DMAI Connections
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Survey: 50% of DMO Marketing Dollars Spent Online Blog: DMAI Connections | By: Andrea Cates | Released: Sep 01, 2010 08:10 AM Destinations around the globe are increasingly shifting marketing dollars online and looking at social media to connect with travelers, according to a new study on advertising trends, commissioned by Expedia and conducted by Revel.
The study indicates that some DMOs are saying that online marketing now accounts for more than 50 percent of their total advertising budget. "With nearly two-thirds of travelers using the internet to select a destination, a DMO's marketing plan must build in a large online component," said Michael Gehrisch, DMAI President & CEO, "The online travel agencies are great partners in navigating this space." According to the study, the shift of DMO marketing dollars to online media has occurred largely because of budget cuts and increasing pressure from governing bodies to measure results. "Online travel agencies are in a unique position to inspire new travelers and shift share from competing destinations," said Thaddeus Hanscom, VP for Expedia's Media team. "Expedia is able to leverage vigorous data-analysis, rich media products, a vast online marketplace and alignment with supplier organizations, to help DMOs grow both awareness and travel revenues. We've partnered with more than 250 DMOs and continue to enhance our digital solution-set to reach consumers at all stages of the trip planning process, from research to purchase." Additionally, social media is also an increasingly important channel for destination marketers to connect with travelers online. According to Destination Analysts, 43.5 percent of consumer respondents said they had used some form of user-generated content to plan leisure travel in the last 12 months, and 24 percent said they had used a mobile phone or PDA to access travel information - 80 percent higher than the prior year. DMOs recognize the need to capitalize on this trend, and according to Expedia's study, many DMOs said they want to incorporate social media into the marketing mix. Released: Sep 01, 2010 08:10 AM Keywords: DMAI | city marketing | marketing | online   |
The opinions of this blog are that of the author and do not necessarily depict the position of Destination Marketing Association International. Do you work at a destination marketing organization (DMO) or tourism board? Become a member of DMAI!
