The Insight Files
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Consumer trends and news curated by Tourism Australia
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The surprising truth of millennial marketing 

The surprising truth of millennial marketing  | The Insight Files | Scoop.it

Yahoo7 has rewritten the rules on marketing to millennials, revealing many of their digital habits are very similar to Generation X and Baby Boomers. In a new report drawing from a range of studies, data and proprietary Yahoo7 research, it showcased seven key themes in which the 18-34 year old generation was more similar than different in their use and engagement with digital media. Among the themes:

 

  1. Digital daily habits.
  2. Social media.
  3. Mobile.
  4. Brand reach.
  5. Video.
  6. Emotional reaction to creative.
  7. Effectiveness of advertising. 

 

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Vagabond Lifestyles's curator insight, March 9, 8:43 AM
The habits maybe the same but the time and mediums show a huge difference
 
Ariane Benard Mechler's curator insight, March 11, 10:52 AM

Pas si différents que cela les Millennials?

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How offline and online marketing can work together

How offline and online marketing can work together | The Insight Files | Scoop.it

Digital marketing is becoming increasingly important in the modern sales cycle, but traditional methods also still have their place. This infographic looks at some of the stats around offline and online marketing and outreach methods. Among the key takeaways:

 

  • Both offline and online channels have their value when it comes to promotion and advertising.
  • All promotional methods and tools need to be constantly reviewed for ROI.
  • It's not an online OR offline marketing decision, but how they support each other that matters.

 

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Why consumers don't rely on social media for customer service

Why consumers don't rely on social media for customer service | The Insight Files | Scoop.it

Consumers use a variety of channels for customer service, and while social media may be another option, some feel it takes too long to address issues and has limited functionality. Research from Boston Consulting Group revealed that among the 65% of internet users worldwide who never use social media for customer service, one-third says it is because it takes too long to address issues. Additionally, 32% of internet users worldwide said that using social media for customer service provides limited functionality and 30% said it is no feasible for complex tasks. When it comes to customer service, many consumers prefer traditional channels, like a phone, to communicate with a company. Find out more.

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The future of travel advertising

The future of travel advertising | The Insight Files | Scoop.it

Virtual reality and augmented reality could be game changers for the travel industry. They offer many opportunities to connect with and excite travellers, using new and engaging promotions and advertising - and even immersive travel experiences - in store. Can the travel industry take it to the next level? Augmented reality is the merging of virtual reality and real life, as such that it offers a new dimension for the connected consumer. Developers create images within applications that blend with content in the read world. Virtual reality creates a completely virtual world in which  users can immerse themselves and interact with their virtual surroundings. Such an attention grabbing approach could work well for the travel industry, where consumers often take a trip in their imaginations long before they begin the process of researching and booking a holiday. Find out more.

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The state of travel brands' targeted advertising

The state of travel brands' targeted advertising | The Insight Files | Scoop.it

Targeted advertising accounted for about 70% of travel ad displays in 2015 as brands attempted to learn more information about travellers. That's according to a new report from Adadyn and EyeForTravel, a marketing technology company and travel conference, respectively, which also found that targeted advertising comprised about 60% of all non-search adverterising at the end of 2015. Yet targeted advertising made up only 25% of travel brands' ad spending last year and fewer than half of brands surveyed for the report said they currently spend money on targeted ads. The two companies surveyed 1,000 U.S. travellers and found that while 68% feel targeted mobile ads relevant to time and place are useful while some 42% said they've never clicked on a mobile ad. Find out more.

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Tourism Australia's latest plan to attract big spenders

Tourism Australia's latest plan to attract big spenders | The Insight Files | Scoop.it

Tourism Australia has launched a $40 million marketing campaign in New York, using the voice of actor Chris Hemsworth, to help lure cashed-up foreign tourists. The campaign comes at a time when Australia is proving increasingly popular with international visitors - in the 12 months ended September 30, arrivals rose by 7% to a record 6.7 million, with spending up 13% to $34.8 billion. The new Tourism Australia campaign is designed to compliment rather than replace the successful Restaurant Australia campaign, which has helped boost spending on Australian food and wine. It is also meant to make Australia more competitive against other destinations with strong coastal and aquatic lures, including Hawaii and South Africa. Find out more.

