Trends shaping the present and future of the tourism industry and case studies
Video marketing & original video content
Digital video advertising spending has been increasing these last two years and is expected to continue to grow at least two more years. The most popular kinds of used content are Comedy, Music, Education and News. Brands tend to target the audience through sponsorship agreements integrating the brand within the show, rather than through traditional advertising interrupting the video.
According to many surveys, video offers an outstanding performance on many relevant metrics such as content sharing rate and conversion rate, as well as generating confidence in online purchase decisions. When it comes to the broadcasting of the online video, there are also some significant trends to consider:
- Length of the video varies depending on the marketing goal
- Calls to action such as redirecting the viewer to a site, another video, to a form in order to receive further content are included
- Talk style videos are used when explaining something in depth
- “Ask me anything” type of videos where a public figure from the industry answers questions from a diverse group of characters are used to create trust on a potentially controversial issue.
Needless to say, video is one of the most engaging content formats according to many metrics. When it comes to marketing destinations and related experiences, this is even more obvious. In this regard, far beyond the “destination marketing video” there should be a collection of videos in accordance with the different experiences and motivations that move the target audience to visit the destination. A very convenient tactic is to make a short version of the video (less than 5 minutes) to draw the attention of the audience with a call to action to watch the long version of the video (not longer than 15 minutes). Furthermore, as it has been explained in all the marketing-related white papers, the finest video content produced by stakeholders should be delivered through the branded platforms of the destination.
Influencers are expected to be able to raise brand awareness, boost reputation, improve brand advocacy and drive lead generation. Beyond the most popular and expensive influencers, there are also a great deal of smaller influencers targeting specific types of audiences or niche markets. Accurately selecting those types of influencers is likely to be the most effective choice. The software Traackr contains an influencer database and allows the users to find the appropriate influencers in accordance with their marketing goals.
Furthermore, beyond the influencers you will have to pay for in order to gain their support, some others are likely to provide you with some support, so long as they really are enthusiastic about your product or service. Moreover, as it has been explained in the marketing white papers, it is convenient to create a network of brand ambassadors leveraging the power of influence of many stakeholders like suppliers, employees, and specially clients.
For as long as possible, it could be convenient to establish some kind of incentive system, giving special deals to the brand ambassadors who manage to raise more brand awareness and foster engagement. Influencer effectiveness can be measured through different metrics (mainly engagement but also sales) and techniques, like providing them with unique deal codes, UTM codes on digital posts, and custom landing pages to monitor their results.
As explained in some of the Envisioning Tourism 3.0 White papers, destinations developing tourism based on the principles of Tourism 3.0 are very likely to attract influencers, so long as they move their human spirit to take action in favour the destination’s social and environmental challenges stated in the mission. In many occasions, this is likely to happen at no cost for the destination. This is one of the greatest advantages of the Tourism 3.0 approach.