Handbook on E-marketing for Tourism Destinations. Fully revised and extended version 3.0

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1 Handbook on E-marketing for Tourism Destinations Fully revised and extended version 3.0

2 Copyright 2014 World Tourism Organization (UNWTO) and European Travel Commission (ETC) Cover photo: Copyright Oleksiy Mask Handbook on E-marketing for Tourism Destinations Fully revised and extended version 3.0 ISBN printed version: UNWTO: ETC: ISBN electronic version: UNWTO: ETC: Published by the World Tourism Organization and the European Travel Commission Printed by the World Tourism Organization, Madrid, Spain First printing: 2014 All rights reserved The designations employed and the presentation of material in this publication do not imply the expression of any opinions whatsoever on the part of the Secretariat of the World Tourism Organization or the European Travel Commission concerning the legal status of any country, territory, city or area, or of its authorities or concerning the delimitation of its frontiers or boundaries. World Tourism Organization European Travel Commission Calle Capitán Haya, 42 Rue du Marché aux Herbes Madrid, Spain 1000 Brussels, Belgium Tel.: (+34) Tel.: (+32) Fax: (+34) Fax: (+32) Website: Website: Citation: European Travel Commission and World Tourism Organization (2014), Handbook on E-marketing for Tourism Destination Fully revised and extended version 3.0, UNWTO, Madrid. All UNWTO and ETC joint publications are protected by copyright. Therefore and unless otherwise specified, no part of a UNWTO and ETC publication may be reproduced, stored in a retrieval system or utilized in any form or by any means, electronic or mechanical, including photocopying, microfilm, scanning, without prior permission in writing. UNWTO and ETC encourage dissemination of their work and is pleased to consider permissions, licensing, and translation requests related to UNWTO and ETC publications. Permission to photocopy this material in Spain must be obtained through: CEDRO, Centro Español de Derechos Reprográficos Calle Monte Esquinza, Madrid, Spain Tel.: (+34) , Fax: (+34) cedro@cedro.org; For authorization of the reproduction of UNWTO works outside of Spain, please contact one of CEDRO s partner organizations, with which bilateral agreements are in place (see: For all remaining countries as well as for other permissions, requests should be addressed directly to the World Tourism Organization. For applications see:

3 Table of Contents Foreword... Acknowledgements... xiii xv How to Use this Handbook... xvii Executive Summary... xix 1 Introduction About this Chapter Overview Ten Key Trends in Technology and Consumer Behaviour Ten Key Trends in E-marketing Ten Actions for Successful E-marketing for DMOs Focal Points for DMOs The ETC Digital Portal and Other Market Data Strategy and Planning About this Chapter Overview Key Concepts The Customer Journey Internet Services Adopting Personas Product Market Partner Combinations (PMPC) Media and Content Categories: Owned, Earned, Paid and Converged Useful Frameworks Getting Started: Building an Inbound Marketing Strategy and Creating a Hub-and-Spoke Architecture Focussing on Content: Developing a Content Grid or Content Marketing Matrix Inclusive E-marketing Planning Models: SOSTAC and RACE E-marketing Budgets Destination Brands Competitive Identity and E-marketing About this Chapter Foundations E-branding Opportunities The Basics of Branding Competitive Identity... 34

4 iv Handbook on E-marketing for Tourism Destinations Fully revised and extended version The E-marketing Challenge for Competitive Identity Strategy and Integration Substance and Content Symbolic Actions and Socialization Measurement Action Points for E-marketing and Destination Brands Evaluation Methods and Key Metrics Content About this Chapter What is Content? Storage and Distribution Media Distinguishing Between Editorial Content and Product Data User-generated Content Developing a Content Strategy Content Issues Strategic Context and Setting Objectives Understanding the Visitor and the Marketing Priorities Content Inventory Network Research Developing a Content Plan Information for Visitors Quality Control Quality and Trust Style and Taxonomy Guides Quality Standards Storing and Managing Product Data Make Product Data Retrievable Create Multilingual Databases Geocodes, Geographic Information Systems and Maps Content Management Systems How a CMS Works Benefits of a CMS Finding the Right CMS Building Content Using Content Partners The Destination Content Ecosystem Acquiring Product Data Geocodes and Product Data How to Provide Information About the Accessible Visitor Facility What does Accessible Mean? Why Accessibility Information is Worthwhile What is Accessibility Content? Design Considerations... 64

