CenStates members share some information they learned at the June conference:
We have long known that Artificial Intelligence (AI) is the wave of the future but the future is now. The session about chatbots for websites was intriguing. Basically, there is a bot that can answer the Q & A questions that one normally posts on a website but this is like having an automated chat rep. VERY cool!
Dee Ann McKinney
Research Director, Missouri Division of Tourism
It is critical to identify the metrics that are linked to increased visitation and spending and focus on those. It is also critical to identify your goals and make sure that the metrics you are tracking lead to those goals. For example, if your goal is to use your website to hand off people to your partners, you don’t care about time on the website – in fact, you want it to be short. But if you are trying to increase the length of time in the destination, you want people to stay on your site and find more things to do. Clearly identifying your goals and the right measures is the first step to success. One of the challenges in marketing right now is the overload of metrics. There are lots of numbers that can be tracked, but many of them lead you in the wrong direction.
Executive Vice President, SMARInsights
Be strategic with Google searches. Google searches pull personal information from the user and the search terms, so every Google Search is different for every person and every device they use. Google must trust your website to present it to searches, so build your TRA: Trust, Reputation, and Authority. Build your TRA with compelling content, recognition as the influencer and acknowledgment as the authority. Bottom line, we have to connect with the traveler and be trusted by Google.
Research and Insights Manager, Iowa Tourism Office