Marketing Lies in a Digital World
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- Demographics alone are not enough for effective marketing as many consumers' behaviors do not match typical demographic profiles. Intent and behaviors are better signals to prioritize. - Not all impressions are equal in programmatic advertising. Brand safety, viewability, site/audience alignment, and proper measurement are important considerations. Premium content on quality sites provides better results. - International travel continues rising globally and is an important market for DMOs to focus on given rising incomes in countries like China, India, and Mexico that will drive more international visitors. Metrics like room nights and economic impact resonate best with elected officials.
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Marketing Lies in a Digital World
- 3. Marketing Lies We Believe… …and the Truths We Don’t Want to
- 4. Mark Rudyk Director of Marketing & Communications
- 6. POLL QUESTION: I participated in the abridged version of this presentation during the US Travel Association’s recent ESTO Conference in Minneapolis? 6 1. Yes 2. No
- 7. 7 FACT OR FICTION: Demographics Are Critical in Marketing
- 10. • More than half (56%) of those searching for "sporting goods" online are women • 2 out of 3 (68%) skin and beauty product influencers were men • 2 out of 5 (40%) purchasers of baby products live in households with no children • More than half (56%) of those searching for "sporting goods" online • 2 out of 3 (68%) skin and beauty product influencers • 2 out of 5 (40%) purchasers of baby products live in households 10Source: Why Consumer Intent Is More Powerful Than Demographics. Micro Moments. December, 2015.
- 11. “Marketers that try to reach their audience solely on demographics risk missing more than 70 percent of potential mobile shoppers.” Source: Getting Digital Right, Millward Brown
- 12. Where can I go white- water rafting?
- 13. 0 10 20 30 40 50 60 Millennials Families No children Retirees 13Source: TripBarometer: Psychology of Travel Global Report. “Emotions When Back at Home by Life Stage." September, 2014.
- 14. THE CHALLENGE : Prioritize Behaviors & Intent Signals Over Demographics
- 15. 15 FACT OR FICTION: All Impressions Are Created Equal
- 18. POLL QUESTION: How would you rate your familiarity with Programmatic Advertising? 18 1. Put me behind the wheel of that Ferrari, I’m a pro 2. I’m almost ready for the Ferrari, but let’s take a few practice laps first. 3. Does that Pinto come in any other colors?
- 19. • Brand Safety • Viewability • Site & Audience Alignment • Measurement Programmatic Considerations 19 All Impressions Are Not Created Equal
- 20. 20 Risk 1: Brand Safety
- 21. Traffic Fraud & Viewability 21 Risk 2: The Great Digital Hoax A 'Crisis' in Online Ads: One-Third of Traffic Is Bogus By SUZANNE VRANICA March 23, 2014 6:47 p.m. ET
- 22. “Actions” taken by a pixel for an ad that was never seen don’t count
- 23. 23 Risk 3: Site & Audience Alignment
- 24. Site Spend Share Site Impression Share 24 Risk 3: Site & Audience Alignment
- 25. Site Spend Share Site Impression Share 25 Risk 3: Site & Audience Alignment 20% 15%
- 28. Premium content has a Halo effect 28 Premium Content + Programmatic Display ads on premium publishers provide 67% higher brand lift than non-premium inventory Premium publishers are 3x more effective at driving mid-funnel brand lift (favorability, consideration & intent to recommend) • Source: Comscore, The Halo Effect, July 2016
- 29. “Programmatic Advertising without an attribution partner …is like a 1-night stand without protection.” Source: Ananymous
- 30. “Programmatic Advertising without an attribution partner is like …buying seafood on ‘Manager’s Special.’” Source: Ananymous
- 32. 32 FACT OR FICTION: Travelers would visit even if there was no DMO
- 35. POLL QUESTION: Which performance metrics have you found resonate best with elected officials in your community 35 1. Economic Impact 2. Return-on-Investment 3. Job Growth 4. Room Nights 5. Other:_____________
- 36. 36 Origin & Arrivals Insights Combine Exposure with Change in Device Location to Understand Traveler Behaviors • Understand market origins • Determine most effective messaging and content to influence visitation • Reveal how many days between visitor exposure to DMO messaging and arrival in-market • Uncover sequence of marketing exposures that lead to an arrival
- 37. 37 Search & Booking Insights Utilize Partner Data to Understand Marketing Efficiencies, Revenue and ROI • Connect impact of impressions to clicks • Understand how messaging drives search and booking behaviors • Compare relative performance among media selections • Measure ROI from media investments • Includes Viewability
- 38. 38 Multi-touch Visitation Attribution Understand How Mobile, Desktop, Search, TV, and OOH Drive Visitation • Provides 1st party location data for visitation measurement • Differentiates leisure traveler vs. business traveler • Allows for exclusion of locals from reporting • Reveals market origins and time from exposure to visit • Includes optimization suggestions (demo, geo, time of day to serve ads) based on visitation patterns
- 39. 39 FACT OR FICTION: Now Is NOT the Time to Focus Internationally
- 40. 40 International Departures Continue to Rise World 1.302 Billion Source: World Tourism Organization, Yearbook of Tourism Statistics, Compendium of Tourism Statistics. The World Bank. 2017.
