The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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The future of destination marketing

In this SlideShare presentation, Rodney Payne - the CEO at Destination Think! - highlights how shifts in the consumer landscape have created a new model for destination marketing and a new role for tourism brands. Specifically, Payne outlines how "the only path to profitable growth lies in your ability to get your customers to be your marketing department. The path to profitable growth lies in your ability to get your destination's visitors and local residents to do your job for you." Among the presentation's highlights:


  • From broadcast to engagement - websites are typically visited by travellers in 9.5 sessions when researching a trip.
  • Authenticity is everything - people generally don't trust advertising, even if they do see the ads. Thanks to social media, we can now visualise word of mouth.
  • Mobile is key - consumers on average spend 25% of their waking time on their mobile. The number one influence on travel destination choices are friends and family.
  • The typical purchase funnel is broken - instead of trying to compete with word of mouth with paid media, the opportunity is for destinations to refocus and embrace all the word of mouth.
  • A destination's brand is the sum of all of the stories that someone hears about your destination combined with the experiences they have during a trip.


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The 2014 state of digital transformation

Digital transformation is a formal investment in new technology, business models, and supporting systems and processes to change the way companies sell, market, operate and scale in an increasingly digital economy. This infographic communicates the state of digital transformation in 2014. Click here to download the full report.


Via Soraia Ferreira, Ph.D.
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In a nutshell: branded content (in mobile)

Content is what we really want - Entertainment, Excitement and Education. On any screen, anytime. The pace of change in the advertising and technology landscape is accelerating and new engagement techniques and formats continue to evolve rapidly. Content and it's fluidity should be curated to ensure it's most wanted. This presentation outlines Chris Schaumann's - Global Vice President at Nokia Global Marketing - view on the latest technology trends and examples for a more digital content powered marketing paradigm.


Via Fred Zimny, Andrea Rossi, Soraia Ferreira, Ph.D.
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Social media in China: top 5 tips and platforms

Wave goodbye to Facebook and Instagram, say hello to Weibo and Youku. Learning about local social media is essential to marketing your business in China. Among the presentation's tips include:


  1. Social media in China is one-of-a-kind: do your research to find your target markets.
  2. Follow the rules: to open a corporate account on Chinese social media, you need to register your business with the Chinese government.
  3. Guanxi is social media's secret weapon: this is about forming and honouring trusted relationships.
  4. Identify the influencers - seek out key opinion leaders to promote your brand.
  5. Know when to engage the experts: gaining exposure is hard work and requires ongoing commitment.
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Six heartfelt truths of social media

This SlideShare presentation details six hard earned and heartfelt truths about Social and Digital Media. This presentation touches on topics including consumers, media models, social content, Maslow's hierarchy, and search. Click here to view the full presentation. 


Via Fred Zimny, Andrea Rossi, Soraia Ferreira, Ph.D.
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