5 Table of Contents v 4.10 Content Distribution to Third Parties What Are Your Assets and Liabilities? Use RSS to Support Content Curation and Distribution Develop an API for Your Product Data Other Potential Distribution Channels Evaluation Methods and Key Metrics Websites About this Chapter Overview Accessibility as the Basis for Website Quality About Accessibility Guidelines Provide Help on Your Site Make it Easy to Use the Site About Usability Write to Suit the On-screen Reader About Navigation Some Navigation and Links Principles Links and the Text You Use for Them Destination Site Navigation Testing and Monitoring Optimize Your Website as a Hub Calls-to-action Landing Pages Encouraging the Use of Social Media and Tagging Build Identity and Trust Vital Confidence Builders About Us/Contact Us Privacy Policy and Terms of Use of the Site Providing Services Information Services Contact Services Transaction Services Entertainment Services Relationship Services Combining and Integrating Services Deliver Faultless Technical Performance 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

6 vi Handbook on E-marketing for Tourism Destinations Fully revised and extended version Iterative Design and Prototyping Testing with Users Further Advice Evaluation Methods and Key Metrics Domain Names About this Chapter What is a Domain Name? Choosing a Domain Name Looking Up Domain Names Using Subdomains and Subfolders Campaign Landing Pages and Microsites Targeting International Markets Domain Name Management Conflicting Domains Evaluation Methods and Key Metrics The Social Web About this Chapter Overview Understanding Social Media Building Blocks Classifications What Social Media can do for DMOs How to Develop Strategy and Select Tactics How to Start Using the Conversation Prism Guidelines for Best Practice The Social Media Policy Elements of the Social Media Policy Communication Guidelines Creating and Implementing Social Media Policy Social Media Advertising Blogging and Micro-blogging Definitions and Developments Blog Aggregators and Search Engines Best Blog Ideas Markets are conversations Twitter A few Hints for Using Twitter Facebook A few Hints for Using Facebook Pinterest A few Hints for Using Pinterest Evaluation Methods and Key Metrics

7 Table of Contents vii 8 Search Engine Optimization About this Chapter What Is Search Engine Optimization? Which Search Engines Matter? How Do Crawler-Based Search Engines Work? SEO Foundations Keyphrase Research The Importance of Technical Set-up and Site Structure Choosing a Content Management System Site Audits On-page Optimization for Your Website Page URLs Matter Optimizing Primary Mark-up for Your Target Keyphrases Optimizing On-page Content and Other On-page Elements Developing Keyphrase-rich Anchor Internal Links Supporting On-site Engagement and Conversion Off-page Optimization Beyond Your Own Website Developing Site Authority Use Tools to Understand the Opportunities Link Building Strategies The Importance of Social Signals Supporting Your SEO Universal Search Using Paid Search Mobile Search Delivering SEO A Continuous Cycle Redesigning Your Site In-house or Outsourcing Evaluation Methods and Key Metrics Marketing About this Chapter The Power of Marketing Management Systems and Service Providers Building an Program Building and Maintaining a Quality List Encourage People to Read Your s Optimise the Signing-up Process Encourage Opening of Your s Refine Your Newsletter Make Unsubscribing Easy When and How Often to Send? Combining and Social Media Mobile Use

8 viii Handbook on E-marketing for Tourism Destinations Fully revised and extended version Testing and Fine-tuning Newsletter Audit Service The DMO Corporate Signature Evaluation Methods and Key Metrics Mobile Tourism About this Chapter Social Local Mobile: The Guiding Principles of M-tourism Developing a Mobile Marketing Strategy Mobile Communication Technologies Mobile Devices and Operating Systems Smartphones and Tablet Computers The Mobile Ecosystem Application Stores and Software Development Kits Mobile Commerce and Mobile Marketing Mobile Marketing Tool Kit for DMOs Native App, Mobile Web App, Mobile Website Mobile Search Engine Optimization Creating a Mobile Landing Page Other Types of Mobile Advertising Co-operation with Digital Guidebook Publishers Car Satellite Navigation Systems Evaluation Methods and Key Metrics B2C E-commerce for Destinations About this Chapter What is E-commerce? E-commerce Classification Online Payment Methods Development of an E-business Model E-commerce System Requirements E-commerce Business Models for DMOs Own E-commerce System Operated by a DMO DMO Conducts E-commerce via DMS Public Private Partnership with Commercial Partners Co-operation with One or Several Commercial Third Party Companies as Strategic Partners Selling Merchandise and Travel Related Products Evaluation Methods and Key Metrics Paid Media Advertising About this Chapter Overview Paid Media Cost Models