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Japan Tourism President on presenting a mature nation to the world

Japan Tourism President on presenting a mature nation to the world | The Insight Files | Scoop.it

As the host of the 2020 Summer Olympic Games and two other major international sporting events during the next decade, Japan is preparing to take its place on the world stage, having beat out Madrid and Istanbul for hosting duties. Skift recently spoke with the president of the Japan National Tourism Organisation, who has held that position since 2011. They discuss the challenges of preparing for the 2020 Summer Olympics, the legacy Japan hopes to leave behind, what the impact of the expansion of Tokyo's Haneda Airport has meant, and the implications of the rise of mobile. Click here to read the interview.

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Consumers more influenced by UGC than any other promotion type

Consumers more influenced by UGC than any other promotion type | The Insight Files | Scoop.it

Consumers begin dreaming about and planning trips as a result of content that captures an experience they would also like to have. Travellers have always responded to the potential within a well-chosen marketing image, but user-generated content (UGC) goes beyond presenting what's possible. According to the latest research conducted by Rivet, consumers are more influenced by UGC than any other type of promotion. While 47% of Americans trust paid advertising, 92% trust earned promotion, finding it more relevant to their purchasing journey. UGC can do more than pique interest in a destination; it can be part of a process that inspires bookings and creates qualified leads that companies can firmly assess. However, without the ability to calculate its impact, many organisations have been hesitant to rely on UGC. By integrating UGC into a company's marketing mix in the most affordable, repeatable, scalable and measurable ways, organisations can view the positive correlation between displaying experiential content and increasing the conversion of dreamers to bookers.

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Massimiliano Piergentili's curator insight, May 7, 2015 2:09 AM

I contenuti influenzano sempre di più le scelte degli utenti #internet

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Where should your business focus its social media efforts in 2015?

Where should your business focus its social media efforts in 2015? | The Insight Files | Scoop.it

This article details the areas in which businesses should focus their social media efforts in 2015, from advocacy to content to paid social. 


  1. Content - with the convergence of information and communication, brands and companies need to have content to engage with social media users.
  2. The visual - businesses need to have a visual voice, strategy and content. 
  3. Mobile - the more active a business becomes in the social media space, the more mobile-ready its website/digital assets must be.
  4. Process - a company's social media program has to be defined by process and always optimised.
  5. Advocacy - advocacy will allow an organisation to scale, gain access to, and generate brand awareness from networks and communities.
  6. Ownership - this involves ownership by the brand or business of the content, strategy and social media process employed. 
  7. Education - focus more on social media education and raising the social media literacy of employees.
  8. Paid social - allocate resources towards paid social in order to amplify content, build brand awareness, bring users into the social media funnel and augment all social media efforts.
  9. Automation - if conducted correctly, automation enables companies to scale their social media. 
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Vagabond Lifestyles's curator insight, April 29, 2015 12:25 PM

Here is the overwhelm...but, if tackle one item at a time and building the right team to manage surely becomes the winning formula.

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Discover Los Angeles CEO's strategies for success at home and abroad

Discover Los Angeles CEO's strategies for success at home and abroad | The Insight Files | Scoop.it

Los Angeles' recent tourism success is a mix of luck, location and logic. As one of the major international gateways to the U.S., the city is benefitting from the growth in global tourism more than most and a combination of its location and cultural ties to China have made it the first stop on most Chinese travellers' bucket lists. Los Angeles has also strategically positioned itself to take advantage of these trends by teaching business owners how to work with Chinese customers, building awareness of Los Angeles' sometimes overlooked neighbourhoods and attractions, and fostering partnerships with travel stakeholders on a state and national level. Skift speaks with Los Angeles Tourism Board's CEO on a broad range of topics including his lessons in attracting Chinese tourists, how to capitalise on tourists' desires to 'live like a local,' and the future of destination marketing organisations. Click here to read the full interview.

