| Wisconsin Association of Convention & Visitors Bureaus February 21, 2013 Tourism Marketing...

|Wisconsin Association of Convention & Visitors BureausFebruary 21, 2013

Tourism Marketing Trends3 Things to Watch in 2013

A look back at 2012: Visual

It’s a visual world, we’re just living (and marketing) in it

• 5,000,000 uploads to Instagram daily

• Pinterest users have spent 1.2 billion minutes on the site since 2012

• More than 1.3 billion people have watched Gangnam Style

• Internet memes, animated GIFs are part of our life

This just in: Social media is not a fad

• Facebook passed 1 billion global users in summer 2012

• One of every 7 minutes spent on the internet is spent on Facebook

• Twitter is fastest-growing social platform in the world

• 8 years’ worth of video are uploaded to YouTube every day

A look back at 2012: Social Media

Monthly active users

• Facebook: 1 billion

• YouTube: 800 million

• Twitter: 200 million

• Google+: 135 million

• Instagram: 90 million

• Pinterest: 27 million

A look back at 2012: Social Media

Facebook: 1 billion

Instagram: 90 million

Twitter: 200 million

Pinterest: 27 million

Google+: 135 million

Youtube: 800 million

We’re going mobile

• 4.8 billion people own a smartphone, only 4.2 billion own a toothbrush

• People interact with mobile devices 40-80 times a day

• U.S. has 313 million people, 181 million active iOS & Android devices

• More purchases were made on

smartphones than on PCs in 2012

A look back at 2012: Mobile

• While delivery mechanisms have changed, marketing goals remain the same

• You don’t have to create tons of new content

• New platforms also mean new opportunities

o Build awarenesso Grow customer

loyalty/retention

Don’t panic!

Tourism Marketing Trends: 2013

1. Mobile

2. Visual content

3. Creating conversations

Top areas for ad agency spending in 2013:

• E-mail

• Social Media

• Mobile

• Search

Tourism Marketing Trends: 2013

Top Areas of Marketing Investment in 2013

Search

Email MarketingSocial

MediaMobile

56%52%

43%40%

|Wisconsin Association of Convention & Visitors BureausFebruary 21, 2013

Trend #1:Mobile

Like it or not, we’re addicted to our smartphones and tablets

Mobile Internet usage will overtake desktop Internet use by 2014

Top uses for smartphones 1. Texting2. Search/inquiry

Trend #1: Mobile

Mobile purchasing• Almost one-third of consumers

said mobile was their preferred shopping method

• Women use mobile for social purchasing, while men use mobile for product information

Trend #1: Mobile

What about travel?• Top uses for smartphones

while traveling:

• 46% of smartphone users check into a location on vacation

• 30% of travelers have used mobile apps to find hotel deals

• 29% have used mobile apps to find flight deals

Trend #1: Mobile

o Taking photoso Using mapso Search

Taking advantage of the trends: Mobile

• Responsive web design

• Study where your traffic is coming from and invest in those areas

• Consider more mobile content

|Wisconsin Association of Convention & Visitors BureausFebruary 21, 2013

Trend #2: Visual Content

• It’s easier to create visual content these days

• Every smartphone has a camera/video camera

• Can instantly upload photos/videos when you’re out and about

• You don’t have to be an expert, either

• Visuals tell the story of your destination

Trend #2: Visual Content

Pinterest• An online pinboard where

users can share photos and videos

• Great market for women

• Helps encourage purchasing

Trend #2: Visual Content

Instagram• Photo-sharing site that allows

users to add filters/effects to photos

• Purchased by Facebook in 2012

• 575 likes, 81 comments every second

• Nearly 4 billion photos have been shared since it started

Trend #2: Visual Content

How do visitors use visual?

• Photography is one of the top uses for smartphones while traveling

• 76% of people post vacation photos to a social network

• 52% of people said seeing a friend’s vacation pictures inspired them to book a vacation to the same places

Trend #2: Visual Content

• Use your fans and brand advocates

• Don’t be afraid to spend money on photo/video

• Your brand IS visual

• Repurpose content

Take advantage of the trends: Visual Content

|Wisconsin Association of Convention & Visitors BureausFebruary 21, 2013

Trend #3Creating Conversations

• Word-of-mouth has ALWAYS been the most important marketing method

• But now we can engage with fans and potential customers in real time

• Shifting from monologue to dialogue marketing

Trend #3: Creating Conversations

• Find your audience: Who do you want to talk to and what do you want to talk about?

• Determine your location’s voice

• Keep your conversations consistent across platforms – NO SILOS!

Trend #3: Creating Conversations

Trend #3: Creating Conversations

Content is king

• Create smart, engaging content for your fans and potential customers

• People want valuable content like offers/discounts, contests, etc.

• Repurposing content

• Keep your content fresh … help your SEO

Trend #3: Creating Conversations

It’s a two-way street

• Fans and potential customers can respond quickly with social media, blog comments, etc.

• RESPOND!

• Find your influencers/brand advocates and work with them

• Personalize content with your fans

Take advantage of the trends: Creating Conversations

• Your marketing efforts depend on who/how you want to reach customers

• Social media is free to join but isn’t a no-cost marketing vehicle

• Provide valuable content

• Your content should be used across multiple platforms

• Create a content calendar with monthly/quarterly marketing themes and messages, key events and more

Editorial Calendar

Take advantage of the trends: Creating Conversations

Tourism Marketing Trends: 2013

1. Mobile

2. Visual content

3. Creating conversations

Take advantage of the trends

• Make sure your website has responsive design

• Analyze where your website traffic is coming from

• SEO optimization

• Share photos of your brand

• Ask your fans to help you pad your photo library … OR spend some money to get high-quality photography

Take advantage of the trends

• Who do you want to reach? What do you want to say to them? THAT’S how you determine where to dedicate your resources

• Social media is vital to your marketing strategy

• Fans and potential customers are looking for valuable content

• Think of ways to repurpose your content

• Create a content calendar to outline your goals

• Marketing principles aren’t changing, but the ways you deliver your message are

• Mobile, visual and conversation/content creation will continue to be areas for great opportunity

• Be sure to keep your message consistent across all platforms – NO SILOS!

Let’s wrap it up

|Wisconsin Association of Convention & Visitors BureausFebruary 21, 2013

Questions?

Referenceshttp://mashable.com/2012/05/19/mobile-marketing-infographic-smartphones/

http://www.marketingprofs.com/charts/2013/10018/socially-devoted-brands-responding-to-more-fan-questions

http://www.clickz.com/clickz/news/2192738/60-of-consumers-say-they-expect-social-brand-response

http://www.marketingcharts.com/wp/direct/brands-responding-to-more-queries-on-facebook-26616/

http://mashable.com/2013/01/29/twitter-fastest-growing-social-platform/

http://thechrisvossshow.com/wp-content/uploads/2013/01/369474-huffington-post-social-media-statistics.jpg

http://www.huffingtonpost.com/brian-honigman/100-fascinating-social-me_b_2185281.html

http://www.theatlanticwire.com/technology/2013/01/how-many-users-does-instagram-have/61139/

http://techcrunch.com/2012/12/18/twitter-passes-200m-monthly-active-users-a-42-increase-over-9-months/

http://mashable.com/2012/12/06/google-plus-500-million-members/

http://www.brafton.com/news/pinterests-growth-damages-stumbleupons-reach-could-it-be-for-good