- 41. Index (2003=1) 41 Traveler Spending in the U.S. 0 50 100 150 200 250 300 2003 2008 2013 2018 Domestic International Index (2003=1) Source: Tourism Economics, U.S. Travel Association, BEA Traveler Spending in the US Source: Tourism Economics, U.S. Travel Association, BEA
- 42. 1995=1000 Global vs. US Domestic Trends 0 50 100 150 200 250 300 350 1995 2000 2005 2010 2015 2020 1995=1000 Source: Tourism Economics, U.S Travel Association Comparison of global and US domestic trends Global long haul international travel 200% growth (1995-2020) US domestic overnight trips 62% growth (1995-2020) Source: Tourism Economics, U.S. Travel Association, BEA 43
- 43. Households with Income >$35,000 Source: Tourism Economics 40M new travel-class households emerged over past decade…in China, India, and Mexico 173 million will be formed over next ten years…just in these three countries202620162006 0 50 100 150 200 250 Millions Households with income > $35,000 China India Mexico Source: Tourism Economics 44
- 44. 2016 Source: Tourism Economics International Visits to Travel South States 106 150 213 339 357 397 655 665 680 770 1,041 1,351 Arkansas Mississippi West Virginia Kentucky Alabama Missouri Louisiana Tennessee South Carolina North Carolina Virginia Georgia 0 200 400 600 800 1,000 1,200 1,400 1,600 International visits to Travel South States, 2016 000's Source: Tourism Economics 44
- 46. 46Source: Oxford Economics/Haver Analytics/Federal Reserve The US Dollar in Perspective
- 48. $4,340 48 Average Spend per Overseas Visitor to US Source: Tourism Economics
- 49. POLL QUESTION: Which performance metrics have you found resonate best with elected officials in your community? 49 1. Economic Impact 2. Return-on-Investment 3. Job Growth 4. Room Nights 5. Other:_____________
- 50. Mark Rudyk Director of Marketing & Communications
- 51. 51 MORE DIGITAL MARKETING LIES….OR TRUTHS?
- 52. POLL QUESTION: How do you measure success for your DMO marketing campaign? 52 1. Clicks to Website 2. Overall Impressions 3. Room nights / lift in occupancy 4. Direct ROI 5. Destination Awareness 6. Overall Impact Calculation 7. Other
- 53. 53 Video isn’t worth all the effort
- 54. • Video Boosts Conversions and Sales • Video Builds Trust • Google Loves Videos • Video Encourages Social Shares • Video Appeals to Mobile User ⁃ YouTube reports mobile video consumption rises 100% every year* 54 Video isn’t worth all the effort *Source:http://www.insivia.com/27-video-stats-2017/
- 55. 55
- 56. • Your organic search is probably overestimated • Count me in…twice? • Your direct traffic might not be, well, direct • Bad Code Leads to Bad Data • Wait for it… 56 Google Analytics is always right
- 57. • You need to use every popular channel • Social media costs you nothing • Followers are the primary goal • More content will get you better results • You should be professional and corporate 57 Social Media Myths….
- 58. 58 Email Marketing is Dead!
- 59. • Over 2.5 Billion People Use Email & Usage Is On the Rise1 • 77% of Your Consumers Prefer Email1 • Email Is the Most Popular Online Activity1 • 7 of 10 Consumers Redeem Email Promotions1 • Millennials are the age group most likely to check their email from bed (70%), from the bathroom (57%), or while driving (27%)* 59 Email Marketing is Dead … or is it? 1Source: https://www.mainstreetroi.com/9-stats-that-prove-email-marketing-is-not-dead/ *Source: https://blogs.adobe.com/conversations/2015/08/email.html
- 60. • Email interactivity pulls some of the interactions from the landing page into the email • Video in email is straightforward and easy for subscribers to understand • At some brands triggered emails, like welcome emails and cart abandonment emails, already generate the majority of email marketing revenue. 60 Email Marketing Trends
- 61. • Expect Chatbots to run e-commerce email marketing • Email will shrink • Eye tracking for email • Context makes real-time email • Machines will match subscribers with content 61 More Email Marketing Trends 2017
- 62. • Just about anything you want to do is available on mobile web • Access to on-device features (camera, accelerometer, etc.) • Another platform to manage? • Will it generate more revenue for you? 62 You Need A Mobile App!
