Table of Contents. Foreword. Acknowledgements. How to use this Handbook. Executive Summary. 1 Introduction

Transcription

1 Table of Contents Foreword Acknowledgements How to use this Handbook Executive Summary 1 Introduction 1.1 About his Chapter 1.2 Overview 1.3 Ten Key Trends in Technology and Consumer Behaviour 1.4 Ten Key Trends in E-marketing 1.5 Ten Actions for Successful E-marketing for DMOs Focal Points for DMOs 1.6 The ETC Digital Portal and Other Market Data 2 Strategy and Planning 2.1 About this Chapter 2.2 Overview 2.3 Key Concepts The Customer Journey Internet Services Adopting Personas Product Market Partner Combinations (PMPC) Media and Content Categories: Owned, Earned, Paid and Converged 2.4 Useful Frameworks Getting Started: Building an Inbound Marketing Strategy Focussing on Content: Developing a Content Grid Inclusive E-marketing Planning Models: SOSTAC and RACE 2.5 E-marketing Budgets 3 Destination brands competitive identity and e-marketing 3.1 About this Chapter 3.2 Foundations The Basics of Branding Competitive Identity 3.3 The E-marketing Challenge for Competitive Identity Strategy and Integration Substance and Content Symbolic Actions and Socialization Measurement 3.4 Action Points for E-marketing and Destination Brands 3.5 Evaluation Methods and Key Metrics 4 Content 4.1 About this Chapter 4.2 What is Content? Storage and Distribution Media Distinguishing Between Editorial Content and Product Data

2 4.2.3 User-generated Content 4.3 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 4.4 Information for Visitors 4.5 Quality Control Quality and Trust Style and Taxonomy Guides Quality Standards 4.6 Storing and Managing Product Data Make Product Data Retrievable Create Multilingual Databases Geocodes, Geographic Information Systems and Maps 4.7 Content Management Systems How a CMS Works Benefits of a CMS Finding the Right CMS 4.8 Building Content Using Content Partners The Destination Content Ecosystem Acquiring Product Data Geocodes and Product Data 4.9 How to Provide Information About the Accessible Visitor Facility What does Accessible Mean? Why Accessibility Information is Worthwhile What is Accessibility Content? Design Considerations 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 4.11 Evaluation Methods and Key Metrics 5 Websites 5.1 About this Chapter 5.2 Overview 5.3 Accessibility as the Basis for Website Quality About Accessibility Guidelines Provide Help on Your Site 5.4 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 5.5 Optimize Your Website as a Hub Calls-to-action Landing Pages

3 5.5.3 Encouraging the Use of Social Media and Tagging 5.6 Build Identity and Trust Vital Confidence Builders About Us/Contact Us Privacy Policy and Terms of Use of the Site 5.7 Providing Services Information Services Contact Services Transaction Services Entertainment Services Relationship Services Combining and Integrating Services 5.8 Deliver Faultless Technical Performance 5.9 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 5.10 Evaluation Methods and Key Metrics 6 Domain Names 6.1 About this Chapter 6.2 What is a Domain Name? 6.3 Choosing a Domain Name 6.4 Looking Up Domain Names 6.5 Using Subdomains and Subfolders 6.6 Campaign Landing Pages and Microsites 6.7 Targeting International Markets 6.8 Domain Name Management 6.9 Conflicting Domains 6.10 Evaluation Methods and Key Metrics 7 The Social Web 7.1 About this Chapter 7.2 Overview 7.3 Understanding Social Media 7.3.1Building Blocks 7.3.2Classifications 7.4 What Social Media can do for DMOs 7.5 How to Develop Strategy and Select Tactics 7.5.1How to Start Using the Conversation Prism 7.6 Guidelines for Best Practice 7.7 The Social Media Policy Elements of the Social Media Policy Communication Guidelines Creating and Implementing Social Media Policy 7.8 Social Media Advertising 7.9 Blogging and Micro-blogging Definitions and Developments Blog Aggregators and Search Engines

