The Insight Files
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Consumer trends and news curated by Tourism Australia
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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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When lighting up social media with kindness proves a better way to engage

When lighting up social media with kindness proves a better way to engage | The Insight Files | Scoop.it
This is a story of how a little human kindness created a bigger social buzz for a hotel than pushing rooms on Twitter and Facebook could ever have done

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The importance of measuring and evaluating campaigns

The importance of measuring and evaluating campaigns | The Insight Files | Scoop.it

This blog post makes a case for the crucial importance of measuring and evaluating after marketing training.

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Chinese online travel agents get 10x more reviews than actual review sites

Chinese online travel agents get 10x more reviews than actual review sites | The Insight Files | Scoop.it
Perhaps a surprise - user review giant TripAdvisor's Chinese brand DaoDao has fewer hotel reviews than online travel agencies in China.
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TripAdvisor to fix its lack of attention to restaurants and attractions

TripAdvisor to fix its lack of attention to restaurants and attractions | The Insight Files | Scoop.it
TripAdvisor CEO Stephen Kaufer said We think it will be really hard for anyone else, even Google" to say they are a better-suited to plan an entire trip.
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Wi-Fi in National Parks a good move for marketing

Wi-Fi in National Parks a good move for marketing | The Insight Files | Scoop.it

"National park authorities are right to install Wi-Fi at key locations in wilderness parks, according to travel blogger and marketing guru, Carolyn Childs, of MyTravelResearch.com.
 

‘Live’ posts from up a mountain will inspire would-be travellers and help them to move from ‘dreaming’ to the ‘planning’ stages of the path to purchase.."

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Qantas throws up a creative marketing idea

Qantas throws up a creative marketing idea | The Insight Files | Scoop.it

"Qantas has come up with an innovative use for its sick bags.

Customers will be encouraged to draw representations of their destinations on the back of the bags as well as use their boarding passes for doodling.
 

They can then share their creations using the Qantas hashtag on social media: #Qantasblankcanvas."

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Warmth, positivity and energy: fostering a 'distinctly Australian' service style for guest satisfaction

Warmth, positivity and energy: fostering a 'distinctly Australian' service style for guest satisfaction | The Insight Files | Scoop.it

"Tourism builds social capital as it spreads jobs across the economy from students to highly paid tourism CEOs. It connects people from different cultures with one another through service interactions.


But this last role requires a quality interaction. It should be an interaction that leaves the visitor feeling enriched or engaged with the place they are visiting. In an age of instant social media, it is now even more important. A dissatisfied customer tells between 9 and 15 people on average says a consumer affairs study from America. But if they tell TripAdvisor, that can become tens of thousands very quickly."

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Travellers increasingly swayed by online reviews

Travellers increasingly swayed by online reviews | The Insight Files | Scoop.it
A report shows that travellers will read several reviews before committing to a booking for hotels, restaurants and attractions.
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Tourism Australia's Instagram profile showcases the best of Australia

Tourism Australia's Instagram profile showcases the best of Australia | The Insight Files | Scoop.it

Tourism Australia has confirmed its Instagram profile, @Australia, is the most followed holiday destination globally with more than 200,000 followers worldwide. New data released today highlights the most popular features of Tourism Australia’s Instagram profile, which is powered by its followers who hashtag their own images with #seeaustralia. The best of these images are chosen to become the six daily posts on @Australia.

 

Tourism Australia Managing Director, Andrew McEvoy said people who travel to and through Australia are powerful advocates for selling our destination to the world via social media channels like Instagram.

“Instagram is an ideal social media platform to accentuate Australia’s credentials as a holiday destination as it is purely image-based, allowing fans to post photos in real-time and showcase what makes Australia a unique and special place to visit,” Mr McEvoy said.

 

Read the full story here: http://tourism.australia.com/news/news-9911.aspx

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Social Media Marketing (SMM) PLAN: Why Your Business Needs It

Social Media Marketing (SMM) PLAN: Why Your Business Needs It | The Insight Files | Scoop.it

Social media sites such as Facebook, Twitter, LinkedIn, YouTube and Pinterest are fast becoming popular and people are using them to communicate, share ideas and get information. This means that they are not going anywhere any time soon. Corporates, Statups and Small Business Owners have started to use these sites in their online marketing mix. That is precisely why your business needs to include social media marketing (SMM)plan as part of your online marketing startegy.


