digital marketing & communication strategy tourism & conventions 2013 - 2016
TRANSCRIPT
Digital Marketing & Communication Strategy
Tourism & Conventions2013 - 2016
Digital Marketing & Communication Strategy
1. Analysis of the digital setting @ AT&C today (SWOT)
• Facts & figures (research in Belgium and abroad)• Recent digital trends → how do these trends influence Antwerp as a
travel destination
2. Working Method (for next few years)
• Conditions (technological aspect, staff) → point of focus: online communication with ≠ target groups (This Is Antwerp // Fashion in Antwerp)
3. Digital Marketing & Communication Strategy • Phase 1• Phase 2
Analysis1. Digital setting @ AT&C today• Website– www.visitantwerpen.be– www.thisisantwerp.be– www.fashioninantwerp.be
• Social media•
( visit Antwerp / Antwerp City of Fashion / thisisantwerp)
( Visit Antwerp / Fashion Antwerp / thisisantwerp)
(visitantwerpen)
• Other: Yammer, instagram, e-newsletters, mobile apps,…
Analysis → Facts & Figures!• Study Visit Flanders: what are the most important
resources to get information and get
inspired when looking for a travel destination?
– 67% didn’t contact a local tourist office directly– 29 % consulted websites from Antwerp
(Source: Kunststedenonderzoek Visit Flanders in 2011)
Vakantiebeurs/reisbeurs
Andere informatiebronnen
Tv, radio of geschreven pers
Toeristische brochures, folders
Brochure touroperator, reisbureau, reisorganisator
Reisgids, toeristische gids
Informatie van vrienden, familie of kennissen
Online informatie en websites
0 10 20 30 40 50 60
Informatie
Inspiratie
Analysis → Facts & Figures!
• 54 % travelled without a mobile or digital device(→ Those who had one, didn’t use it often)
(Source: Kunststedenonderzoek Visit Flanders in 2011)
Laptop
Tablet PC
Smartphone
Draagbare DVD-speler
Draagbare muziekspeler zoals mp3, mp4, ...
Draagbaar GPS-toestel om te wandelen/fietsen
Geen van deze toestellen
0 10 20 30 40 50 60 70 80 90
bijhebben bijhebben & gebruiken
Analysis → Facts & Figures!
• 90 % of the visitors were individual travellers• More than 70% of the visitors booked online
– (booking.com / hostels.com / youthhostels.com / …)
(Source: Kunststedenonderzoek Visit Flanders in 2011)
Website van logieseigenaar of -uitbater
24%
Website van een online reisbureau of touroperator
14%
Website van boekings-organisaties zoals book-
ing.com57%
Website van een transport-maatschappij
1%Andere website
3%
Analysis → Facts & Figures!• Research abroad
How U.S. and European travelers decide where to go• US
– 112 milion Americans took at least 1 holiday last year (min. 100 km of their home)• 76 % consulted online resources• 54 % used mobile websites and apps for travel information• 46% used information from an online travel agency• Only 6 % used social networks for info• 12% think that suggestions from friends and family are very imortant
• FRANCE– 20 milion French took at least 1 holiday last year (min. 100 km of their
home)• 80% consulted online resources• 24 % used traditional (printed) travel guides and 16 % was adviced by a travel agent• 39% gets influenced by suggestions on social networks
Analysis → Facts & Figures!• GERMANY
– 29 milion Germans Duitsers took at least 1 holiday last year (min. 100 km of their home)• 46% likes to have control on all aspects of their journey
→ they desire a lot of info of the destinations• 84 % used min. 1 website
→ 35% preferably destination websites• 39% gets influenced by suggestions on social networks• 30% gets influenced by interactive maps and online videos
• UK– 21 miljoen Brittish took at least 1 holiday last year (min. 100 km of
their home)• 67% believe that review websites are useful
→ 36% uses these website to choose a destination• 37% gets influenced by suggestions on social networks• 13% used mobile websites and apps for information
(Source: Phocus Wright’ destination unknown: How U.S. and European travelers decide where to go)
