Handbook on E-marketing for Tourism Destinations

Transcription

1 Handbook on E-marketing for Tourism Destinations

2 Table of Contents Foreword xv Acknowledgements xvii How to Use this Handbook xix Executive Summary xxi E-marketing for Tourism Destinations - The Big Picture Introduction The Benefits of E-marketing Overview of E-marketing Techniques Working in Partnership 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 Technology Trends Convergence - At the Heart of the Revolution New Consumer Technologies Multimedia Content Resources State-of-the-art- 10 Keys to Successful E-marketing New Technologies for E-marketing Management Information Dashboard Key Steps in Planning for E-marketing -A Summary 13 Content Is King - How to Build and Manage Content that Convinces the Customer What Is 'Content'? Formats and Media 'Data' and 'Editorial' Trends Objectives for Content Marketing Objectives Strategic Issues Understand the Customer and the Marketing Priorities Types of Information 19

3 Handbook on E-marketing for Tourism Destinations What Kind of Information Do Customers Need??...-.." Quality Control Quality and Trust Style and Taxonomy Guides Quality Standards Storing and Managing Content Make Product Data Retrievable Create Multilingual Databases Geocodes, Geographic Information Systems, and Maps Content Management Systems (CMS) How a CMS Works Benefits of a CMS Getting the Best out of Using a CMS Building Content Why DMOs Should Find Content Partners How to Acquire the Content How to Acquire Geocodes Information about Accessible Visitor Facilities What Does 'Accessible' Mean? Why Accessibility Information Is Worthwhile Information Collection Content - Measures of Success 31 Social Networking and User-generated Content (UGC) Why Social Networks and UGC Are so Important Commercial Sites that Host Structured UGC Targeting the Right UGC Communities UGC Opportunities for Destinations UGC Opportunity No. 1 -Encourage It UGC Opportunity No. 2 - Host It or Mash It Mash-ups and Widgets Make New Experiences Mash-ups Widgets HowtoBlog 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' Make Wikis Work for You WhatlsaWiki? How Can Destinations Use Them? Put Your Picture Up in More Places Tagging Social Networking and UGC- Measures of Success 45

4 Table of Contents Make a Winning Website - The Keys to Success Introduction Smooth the 'Customer Journey' Make Accessibility the Basis for Website Quality It Is Right for Customers, and It Is Good for Business Barriers to Avoid WAI Levels and Marks of Conformance Meeting Government Requirements Help on Your Site Write to Suit the On-screen Reader Help Customers to Scan the Page The Inverted Pyramid Style Build Identity and Trust Vital Confidence Builders About Us/Contact Us , Privacy Policy and Terms of Use of the Site Ensure the User Can Contact You Provide atravel Planner Features of a Travel Planner 'Recommenders' for a Personalised Tour The Future for Travel Planners 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 Optimise the Site for Search Engines Make It Easy to Use the Site Provide an Integrated Service Information Services Contact Services Transaction Services Entertainment Services Relationship Services Combining the Services Make Printed Brochures Work for You Online Put Them On-screen in a Virtual Brochure Provide Them as Printable PDFs from Your Site Earn Revenue from Your Site Deliver Faultless Technical Performance The Design and Building Process A Structured Approach 67

5 Handbook on E-marketing for Tourism Destinations Possible Approaches Usability Testing as an Integral Part of the Design and Development Process Further Advice Winning Websites- Measures of Success 72 5 Search Engine Optimisation (SEO) - Getting Better Search Engine Results the'natural'way What Is Search Engine Optimisation? Which Search Engines Matter? How Do Crawler-based Search Engines like Google and Yahoo Work? '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 Choosing a Content Management System Sitemaps Based ontext Links Howto Develop Ranking and 'Authority' Status Update the Site Frequently Develop Links from other High Ranking Sites Take Care Redesigning Your Site Continuous Development Paid Listings and Pay-per-click Search Engine Optimisation - Measures of Success 84 6 How to Acquire and Develop Customers - Marketing Channels and the Use of Customer Relationship Management Set Your Objectives for New Customer Acquisition E-marketing Campaign Objectives 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 Choosing Campaign Media Channels Marketing Guidelines for the Content of E-newsletters and Mobile Campaign Management Systems Responses and Management Reporting Newsletter Audit Service The DMO Corporate Signature Paid-for Search Engine Marketing Buying Keywords 97

