data? What Are Web Analytic Software Tools? 16.2 Evaluating Outcomes and Uncovering Opportunities 16.3 Web Analytics Is a Journey The Investment Chasm Stage 1 Tracking Data and Reporting Stage 2 Analysing Campaign Results The Staffing Chasm Stage 3 Effective Tactical Performance Reporting and Diagnostics The Action Chasm Stage 4 Strategic and Closed Loop Optimisation 16.4 The Technology of Web Traffic Data Collection Data Storage Options Types of Data Collection Server-Side Data Collection Browser-Side Data Collection Strengths and Weaknesses of Server and Page Tag Data Collection Hybrid Data Collection Be Clear About the Terms Used Definitions of Common Reporting Elements 16.5 Understand the Website s Visitors as People 16.6 Invest In Skilled People 16.7 How To Select a Web Analytics Tool Define the Needs Business Needs Resources Website Technical Architecture Availability of Internal ICT Support

10 Level of Vendor Support Required Linkages to other Information Data Sources Assess Web Analytics Tools Based on Defined Needs 17 How To Manage Your Domain Names 17.1 What Constitutes a Domain Name? 17.2 Choosing a Top Level Domain The.Travel TLD 17.3 Choosing a Sub-Domain 17.4 Looking Up Domain Names 17.5 Campaign Landing Page Urls 17.6 Domain Name Management 17.7 If Someone Sets Up a Conflicting Domain 18 Market Trends 18.1 Internet and Broadband Penetration, Overall and By Main Markets 18.2 The Relative Influence of Online and Traditional Media on Consumer Choice 18.3 Relative Importance of Different Search Engines 18.4 Social Networking and User-Generated Content (UGC) Including Blogs 18.5 E-Commerce In Tourism 18.6 Market Development Forecasts Glossary and Abbreviations References and Bibliography