Destination Marketing Webinar - Search: Powering Your Marketing Mix

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• published: 15 Mar 2011
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Our first in this series is Search Powering Your Marketing Mix where we will show how search marketing can provide behavioral information on who is searching for lodging, restaurant, attraction and activity information in and around your destination, which messages resonate with them and what factors entice them to become visitors/customers. Armed with this knowledge, destination and regional marketers can create effective messaging to drive consumer actions through all aspects of the marketing mix, both online and traditional channels. In this webinar you will learn: 1. How Search & Social Intelligence Research can define your target audience(s) and provide knowledge needed to create an effective overall marketing campaign. 2. How to leverage this information across your online and traditional marketing mix. TRANSCRIPT: Mike: Good morning, thanks Tyson. Good morning to some and good afternoon to others. Thanks for joining us for the first of our three destination marketing webinars, search powering your marketing mix. I'm Mike Rosenberg Vice President of New Business and Strategy at EngineWworks. We're a full service digital marketing agency focused on the travel and hospitality industry. So my goal today is to show you how to use search marketing research really to drive all of your marketing efforts. This session promises to provide a strategy backbone that can be implemented by all destinations of all sizes, to enhance your marketing efforts, from research to strategy and planning. This hopefully informative and actionable presentation is going to provide a road map. And we'll have some case studies along the way as well. As a reminder as I mentioned it is the first of three. The next two specifically focusing in on social media and can it deliver to your bottom line where we'll address how to go about tracking your social media efforts to see if all the work is paying off. That will be our April presentation, and then in May we'll go even more interactive than we are today and have live SEO assessments. We'll take a couple of quote-unquote ”pre-seededed assessments” from ahead of time, and then we'll take a few that are also live from the attendees during the webinar. So if that's something that you’re interested in, definitely reach out and let me know if you want to be one of those pre-seeded ones. So let's get going, search powering and your marketing mix, knowledge is power. So really the impetus of this presentation is that for a long time, really since the beginning of advertising and marketing. Companies have spent a lot of money, a lot of time on the creation of their marketing mix. And traditionally this has been a topped down strategy. You know, messages were created to tout the attributes or the benefits of a company’s products or services. Or in this case, a destination’s, attractions or features, or the cities within it. Follow that by integration of that messaging into each channel of the marketing mix. Then do some conventional marketing research to see if it was effective. Kind of going into the old adage of if fifty percent of my marketing works, I just don't know which fifty percent. Well unfortunately this process often failed to hit the mark. The in-depth research and analysis of consumer action coupled with what we now have is, instantaneous or at least close to instantaneous ROI tracking and measurement, can help us use that knowledge gained through some of these search marketing, and all my marketing tools as a foundation to actually create a marketing mix. So, what we would like to look at here is not just viewing search marketing or even online marketing as, a channel within the mix, but, rather we can feed that traditionally created messaging that we feed into the marketing mix. But rather using that to extract knowledge to create that overall marketing campaign. Kind of a road map of what we're going to cover, the four main points today are going to be: research and analysis, how customers seek out destinations, how we can discover the best targeting and messaging and then, how to integrate all of it into your various media channels. You know, through this process we can really extract some precise behavioral information pertaining to exactly who's searching for a specific destinations information on those, what it is that their looking for, which messages resonate with them, and what factors entice them to become visitors, or customers. And all through this you can create targeting and messaging to really drive that consumer action, both on and offline. So one thing to note here is, I would definitely use the bullets, not a list, one, two, three, four. We'll really weave through these four pieces throughout the entire presentation. And as I mentioned we'll use some examples along the way as well, some case studies. So what does this look like? Well successful digital marketing focuses first on three areas for success. You've got your content, so what