4 7.9.3 Best Blog Ideas 7.10 Markets are conversations Twitter A few Hints for Using Twitter 7.11 Facebook A few Hints for Using Facebook 7.12 Pinterest A few Hints for Using Pinterest 7.13 Evaluation Methods and Key Metric 8 Search Engine Optimization 8.1 About this Chapter 8.2 What Is Search Engine Optimization? Which Search Engines Matter? How Do Crawler-Based Search Engines Work? 8.3 SEO Foundations Keyphrase Research The Importance of Technical Set-up and Site Structure Choosing a Content Management System Site Audits 8.4 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 8.5 Off-page Optimization Beyond Your Own Website Developing Site Authority Use Tools to Understand the Opportunities Link Building Strategies 8.6 The Importance of Social Signals 8.7 Supporting Your SEO 8.8 Universal Search 8.9 Using Paid Search 8.10 Mobile Search 8.11 Delivering SEO A Continuous Cycle Redesigning Your Site In-house or Outsourcing 8.12 Evaluation Methods and Key Metrics 9 Marketing 9.1 About this Chapter 9.2 The Power of Marketing 9.3 Management Systems and Service Providers 9.4 Building an Program 9.5 Building and Maintaining a Quality List 9.6 Encourage People to Read Your s Optimise the Signing-up Process Encourage Opening of Your s Refine Your Newsletter Make Unsubscribing Easy 9.7 When and How Often to Send? 9.8 Combining and Social Media

5 9.9 Mobile Use 9.10 Testing and Fine-tuning Newsletter Audit Service 9.11 The DMO Corporate Signature 9.12 Evaluation Methods and Key Metrics 10 Mobile Tourism 10.1 About this Chapter 10.2 Social Local Mobile: The Guiding Principles of M-tourism 10.3 Developing a Mobile Marketing Strateg 10.4 Mobile Communication Technologies 10.5 Mobile Devices and Operating Systems Smartphones and Tablet Computers The Mobile Ecosystem Application Stores and Software Development Kits 10.6 Mobile Commerce and Mobile Marketing 10.7 Mobile Marketing Tool Kit for DMOs Native App, Mobile Web App, Mobile Website Mobile Search Engine Optimization Creating a Mobile Landing Page 10.8 Other Types of Mobile Advertising Co-operation with Digital Guidebook Publishers Car Satellite Navigation Systems 10.9 Evaluation Methods and Key Metrics 11 B2C E-commerce for Destinations 11.1 About this Chapter 11.2 What is E-commerce? E-commerce Classification 11.3 Online Payment Methods 11.4 Development of an E-business Model 11.5 E-commerce System Requirements 11.6 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 11.7 Selling Merchandise and Travel Related Products 11.8 Evaluation Methods and Key Metrics 12 Paid Media Advertising 12.1 About this Chapter 12.2 Overview 12.3 Paid Media Cost Models 12.4 Online Display Advertisements Online Ad Serving and Targeting Options and Formats Other Forms of Display Advertising Guidelines for Best Practice 12.5 Paid Search Engine Advertising Benefits and Challenges Options and Formats Guidelines for Best Practice

6 12.6 Online Sponsorship Benefits and Challenges Options and Formats Guidelines for Best Practice 12.7 Social Media Advertising Benefits and Challenges Options and Formats Guidelines for Best Practice 12.8 Evaluation Methods and Key Metrics 13 Interactive and Smart Television Increased Interactivity and Convergence of Services and Media 13.1 About this Chapter 13.2 The Digital Television Ecosystem IPTV, Internet TV, Internet Video, Web TV 13.3 Interactive TV Synchronized TV / Enhanced TV Smart TV 13.4 Interactive TV Advertising Formats, Standards and Tools for Interactive Advertising Costs for Interactive Advertising Challenges 13.5 Evaluation Methods and Key Metrics 14 Customer Relationship Management 14.1 About this Chapter 14.2 Overview 14.3 The Principles of ecrm Data Gathering Data Storage and Maintenance Data Analysis and Reporting Using the Data for Marketing and Sales Campaigns 14.4 CRM Benefits for DMOs 14.5 CRM Implementation 14.6 Evaluation Methods and Key Metrics 15 E-marketing Activities to Support the Tourism Suppliers in the Destination 15.1 About this Chapter 15.2 Objectives of a DMO 15.3 Useful Information for Tourism Suppliers 15.4 Evaluation Methods and Key Metrics 16 Supporting the Travel Trade in Source Markets 16.1 About this Chapter 16.2 Working with Tour Operators and Travel Agents Website for the Travel Trade Online Training for Travel Agents 16.3 Evaluation Methods and Key Metrics 17 PR and Media Relations 17.1 About this chapter 17.2 Potential of the Social Web for PR and Media Relations 17.3 Identifying Media and Partners Identifying Appropriate Media Influencer Marketing Working with Superpromoters

