See Tomorrow: 21 Changes in 12 Months

Photo: Geoff Wong

Photo: Geoff Wong


How 21 Digital Marketing Areas Have Changed in the Past Year

Q: How is Digital Marketing like placing your finger on a drop of mercury?

A: Just when you have it figured out, it moves…again!

eTourism Summit is the only industry venue that brings together DMOs and attractions to learn about the changes in all 21 areas of digital marketing that they must master AND meet the experts (and peers)  to explore and see what’s next.

IN A NUTSHELL

How 21 Components of Digital Marketing Have Changed in the Last Year: 2013 vs 2014

Digital Area

  2013

   2014

SEO

Penguin

 Hummingbird/Conversational search 

SEM

Keyword targeting

 Behavioral re-targeting/PPC Video

Google+

Necessary for SEO

 Ghost town -useful mostly for Hangouts

Facebook (organic)

Collecting followers

 Posts with Share-ability

Facebook       (paid) 

Boosted posts

 Social CRM

Instagram

Should I spend    time on this

 Access to Millennials

Snack-able Video

Vine

 Snapchat

ROI Metrics 

Conversion to hotel  sales

 Measure Branding

Website design

Responsive Design

 Becoming a Destination’s Concierge 

Pinterest

For DIYers

 Targeted Pinning

Digital Dept. Required Skills

Internet savviness

 Budgeting/Photography/Video

Mobile Marketing

 Apps v Responsive  Design 

 Mobile Optimization for everything

Google

Retargeting

 True Vue (pay/view in excess of .30  sec.)

Bloggers

Wanderers in  residence

 Paid Influencer Marketing

Video

Creating a viral  video

 Multiple videos for different niches

Big Data

Understanding it

  Shrinking it to work for you

Content Marketing

Words

  Images and Video

Email         Marketing

List segmentation

  Mobile optimization+ Gmail and  Canadian  deliverability

Twitter

Finding your voice

   Targeting tweets to conversations about  your destination

Native Advertising

How to define it

   Syndicated targeting to those most  likely to  visit your website

Analytics

Website traffic

   ROI vs KPIs

 

Click here to register for #eTS14.  

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Filed under Digital Tourism Marketing Trends 2015, eTourism Summit San Francisco

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