9 Table of Contents ix 12.4 Online Display Advertisements Online Ad Serving and Targeting Options and Formats Other Forms of Display Advertising Guidelines for Best Practice Paid Search Engine Advertising Benefits and Challenges Options and Formats Guidelines for Best Practice Online Sponsorship Benefits and Challenges Options and Formats Guidelines for Best Practice Social Media Advertising Benefits and Challenges Options and Formats Guidelines for Best Practice Evaluation Methods and Key Metrics Interactive and Smart Television Increased Interactivity and Convergence of Services and Media About this Chapter The Digital Television Ecosystem IPTV, Internet TV, Internet Video, Web TV Interactive TV Synchronized TV / Enhanced TV Smart TV Interactive TV Advertising Formats, Standards and Tools for Interactive Advertising Costs for Interactive Advertising Challenges Evaluation Methods and Key Metrics Customer Relationship Management About this Chapter Overview The Principles of ecrm Data Gathering Data Storage and Maintenance Data Analysis and Reporting Using the Data for Marketing and Sales Campaigns CRM Benefits for DMOs CRM Implementation Evaluation Methods and Key Metrics

10 x Handbook on E-marketing for Tourism Destinations Fully revised and extended version E-marketing Activities to Support the Tourism Suppliers in the Destination About this Chapter Objectives of a DMO Useful Information for Tourism Suppliers Evaluation Methods and Key Metrics Supporting the Travel Trade in Source Markets About this Chapter Working with Tour Operators and Travel Agents Website for the Travel Trade Online Training for Travel Agents Evaluation Methods and Key Metrics PR and Media Relations About this chapter Potential of the Social Web for PR and Media Relations Identifying Media and Partners Identifying Appropriate Media Influencer Marketing Working with Superpromoters Use CRM Techniques Use External Online Expertise PR Newswire Services Work with Partners What to Put in the DMO Web Media Centre How to Place Your Stories on Important Websites Websites and Message Boards Blogs Writing Effective Online Press Releases Evaluation Methods and Key Metrics Raising Income from E-marketing Services About this Chapter Advantages and Considerations of a Commercial Approach Income Sources for DMOs Display Advertising on Your Websites Selling Advertorials on your Website and in your Newsletters Sell Enhanced Entries to Tourism Suppliers Placing Context-Sensitive Ads on Your Website Integration of a Major E-commerce Provider Paying Commission Evaluation Methods and Key Metrics Measurement and Evaluation About this Chapter The Measurement Challenge

11 Table of Contents xi 19.3 The Different Types of Measurement Platform-focussed Measurement Channel-focussed Measurement Research-led Evaluation Develop an Integrated Measurement Framework The Customer Journey is Increasingly Complex Customer Engagement is Becoming More Important The Move Towards Off-site Engagement Assign Metrics to Different Types of Engagement Consider the Voice of the Customer Online Surveys Online Experiments Research Activity to Support your E-marketing Programmes Sources of Competitor Intelligence Website and Newsletter Expert Audit and Evaluation Laboratory Testing Online Enabled Research Understanding Cause and Effect Web and Social Analytics About this Chapter What is Web and Social Analytics? What Can Web Analytics Do? The definition of basic reporting elements Beyond Web Traffic or Clickstream Data Understand your Objectives and Develop Key Performance Indicators Define Specific Conversion Events Ten Great Web Metrics Web Analytics is a Journey Getting Started Tracking Data and Reporting Evaluating Your Campaign Activity Support Your Web Analytics with the Right Skills Understanding Where the Opportunities Lie Closed Loop and Real Time Optimization The Latest Trends in Web Analytics Web Traffic Data Collection, Storage and Definitions Client-side Data Collection Server-side Data Collection Strengths and Weaknesses of Server and Client (Page Tag) Data Collection Data Storage Options Hybrid Data Collection The Use of Cookies Selecting your Core Web Analytics Tool Why Not Just Use Free Tools such as Google Analytics?

12 xii Handbook on E-marketing for Tourism Destinations Fully revised and extended version Develop a Requirements Specification Assess Web Analytics Tools Social Media Analytics Understand How Social Media Delivers Business Objectives What is Social Media Measurement? What is Social Media Monitoring? Appropriate Frameworks to Social Analytics Social Media Analytics Tools Using Facebook Insights Evaluation Methods and Key Metrics Crisis Management and Communications About this Chapter What is a crisis? Being Prepared Essential Tools Social Media and Crisis Management Useful Tools Storify TweetDeck, Nearby Tweets, Twellow Tweet Archivist HootSuite GroupTweet Twitcident Crisis Mapping Google Crisis Response Contingency of and Communicating during the Crisis After a Crisis Evaluation Methods and Key Metrics Legal Framework for E-marketing Activities About this Chapter Overview Relevant Laws for E-business and E-commerce Legal Issues Concerning Websites Legal Issues Concerning E-commerce and E-business Legal Issues Concerning E-marketing Communications Evaluation Methods and Key Metrics Annex Sources for Market Research and Intelligence Glossary and Abbreviations List of Tables and Figures References and Bibliography