- 63. POLL QUESTION: I have conducted an ad effectiveness study on my campaigns 63 1. Yes – but not regularly 2. Yes – after all of my big campaigns 3. No I never pay for an ad effectiveness study
- 64. 64 Ad Effectiveness Studies give my true impact number
- 66. • Influencer marketing is expensive • You must provide influencers monetary compensation • FTC compliance isn't important • The more followers an influencer has, the better • Measuring the ROI of influencer marketing is impossible 66 Social Influencer Myths
- 67. • You can establish a contract • You have potentially powerful results ⁃ customers acquired through word-of- mouth have a 37% higher retention rate* • Request to review content before it's published 67 Paying for Social Influencers PROS • The partnership could feel inauthentic • Influencer's fees are higher than the ROI of partnership • Results are not guaranteed – how to measure? CONS *Source: business2community.com
- 68. • Automatically Play • Facebook/Instagram: 3 Seconds • Youtube: 30 Seconds • Twitter: On Click • Sometimes not even visible 68 Social Video – What counts as a view?
- 69. • Kellogg said Rice Krispies could boost your immune system. • VW falsely advertised environmentally friendly diesel cars. • “Definity” eye cream re-touched a model in an anti-aging ad 69 Always Question Everything…
- 70. MARK YOUR CALENDAR! Technology and Marketing Strategies for Destination Marketers DMA West Tech Summit & Vendor Showcase March 21-23, 2018 Labs | General Sessions | Workshops | Vendor Showcase The Davenport Grand Hotel • Spokane, Washington Visit Spokane www.visitspokane.com Tech Summit Attendance Scholarships Available from the DMA West Education & Research Foundation Application at www.dmawest.org/foundation/scholarships/
Notas do Editor
- Good afternoon and thank you for taking the time to join us today! Over the next 45 minutes or so, we won’t be talking much about TripAdvisor but, instead, a set of topics that, hopefully, drives some contemplation, discussion, and perhaps even some debate.
- ”We hold these truths to be self-evident”…perhaps among the most revered and renowned phrases in the history of political writing. And yet, we live in a time where perceived truths are in question more than ever before. And it seems to me…correct…that as travel marketers we call into question our own perceived truths.
- And, so over the next few minutes, I’d like to challenge some of “The Marketing Lies We Believe…and the Truths We Don’t Want to.“ One important caveat, the opinions expressed here are largely my own or, as you’ll hear from my guest…
- Mark Rudyk of Carlsbad, CA – his. Our goal though is the same: To challenge dogmas, share what’s new and, hopefully, allow each of us to consider, or reconsider, concepts we took at face value, ignored, or simply discarded over time.
- I’m going to propose some things you may support, and some ideas you may oppose and our hope is that your agreement or contention leads to discussions within your own organization. Throughout, we’re also providing opportunities for you to weigh-in, so let’s start with a little test of that polling functionality.
- Terrific. Well, for those of you who did attend that presentation, this time you’ll have the opportunity to ask questions and agree or disagree, so don’t be shy!
- First up: Fact or Fiction: Demographics play a vital role in achieving our objectives. This concept was born from the necessity for marketers to focus marketing dollars and, in for travel marketers, to categorize prospective visitors. But demographic data alone has persisted as a key Sources: https://www.inc.com/peter-roesler/google-data-shows-customer-intent-beats-demographics-for-modern-marketers.html
- arrow in our marketing quivers because it's easy to collect and, perhaps to some degree, simply out of habit. But we have vastly more powerful indicators – most importantly Intent Signals – available to us today. Let’s take a real-world example. If I’m Richmond, Virginia… Source: TripBarometer: Psychology of Travel Global Report. “Emotions When Back at Home by Life Stage." September, 2014.
- …and I want to promote the fact we’re the only place you can raft Class 3 & 4 rapids right through the heart of a city, do I care whether I’m reaching 20-somethings or 50-somethings (both of which groups have people who like to whitewater raft and people who don’t) or is my message more effective if I’m reaching those actively viewing information, say reading an online article, about white-water rafting? You see, the problem with demographics alone, is that they’re often misleading. Take these examples…
- More than half of those searching for sporting goods online...are women 68% of skin and beauty product influencers...are men And 2 out of 5 purchasers of baby products live in households...with no kids
- In their white paper, Getting Digital Right, Millward Brown noted that "Marketers who try to reach their audience solely on demographics risk missing more than 70% of potential mobile shoppers, which is where everyone agrees today’s prospects are increasingly found. The reason?
