Plenty of ink has been spilled in the ongoing social vs. email marketing debate. The conversation often concludes with a concession that both channels have pros and cons, and as appropriate, marketers should use both.
But in general, ‘use both’ still means separately. The mantra: ‘use email for this and social for that’ is outdated. The fact is, social and email campaigns aren’t a zero sum game and don’t need to exist in silos.
Each year tourism departments in governments, companies and associations spend millions of tax payer dollars on market research and insights relating to the travel and tourism industry. The challenge is for hotel, tour operator or destination marketing organisations to get their hands on transformative insights - insights that can increase revenue and visitor numbers. The marketers need to understand the report's implications, and then create an effective campaign that is based on real market conditions. Most importantly, they need to incorporate the voice of the customer. Find out more.
It is now time for tourism marketing executives to shift tactical executions to focus more on building and creating content that is owned and to view social media as a means of distribution rather than an online marketing tactic in its own right. Strategies centred around creating a strong online presence for hotels are required.
Content: At the centre of your owned media strategy is content - content should be informative, interesting and compelling.
Variety: There should be a variety of content in your owned media strategy.
Websites: Too much focus has been on factual and functional brand values rather than emotive brand benefits.
Blogs: Blogs with personal stories that talk directly to your personas and their trigger points can result in your brand making it to the consideration set in a competitive market.
Email lists: Implement a balanced combination of great stories, videos and imagery as well as genuine offers.
Social media as a distributor to owned content: social media signals mean the search engines pick up on your authority and influence and you will be more likely to be connected with your customers in semantic search.
Last December, Instagram announced that it surpassed 300 million active users. Though impressive, it still has a reputation for being frivolous. But with the rise of photo blogging, this seems to be coming to an end.
In the middle of June, Pure Michigan launched the first live virtual tour in Northern America in collaboration with Tom Daldin, host of PBS show Under the Radar. This means that the US state travel promotion agency becomes the first in the United States to host a first-person, real-time interactive web experience using wearable technology. Melbourne, Australia has been the first destination to take advantage of this growing tech, and the first experience offered by Pure Michigan promises to be a memorable one.
Sharing your scoops to your social media accounts is a must to distribute your curated content. Not only will it drive traffic and leads through your content, but it will help show your expertise with your followers.
How to integrate my topics' content to my website?
Integrating your curated content to your website or blog will allow you to increase your website visitors’ engagement, boost SEO and acquire new visitors. By redirecting your social media traffic to your website, Scoop.it will also help you generate more qualified traffic and leads from your curation work.
Distributing your curated content through a newsletter is a great way to nurture and engage your email subscribers will developing your traffic and visibility.
Creating engaging newsletters with your curated content is really easy.