13 Foreword The rise of the Internet and expansion of new technologies has transformed the tourism sector in unprecedented ways. This presents immense opportunities yet also great challenges for National and Destination Marketing Organizations that need to keep pace in a constantly changing and competitive environment. As online information becomes one of the primary factors influencing travellers decisions, an effective e-marketing strategy is crucial to stand out on the global stage. In this framework, the World Tourism Organization (UNWTO) and the European Travel Commission (ETC) have worked together to present our Members with a fully updated and extended edition of the UNWTO/ETC Handbook on E-marketing for Tourism Destinations, first published in The Handbook, which provides an overview of current best practices in the field of destination e-marketing and practical information on how to develop an effective e-marketing strategy using the latest technologies, is part of the UNWTO/ETC joint research programme. We trust this Handbook will guide National and Destination Marketing Organizations in Europe, and beyond, to improve their e-marketing strategies while optimizing the integration of e-marketing into their global marketing and thus improve the competitiveness of their destinations in a technology driven marketplace. Taleb Rifai Secretary-General, World Tourism Organization (UNWTO) Peter de Wilde President, European Travel Commission (ETC)

14 Acknowledgements This handbook was commissioned by the European Travel Commission (ETC) and the World Tourism Organization (UNWTO). It was written by Karin Elgin-Nijhuis, Christian Maurer and Jon Munro and edited by Carolyn George, with research and administrative support from Gaëlle Connolly and Lesley Pritchard, all of TEAM Tourism Consulting. Roger Carter, TEAM s MD, provided strategic guidance on the overall direction of the project. The Handbook would not have been possible without the advice and expert contributions of many e-marketing professionals from throughout the world. We acknowledge their inputs at the relevant points in the text throughout the book, with our grateful appreciation. ETC and UNWTO are particularly grateful to econsultancy for providing access to all of their publications. The report was prepared under the supervision of, and with input from, ETC s Market Intelligence Committee and UNWTO s Tourism Market Trends Programme. Our thanks go to all involved, including: Mr. Leslie Vella (Chairperson, MIC), Malta; Mr. Vincent Nijs (Vice-Chairperson), Belgium/Flanders; Ms. Emöke Halassy (Vice-Chairperson), Mr. Tom Ylkänen (Vice-Chairperson), Finland; Ms. Tünde Mester (Vice-Chairperson), Hungary; Ms. Helle Damkjaer, Denmark; Ms. Piret Kallas, Estonia; Ms. Kristiina Hietasaari, Finland; Mr. Joachim Scholz, Germany; Ms. Nessa Skehan, Ireland; Mr. Raúl Castro, Spain; Mr. Peter Nash, Ireland; Ms. Valeria Croce and Ms. Stefanie Gallob (ETC Executive Unit); Mr. John Kester and Mr. Michel Julian (UNWTO); and the e-marketing Network: Ms. Emese Kútvölgyi (Chairperson), Hungary.

15 How to Use this Handbook E-marketing E-marketing, short for electronic marketing, is used in this handbook to cover all types of marketing using electronic communication. It encompasses the internet, , mobile forms of communication and television. Destinations and DMOs We use the term destination in this handbook when we refer to a place as a whole a country, region, city or locality, and all its tourism organizations. Where it is important to make clear that we are talking about a corporate, accountable body, we have used the term Destination Management Organization (DMO). A DMO may be a national, regional, city or local body. Consumers, Customers, Visitors and Users There are many terms that describe who you are marketing to. Whilst terms relating to businesses and organizations are generally clear, talking about the general public or individuals is more difficult. In this handbook we use consumers to refer to the population as a whole when discussing marketing theory/techniques. We use visitor to refer to someone travelling to a destination, and user to refer to someone using the internet and e-marketing applications. Visitors to a destination may not yet be users of e-marketing applications and vice versa. We have tried to limit use of the word customer and be more specific about who we mean, but in some cases it has been necessary to use customer where we talk about users and visitors together, for example both groups are customers of the DMO. Customers of the DMO may also include tourism businesses. Finding Your Way Around the Handbook E-marketing is a very joined-up subject, so we have tried to make it as easy as possible to move around the book: You can dip into the book at any chapter. Each chapter has an introduction informing the reader about the purpose and content of that chapter. There are frequent cross-references in the text to other relevant chapters, and to sections within chapters. There is a glossary of terms and abbreviations at the end of the handbook.

