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5 Insights From the 2013 Digital & Mobile Marketing Toolkit

Posted: August 08, 2013
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Get the ToolkitIf you havn't downloaded the 2013 Digital & Mobile Marketing Toolkit, then what are you waiting for! This comprehensive 84 page guide explores new and proven mobile & digital marketing trends, including emerging technology, and is now available for free.

Many thanks go out to the Destination & Travel Foundation, and insight from our friends at over at Get Smart Content and W20 Digital, as they were the digital brains behind the operation.

Here are just a few items to whet your whistle:

explores new and proven mobile and digital marketing trends, including emerging technology. - See more at: http://www.destinationmarketing.org/2013-digital-mobile-marketing-toolki...

Social Search
Google describes Google+ as a social layer, connected to all Google properties including search. This integration into Google search, “Search Plus Your World,” may be the most impactful aspect of Google+. While Google+ as a social network currently has lower adoption and usage rates than comparable social networks, its social interactions are integrated into search to create personalized results. This makes Google+ have a strong impact on search results. This social search element now provides personalized results based on how your network interacts with brands on Google+, potentially pushing your destination to a higher search result.

Retargeting
A retargeting campaign allows you to display highly relevant, tailored messages to users across a display network who have previously visited your site. A retargeting campaign maximizes your paid media ROI (return on investment) by serving relevant ads that correspond to specific pages tagged on your site. When a visitor leaves your site without converting, they will later see an ad driving a specific conversion based on where they were previously on your site. Reaching this audience as they browse the web allows your DMO to re-engage consumers who have entered the conversion pathway and drive them further down the funnel.

YouTube and Search
YouTube remains the number one video sharing site on the internet. In fact, YouTube is the second largest search engine in the world, only following Google. As with other mediums, there are multiple digital marketing channels from which to choose, however, due to YouTube’s overwhelming dominance online, it is most time and cost effective to first tackle and optimize for YouTube and then branch out to other channels like Youku Inc. or VEVO if resources allow. Because YouTube is widely used as a search engine and because YouTube video results show up directly in Google search results, diversified media like videos have strong SEO value.

Strategic Partnerships
Develop mutually beneficial partnerships with hotels, attractions, restaurants and other stakeholders in your destination and promote them via social and media coverage. This will not only diversify content offerings, but in return partners will likely also promote your DMO as a resource for incoming travelers providing a useful source of inbound links and mutual third-party validation. Remember, the most valuable inbound links for readers and search engines direct users from third-party content to relevant content on your website.

Image and Authenticity
Keep your destination’s branding consistent across each of your social and digital channels. Consistency across traditional and digital media reinforces key messaging. Branding and messaging helps visitors recognize that your information is an official source of information that can be trusted. Verified accounts and mission statements or descriptions using language such as “The Official Facebook of..” reinforces authenticity and helps establish credibility.

Now of course these are just a few of the many great insights discussed in the toolkit, but you'll just thave to download the full version to see the rest!