Visit Finland co-operated with ORC international and made a research about emerging trends in digital marketing. They developed region-specific digital marketing recommendations. The mission of the article was:
- identify key digital platforms and networks in each market
- develop recommendations for what channels to use based on Visit Finland resources
- create case studies and provide best practice examples
Interesting for me are the new emerging mega-trends and how the companies are ready to answer them. Article highlights how travelers from different countries have different online travel habits and that leads to that we need country-specific ways to increase their business.
In my opinion this article is a great guide for companies on how they should operate in this growing digital world. It gives good information about the current situation in the development of digital marketing in travel industry.
Three the most interesting points
In my opinion the three most interesting points of this article are:
- Millenials are the key demographics
- joining social media and the ability to book online are two must things to do for the companies
- the fact that each country must be viewed trough of these four key elements: technology, customers, regions and emerging digital platforms.
Millennials are the key demographics in most countries. Article says: “Most millennials across Europe shop travel services in a similar way and the customers are becoming homogenous, driven by technology and social media”. Adventurous lifestyle and desire to look for exiting travel opportunities are the reasons why they are the biggest target group at the moment.
Joining social media and the ability to book online are things that almost all companies should do to increase their business. Mobile technology is integral to success in the changing travel space. It will became the next great diffetentiator for travel companies and organisations. And why the companies should do that? Travelers are looking to find the best deals in the most convenient ways. Companies that want to win must harness emerging platforms and tools that make consumers more likely to work with them.
Tourists arriving from different countries like different things and want different things about their vacation. Religion, culture, climate and situation on country development will make a difference. It is important to look at the situation on a country-by-country basis and start exploring steps forward through it. Article is a great knowledge base and a study of nine different target countries.
My opinion and what I learned
Visit Finland have made a great overview of today’s situation in terms digital marketing. It presents a lot of really good examples and tips of platforms and what every country should do to increase their digital marketing. I learned a lot about the new digital marketing platforms, emerging mega-trends and got to know the research results of different countries. Article was too long for me to get all I wanted to this post.
I recommend you to check this article out!
Preferences
Visit Finland 2017. Optimizing digital channels for marketing and promotions in the travel industry. Link