I gave this presentation at International Conference for Cultural Turism in Europe - Sibiu, Romania - 2017.

1. DIGITAL MARKETING
FOR CULTURAL
DESTINATIONS
Ionuț Munteanu
CEO Eventya
10 ideas for a long term and effective digital strategy

2. Use the digital space to
learn about your targets
1

3. Analyze data and
indentify patterns
Use it to improve
communication,
products and services
Request
authentification, but
give something back

4. make your destination
‘shareable’
2

5. Any page or piece of
information from your
website/app must be
shareable.
Get to know what
people are using
today to collect, store
or share information
with their friends or
family.

6. invite the local community
to create digital content
3

7. Give posibilities to the
local services to publish
their own offers,
promotions and speacial
deals for tourists.
Allow them to be active
players in your digital
communication.

8. there are channels you own
and
channels you don’t
4

9. Travel apps and websites
Booking & Reservation
systems
Social Media
Bloggers
Press
Website & App
Newsletter
Your own Social Media
Pages
- can’t control the content
- huge audience
- expensive advertising
- transaction fees
- public reviews & ratings
- limited analytics &
insights
- minimum access to data
about the audience
- you can control and offer better
content
- small audience
- cheap adverts
- no transaction fees
- be in control on reviews/ratings
- detailed analytics & insights
- access to audience data
Others Yours

10. the quality of a
website/app will reflect to many
the quality of destination’s
services, products or experiences
5

11. vs

12. put together a long-term
team for online operations,
not just project based
contractors
6

13. - focused on meet
expectations on the
budget
- catch up with innovation
- listens for specifications
- limited availability
- cheap on short term
- focused to deliver value and
increase the business
- looking to innovate
- create specifications
- any time available
- cheap on long term
one-time
contracts
long-term
hired/contracted team
those IT & TECH guys

14. embody digital
communications betweeen
tourists and locals
7

15. because they will loose
money
because your goal is not help
local services and tourist to meet
and share things
the big players
don’t do it
your channels can
facilitate communications

16. Product
Placement
Price
Promotion
8
the classic
marketing mix
Tribes
Reviews & Ratings
Shareability
Instant Gratification
the tech &
marketing mix

17. mobile search is always on
9
77% of mobile searches are from home or work,
where a PC is available

18. responsive website
dedicated mobile website
mobile app
smart links to app & web pages
analytics & insights
going mobile is not an option anymore

19. don’t compete with the big guys,
but work with them to increase
your own channels value
10

20. learn specific details
about your targets
what you can do better than
Google, TripAdvisor, Booking.com and others
you will hold a database of Points
of Interest (GIS for tourism) and
share access to it
quality and updated content
provide relevant content, add those
features that are really solving
problems
easy access to local
services and
products suppliers
help them to reach tourists, make
money and increase their business

21. thank you
Ionuț Munteanu
www.eventya.net