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Connecting user-generated content with marketing

Connecting user-generated content with marketing | The Insight Files | Scoop.it

When it comes to the travel industry, there are few marketing tools as effective as user-generated content (UGC), says Rivet. For travel marketers, UGC offers a unique opportunity for brands: awe-inspiring, authentic media that creates immersive experiences for travellers across web properties. UGC is peer-approved sentiment of positive experiences at destinations or hotels. With real-life travellers creating and sharing content, consumers don't have to half-heartedly trust generic brand advertising. For many travel brands, UGC is uncharted territory and the accompany logistical challenges have newcomers struggling to successfully implement it into comprehensive content marketing strategies. Rivet, a consumer engagement platform, has developed six best practices for inspiring travellers with user-generated content, which can be downloaded here.

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How to influence business travellers

How to influence business travellers | The Insight Files | Scoop.it

Associate Professor at Penn State, Kelly McGuire, has conducted a comprehensive study into the booking habits and influences of US business travellers. Among the key findings include:


  1. Reviews have the biggest influence on business travellers.
  2. Loyalty programs are highly influential on business travellers.
  3. Price still matters to business travellers.


The article also provides tips on how hotels can adapt their digital marketing efforts in order to more effectively attract business travellers. Methods include:


  • Encouraging guest reviews and feedback.
  • introducing a loyalty scheme.
  • Providing a better deal suited for business travellers.
  • Favouring description over emotion in marketing content.


Click here to learn more.

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The Marketing Trends of 2015 - B&T

The Marketing Trends of 2015 - B&T | The Insight Files | Scoop.it

2015 won't be about technological change for marketing, instead it will be about style, substance and the essence of what is communicated. Jackie Crossman from Crossman Communications describes the fundamental ingredients for a brand to be successful in 2015. Suggestions include embracing evolving channels, understanding performance data in real-time and individualising the way you talk to your target consumers.

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Speed, agility and openness: the new rules of product innovation

Speed, agility and openness: the new rules of product innovation | The Insight Files | Scoop.it

There's no excuses for marketers who uncover a high potential opportunity only to see a competitor exploit it first, says Nikki Davey on product innovation. The marketplace is rapidly evolving, channel choices are being disrupted and categories continue to fragment, providing consumers with more and more choices and making it harder than ever to compete. We're currently on the eve of the fourth industrial revolution, where digital touch points reign supreme - social media and digital are changing the way consumers learn and the ways they are influenced to try new things and adopt new behaviours. Now brands are expected to innovate faster than ever to keep pace with the rapidly evolving marketplace. This article outlines a few strategies on how to do so.

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82% of marketers see social media marketing as core to their business

82% of marketers see social media marketing as core to their business | The Insight Files | Scoop.it

Salesforce have released their third annual ‘State of Marketing’ report, incorporating feedback from some 4,000 marketers worldwide to get a handle on how they see the evolution of the role of marketing, how teams are approaching data and customer experience and what digital marketing channels are drawing the most attention (and best results). The report contains a range of insights, with a particular focus on social and digital marketing trends which marketing view as important. Among the key findings include:

 

  • 82% of marketers agree that social media marketing is now core to their business.
  • 67% of marketers are looking to increase their social media advertising budgets in the next 12 months.
  • In 2016, marketers are set to spend more than two-thirds of their total budget on digital marketing channels.
  • 75% of respondents report that social media marketing is currently generating ROI.
  • More than three-quarters of respondents also agreed that content marketing is now core to their business, with high performers also making best use of user-generated content.
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How to make personalised marketing work

How to make personalised marketing work | The Insight Files | Scoop.it

According to the CEO of GetApp, just 10% of consumers find what they're looking for when interacting with online content. They key to relevant messaging lies with data, but the challenge is no longer connecting it. Today's challenge is using data to deliver customers more contextual, personalised impressions. This article outlines techniques your company can use to make your marketing more personalised. These include:

 

  1. Get more social.
  2. Try account-based marketing software.
  3. Consider the bigger picture.
  4. Use geo-targeting.

 

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Where is destination branding headed?

