5 requirements to respond better to current developments in marketing.
Tourism in Germany and Europe will be possible this summer. In the course of the opening, a cacophony of regulations has arisen in the EU countries and subordinate administration levels. In addition, the sales structures are in violent turmoil. This affects both the stationary and digital sales channels. Tour operators are fighting for survival or have already lost the fight. It doesn’t look any better in the transport sector either. Many connections have been terminated and capacities are only slowly starting up again. How is effective marketing possible in such a dynamic setting?
Classic approaches are doomed to fail at the moment. The market and the needs of your guests change too quickly. Complex situations like the current one, between shutdown and normality, can only be mastered with an agile marketing approach. But what does that mean?
- The team – no hierarchies, transparency and collaboration
Project structures must ensure an open, direct exchange. All team members are in the same boat. No matter they work for a Destination Marketing Organization (DMO), a service provider or a supporting external service provider.
- The Data – The Hour of the Analysts
Data must be collected and analyzed in close cycles in order to identify market opportunities and to develop corresponding campaigns. The prerequisite for this is not only a proper setup of the analysis tools such as Google Analytics or Sistrix, but also a daily updated evaluation of the relevant sectors of the travel industry.
- The guests – from fear to daredevil
Target groups have always behaved differently in regard to their booking behavior. Already in the crisis there were many people who actively asked the DMOs or service providers how they could go on vacation in the region. If necessary, they were even willing to break the law. This contrasts with guests who are afraid and deeply insecure. And there are many gradations in between. The result: At the same time, a completely different approach must be made for each group of guests.
- Communication – campaigns at speed
In the current situation, long-term campaign planning is obsolete – but it had actually been for a few years. Because in digital campaigns everything is tested in real time by the target group and can be permanently optimized accordingly. The development, coordination and roll out of a campaign motif must be as fast as the changing information situation. Ideally, new, targeted campaigns are created every week.
- The website – demand-oriented approach Also a truism: The more I mirror the website visitor that I understand him, the more likely he will be my paying guest. The greater the uncertainty, the more accurate the address must be. But if the needs are so different, the website has to be as individual as the guests. The solutions are here, needs-based entrances, Google Optimize and other tools that enable a target group-oriented approach.
neusta tourism helps
We “live” digitalization and tourism for more than 20 years and are happy to be at your disposal as sparring partners to support you with the implementation of agile marketing processes, e.g. to generate more bookings at short notice, to improve the guest dialogue or to stand out from the competition.
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