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 1.5.1 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 2.3.1 The Customer Journey 2.3.2 Internet Services 2.3.3 Adopting Personas 2.3.4 Product Market Partner Combinations (PMPC) 2.3.5 Media and Content Categories: Owned, Earned, Paid and Converged 2.4 Useful Frameworks 2.4.1 Getting Started: Building an Inbound Marketing Strategy 2.4.2 Focussing on Content: Developing a Content Grid 2.4.3 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 3.2.2 The Basics of Branding 3.2.3 Competitive Identity 3.3 The E-marketing Challenge for Competitive Identity 3.3.1 Strategy and Integration 3.3.2 Substance and Content 3.3.3 Symbolic Actions and Socialization 3.3.4 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? 4.2.1 Storage and Distribution Media 4.2.2 Distinguishing Between Editorial Content and Product Data
4.2.3 User-generated Content 4.3 Developing a Content Strategy 4.3.1 Content Issues 4.3.2 Strategic Context and Setting Objectives 4.3.3 Understanding the Visitor and the Marketing Priorities 4.3.4 Content Inventory 4.3.5 Network Research 4.3.6 Developing a Content Plan 4.4 Information for Visitors 4.5 Quality Control 4.5.1 Quality and Trust 4.5.2 Style and Taxonomy Guides 4.5.3 Quality Standards 4.6 Storing and Managing Product Data 4.6.1 Make Product Data Retrievable 4.6.2 Create Multilingual Databases 4.6.3 Geocodes, Geographic Information Systems and Maps 4.7 Content Management Systems 4.7.1 How a CMS Works 4.7.2 Benefits of a CMS 4.7.3 Finding the Right CMS 4.8 Building Content 4.8.1 Using Content Partners 4.8.2 The Destination Content Ecosystem 4.8.3 Acquiring Product Data 4.8.4 Geocodes and Product Data 4.9 How to Provide Information About the Accessible Visitor Facility 4.9.1 What does Accessible Mean? 4.9.2 Why Accessibility Information is Worthwhile 4.9.3 What is Accessibility Content? 4.9.4 Design Considerations 4.10 Content Distribution to Third Parties 4.10.1 What Are Your Assets and Liabilities? 4.10.2 Use RSS to Support Content Curation and Distribution 4.10.3 Develop an API for Your Product Data 4.10.4 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 5.3.1 About Accessibility 5.3.2 Guidelines 5.3.3 Provide Help on Your Site 5.4 Make it Easy to Use the Site 5.4.1 About Usability 5.4.2 Write to Suit the On-screen Reader 5.4.3 About Navigation 5.4.4 Some Navigation and Links Principles 5.4.5 Links and the Text You Use for Them 5.4.6 Destination Site Navigation 5.4.7 Testing and Monitoring 5.5 Optimize Your Website as a Hub 5.5.1 Calls-to-action 5.5.2 Landing Pages
5.5.3 Encouraging the Use of Social Media and Tagging 5.6 Build Identity and Trust 5.6.1 Vital Confidence Builders 5.6.2 About Us/Contact Us 5.6.3 Privacy Policy and Terms of Use of the Site 5.7 Providing Services 5.7.1 Information Services 5.7.2 Contact Services 5.7.3 Transaction Services 5.7.4 Entertainment Services 5.7.5 Relationship Services 90 5.7.6 Combining and Integrating Services 5.8 Deliver Faultless Technical Performance 5.9 The Design and Building Process 5.9.1 A Structured Approach 5.9.2 Possible Approaches 5.9.3 Usability Testing as an Integral Part of the Design and Development Process 5.9.4 Card Sorting 5.9.5 Scenarios 5.9.6 Iterative Design and Prototyping 5.9.7 Testing with Users 5.9.8 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. 7.5.2Using the Conversation Prism 7.6 Guidelines for Best Practice 7.7 The Social Media Policy 7.7.1 Elements of the Social Media Policy 7.7.2 Communication Guidelines 7.7.3 Creating and Implementing Social Media Policy 7.8 Social Media Advertising 7.9 Blogging and Micro-blogging 7.9.1 Definitions and Developments 7.9.2 Blog Aggregators and Search Engines