- Demographics rarely tell the whole story and they miss what consumers are doing and thinking at that exact moment – their intentions.
- Some of you may recall a presentation I’ve given on traveler emotions and in that study, nearly every trend line by generation looked similar to this. Very rarely was there a significant blip. But we’re marketers and we love the differences, which is why every other session and article these days is about millennials.
- But more than demographics, those differences are far more pronounced when we group travelers by behaviors instead. And that shift in priorities – from demographics to behavior and intent is my challenge to all of us today. Thinking about how we differentiate between outdoor enthusiasts and cultural travelers – or better yet, target cultural travelers who love the outdoors and planning a trip right now.
- NEXT UP: One of the developments of the past few years has been the advent of Programmatic advertising. Like all things, though, there are good players and bad and when you rely on public sector investment – and even when you don’t – it’s critical to be aware of some of the risk factors.
- If I were to ask if the 1976 Ford Pinto (the one with the exploding gas tank for those old enough to recall)…
- …and this SWEET 2013 Novitec Rosso Ferrari F12 were the same, most of you would agree they’re quite different. Now, I’m sure there are one or two who might say, "Sure, they’re the same - they can both get you from Point A to Point B," but I’ll leave it to others to set him or her straight. They're clearly different - even though each has its own strengths & weaknesses. Programmatic is similar. There are some phenomenal players in the programmatic space – including, if I may say so, our own TripAdvisor Everywhere offering. Let’s start this section, though, with another poll to ensure we’re all on the same page. How many are familiar with programmatic advertising?
- Well, here’s a short video from the folks at Acuity that does a nice, high-level job of explaining Programmatic.
- So, let me just throw it out there: while I’d argue that any advertising will create brand awareness (even bad ads on terrible sites); to change what I’ll call “hearts & minds” – the strategy has to be about more than reach – context matters especially when your goal is to drive action. And for that, all impressions are NOT created equal. Factors including brand safety, viewability, site and audience alignment, and context all play a role. So let’s dive into each…
- Now, first, there’s no way to know if that’s a tourist or destination marketer with his head in a urinal, and it’s quite likely the people who visit Hidden Playbook also travel. The only question you have to ask is: If my board member or mayor saw our brand next to content like this, would they care. If the answer is yes, be sure you’re asking about the Black- and White-listing practices yours or your agency’s programmatic partner employs. And, if the answer is no, we can skip right to Risk 2.
- In 2012, it was revealed that over half of all online ads were never seen by human eyes. Two years later, it was still around 1/3 and the situation hasn’t improved much. Frankly, it wouldn’t matter if you only paid for the half that were seen, but that’s not always the case. So, it’s also worth asking about viewability - how many of my impressions are verifiably seen by human eyes? Because robots and spiders (the non-human traffic) aren’t likely to be visiting your destination any time soon.
- Actions taken by a pixel for an ad that was never seen doesn’t count for a hill o’ beans so, ideally, make sure you’re getting reporting on viewability, too…
- In this example for a large, European destination’s summer campaign bought programmatically, ads for a general, luxury-focused campaign ran across a range of sites including a Manga site and one called DeviantArt.com
- The two sites represented 20% of their budget and 17% of their impressions…
- The two sites represented 20% of their budget and 15% of their impressions…
- Now, I’m not saying luxury travelers aren’t interested in Manga…which, for those unfamiliar, is a style of Japanese comic books and graphic novels, typically aimed at adults as well as children…
- …but it underscores my final point on the subject about the importance of measurement, but first…
- Remember that quiver full of arrows at the beginning? Premium advertising continues to deliver high brand lift, while Programmatic delivers broad, often inexpensive reach. Today’s saavy marketers have more arrows than ever, and key to choosing when and how to use them is a reliance on measurement.
- Someone who I’ll leave anonymous said to me, “Programmatic Advertising without an attribution partner is like a 1-night stand without protection.” I might amend that to be “Digital Marketing without an attribution partner…” but the point is: a good attribution partner can help you verify if the performance you think you’re seeing is actually occurring.
- Someone who I’ll leave anonymous said to me, “Programmatic Advertising without an attribution partner is like buying seafood on “Manager’s Special – without doing a sniff test.” I might amend that to be “Digital Marketing without an attribution partner…” but the point is: a good attribution partner – and we’ll share some examples in a bit – can help you verify if the performance you think you’re seeing is actually occurring.