Analysis → Facts & Figures!• US is definitely a trendsetter
– Online travelmarket increased from 0,1% in 1998 to 51% in 2012
• 40% of the international travellers has a smartphone– Device is being used during the journey
• Gain information (80%)• Search for local activities (63%)• Gain general info (53%)
(Bron: New Media Trend Watch, 2012)
→ Prognosis Worldwide MobileCommunications Device Market Share,Gartner, 2011
Symbian (Nokia)0.10%
Android (HTC,
Samsung,…)
48.80%
Research in Motion (Blackberry)
11.10%
iOS (Apple)17.20%
Microsoft 19.50%
Other operating systems3,30%
Prognosis Operating Systems2015
Analysis → Conclusion
• World gets more digital every day→ Online sources are the most important resources to gain information and get inspired when searching for a destination (Visit Flanders)→bookings: mostly online
→similar trends in other countries (websites are the most important sources when choosing a destionation)
→ 40% of international travellers have a smartphone• 80% uses this device to gain information
→ In Flanders facts & figures on smartphone use aren’t comparible
• People have a smartphone but don’t tend to use it (roamingcosts? Not enough WIFI spots)
Working Method
• General information in 2 ways1. citytrippers / (media)professionals
→ visitantwerpen.be similar to other destination sites (increase of 8% by 2016)
→ redirect from thematical sites, social networks and websites of our partners.
Staff
– Online employee (coördinatie) + frontdesk employees (knowledge + updating info)
– Outsourcing: external editors / copywriters / bloggers spread content about Antwerp as a travel destination
Working Method2. ≠ target groups
→ thematical websites for USP’s en niches
– Fashion: fashioninantwerp.be + app– Gastronomie: smaakmeesters.be– Jongeren: thisisantwerp.be + app
Staff
– Online employee (coördinatie) + frontdesk employees (knowledge + updating info)
– Outsourcing: external editors / copywriters / bloggers spread content about Antwerp as a travel destination
dream• themasites• bloggers• social media
reisspecifiek
research• visitantwerpen.be• partnerkanalen
book• boekingmodule• online ticketing
experience• locatie gebaseerde
informatie, real time• mobiel• belevingsproducten
share• bezoekervaringen• klachtbehandeling
Working MethodBASISDATA: evenementen, locaties, toeristische cijfers, contacten,…
UITDATABANK TOERISMEDATABANK BAROMETERS TVL
CRMGIDSENAPPLICATIE BEELDBANK
WEBSITE INFOZUILEN
EXTERNE OUTPUT BACK OFFICE DASHBOARD KLANTENKANALEN
Request for proposalVenuefinder/Roomfinder-bookingTicketing/online shopSelecte informatie
Roomfinder-boekingTicketingSelecte informatie
Back office gebruikTicketing/shopRoomfinder/boekingUitgebreide informatiestatistieken
CitytripplannerToerisme Vlaanderen Layar, …Thisisantwerp website,Informatie tags bij locaties,Mode applicatie
TOERISTISCHE DATA REFERENTIESYSTEEM
Externe bronnen
Interne bronnen
Verzameling en verrijking van gegevens: locaties, venues, evenementen,…
Working Method
• Important focus point in 2013 = new website (visitantwerpen)– Prospection: partner to work out a digital marketing & communication
strategy • How do we communicate and what role has our website
– Phase 2: development of a new website• Conclusions and results of phase 1
Digital Marketing & Communication Strategy – Specifications
1. Phase 1: Strategic study- Current online situation (analysis + recommendations for
imporvement)- Strategic advice (advice online communication, SEO and conversion,
monitoring and research,…)- Trends (internet & mobile trends)- Tourist data (social media use, content in multiple languages,…)- Technically realistic (technical feasibility of the stragegy)
2. Phase 2: Converting strategic study into a digital, tailor-made concept- Implemantation of the strategy - Practical plan for building most suitable applications and features into
the digital platform