With the new marketing system, communication turns into a two-way conversation between the destination and all its stakeholders, who want to be listened to and want to contribute in the brand control and development. Therefore, the goals, the contents, the channels and the communication flows are to change radically over time. However, digital marketing is not to replace traditional marketing, but to integrate with it in order to enhance the marketing system capabilities.

Firstly, there are many goals to consider when formulating the communication strategy:

·  Increase brand or issue awareness ·   Letting stakeholders support your cause
·  Getting feedback from your constituents ·   Telling stories
·  Spur conversations about brand’s topics ·   Promoting events
·  Recruiting contributors ·   Connect with like-minded organizations
·  Getting people to participate in contests ·   Raising concern about a particular topic
·  Recruiting volunteers, trainees and employees ·   Knowing what is said about the brand
·  Building a community around a specific topic ·   Communicating mission achievements


When formulating the communication goals, it is necessary to state the target audiences they refer to, as well as to prioritize both the goals and their application to every target audience. It is also necessary to convert them into specific and measurable objectives.

Do you think of other relevant goals to include?

Posted by Jordi Pera

Jordi Pera is an economist passionate about tourism, strategy, marketing, sustainability, business modelling and open innovation. He has international experience in marketing, intelligence research, strategy planning, business model innovation and lecturing, having developed most of his career in the tourism industry. Jordi is keen on tackling innovation and strategy challenges that require imagination, entail thoughtful analysis and are to be solved with creative solutions.

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