Via Alan Horton
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Seven truths for designing great customer experiences

Seven truths for designing great customer experiences | The Insight Files | Scoop.it

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

 

Read more: http://econsultancy.com/au/blog/11079-seven-truths-for-designing-great-customer-experiences

 

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Social Signals, Quality Content, And Search Marketing will Merge in 2013 | Social Media Today

Social Signals, Quality Content, And Search Marketing will Merge in 2013 | Social Media Today | The Insight Files | Scoop.it

In May, 2010, Matt Cutts denied that social signals had an effect on search rankings. In December of the same year, he declared that they were actually starting to work in the buzz and signals they were able to get through social media into the site authority factor of their ranking algorithm. Six months later, Google+ was born.

 

The Penguin Update and subsequent tweaks to it have changed the way that search engine marketers approach aggressive optimization. The days of running rampant and blasting out bulk links are gone. Today, quality finally trumps quantity and the playing field has been leveled in a way that in essence puts a "governor" on how quickly they can ramp up the rankings on their domains.

 

Or has it?

 

As social signals grow in their effects on search rankings for both Google and Bing, the ability to create amazing content and promote it on social media is quickly becoming the most important technique that internet marketers have in their arsenal. In 2013, it will likely eclipse link-building as a ranking factor. Here are three things you must understand to make it work for you today and to be ready for what lies ahead.

 

Read more: http://socialmediatoday.com/jd-rucker/954046/social-signals-quality-content-and-search-marketing-will-merge-2013

 

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Time for airlines to rethink their social media marketing

Time for airlines to rethink their social media marketing | The Insight Files | Scoop.it

Marketers have long extolled the benefits of social media marketing. However, being on social networking sites is not the same as having a coherent social media marketing strategy. A typical way to illustrate this divide is by comparing Ryanair, that uses a mass marketing approach, with Southwest Airlines, which has adapted a social marketing strategy. Ryanair perceives its product as an absolute commodity, where price is the only factor that determines the purchase. Southwest Airlines, on the other hand, places a considerable emphasis on offering value for money while also highlighting its internal culture and giving back to the community. The airline strives to keep prices low while also offering excellent customer service. As a result, Southwest customers are more likely to build a long-term preference for the airline and develop an emotional attachment to the brand. On the other hand, Ryanair customers are only loyal to the lowest available price. Click here to learn more.

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Eve-Line Boulle's curator insight, April 24, 2015 9:08 AM

"Marketers have been banging the drum about social marketing and its benefits in recent years. However, now it seems that as the potential for organic reach fades, brands will be forced to invest in targeting their audiences on “social media.”

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More hotels offer loyalty points for posting promo photos on social media

More hotels offer loyalty points for posting promo photos on social media | The Insight Files | Scoop.it
Kimpton Hotels and Restaurants is getting in on the social sharing game by offering loyalty points to guests who share photos on social networks.
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A scientific approach to creating insanely viral videos

A scientific approach to creating insanely viral videos | The Insight Files | Scoop.it
If you want your videos to go viral, don't leave it up to chance. Here's how marketers can craft chance into scientific accuracy.
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Edelman study finds consumers want entertainment ‘selfie-style’

Edelman study finds consumers want entertainment ‘selfie-style’ | The Insight Files | Scoop.it
Edelman today releases the results from the 2014 Edelman Entertainment Study, its eighth annual study on how and why people consume and share entertainment.
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Influencer engagement: how travel brands can do it right

Influencer engagement: how travel brands can do it right | The Insight Files | Scoop.it
A viewpoint from Matthew Barker on influencer marketing, or having consumer influencers tout your brand or product direct to their audiences.
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5 tips on using Instagram to boost your food service business

5 tips on using Instagram to boost your food service business | The Insight Files | Scoop.it

"Most business owners already know that social media is incredibly important when it comes to succeeding in the digital space. But the use of stalwarts such as Facebook, Twitter, and Google+ is just the beginning. In fact, sticking to just these platforms might be limiting your potential reach.

While many consider Instagram to be a mere advanced image gallery and image-sharing application, it is actually an incredibly powerful tool that can boost your food service business. With just a few simple tricks, you can leverage this unique platform to deliver you droves of new customers. Here’s how you can do it."

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Algorithm predicts how popular your photo will be on social media

Algorithm predicts how popular your photo will be on social media | The Insight Files | Scoop.it

"MIT grad student Aditya Khosla and his fellow researchers have released a research paper detailing the factors that make a photo popular. As social media and content have become more image driven, the team writes, more attention has been paid to the power of a photo: "While some images get millions of views, others are completely ignored. Even from the same users, different photographs receive different number of views. This begs the question: What makes a photograph popular?""