16 xviii Handbook on E-marketing for Tourism Destinations Fully revised and extended version 3.0 Due to the integrated nature of e-marketing it is difficult to group the chapters, however, some readers may find the following useful: Readers interested in e-marketing trends, strategy and key concepts should read chapters 1; 2; 3; 4 and 14; readers interested in e-marketing tools will find chapters 5 through to 13 useful; chapters 15 to 18 provide specific information on supporting the travel industry within your destination; and chapters 19 and 20 help you to measure and evaluate your e-marketing activities. Examples of Brands, Tools and Companies Sometimes it is useful to provide examples of brands, tools and companies that may help you with your e-marketing activities. These are not recommendations, per se; these are merely examples of the types of brands/tools/companies available. You are advised to research your specific requirements more widely before using or purchasing a particular tool or service. Observing the Law There is now a substantial amount of law that governs aspects of e-marketing, but it varies from country to country. There is a dedicated chapter on the legal aspects of e-marketing in this handbook. However, you should always consult your own legal advisor in relation to each of the countries in which you operate. The Wider Context E-marketing is only one aspect, albeit an important one, of destination management, and the scope of this handbook does not extend to other aspects of destination management and marketing. For the wider context, see other ETC and UNWTO publications such as A Practical Guide to Tourism Destination Management (2007), the Handbook on Tourism Destination Branding (2009), the Handbook on Tourism Forecasting Methodologies (2008), the Handbook on Tourism Market Segmentation (2007), and the Tourism Trends and Market Insights reports and Outbound Market Studies, which can be acquired from the respective websites in hard copy or electronically. 1 Keeping Pace Further Information and Online Sources The pace of change and development in e-marketing is fast and exciting, and no handbook such as this can aim to capture more than a current account of best practice. But there are enduring lessons throughout the book. We have provided many online and offline points of further reference. These are given at relevant places in the text, as well as at the end of each chapter, and there is a list of references and bibliography at the end of the handbook. 1 These documents are available at the following websites: European Travel Commission: ( ); World Tourism Organization, electronic versions: and printed versions: ( ).

17 Executive Summary Introduction DMOs can benefit hugely from exploiting the internet and the ever-increasing opportunities offered by technological developments. The web has developed from a read-and-write only platform into a highly participatory and interactive web the Social Web. We live in a hyper-connected society and DMOs need to be active players in that society. Alongside the web becoming inherently social, the media landscape is continually changing and DMOs need to adopt a cross-media approach, allowing a consumer to switch easily from one medium to another. As technology develops, consumer behaviour changes. It is essential for DMOs to understand these trends and maintain customer focus in everything they do. In order to succeed in the hyper-connected society, DMOs will need to have the research and intelligence to fully understand the evolving market environment as well as the structures and skills to take full advantage of it. Strategy and Planning A strategy is necessary to achieve your main goal with an efficient use of the available resources. It is essential to integrate e-marketing activities across media, channels and technologies, and within the overall marketing strategy. The concept of The Customer Journey is central to developing an e-marketing strategy. Developing personas will help you think in terms of the internet services you can offer your customers at different stages of their journey. Identify a suitable framework, and use the advice in other chapters of this handbook to develop a tailored approach for your organization. Destination Brands Competitive identity and E-marketing Brands should create promises and guide the delivery of values that determine your reputation and the level of engagement with your customers. In our hyper-connected society, the competitive identity of places is more important than ever, and it is more dynamically constructed and re-shaped. Integration of your e-marketing strategy is therefore essential. Rich content and social engagement can offer a high-involvement experience for your customers, based on real substance and symbolic actions.

18 xx Handbook on E-marketing for Tourism Destinations Fully revised and extended version 3.0 Research can identify gaps in the way your online reputation is seen and understood. It can measure the effect of your e-marketing activities, and project more coherent brand initiatives and consumer reactions to events through social media monitoring. Content Content is fundamental to your e-marketing programme. Its creation and management requires the allocation of significant resources. This includes editorial content (both professionally produced and user-generated) and product data. Your content strategy needs to address your strategic objectives and requires a clear understanding of your target market segments i.e. your visitors. Research requirements include developing an understanding of the networks your (potential) visitors engage with and a content inventory that looks at existing content. A content calendar is a very useful planning tool that supports co-ordination across the DMO. Developing a taxonomy for your destination and your marketing activities is a foundation piece of work that underpins all of your e-marketing. Essential investments include an open data platform to take in and feed out content, and a good content management system with well-trained staff. Websites Make accessibility and usability the basis for website quality. Follow research-based guidelines to create an easy-to-use website that builds trust and identity or optimize your current site using the guidelines. Create a website that eases the path through the customer journey for the internet user. Think in terms of services delivered and fulfilled by the content and functionality offered by the website. Think of your website as a hub as a focus point for social media and other inbound marketing activities, for paid advertising and PR; as a point of departure for extending the relationship and driving engagement using social media, newsletters or RSS; as the place where users are to be converted into leads and visitors. Make testing a part of the design and development process, as well as part of the evaluation of existing sites. Domain Names Almost all campaigns using TV, press, posters and print feature the domain name as a primary response channel. Domains have a major brand-building function but also serve vital tactical requirements. Your approach to managing your domains must be consistent with your search engine marketing strategy.