6 Table of Contents vii Using an E-marketing Agency Campaign Management and Optimisation Artificial Linking 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 Viral Campaigns Advantages of Viral Campaigning Disadvantages Subjects for a Viral Viral Distribution Campaign Landing Pages, Calls to Action and Data Capture Calls to Action." Keep Data Capture Barriers Low Other Barriers to Avoid Managing Anti-spam Walk-in Offices and Contact Centres Walk-in Enquirers Take Advantage of Spare Contact Centre Capacity Encourage User-generated Content 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 Content Distribution to Third Parties What Are Your Assets and Liabilities? Use RSS to Feed News Out and Bring It In Other Potential Distribution Channels Measurement of Distribution Value Acquiring and Developing Customers - Measures of Success 120 Branding - Project the Essence of the Destination Essentials E-branding Opportunities The Basics of Branding ' Brands Need to Bridge Gaps Research the Effectiveness of Brand Effort - Identify Gaps and Opportunities. 124

7 Handbook on E-marketing for Tourism Destinations 7.3 Action Points for Destination Branding Online Branding - Measures of Success E-commerce for Destinations - Turning Enquiries into Sales What Is E-commerce? Why Does a Destination Need E-commerce? What Product Categories Should Be Priorities for DMO Intervention? Travel to the Destination Within the Destination How Does Online Payment Work? Guiding Principles for Destination E-commerce 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 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 Alternative Business Models Offered by E-commerce System Vendors How to Get Real-time Inventory from SMEs Tips for Successful E-commerce Barriers to Establishing Trust in Your Service The Shopping Basket - First Stages Shopping Basket - When You Start Asking for Personal Information Shopping Basket-The Payment Method Page After They Have Bought Cost of Sale Selling Merchandise through an Online Shop Selling Digital Downloads E-commerce - Measures of Success Mobile Marketing - Exploiting the Essential Companion to Everyday Life What Is a 'Mobile'? Why Are Mobiles Important? Are There Limitations? Slow Speeds Availability and Price of the Connection Travelling Overseas Location Sensitivity Getting Users to Opt-in 152

8 Table of Contents Screen Size Key Points for a Mobile Marketing Strategy The Trends in More Detail Web Usage Content Messaging Satellite Navigation (Satnav) Speed Developing Markets Advertising Revenue Has Built Up Rapidly Mobile TV Has Arrived Interaction with Print Media M-commerce I n-car Systems In-flight Mobile Use 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 Summary of Action Points for Destinations Tex Messaging Service (SMS) Campaigns How It Works Multimedia Messaging Campaign Costs Mobile Websites As a First Move Register a '.mobi' Domain Advertise Your Mobile Site Take Advertisers on YourSite Digital Guidebooks Satellite Navigation (Satnav) Touring Routes Satnav Vendors You Can Approach Podcasting 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 Have not Got a 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? 169

9 Handbook on E-marketing for Tourism Destinations 9.13 Contact Centres Signing Up Customers Content Requirements For Pre-trip Marketing Offers For Services to Visitors on Arrival Content for Texting Content for Mobile Websites Business Models for Mobile Marketing Mobile Marketing - Measures of Success The New Television - Convergence of Media: Interactive TV, Video, Internet and Gaming What Is Digital Television? Digital Television Technology Offers New Opportunities A Little More Jargon - Web TV and Smart TV What Is Meant by Interactivity? Enhanced and Interactive Services Enhanced TV Interactive TV Aspects of Consumer Behaviour and Marketing 'Lean Back' versus 'Lean Forward' Opportunities for Tourism Marketing Aspects Market Information 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 'Advergaming' and In-game Advertising The New Television - Measures of Success Online Destination Media Relations - How to Gain Online Coverage and Be Ready for a Crisis How to Target the Media Online Use CRM Techniques Use External Online Expertise Communication E-newsletters What to Put in the DMO Web 'Media Centre' How to Place Your Stories on Websites Websitesand Message Boards Blogs and other User-generated Content (UGC) PR Newswire Services 193