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Marketing watch: Promoted Pins very close to launch on Pinterest

Marketing watch: Promoted Pins very close to launch on Pinterest | The Insight Files | Scoop.it
Pinning trailblazers Pinterest are forging into unchartered terrain: that of paid advertising. The company experimented with "Promoted Pins" in late 2013.
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95% of air travelers don't use mobile for check in, booking, or other services

95% of air travelers don't use mobile for check in, booking, or other services | The Insight Files | Scoop.it

It’s rare to see a mobile usage survey that’s based on a representative sample of global travelers, but the annual SITA/Air Transport World Passenger IT Trends Survey is precisely that — a statistically valid representation of the 299 million passengers who pass through the world’s half-dozen largest airports.

This year’s survey finds that airlines and airports still aren’t seeing a payoff in mobile services. Three out of every four passengers carry a smartphone, yet fewer than 5% of them use mobile devices to access check-in, booking, and other air travel services, says SITA (Societe Internationale de Telecommunications Aeronautiques), the industry consortium.

Airlines and airports might be better off investing in information services via mobile devices, given that 63% of global travelers say they would use their mobile for flight search and 58% to check flight status.

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Andrea Rossi's curator insight, October 21, 2013 4:00 PM

Three out of every four passengers carry a smartphone, yet fewer than 5% of them use mobile devices to access check-in, booking, and other air travel services, says SITA (Societe Internationale de Telecommunications Aeronautiques), the industry consortium.

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How Social Media Changes Everything You Know about Marketing

How Social Media Changes Everything You Know about Marketing | The Insight Files | Scoop.it

Social media has become integral part of our society. No business can survive without having a robust social media marketing strategy. Learn how to implement it here.

 

The times when the Internet was just a haunt for geeks are over. It’s not even a novelty that in today’s world, everything is now online. The World Wide Web is now such an essential and integral part of our world that if the Internet ceased to exist tomorrow, the economy would be brought to a standstill.  However, what is (relatively) new is that people are no longer limiting themselves to just passively reading and searching the web. Nowadays, anyone can actively contribute to the Internet and almost everyone does: Facebook, Twitter, Blogs, Google Plus – these are just the most obvious examples. Online, the possibilities are endless and if you want your business to stand out in today’s market, you simply can’t ignore this trend.


Everyone talks about social media as the new, and not so secret, weapon in marketing today. In fact, social media has changed the culture of doing business, so much so that if you ignore the trend today, chances are you won’t be able to make up for it marketing-wise in the future, as the damage will already be done, you’ll already have been left behind.

 

How do you succeed in Social Media?

 

The possibilities that social media offers are endless. I would, nonetheless, just like to sum up the most important points.

 

1)   Be social – be visible

These days you cannot implement successful marketing strategy without thinking about social media. It’s not just because it is nice to get over 500 likes on Facebook, but because social media has changed the way customers see brands.

The best advertisement is no advertisement – or at least a very ‘natural’ advertisement. You can try and persuade your clients to buy your products and they may or may not be do it, but what if someone gets a recommendation from a friend about a great product or a good brand? We all seek advice before buying something and we place more trust in our friends than in anyone else. By facilitating your customers to “Like” your product on Facebook or tweet about it you can get a powerful marketing tool for your business.

 

Read more: http://www.smallbizviewpoints.com/2013/06/11/how-social-media-changes-everything-you-know-about-marketing/

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How to Get People to Listen to You on Social Media

How to Get People to Listen to You on Social Media | The Insight Files | Scoop.it

It's unlikely your social media posts will enjoy the level of popularity as say, a President Obama or Justin Bieber, but you certainly don't need to be a White House resident or have a trendy chili-bowl haircut to make your voice known. It just takes a few key strategies to put your company out there.

 

Read more: http://www.entrepreneur.com/article/225039?cam=Dev&ctp=Carousel&cdt=15&cdn=225039


Via Wendy Forbes
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Mike Ellsworth's curator insight, January 16, 2013 10:09 PM

I love this quote from the article:

 

"Listen to your audience.
Have you ever been on a bad date in which the person wouldn't stop talking about himself or herself? It's a huge turnoff. The same "it's not all about me" etiquette applies to social media interactions. "

Mike Ellsworth's comment, January 20, 2013 3:33 PM
Firas, thanks for the reScoop!
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Customer collaboration marked as significant market trend

Customer collaboration marked as significant market trend | The Insight Files | Scoop.it

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.”

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