Understanding The DMOMarketing Tech Stack

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In this eBook:

1. Marketing technology growth

2. DMO tech stack— Established — Rising adoption— On the horizon

3. 6 Criteria For Evaluating Marketing Technology

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The modern marketer’s toolkitTravelers have the entire web at their fingertips, to get inspiration and research where to travel and what to do during their stay. Destination marketing is challenging in this environment, but marketers now have access to an enormous number of tools to attract, engage, and convert travel buyers. To help destination marketers sort and sift through all these choices, we conducted primary and secondary research with over 150 DMOs across North America to understand which technologies were supporting their marketing efforts.We hope that this report will serve as a useful data point for DMOs planning future marketing technology investments.

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Marketing technology growthTechnology is no longer only the domain of the IT department. It has been predicted that by 2017, CMOs would spend more on IT than CIOs1 . With the exponential growth in the marketing software category, the choices of platforms has never been greater. The figure on the next page shows that there are over 3,000 marketing technology vendors active in the market as of March 2016.

Growth in marketing technology vendors in 2016 vs 20152

1 Source: Laura McLellan, Gartner 2 Source: chiefmartec.com

87%

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DMO Marketing Tech StackWhile there are technologies that specifically serve the travel and tourism sector, the typical DMO marketing tech stack is made up of software that brands in other sectors are also using.

Established Rising adoption On the horizonMarketing automation Content management systems DAMs CRMs Social media management Analytics

Programmatic Visual marketing Personalization CMPs Content creation

Artificial intelligence Augmented reality Chatbots Virtual reality

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DMO Marketing Tech Stack:

Established categories