How Travel and Tourism Brands Can Market Through the Visitor Behavior Cycle
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The document discusses marketing through the visitor behavior cycle, emphasizing the importance of behavioral data in creating targeted marketing strategies. It outlines how consumers now create personalized paths and the need for companies to adapt their marketing efforts to meet these individualized behaviors. Additionally, it highlights the importance of emotional connections and intelligent information exchange in building consumer trust, particularly among millennials.
How Travel and Tourism Brands Can Market Through the Visitor Behavior Cycle
- 1. 1 Marketing Through The Visitor Behavior Cycle
- 2. Roger Hurni Managing Partner/Chief Creative Officer Off Madison Ave @RogerHurni
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- 4. Marketing through The Visitor Behavior Cycle 4
- 5. Mobile Content Marketing Social Media Google Plus Groups A Small World Email The Marketing Revolution Niche Social Networks Print TV POS Radio Website Out of Home Tele-marketing Addressable Voice SMS + MMS IM Search Online Video Online Display Paid Search Twitter Landing Pages Microsites Affiliate Marketing Wikis Webinars Blogs RSS Podcasts Social Networks Widgets Mobile Web Behavioral & Ads Game Branding Facebook Instagram YO Snapchat Direct Mail Apps Online Radio Branded Entertainment
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- 8. Poesía Xbox Dicas de Beleza Cinema Every Day Teen Post Wisdom Adsense SEO Questions Inspirational Quotes Earth 8 Cosplay Mountain The Photo Community Android Design For The Modern HTML5 World Landscape Photography Star Wars Android Google Art Project DIY Drones CyanogenMod Education Revolution Development Ubuntu Read Banned Books HDR Photography autoawesome Exploration Gem Lovers College Football Mom, Pregnancy & New Babies Anglo-Celtic Cuisine Bodybuilding Get Fit Our World’s Wildlife Plastering & Drywall Academy of Electronic Music Parkour Fantasy Football Central Television/TV Tea Lovers Men & Pets Skydiving Genetic Genealogy Comic Book Community Ingress Running Man Deep Astronomy The Hunger Games Social Media Strategy The Walking Dead Circle WWE and TNA Fans Korean Food NFL Football Algorithms & Coding Scuba Diving Libertarian Wedding Inspiration Fitness & Weight Loss Geek Your Home Versus Raspberry Pi Social Media Weather Photography Veterans & Active Duty Beauty Psychology Traveling Hacker News Game of Thrones Circle Paper Crafts Gaming Biking Digital Scrapbooking Philosopy of Religion Thru-hiking Self Help Punch Mobil Devices True Blood Circle Harry Potter Everything Music Cakes & Baking Space Makers, hackers, artists & engineers Linux JavaScript Google+ Photographic Society Anime YouTubers! deviantART Community NEXUS Running Android Design Startup Bootstrappers Jesus Christ Daily Cute Pictures of Cats Nos Gusta la Música Macro Photography Dog of the Day Eu Acredito em Dues! Python Healthy Living Light Box Top Quotes Fitness Facebook Direction Dream Vacations 3D Printing Beautiful Things Funny Pictures & Videos 150 THOUSAND Google+ Communities 8
- 9. 9 Facebook YouTube Qzone Sina Weibo WhatsApp Google+ Tumblr LINE Twitter WeChat Tencent Weibo LinkedIn YouKu Instagram Tudou RenRen Pinterest Badoo Orkut Foursquare Vine vkontakte Myspace Snapchat World’s largest social networks 0 400000000 800000000 1200000000 1600000000
- 10. 10 250 BILLION Photos on Facebook 350 MILLION Photos Uploaded Daily to Facebook 4.75 BILLION Items Shared on Facebook Daily
- 11. 11 15 HUNDRED Potential Pieces of New Content
- 12. Marketing executives who admit to not using behavioral data. 12 Not Using Behavioral Data Using Behavioral Data 0 25 50 75 100 Source: Business Insider 76%
- 13. Marketers who actively pushing segmented data and measuring results. 13 Using Segmented Data Not Using Segmented Data 0 25 50 75 100 Source: Business Insider 13%
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- 16. Despite radical changes in channels and data, people still work in predictable ways. 16
- 17. 17 Branding Sales Informative
- 18. 18 Branding Informative Sales
- 19. 5 Stages of Travel Planning 19
- 20. 20 Dream Plan Book Experience Share
