The need for strategic, multi-channel marketing has never been more apparent than in the tourism and hospitality industries. Consider these two facts:
- Two-thirds of both offline and online purchases begin on a mobile device. That is to say that the initial research or product discovery occurs on consumers’ smartphones or tablets.
- 61% of purchases that start on a mobile device are completed on a different digital device such as a laptop.
When you also consider that the average vacation purchase cycle takes 30-days or more (usually overseen by the female head of household even if she isn’t the primary provider), that leaves a lot of room for your would-be customers to slip in and out of the purchase journey. Don’t let your customers’ natural switch between devices while conducting research, comparing options, and weighing the value of this large-scale purchase, all the while marching through this long-tail sales experience be a recipe for missed opportunities.
Leverage multi-channel marketing in the tourism industry:
Instead, use this reality as an opportunity to create a tailored, multi-channel marketing strategy that blurs lines between devices to enhance – rather than fracture – the shopping experience. According to Forbes, “the vast majority of media interactions are screen-based and so marketing strategies should no longer be viewed as ‘digital’ or ‘traditional’”. And we couldn’t agree more. People are constantly consuming media from their smartphones, computers, email inboxes, televisions, and radios. Trying to keep them separate or hoping to shepherd customers through one, sole channel is simply not realistic.
Tourism marketing hinges on our ability to translate the perceived value of a wholly emotional purchase, which is why it is especially important to reach your customers at exactly the right moments. Retargeting, campaigns that encourage device switching (such as a contest that draws customers from a television spot to your Facebook page), or carefully placed emails and banners can all make this task easier.
Invest smarter, not harder in tourism marketing:
Creating a strategy that touches the most likely places your customers will be starts with data. Most marketers can’t be everywhere at once, so it’s important to invest in the right channels at the right times so your messaging reaffirms your brand values and the unique experience your destination affords. Your local Orlando marketing agency can help with that. There’s no need to reinvent (or reinvest in) the wheel when agency partners like us have access to a wealth of market and behavioral research that can guide and direct these types of decisions.
Make decisions that maximize your reach without maxing out your marketing budget by observing your customers and competitors. Social media, in particular, is a great way to glean information about what your customers are interested in if you need quick insights. Also consider what your competitors are doing. If you want to take them on head-to-head, plan your budget accordingly. If not, think about where these same customers are congregating that they aren’t.
Multi-channel marketing allows you to succeed in a hyper-competitive world with blurred digital lines and fierce pricing strategy. And it’s much easier than you think. Click here to learn more about the types of creative services we offer and how we have helped our clients bridge their media needs with ease.