7 Use CRM Techniques Use External Online Expertise PR Newswire Services Work with Partners 17.4 What to Put in the DMO Web Media Centre 17.5 How to Place Your Stories on Important Websites Websites and Message Boards Blogs 17.6 Writing Effective Online Press Releases 17.7 Evaluation Methods and Key Metrics 18 Raising Income from E-marketing Services 18.1 About this Chapter 18.2 Advantages and Considerations of a Commercial Approach 18.3 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 18.4 Evaluation Methods and Key Metrics 19 Measurement and Evaluation 19.1 About this Chapter 19.2 The Measurement Challenge 19.3 The Different Types of Measurement Platform-focussed Measurement Channel-focussed Measurement Research-led Evaluation 19.4 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 19.5 Consider the Voice of the Customer Online Surveys Online Experiments 19.6 Research Activity to Support your E-marketing Programmes Sources of Competitor Intelligence Website and Newsletter Expert Audit and Evaluation Laboratory Testing Online Enabled Research 19.7 Understanding Cause and Effect 20 Web and Social Analytics 20.1 About this Chapter 20.2 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 20.3 Web Analytics is a Journey

8 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 20.4 The Latest Trends in Web Analytics 20.5 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 20.6 Selecting your Core Web Analytics Tool Why Not Just Use Free Tools such as Google Analytics? Develop a Requirements Specification Assess Web Analytics Tools 20.7 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 20.8 Evaluation Methods and Key Metrics 21 Crisis Management and Communications 21.1 About this Chapter 21.2 What is a crisis? 21.3 Being Prepared 21.4 Essential Tools 21.5 Social Media and Crisis Management 21.6 Useful Tools Storify TweetDeck, Nearby Tweets, Twellow Tweet Archivist HootSuite GroupTweet Twitcident 21.7 Crisis Mapping 21.8 Google Crisis Response 21.9 Contingency of and Communicating during the Crisis After a Crisis 21.11Evaluation Methods and Key Metrics 22 Legal Framework for E-marketing Activities 22.1 About this Chapter 22.2 Overview 22.3 Relevant Laws for E-business and E-commerce 22.4 Legal Issues Concerning Websites 22.5 Legal Issues Concerning E-commerce and E-business 22.6 Legal Issues Concerning E-marketing Communications 22.7 Evaluation Methods and Key Metrics

9 Annex Sources for Market Research and Intelligence Glossary and Abbreviations List of Tables and Figures References and Bibliography

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11 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 20.6 Selecting your Core Web Analytics Tool Why Not Just Use Free Tools such as Google Analytics?

12 Develop a Requirements Specification Assess Web Analytics Tools 20.7 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 20.8 Evaluation Methods and Key Metrics 21 Crisis Management and Communications 21.1 About this Chapter 21.2 What is a crisis? 21.3 Being Prepared Essential Tools 21.5 Social Media and Crisis Management 21.6 Useful Tools Storify TweetDeck, Nearby Tweets, Twellow Tweet Archivist HootSuite GroupTweet Twitcident 21.7 Crisis Mapping 21.8 Google Crisis Response 21.9 Contingency of and Communicating during the Crisis After a Crisis Evaluation Methods and Key Metric 22 Legal Framework for E-marketing Activities 22.1 About this Chapter 22.2 Overview 22.3 Relevant Laws for E-business and E-commerce 22.4 Legal Issues Concerning Website 22.5 Legal Issues Concerning E-commerce and E-business 22.6 Legal Issues Concerning E-marketing Communications Evaluation Methods and Key Metrics Annex Sources for Market Research and Intelligence Glossary and Abbreviations

13 List of Tables and Figures References and Bibliography