10 Table of Contents 11.6 Work with Partners Crisis Management Be Prepared Prepare Your Channels of Communication in Advance React Quickly to Prevent a Situation Becoming a Crisis SOS.Travel and the Tourism Emergency Response Network (TERN) Online Destination Media Relations- Measures of Success Supporting the Travel Trade in Source Markets Working with Tour Operators and Travel Agents Who Sell Your Destination Travel Trade Website Website Target Audiences Website Content Key Tour Operators Online Training for Travel Agents E-newsletters for the Trade Supporting the Travel Trade in Source Markets - Measures of Success E-marketing with the Destination's Tourism Suppliers Objectives Industry-facing Websites Components of the Website Online Tools to Find Marketing Opportunities and Research Resources DMO-lndustry Social Networking Sites Corporate Blogs Working with Tourism Suppliers - Measures of Success Income Sources for DMOs - Raising Income from Your E-marketing Services Revenue Sources The 'Pros' and 'Cons' of a Commercial Approach 'Pros' 'Cons' Carry Display Advertising on Your Websites Display Advertisement Space on Your Sites Selling Space Via Advertising Networks Sell Advertorial on Your Sites Work with other Sites that Will Pay You Commission Embed a Major E-commerce Provider on Your Site Join an Affiliate Programme Sell 'Enhanced' Entries to Tourism Suppliers Benefits for Customers Benefits for the Advertisers Benefits for the DMO Measures of Success Accept Context-sensitive Ads on Your Site 210

11 Handbook on E-marketing for Tourism Destinations 14.8 Make Money from Your Marketing Income Sources for DMOs - Measures of Success Measuring Success - Methods for Reporting of E-marketing Activity, and Continuous Measurement of Performance Quality and Outcomes Types of Measurement Reports The Methods Evaluation of Specific ICT Applications Evaluation of Specific Aspects of E-marketing Website and Newsletter Expert Audit and Evaluation Online Surveys.' Survey Types and Delivery Methods Survey Tools Offline User Surveys Laboratory Testing and Online Experiments Online Experiments Laboratory Testing ' E-commerce Metrics Other Methodologies Web Analytics - Boost Your Online Impact with Data-driven Optimisation What Is Web Analytics? What Is Internet Data? What Is Web Traffic Data? What Are Web Analytic Software Tools? Evaluating Outcomes and Uncovering Opportunities 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 The Technology of Web Traffic Data Collection Data Storage Options Types of Data Collection Understand the Website's Visitors as People Invest in Skilled People Howto Select a Web Analytics Tool.' Define the Needs Assess Web Analytics Tools Based on Defined Needs 241

12 Table of Contents 17 How to Manage Your Domain Names - Choosing and Maintaining Domains that Support a Wide Range of E-marketing Activities What Constitutes a Domain Name? Choosing atop Level Domain The '.Travel' TLD Choosing asub-domain Looking Up Domain Names Campaign Landing Page URLs Domain Name Management If Someone Sets Up a Conflicting Domain Market Trends Internet and Broadband Penetration, overall and by main Markets The Relative Influence of Online and Traditional Media on Consumer Choice Relative Importance of Different Search Engines Social Networking and User-generated Content (UGC) - Including Blogs E-commerce in Tourism Market Development Forecasts 255 Glossary and Abbreviations 257 List of Figures 263 List of Tables 265 References and Bibliography 267