7.9.3 Best Blog Ideas 7.10 Markets are conversations Twitter 7.10.1 A few Hints for Using Twitter 7.11 Facebook 7.11.1 A few Hints for Using Facebook 7.12 Pinterest 7.12.1 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? 8.2.1 Which Search Engines Matter? 8.2.2 How Do Crawler-Based Search Engines Work? 8.3 SEO Foundations 8.3.1 Keyphrase Research 8.3.2 The Importance of Technical Set-up and Site Structure 8.3.3 Choosing a Content Management System 8.3.4 Site Audits 8.4 On-page Optimization for Your Website 8.4.1 Page URLs Matter 8.4.2 Optimizing Primary Mark-up for Your Target Keyphrases 8.4.3 Optimizing On-page Content and Other On-page Elements 8.4.4 Developing Keyphrase-rich Anchor Internal Links 8.4.5 Supporting On-site Engagement and Conversion 8.5 Off-page Optimization Beyond Your Own Website 8.5.1 Developing Site Authority 8.5.2 Use Tools to Understand the Opportunities 8.5.3 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 8.11.1 A Continuous Cycle 8.11.2 Redesigning Your Site 8.11.3 In-house or Outsourcing 8.12 Evaluation Methods and Key Metrics 9 E-mail Marketing 9.1 About this Chapter 9.2 The Power of E-mail Marketing 9.3 E-mail Management Systems and E-mail Service Providers 9.4 Building an E-mail Program 9.5 Building and Maintaining a Quality E-mail List 9.6 Encourage People to Read Your E-mails 9.6.1 Optimise the Signing-up Process 9.6.2 Encourage Opening of Your E-mails 9.6.3 Refine Your E-mail Newsletter 9.6.4 Make Unsubscribing Easy 9.7 When and How Often to Send? 9.8 Combining E-mail and Social Media
9.9 Mobile Use 9.10 Testing and Fine-tuning 9.10.1Newsletter Audit Service 9.11 The DMO Corporate E-mail 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 10.5.1 Smartphones and Tablet Computers. 10.5.2 The Mobile Ecosystem 10.5.3 Application Stores and Software Development Kits 10.6 Mobile Commerce and Mobile Marketing 10.7 Mobile Marketing Tool Kit for DMOs 10.7.1 Native App, Mobile Web App, Mobile Website 10.7.2 Mobile Search Engine Optimization 10.7.3 Creating a Mobile Landing Page 10.8 Other Types of Mobile Advertising 10.8.1 Co-operation with Digital Guidebook Publishers 10.8.2 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? 11.2.1 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 11.6.1 Own E-commerce System Operated by a DMO 11.6.2 DMO Conducts E-commerce via DMS 11.6.3 Public Private Partnership with Commercial Partners 11.6.4 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 12.4.1 Online Ad Serving and Targeting 12.4.2 Options and Formats 12.4.3 Other Forms of Display Advertising 12.4.4 Guidelines for Best Practice 12.5 Paid Search Engine Advertising 12.5.1 Benefits and Challenges 12.5.2 Options and Formats 12.5.3 Guidelines for Best Practice
12.6 Online Sponsorship 12.6.1 Benefits and Challenges 12.6.2 Options and Formats 12.6.3 Guidelines for Best Practice 12.7 Social Media Advertising 12.7.1 Benefits and Challenges 12.7.2 Options and Formats 12.7.3 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 13.2.1 IPTV, Internet TV, Internet Video, Web TV 13.3 Interactive TV 13.3.1 Synchronized TV / Enhanced TV 13.3.2 Smart TV 13.4 Interactive TV Advertising 13.4.1 Formats, Standards and Tools for Interactive Advertising 13.4.2 Costs for Interactive Advertising 13.4.3 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 14.3.1 Data Gathering 14.3.2 Data Storage and Maintenance 14.3.3 Data Analysis and Reporting 14.3.4 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 16.2.1 Website for the Travel Trade 16.2.2 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 17.3.1 Identifying Appropriate Media 17.3.2 Influencer Marketing 17.3.3 Working with Superpromoters