19 Executive Summary xxi There is a variety of approaches for targeting international markets. There are pros and cons associated with each of them. The selection of the domain is therefore a major strategic issue that needs a long-term view that avoids short-term compromises. Owning and using multiple domains can make managing your domains more complex and time consuming as well as make your search engine marketing activity less effective or more complex. The Social Web The growth of social media, and thus the social web, is significant and needs to be embraced by DMOs. Many travellers turn to social media when planning a trip to find destinations, deals, advice and reviews from other travellers. There is no one-size-fits-all approach. Use of social media depends on the DMO s objectives, and different channels require different tactics. Social media offers you the opportunity to converse and engage with your customers it is not about the hard sell. A Social Media Policy (with Communication guidelines) is essential to motivate staff and protect your organization s reputation. Search Engine Optimization The objective of search engine optimization (SEO) is to rank highly in natural search results for the keyphrases you are targeting. It is important to understand how your (potential) visitors are searching for what your destination has to offer within the context of your specific marketing objectives. You must ensure that your content management system and site information architecture supports visibility of your content in natural search and optimization for your target keyphrases. Whilst good on-page optimization is an important ranking factor for natural search, your success in ranking for what are likely to be competitive keyphrases is going to depend on developing site authority and socializing your content. Social signals are becoming increasingly important as a ranking factor. Think carefully about how you approach the mobile channel and the effort you put behind optimizing for mobile devices. Successful search engine optimization is increasingly focussed on well integrated e-marketing campaigns and the development of online brand equity in general rather than delivering specific SEO tactics in isolation.

20 xxii Handbook on E-marketing for Tourism Destinations Fully revised and extended version 3.0 Marketing marketing is most cost-effective and more powerful than ever when combined with social media. , social media and mobile use should work together to connect and engage with customers in different ways. The key drivers of marketing are segmentation, relevance, deliverability, transactional focus, testing, measuring and fine-tuning. Marketing and thus also marketing is all about action: aspects such as subject lines, content, calls-to-action, frequency and timing of sending, can all be adjusted to encourage recipients to do whatever you want them to do. Integrate the results of e-marketing activities into the CRM database and use that to send the right messages to the right people. The best results are achieved by those organizations that have a structured approach. Mobile Tourism Smart mobile devices, such as smartphones and tablets, and their new features have led to a constantly connected lifestyle. Consumers increasingly engage seamlessly through a multitude of online touchpoints. Tablets have become the fourth screen for consumers, besides TV, PCs and smartphones, but each device is used for specific purposes. It is essential for successful mobile marketing that the usage patterns for each device and for each target group are clearly understood in order to reach the customers when they are most receptive. Whether your DMO opts for a native app, a mobile web app and/or a mobile website depends mainly on the DMO s marketing objectives, target audience, and available budget. Mobile advertising provides new creative advertising formats and a high degree of user interactivity. The diversity of channels available for mobile marketing requires a wide set of performance evaluation methods. B2C E-commerce for Destinations E-commerce is part of the transaction services that allow governments, companies, organizations and consumers to conduct business online and to make agreements. Electronic payments may be a part of these transactions. DMOs need to consider carefully the extent to which they will engage in e-commerce activities. DMOs need to identify effective ways to drive business to the suppliers in the destination. DMOs can generate income through commissions for booking transactions, affiliate programmes or sales revenue from selling products through an online shop.

