The article explains about the best practices toolkit. In this text can be found a lot of information about digital marketing.
Introduction
In this text comes out different marketing tools and it also includes a variety of strategies, channels and tactics. The text also states that travel brands have a lot of different marketing options. That makes it challenging for the marketer because they need to know the best ways to implement and embrace them exactly as desired. But the biggest challenge is still the rapid pace of evolution in platforms and channels. The text helped me to understand a lot more about digital marketing and it also made me realize that especially in digital advertising, one must be able to make use of the information that is available. I am sure the text will be useful to me in my studies and in my future.
Three most interesting points
I picked up what I thought were the three most interesting points in the text and they were:
- Native advertising
- Video advertising
- Social media
Native advertising is the promotion of various products, services and brands. Its purpose is to advertise with content that is very similar to the platform and style in which it is displayed. There are many different ways of native advertising for example, paid search ads, to in-feed promotions, to recommended offers, and branded content marketing. Native advertising is common on social media such as Instagram, Snapchat and YouTube. Usually people with a lot of subscribers or followers will quickly advertise a product or service at the beginning of the video and mention commercial collaboration. I think there is a lot of disagreement about native advertising, but my opinion is that it is a good way to advertise because it is mostly paid and therefore benefits both.
Video advertising
Seeing a video of a resort can really be a big role role in choosing a final destination. Therefore, it is important that the videos are placed well and thoughtfully, as more than 60 percent of travelers want to see a video of the resort before the trip. With the help of video, travel destinations can present the place in an interesting and attractive way and get the customer interested in the destination and even make their decision. The video can describe the place and tell a story about it. Creating a good atmosphere in the eyes of potential customers is important. I think video advertising is a great way to describe a holiday destination, for example. Personally, I’d rather watch a video I can empathize with than read some boring text about a destination.
As you might guess social media plays a big role in digital marketing. Most creators of brands, products and services use social media as a marketing platform. It easily brings more visibility and it is easy for consumers to get information or see pictures, for example. Even social media doesn’t have as much benefit in marketing if not used properly. Therefore, it is important to know your target audience in order to produce just the right kind of advertising for the right customers. However, i think social media is ultimately a really useful platform for many who want to gain visibility for a product, brand or service
My thoughts
I think the article really opened up the means of digital marketing and the different strategies, tactics and channels associated with it. I learned a lot of new things that are sure to benefit me. Many of the things mentioned in the text were completely new to me and, therefore reading the article was really interesting. The article was also really comprehensive.
Sources
The digital travel marketers’ best practices toolkit
https://lucit-my.sharepoint.com/personal/outi_kahkonen_lapinamk_fi/Documents/CEMIT-MECIT/Materials/Reaction%20paper%20+%20LC/DigitalTravelMarketersBestPracticesToolkit_ebook.pdf