Implementation entails tracking the metrics to monitor the performance of every strategy. The development of Destination Marketing 3.0 entails a progressive change in the marketing activities, which are to be deployed when the key indicators reach the established turning points, for the accuracy and reliability of these indicators is crucial to the deployment of the Marketing Plan.

When drafting the KPI section of the Implementation Plan, it is necessary to state for each KPI the frequency when it needs to be checked and the priority level or importance within the scorecard. The KPI scorecard is to be checked in regular meetings according to the established frequency for each indicator, to evaluate results, learn from them and make strategic adjustments. The social media platforms offer a growing variety of monitoring tools, from which a sample is hereby shown.

 Positioning metrics

·       Attributes and values related to the destination, according to tourist’s surveys

·       Mission statement awareness

·       Perceived value proposition

 Targeting metrics

·       Follower base growth in every target group

·       Reach in the target markets and languages: number of content views

·       Tourism arrivals and expenditure corresponding to each target group

 Communication standard metrics

·       Unique visitors: visitors to the website during a given period. Each visitor is counted once

·       Search engine traffic: amount of traffic being referred to the website by search engines

·       Social media traffic: amount of traffic being referred to the website through social media

 Content metrics

·       Content delivery frequency for every type of content

·       Content engagement (like, share, comment and conversion) rate per type of content

·       Content impression (viewership, appearance in online searches) rate per type of content

 Social media metrics

·       Engagement of targeted updates (number of likes, time spent with the content, etc.)

·       Conversational growth (shares, comments etc.) considering share or retweet resonation

·       Media coverage and impressions (mentions on media multiplied by the audience size)

 Network engagement & development

·      New contact rate: number of new leads in the database for every category

·      Levels of engagement for every target group (% each role)

·      Evolution of social media adoption within the local community

 Sales metrics

·       Sales and growth for every product in every channel

·       Profitability of each product in every channel, considering the associated marketing costs

·       Sales and growth for every retail store and travel agency

 Product metrics

·       Number and quality of creative reviews bringing in useful ideas. Overall satisfaction

·       New tourism products launched and improvements made. Product profitability

·       New merchandise products launched. Product profitability

 What other key metrics do you think of for every category?

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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