21 Executive Summary xxiii Paid Media Advertising The strategic role of paid media advertising has shifted from mere branding and traffic generation to a catalyst that feeds owned media and creates earned media. Display ads can be targeted to internet users in many different ways in order to reach the advertiser s most relevant audience. New formats are available to meet marketers communications needs across the purchase funnel; such as the so-called Rising Stars formats and in-stream video ads. Search engine advertising is highly targeted, allowing the advertiser to control the budget and the advertised text, to measure the ad performance in real-time and react immediately. Social media advertising must support your social media strategy and your overall marketing objectives in order to build your presence, develop your community and engage the community to drive specific actions. Interactive and Smart Television Increased Interactivity and Convergence of Services and Media The TV viewing experience is becoming increasingly more interactive and integrates various devices, applications and services. Nowadays, when TV is watched, another screen is being used simultaneously most commonly smartphones. Smart TVs integrate the internet and Web 2.0 features into TV sets and drive the convergence between TVs, computers, and connected devices. Interactive advertising gives TV audiences the chance to interact with broadcast commercials and offers great opportunities for advertisers. Content and elements required for an interactive TV ad campaign must be considered in the creative planning process. Customer Relationship Management CRM processes and technology are at the core of e-marketing. CRM systems improve customer communication, customer acquisition and customer retention. CRM is essential for customer segmentation and helps to identify customer demands quicker. CRM supports the provision of targeted sales and marketing campaigns. CRM must be seen holistically and with a long-term view. CRM implementation causes substantial changes to a DMO and its stakeholders, and requires careful planning and professional project management. E-marketing Activities to Support the Tourism Suppliers in the Destination Providing information for, and communication with, the tourism suppliers in your destination is best conducted through a dedicated website channel and online news services. Content on the sub-sites for tourism suppliers should include information and services to create opportunities for co-operation.

22 xxiv Handbook on E-marketing for Tourism Destinations Fully revised and extended version 3.0 Key performance indicators to measure your success include the frequency and quality of your contacts with tourism suppliers. Supporting the Travel Trade in Source Markets Online sales support for the travel trade can create significant additional business and bring more travellers to your destination. To be effective, information and support materials need to be focussed on the major markets and industry sectors. The main tools are websites, newsletters and e-learning modules. PR and Media Relations Using media relations to create coverage about your destination is a very effective tool in the organization s marketing toolkit. The internet, and especially the transformation of the web into a social web, has changed the landscape for those responsible for PR and Media Relations, requiring new knowledge and skills. A successful online Destination Media Centre is one that integrates tools, packages content in a variety of formats, makes this content shareable and quotable, and anticipates the different needs of writers, researchers and journalists for content and mode of communication. Raising Income from E-marketing Services There are several opportunities for DMOs to raise revenue. You must consider the legal framework in which your DMO operates before choosing a commercial approach. Adverts and advertisers should be consistent with your own destination brand and campaign goals. Avoid advertising clutter and adverts which do not benefit your customers. Measurement and Evaluation Any measurement and evaluation programme must be based on a clear understanding of the business and marketing objectives and support the development of an associated set of KPIs (Key performance indicators) and success criteria. Key requirements of any measurement and evaluation programme include tracking progress against a defined set of strategic objectives (particularly relevant to senior management teams) and the ongoing optimisation of marketing activities (particularly relevant to operational teams). Increasingly, marketers require a programme of continuous measurement that is supported by research-led analysis of specific elements of an e-marketing programme in greater depth. Measurement can be platform-focussed or channel-focussed. This can be supplemented by considering customers views and competitor analysis. Developing an appropriate measurement framework, that helps to understand key elements of the customer journey, becomes more important as that journey becomes increasingly complex.

23 Executive Summary xxv Attribution analysis provides a means of understanding cause and effect. It includes tracking the journey between online and offline channels as well as the contribution made by different digital channels. At the present time it is very difficult to track the journey between multiple devices. Web and Social Analytics Web and social analytics can be used to track progress against your marketing objectives and help you to optimize your marketing efforts across your own website and social media. Make sure you understand your objectives. Develop specific KPIs which help you to understand how you drive traffic and what your users do when they arrive within the context of defined conversion events. Web and social analytics is a journey and one which should progress gradually and for which you should adopt a test and learn approach. Invest in people that can interpret and act on it as well as the technology. Social business has created a new type of online analytics which includes social media measurement (platform-focussed) and social media monitoring (network-focussed). Selecting an analytics tool is complex. You need to assess each tool within the context of your specific business needs, the support you require and the resources at your disposal. Crisis Management and Communications A tourism crisis can be environmental, societal or political, technological, health-related or economic, and can severely compromise or damage the reputation of a destination. It is common practice for organizations to develop risk and security audits and risk and security management procedures. There are a number of resources and tools available to help destinations to prepare for crises. Effective communication and addressing information needs are essential to managing a crisis. Social media have a key role to play in keeping people up-to-date with current and accurate information during a crisis, and for rebuilding confidence and reputation after a crisis. Monitor, measure and analyze the results of all your crisis contingency and management efforts. Legal Framework for E-marketing Activities It is essential for DMOs to comply with ethical and legal regulations. A variety of laws regulates different aspects of e-business and e-commerce activities and differences from country to country can be significant. There are four essential aspects to be considered: property of information; accuracy of information; privacy and accessibility. In case of doubt, seek professional legal advice.