- 22. 22 Talking to friends Thinking about a trip Researching Creating an itinerary In trip planning Sharing an experience Adapting to changes
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- 24. Training 24 Concerns about zip line safety Researching food options Options for kids Inquiring about gear Sharing with friends
- 25. The New Marketing Cycle is about creating relevant communications based on moment in time behaviors. 25
- 26. ARIZONA OFFICE OF TOURISM Opportunities: • Take a stronger, more specific stance in order to establish more of an emotional/sensory connection and increase brand impact • Increase return on investment by focusing on audiences that fit the maximum number of desired behavioral, contextual and geographic attributes • Leverage the highest ranking differentiators as Arizona’s “ownable space” 26
- 27. ARIZONA OFFICE OF TOURISM We have an opportunity to: • Position activities as part of a well-rounded, memorable vacation experience that are within the reach of target audiences • Capitalize on Arizona being less structured and manufactured 27
- 28. ARIZONA OFFICE OF TOURISM 28 MMGY Portrait of the American Traveler Longwoods Image Research Sojern data Data analysis: visitation, media habits SMARI Image and Positioning Study Qualitative interviews GfK/MRI consumer insights
- 29. 29 Newspaper Magazine Local Sites Out of Home Television Social Media Search Travel Niche Behavioral Social Media Arizona Guide Advertorial Sponsored Content OTA Conquest Search Email Nurture Search API Open Table TripAdvisor Travelzoo Social Media Email Forward to a Friend Banner Email Nurture Search TripAdvisor Travelzoo Social Media
- 30. 30 Share your story
- 31. Inspiration
- 32. Intent
- 33. Pre-booking
- 34. Post-Booking / In-market Planning
- 35. Re-engagement
- 36. Move each customer from Awareness to Decision to Confidence in that decision.
- 37. Consumers no longer follow a predetermined linear path.
- 38. 38 Exposure Conversation Nurture Sale Advocacy
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- 40. The consumer does not have to follow a prescribed sequence of events. She creates her own personalized path of interest to her, at whatever degree of relevant detail.
- 41. 41 Exposure Conversation Nurture Sale Advocacy
- 42. 42 Nurture Conversation Exposure Exposure Sale Advocacy Nurture Conversation Nurture Conversation
- 43. Each behavior trigger point requires four key components.
- 44. Sensory: Has a visual, touch, auditory, smell, or taste cue.
- 45. Emotional: Delivers an emotive connection to the experience.
- 46. Intelligent: Creates an exchange of relevant, useful information.
- 47. Congruent: Base information exchange on individual actions and in parallel to the need.
- 48. The promise of the brand happens at the marketing level. The execution of a brand happens at an operational level. And the management of a brand happens at the consumer level. 48
- 49. The consumer is your brand manager and in control of the experience.
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- 54. We are moving into a “Post-campaign Era.” - Forrester Research
- 55. Percent of Millennials that don’t trust email. 55 Don't Trust Trust 0 25 50 75 100 Source: Forrester Research 38%
- 56. Percent of Millennials that don’t trust digital ads. 56 Don't Trust Trust 0 25 50 75 100 Source: Forrester Research 49%
- 57. Percent of Millennials that don’t trust information in branded apps. 57 Don't Trust Trust 0 25 50 75 100 Source: Forrester Research 36%
- 58. Percentage of Millennials are more likely to share information with a brand they trust. Source: SDL 58 60%
- 59. Percentage of Millennials willing to share more personal data if it means more relevant offers to them. Source: SDL 59 54%
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- 62. Marketers need to prepare for the future now with a strategic approach to collecting and using customer data.
- 63. 63 If you are just collecting data and adding it to a database then you are on your way to becoming extinct.
- 64. Sales are easy. Getting a customer for life is hard. 64
- 65. A marketing strategy isn’t one big campaign executed everywhere. 65
- 66. It’s lots of small behavior-based campaigns that change over time as audiences interact with them. 66
- 67. Thank you. ROGER HURNI Off Madison Ave www.offmadisonave.com 480-505-4500 67