 |
SEM 360
| |
 |
|
|
DMOs are investing more of their budget in Search Engine Marketing (SEM) and other online advertising and marketing. This White Paper examines the best practices to maximize the impact and return of your SEM investment.
An integrated approach is critical to ensuring campaign respondents stay on your site and turn from "lookers" to "bookers." To date, many DMOs and their agencies are managing only the keyword buy – not the complete experience of campaign respondents.
Learn how to manage your SEM programs "beyond the click"
 |
|
Figure 1. Visualizing an Integrated Online Marketing Program
Best Practices in SEM requires a 360-degree approach to your advertising – integrating the keyword creative and media buy tightly with the experience of the Web site, including landing page content and calls to action. Analytics needs to monitor and manage every part of the campaign, from landing page performance (eg: bounce rate) to tracking content and conversion success against defined campaign goals (Signals of Intent to Travel). |
All a-Twitter
Research Describes the Social Media Activities of DMOs
In Q1 of 2009, GoSeeTell conducted a comprehensive survey about social media use by the U.S. tourism industry. Miles Media and other industry organizations assisted in publicizing the survey, and more than 190 DMO decision-makers participated. The purpose of the survey was to create a snapshot of DMOs' attitudes towards and activities in social media marketing. With an increasing number of destinations investing in Twitter, Facebook and other social media platforms, the research emphasized that social media is a top concern for many DMOs. As this trend continues to develop and evolve, the survey will be repeated to track changes in DMOs' perspectives.
Download the GoSeeTell Research
View the Miles Media Analysis and Commentary |
|
|
Follow Miles Media on Twitter
View Article Feed for DMOs