24 Chapter 1 Introduction 1.1 About this Chapter This chapter provides an overview of recent developments and current trends in consumer behaviour and e-marketing. It discusses what these mean in terms of changes, challenges and opportunities for Destination Management Organizations (DMOs) and critical success factors in e-marketing for destinations. The terms, technologies, tools and e-marketing tactics mentioned are explained in more detail in the other chapters of this handbook. This chapter does not provide market data on, for example, internet use, as this will quickly become outdated. Instead, a wealth of up-to-date information is available online on ETC s Digital Portal. 1 The annex in this handbook provides an overview of other useful sources for market research to assist you in doing your own research. Key Messages DMOs can benefit hugely from exploiting the internet and the ever-increasing opportunities offered by technological developments. The web has developed from a read-and-write only platform into a highly participatory and interactive web the Social Web. We live in a hyper-connected society and DMOs need to be active players in that society. Alongside the web becoming inherently social, the media landscape is continually changing and DMOs need to adopt a cross-media approach, allowing a consumer to switch easily from one medium to another. As technology develops, consumer behaviour changes. It is essential for DMOs to understand these trends and maintain customer focus in everything they do. In order to succeed in the hyper-connected society, DMOs will need to have the research and intelligence to fully understand the evolving market environment as well as the structures and skills to take full advantage of it. 1.2 Overview Over the past two decades, Destination Management Organizations (DMOs) have explored, and learned to exploit, the internet and other forms of electronic communication, in order to: deliver a wide range of information, from hard information to motivational content; distribute information through intermediaries such as Expedia, Travelocity, Rough Guide, etc.; engage with visitors on one-to-one and one-to-many activities; 1 ETC Digital Portal (online), available:

25 2 Handbook on E-marketing for Tourism Destinations Fully revised and extended version 3.0 facilitate two-way interaction between the DMO, suppliers, and visitors, as well as between (potential) visitors; gather visitor and management information; build their brand in innovative ways, made possible by the rapid spread of broadband connections, allowing users to experience attractive imagery and animation, as well as enhanced communication and interaction; facilitate visitors in planning their trip by offering tools such as ideas, itineraries and route planners; combine promotional activity with online purchasing; achieve cost-effectiveness in conveying information and products on sale directly, cheaply and at short notice to prime prospects; and work in harmony with offline marketing activities so that traffic can be driven in both directions, online to offline and vice versa. DMOs have also used the internet to build and facilitate partnerships with other bodies, official and commercial, throughout the industry and outside it. Partnerships work at many levels, for example: sharing market intelligence within the industry; promoting the DMO s marketing opportunities and operating co-operative marketing schemes; gathering product data, via data feeds, and by hosting product data entry forms that suppliers can use to provide and update their information; new joint product development; an integrated and coherent approach to branding of the destination achieved jointly by national, regional, and local tourism organizations and by their public and private stakeholders; and partnerships with visitors who have shared interests. Although the world wide web was described by inventor Tim Berners-Lee, as a collaborative medium, in recent years it has evolved beyond the expectations of most into that place where we all meet and read and write. The term Web 2.0 was first used in 1999 to describe websites that used technology beyond static pages and facilitated interactivity, and it gained popularity after the 2004 O Reilly Media Web 2.0 conference. Tim O Reilly described Web 2.0 as A set of economic, social and technology trends that collectively form the basis of the next generation of the internet a more mature, distinctive medium characterized by user participation, openness, and network effects. 2 This highly interactive and participatory web has become a very social web. The desire to share ideas and knowledge, and to create and aggregate content in a wide variety of forms for personal enjoyment and commercial purposes, has driven the adoption and popularity of blogs, social networks, (multimedia) content sharing sites, and other social platforms such as bookmarking sites and virtual worlds. The media landscape is a continually changing landscape driven by: the huge increase in available bandwidth, particularly wireless and mobile broadband (along with parallel enhancements in processing power and memory capacity) facilitating access to the internet via a variety of (increasingly mobile) devices; the development of new technologies which succeed each other faster and faster; 2 O Reilly, T. (n.d.), Web 2.0 Principles & Best Practices (online), available: ( ). See also and to find an overview of opinions on the terms Web 2.0 and Web 3.0 ( ).

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