Where is destination branding headed? | The Insight Files | Scoop.it

This article extracts the key highlights from a destination branding roundtable involving the latest from experts in both hemispheres and on three continents. Among the key trends discussed include the importance of travelling like a local, the impact of reality and dramatic TV shows on destination choice and expectations and the predictions of big data with respect to the future of place/destination/tourism branding. Topics raised include:


  • How do you defined destination branding?
  • What is the biggest challenge in destination branding today?
  • What is the biggest opportunity?
  • Has the empowered consumer taken away the ability of destination brands to self-define, to position themselves in the marketplace?
  • How can destinations shape brand experience when it must be delivered by a diverse community not under any central control?
  • How can destinations best leverage the power of social and content marketing?
  • What are the up and down sides of having movies, TV shows and other cultural forms depict your destination?
  • Big Data - what do you see as its biggest promise, and problems, currently for destinations?
  • What do you see as some of the most interesting recent innovations in destination branding and marketing?
  • Based on your current experience, what do you anticipate being the most impactful emerging trend related to your destination or those you work with?


Click here to download the full transcript.

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Does tourism have what it takes to win the digital skills race?

Does tourism have what it takes to win the digital skills race? | The Insight Files | Scoop.it

The internet is the top source for both leisure and business travel planning. The opportunities from a destination perspective are massive with 65% of leisure travellers researching online before they have even decided where to holiday. Despite the prolific use of technology in travel decision making and booking, regional tourism lags behind the consumer across all areas of e-tourism best practice. In 2015, the most potent drivers of change in how consumers search and share travel information have been mobile and social, which have impacted on a number of key consumer trends in the travel purchase cycle:


Digital trends:

  1. Mobile: 87% of global travellers use mobile devices while travelling. 
  2. Google Search: 85% of leisure travellers rely on search engines via smartphones to find local information while in destination.
  3. Social: Almost 50% of consumers now access social media every day; up to 79% for the 18-29 age group.
  4. Reviews: There are 90 new contributions posted every minute on TripAdvisor.
  5. Video: 35% of leisure travellers engaged in travel-related video activities within the past six months.
  6. Digital culture: Website best practice has moved in mammoth steps with mobile capabilities, videos, testimonials, etc.
  7. Values driven culture shift: Industry leads and digital change agents need to collaborate on the message on the reasons why tourism digital skills and capability are urgent. 


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Is influencer marketing the next golden ticket?

Is influencer marketing the next golden ticket? | The Insight Files | Scoop.it

Digital marketing is no way limited to social media, websites and email. The new golden child of content marketing is influencer marketing, defined as "a form of marketing that identifies and targets individuals with influence over potential buyers." A new infographic from The Shelf reports on the interesting relationship between consumers, brands and perceived authenticity on social media and the web:


  • 92% of consumers trust recommendations from other people over branded content.
  • 70% of consumers reported online customer reviews as the second-most trusted source.
  • 88% of social influencers verbally tell a friend about brands that sponsor them. 77% say they're more likely to purchase from brands that sponsor them.


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National Geographic Traveller turns to Snapchat to win over millennials

National Geographic Traveller turns to Snapchat to win over millennials | The Insight Files | Scoop.it

Snapchat can make it easier to attract the interest of millennials, by serving up content from recognisable publishers, or so National Geographic hopes.When Snapchat introduced its Discover product in late January, 11 publications joined in to form a content hub. Skift recently talked to the content lead for social media at National Geographic Traveller about its contribution to National Geographic's initiative on Snapchat. The team curates content from its digital verticals including news, video, photography, the magazine, travel and adventure. Vertical and horizontal swiping is a way to behaviourally make an impression on users' minds and keep them longer on Discover. There is a definite learning curve in consuming content this way, but the quality of content on its daily issue is compelling enough to consider another visit. Find out more.

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State tourism slogans: key to success or a waste of time?

State tourism slogans: key to success or a waste of time? | The Insight Files | Scoop.it

Michigan is pure, Louisiana is passionate, and Virginia is for lovers, according to the state tourism slogans adopted and promoted by these U.S. states' tourism boards. Almost every American state has a tourism slogan, a two- or three-word line that hopes to catch the spirit of a destination, but their ultimate role in attracting visitors is open to debate. To test the awareness of the general American consumer, Skift took one of the oldest and most famous of state tourism slogans, "Virginia Is For Lovers," and asked 500 random respondents through Google Consumer Surveys to identify the state associated with "is For Lovers." 52% of respondents correctly chose Virginia from five choices, including California, New York, Florida and Louisiana. Given the underwhelming response to the survey, Skift sought out state tourism boards that have put significant efforts into building and spreading their slogans. Although each consider the slogan an integral piece of their marketing make-up, there is no proven method for measuring and testing their continued effectiveness. Tourism leaders from Virginia, Michigan and Louisiana share their experiences developing and maintaining their slogans.

