In today’s world of information and technology, consumers are using a wider variety of tools available to them and are using each of them at a higher rate of frequency. The types of media, websites, apps, channels and devices are mind blowing but traditional media is still an effective and critical part of your toolbox. While traditional may not get as much attention these days, it may just be the tipping point in your consumer’s decision-making process. Regardless of the channel, the key for today’s marketer is making sure your content is compelling and that its reaching the right consumer at the right time. Content personalization is now expected. If you’re not already using data to provide personalized messaging, it’s time to start exploring that option. While the use of data and technology are changing the way we deliver the messages, there are things that don’t change. Storytelling and emotion effect our decision making process throughout the day but especially when it comes to larger investments such as a vacation. Finally, word of mouth is still the number one influencer. The best way to generate word of mouth is by giving your visitors a reason to talk about you. A destination’s brand is built one visitor at a time….so give them something good to say.
This is an excerpt from a webinar presented by the South Dakota Department of Tourism and Miles Partnership. A recording of the webinar is available here. You can see this blog and read the Miles white paper for more on the Hyper-Informed Traveler. For further information contact the author Chris Adams, Head of Research & Insights at Miles Partnership at Chris.Adams@MilesPartnership.com
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