- Because, those manga officiandos may be perfect visitors for your destinations, but only accurate data will allow you to know for sure. (and, yes, those are whiskers - meow).
- This one has driven me nuts for over 20 years. How many times has a legislator or other stakeholder said, “But travelers would come here anyway” or “You’re only reaching the ones who’ve already decided to visit”? On its surface, it’s a question that could easily lead to a false answer: Of course, SOME VISITORS would still come whether or not the DMO existed or advertised, but the difference is in the details. How many fewer might visit, how long would they stay, and how likely might they be to uncover secondary and tertiary attractions and sites. Thanks to the work of firms like Arrivalist, Longwoods International, and Destination Analysts to name just a few, we’re able to answer this question better than ever before and – here I’ll talk specifically about TripAdvisor briefly as I’m particularly proud of some of the work we’ve done in this regard with the launch of our…
- …Media Effectiveness Insights, which seeks to measure and compare the behaviors of those who’ve seen a DMO’s messaging and visited the destination to those who didn’t see the DMO’s ads and visited. The results are pretty compelling categorically illustrating the type of lift a DMO’s can deliver. Here’s an example showcased at the Florida Governor’s Conference in late-August…
- Which performance metrics have you found resonate best with elected officials in your community?
- With political upheaval, terrorism and the strength of the dollar, some might suggest now is not the time to be squandering limited resources on harder to convert international travelers…but they couldn’t be more wrong
- While it’s true, sites like ours have tracked declines in US interest that started back in 2016 International travel has never been stronger hitting 1.3B international departures and Growing middles classes in Asia and eastern Europe continue to drive that growth
- During the Travel & Tourism Research Association’s Marketing Outlook Forum last week, Adam Sacks of Tourism Economics noted that growth in international visitor spending has outpaced growth in domestic traveler spending going all the way back to 2003.
- Similarly, the global travel market growing significantly faster than US domestic travel overall – 200% vs. 62% since 1995.
- That growth in HHIs means more of the world’s population will be able to travel than ever before with the opportunity growing exponentially through 2026
- …and international travel doesn’t just benefit the gateways as this Tourism Economics study for Travel South in 2016 revealed with benefits to every participating state
- Because competition has never been more fierce Of the Top 25 TripAdvisor Travelers’ Choice Destination and Destinations-on-the-Rise winners, just one was in the US Sure, the dollar is high…
- …and has likely contributed to the recent declines we’ve seen in international visitation, but it’s well BELOW its long-range average and has actually been declining, which may help to turn-around the current slow-down. but the USA remains high on international travelers wish list, we just have to give them reason to come NOW
- This summer’s eclipse, which many destinations leveraged, provided an ideal example of a reason visitors couldn’t put off a visit to the US. What’s next?
- It’s a question only you can answer, but the international market is a long-term commitment and at an average $4,340 in spending per overseas visitor to the US, it’s a garden that requires constant tending to reap the rewards.
- So, one final poll question before we turn things over to Mark: Which performance metrics have you found resonate best with elected officials in your community?
- And, now, I’d like to turn things over to Mark and introduce him more formally: Mark is a seasoned marketing professional whose experience spans more than 15 years. Mark started out in ski area marketing for the California resorts of Mammoth Mountain and Heavenly Resorts, and then transitioned to destination marketing for Mammoth Lakes, Newport Beach and his current position as Director of Marketing & Communications for the seaside resort town, Visit Carlsbad. Mark’s background is heavy in digital marketing; living, breathing and exploring all the ways technology and digital platforms continue to evolve and change the face of marketing. He has served as an instructor for the Certified Destination Marketing Executive – CDME - accreditation program of Destinations International.
- So, one final poll question before we turn things over to Mark: Which performance metrics have you found resonate best with elected officials in your community?
- https://www.dreamgrow.com/8-reasons-why-your-business-should-use-video-marketing/ http://www.insivia.com/27-video-stats-2017/
- https://www.wholewhale.com/tips/google-analytics-wrong/
- https://neilpatel.com/blog/lies-social-media/
- https://www.emailmonday.com/email-marketing-future
- So, one final poll question before we turn things over to Mark: Which performance metrics have you found resonate best with elected officials in your community?
- Today’s webinar was kindly supported by our friends at the Destination Marketing Association of the West Education & Research Foundation. Next up in the calendar of annual events, which also includes the summer Leadership Summit and autumn Education Summit, is the Tech Summit & Vendor Showcase scheduled for March 21-23, 2018 in Spokane, WA. The Summit brings together some of the brightest minds in technology and digital marketing for destinations. Grants are available and I encourage you to consider applying for one.