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New Airbnb campaign creates #OneLessStranger

New Airbnb campaign creates #OneLessStranger | The Insight Files | Scoop.it

Airbnb has jumped into 2015 with a new campaign that hopes to bring people around the world a little closer. The challenge comes out of the #OneLessStranger hashtag, and brings its first ever television and cinema campaign down under to life, with the title 'Never a Stranger.' While it took four years for Airbnb to gather one million guests, it's a testament to how much travellers are growing accustomed to staying with strangers that the company now has some 30 million guests, and over one million listings globally. The campaign will be featured across the US, UK and Australia, with media buys in broadcast, digital, cinema and social. Click here to watch the clip.

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Lien Le's curator insight, May 4, 2015 3:31 AM

The campaign is such a good idea. Even though staying with strangers is not a comfortable thing to do, it’s a good way to bring people closer. This is also one way that Airbnb promote themselves via word-of-mouth or Internet. If you watch the  advertising of Airbnb on YouTube, you’ll understand why you would rather be in stranger’s house than a hotel or a motel. Airbnb started as a small website connecting people for shared residential rentals and now it has become one of the most popular companies in term of travelling and accommodation. They are clear about “why” and “purpose” and creating a community where we “belong anywhere”. They show the world what it’s really like staying in another person’s home.

It’s a good move from Aibnb since people nowadays are prone to experience the local life and have more friends from all over the world, which they cannot have in a hotel. This is a good way to engage people from everywhere in the world.

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Why Meerkat is the next big marketing thing in travel

Why Meerkat is the next big marketing thing in travel | The Insight Files | Scoop.it

Meerkat, predicted as the next big thing in travel, is an app allowing users to live stream video via Twitter. Rather than acting as a separate social network to manage, it is simply a technology layered on top of the Twitter ecosystem, using Twitter as the entry point to its own interface. Basically, anyone on the marketing team approved to publish on Twitter now has a venue for content creation. Meerkat provides an infinite number of ways that a live stream of a tour, location, destination or activity can be used to showcase, promote and engage around awareness. This platform is already posting unheard of engagement numbers, with the average user spending 2 hours a day on the platform. Furthermore, Twitter has officially announced the acquisition of Periscope, a similar app to Meerkat, signalling that the era of mobile live-streaming is beginning.

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Tourism Australia starts digital transformation

Tourism Australia starts digital transformation | The Insight Files | Scoop.it

Tourism Australia has launched the first iteration of www.australia.com, with the help of creative tech agency DT, as it starts its digital transformation with the launch of a new Australia.com platform. The site - which was 18 months in the making - has now been fully unveiled, featuring a range of personalisation and best-practice user functions to enable travellers to search, filter and share travel experiences more easily. The site, which includes more than 700 pages of tourism information, is available on all devices in 11 languages. It also includes a new crowd-sourcing feature on the homepage, called 'Chase the Sun,' for which local photographers capture time lapses of the sun in various spots in the Australian countryside. The tool will remain on the site as an ongoing platform to crowd-source unique portraits of Australia. To develop the strategic approach, DT worked with Tourism Australia for more than six months on defining the vision and developing the model, as well as building research around the habits of travellers in both Western and Eastern markets, and how they seek travel information online.

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Marketing watch: Digital marketing trends for 2015

Marketing watch: Digital marketing trends for 2015 | The Insight Files | Scoop.it

The new year begins well-intentioned on the marketing front. Marketing plans, heavily crafted and finessed in 2014, begin to be implemented - only to discover that the landscape has shifted, making said plan obsolete. Cross-channel marketers at Signal have put their marketing tools to the grindstone of reality, with the result being some of the most important digital marketing trends of the year. From beacons to data cooperatives that allow a consistent higher-level understanding of the customers, these trends continue to push marketers to become technologists. Rather than simply creating strategies to leverage other people's platforms, the successful marketer must become a voice for marketing technology organisation-wide.

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