Via Wendy Forbes
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Think the airport is just a place you go catch a plane? Think again. Though perhaps not quite as important as the end destination, today’s time pressed, tech-savvy traveller increasingly takes the airport experience into consideration when making a purchasing decision.
Via Wendy Forbes
Whether it’s advertising via old standbys like TV, newspapers and radio or newer media like mobile and online, earning consumer trust is the holy grail of a successful campaign, according to Nielsen’s latest Trust In Advertising report. The good news for advertisers is that consumers around the globe are more trusting now than they were several years ago. In fact, the study reveals that trust in online advertising is increasing, as is trust in ads on TV, radio and movie screens
A major international tourism research project into how consumers view Australia and the factors most likely to motivate them to visit here has been undertaken by Tourism Australia.
The scale and depth of the research is unprecedented and provides unique insights into consumer demand in 11 of Australia’s most important inbound markets overnight. The findings will contribute towards the industry achieving its Tourism 2020 goal – to increase annual tourism spending by up to A$140bn by the end of the decade.
The research will be used to help shape the future marketing of Australia and identify opportunities to make the country’s tourism offering more attractive to overseas visitors.
The findings show that most international markets have high expectations of Australia and, for those that visit, the good news is that Australia is delivering strongly – with the destination’s greatest drawcards identified as its world class beauty, safe environment and welcoming people.
- Australia’s biggest strength is its world class nature, well regarded from all markets and core to our global tourism offering
- The greatest drivers of international visitor demand to Australia are coastal (including beaches), aquatic and wildlife experiences, with Tropical North Queensland, Sydney, and the Gold Coast continuing to rank highest for uniqueness and appeal
- Australia rates No.1 for safety amongst those who have visited – people’s actual experiences scoring much higher than perceptions of those who haven’t visited, particularly from India and a lesser extent Indonesia and South Korea
- Perceptions of Australia’s Food and Wine offering are mixed across markets, although rankings are very high amongst those who have visited and sampled, presenting significant future international marketing opportunities
- Aspiration and intention to visit is very high across the board, however awareness of experiences within Australia and converting interest into actual visits for leisure or holiday travel is lower
Who owns the customer experience?
Brands like Nordstroms, Gemvara, Life is Good, Zipcar, Warby Parker, Boloco and Mt. Hood Meadows answer this question differently.
The titles of our customer experience leaders ranged from CEO and CMO, to VP of Customer Experience, and the Chief Customer Officer. One of our speakers ended their marketing department entirely, giving responsibility to every department to create the plan of how they will market their organization through radical service.
1. Delight isn’t a tagline – it’s the bottom line
2. Delight isn’t an ideal – it’s a pragmatic everyday activity, and its built on failure
3. Get clear about the value of your brand to customers
4. Rethink the role of customers for your company
5. Rethink content: Less story telling – More story living
6. Technology is nothing without humanity
7. The age of miracles is not past
The social landscape is evolving, but one thing remains certain in all this uncertainty. Your ability to serve your customers, in the channels they wish to be served in, is critical to your business success. But social media customer service isn’t a cute tool to be used by opportunistic marketing departments to big up the brand; it is an essential method of communication that needs to become part of a clearly defined organizational model.
Via Wendy Forbes
Younger adult travelers are more likely than their elders to cause headaches for hotels that are sensitive about their online reputations and, to a lesser extent, corporate bean counters who are trying to rein in travel expenses, according to a recent Expedia report.
The report, based on a September online survey of more than 8,500 people conducted by Harris Interactive, revealed that American travelers under the age of 34 were almost twice as likely to post a negative review of a hotel than were older travelers.
Read the full story here: http://www.travelweekly.com/Travel-News/Online-Travel/Gen-Y-travelers-more-likely-to-complain/
Tourism Australia today launched a new Chinese consumer website Australia.cn, the first consumer website the National Tourism Agency has developed exclusively for an overseas market.
The website has been designed to cater for the way Chinese consumers view the internet, with content specifically tailored to highlight Chinese consumers’ most preferred Australian travel experiences, as well as full integration with China’s most popular social media platforms.
Read the full story here: http://t.co/1wX9HHJq8d)...
2013 will be the perfect storm of necessity and opportunity: some economies will do OK(-ish), others will be shaky, but whatever market or industry you're in, those who understand & cater to changing consumer needs, desires and expectations will forever have plenty of opportunity to profit. A remapped global economy, new technologies (or 'old' technologies applied in new ways), new business models... hey, what's not to like?
Hence this overview of 10 crucial consumer trends (in random order) for you to run with in the next 12 months. Onwards and upwards
Read more: http://trendwatching.com/briefing/
Eight out of ten consumers would like to be consulted by brands on product and service development, according to an InSites Consulting study which labels customer collaboration a key 2012 trend.
Half of social networkers believe brands “should” invite them to help improve products the global study, which surveyed 8,000 consumers in 19 countries including Australia, found.
Locally, 64% of Australians said they would be willing to work with brands to improve existing offerings and 59% would contribute to product development.
Erica Van Lieven, managing director of Direction First, the Australian partner of InSites Consulting, said collaboration has been used to achieve exciting developments in the past 12 months.
“The results send a clear message that consumers want to collaborate with their preferred brands,” Van Lieven said.
“In fact, a surprising number – half – feel that brands should invite them to contribute their ideas.”
Van Lieven cited the Doritos Super Bowl ad (below) as an example of successful brand and consumer collaboration.
For the advert, Doritos asked fans to share their ideas and the “ad ultimately gained top viewer ranking”, Van Lieven said.
The study found that consumers need little incentive to share their ideas with brands with 13% claiming they would need no incentive to contribute.
Almost half (44%) said they would contribute if they were given feedback on their ideas.
Almost two thirds of social media users said that at least one of their 10 most recent posts had been about a brand or in response to a brand post.
In order of relevance, the most common brand-centric conversation starters were product experiences, promotions, services, contests and new products with advertising playing a small role.
The majority of comments about brands on social media are positive, according to the report which found less than 10% were negative.
“With the good news that consumers are, overwhelmingly, inclined to say good things about your brand, there’s every reason for brands to bite the bullet and make 2012 the year to get behind customer collaboration.”