17.3.4 Use CRM Techniques 17.3.5 Use External Online Expertise 17.3.6 PR Newswire Services 17.3.7 Work with Partners 17.4 What to Put in the DMO Web Media Centre 17.5 How to Place Your Stories on Important Websites 17.5.1 Websites and Message Boards 17.5.2 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 18.3.1 Display Advertising on Your Websites 18.3.2 Selling Advertorials on your Website and in your E-mail Newsletters 18.3.3 Sell Enhanced Entries to Tourism Suppliers 18.3.4 Placing Context-Sensitive Ads on Your Website 18.3.5 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 19.3.1 Platform-focussed Measurement 19.3.2 Channel-focussed Measurement 19.3.3 Research-led Evaluation 19.4 Develop an Integrated Measurement Framework 19.4.1 The Customer Journey is Increasingly Complex 19.4.2 Customer Engagement is Becoming More Important 19.4.3 The Move Towards Off-site Engagement 19.4.4 Assign Metrics to Different Types of Engagement 19.5 Consider the Voice of the Customer 19.5.1 Online Surveys 19.5.2 Online Experiments 19.6 Research Activity to Support your E-marketing Programmes 19.6.1 Sources of Competitor Intelligence 19.6.2 Website and Newsletter Expert Audit and Evaluation 19.6.3 Laboratory Testing 19.6.4 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? 20.2.1 What Can Web Analytics Do? 20.2.2 The definition of basic reporting elements 20.2.3 Beyond Web Traffic or Clickstream Data 20.2.4 Understand your Objectives and Develop Key Performance Indicators 20.2.5 Define Specific Conversion Events 20.2.6 Ten Great Web Metrics 20.3 Web Analytics is a Journey
20.3.1 Getting Started 20.3.2 Tracking Data and Reporting 20.3.3 Evaluating Your Campaign Activity 20.3.4 Support Your Web Analytics with the Right Skills 20.3.5 Understanding Where the Opportunities Lie 20.3.6 Closed Loop and Real Time Optimization 20.4 The Latest Trends in Web Analytics 20.5 Web Traffic Data Collection, Storage and Definitions 20.5.1 Client-side Data Collection 20.5.2 Server-side Data Collection 20.5.3 Strengths and Weaknesses of Server and Client (Page Tag) Data Collection 20.5.4 Data Storage Options 20.5.5 Hybrid Data Collection 20.5.6 The Use of Cookies 20.6 Selecting your Core Web Analytics Tool 20.6.1 Why Not Just Use Free Tools such as Google Analytics? 20.6.2 Develop a Requirements Specification 20.6.3 Assess Web Analytics Tools 20.7 Social Media Analytics 20.7.1 Understand How Social Media Delivers Business Objectives 20.7.2 What is Social Media Measurement? 20.7.3 What is Social Media Monitoring? 20.7.4 Appropriate Frameworks to Social Analytics 20.7.5 Social Media Analytics Tools 20.7.6 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 21.6.1 Storify 21.6.2 TweetDeck, Nearby Tweets, Twellow 21.6.3 Tweet Archivist 21.6.4 HootSuite 21.6.5 GroupTweet 21.6.6 Twitcident 21.7 Crisis Mapping 21.8 Google Crisis Response 21.9 Contingency of and Communicating during the Crisis 21.10 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
Annex Sources for Market Research and Intelligence Glossary and Abbreviations List of Tables and Figures References and Bibliography
20.5.1 Client-side Data Collection 20.5.2 Server-side Data Collection 20.5.3 Strengths and Weaknesses of Server and Client (Page Tag) Data Collection 20.5.4 Data Storage Options 20.5.5 Hybrid Data Collection 20.5.6 The Use of Cookies 20.6 Selecting your Core Web Analytics Tool 20.6.1 Why Not Just Use Free Tools such as Google Analytics?
20.6.2 Develop a Requirements Specification 20.6.3 Assess Web Analytics Tools 20.7 Social Media Analytics 20.7.1 Understand How Social Media Delivers Business Objectives 20.7.2 What is Social Media Measurement? 20.7.3 What is Social Media Monitoring? 20.7.4 Appropriate Frameworks to Social Analytics 20.7.5 Social Media Analytics Tools 20.7.6 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 21.6.1 Storify 21.6.2 TweetDeck, Nearby Tweets, Twellow 21.6.3 Tweet Archivist 21.6.4 HootSuite 21.6.5 GroupTweet 21.6.6 Twitcident 21.7 Crisis Mapping 21.8 Google Crisis Response 21.9 Contingency of and Communicating during the Crisis 21.10 After a Crisis 21.11 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. 22.7 Evaluation Methods and Key Metrics Annex Sources for Market Research and Intelligence Glossary and Abbreviations
List of Tables and Figures References and Bibliography