Mastering the Digital Marketing Funnel for Business Success

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Business success. By AnnaStills

The Digital Marketing funnel is a strategic model that represents the entire customer journey of tourists, from the moment they come into contact with the brand until they become customers and then loyal customers. It is called a funnel because it resembles a funnel that gradually narrows down (at least in the first part).
The concept is widely used by salespeople but has also become a fundamental resource for the success of marketing and communication efforts. There are numerous approaches to the funnel concept, and the model presented in this paragraph, proposed by Marketingprofs.com [marketingprofs.com, 2016], is divided into six stages (Fig. 1):

  1. Exposure
  2. Discovery
  3. Consideration
  4. Conversion
  5. Customer relationship
  6. Retention

Fig. 1 – The Digital Marketing Funnel, adapted by the Author from [marketingprofs.com, 2016]


First, we can divide the funnel into three sections [marketingprofs.com, 2016]:

  • Top of the funnel (TOFU)
  • Middle of the funnel (MOFU)
  • Bottom of the funnel (BOFU)
  • Top of the Funnel (TOFU): The top portion of the digital marketing funnel (exposure and discovery) represents the first interactions that tourists have with the brand. Today, these interactions can come from various directions. The most common are “organic” search results (i.e., non-advertising-related), but that’s not always the case. Therefore, the first step is to understand which channels people are using to discover our content.
  • Middle of the Funnel (MOFU): In the middle of the funnel (consideration and conversion), interested potential customers (called leads) move from the initial interaction towards making a purchase or possibly making additional purchases based on their experience with our brand so far.
  • Bottom of the Funnel (BOFU): The bottom of the funnel is where customer relationships are managed, focusing on customer care and satisfaction to generate new purchases from loyal customers.


Going into more detail about the stages [rockcontent.com, 2020]:

  • Exposure: On average, there are about 75,000 searches per second on Google. This means it is necessary to be present and, more importantly, be visible within this channel. Therefore, we need to start our Content Marketing strategy (which we will see in Chapter 3) by strengthening our presence through Search Engine Optimization (SEO, which we will see in Chapter 4) techniques or even paid advertising on search engines. The important thing is for the user to enter a specific keyword (keyword), and our page appears among the top results. In this stage, the goal is to produce content that captures the attention of users, such as informative videos and infographics. Now is the time to attract as much qualified traffic as possible. On the blog, we should focus on materials targeted at people who are not familiar with our brand or on the fact that we can offer solutions to some of their problems. The formula for this step is simple: to increase exposure, the brand should work with topics that attract a large number of people. To do this, they can conduct research focused on a short-tail keyword with thousands of searches per month.
  • Discovery: In this next step, the ideal is to focus on producing content that encourages users to become interested in our brand. After all, even though the previous stage means they already know our brand, we need to make them stay on our page to discover our products, services, and solutions. There is no point in bringing a user to our website if they have no interest in our brand. This will only increase the bounce rate of our site, which can even harm the exposure phase. The main goal of this stage is to turn the visitor into a lead (interested potential customer). And now the first challenge arises: offering material or content that encourages the user to provide their contact information by creating an account, for example, or asking users to take action (e.g., subscribing to a newsletter). The most suitable suggestion for this stage is to provide rich and informative content that presents offers aligned with the needs, desires, and passions of tourists.
  • Consideration: Consumers are in a consideration stage when they are aware of our brand and know that we can provide offers aligned with the needs, desires, and passions of tourists. But we are not the only ones. Some competitors are also in the decision-making process. It is up to us, then, to provide materials that facilitate their decision-making process towards us. Therefore, the most suitable materials are those that explain the differentiators and advantages of our offer. In this stage, we already know a bit more about the leads (potential interested customers) and what they are looking for. Our content should present facts and information that demonstrate the superiority of our proposal. It can be helpful to present frequently asked questions (FAQs) that address the main issues or relevant evaluations from other customers. After all, there is nothing better than the opinion of someone who has already tried a specific product or service to make a decision. Investing in examples and concrete cases of experiences lived by other tourists, for example, is an excellent way to clarify any doubts they have about what we offer. The idea is to communicate everything necessary to confirm the superiority of our offer.
  • Conversion: Now that we have showcased the pros of our offer, it is time to help potential customers make the decision. So, it’s time to focus on increasingly personalized content based on our goals, preferences, and challenges. It’s time to create personalized campaigns. With sponsored links, we can draw the user’s attention to a specific landing page, a special page on the website created and focused solely on converting users. In all communications, it is necessary to focus on the benefits and emotions that the tourist can experience with the help of our brand, while slightly neglecting the technical and informational aspects. The idea is for them to understand practically how what we offer is better than what our competitors offer and, therefore, make a purchase.
  • Customer Relationship: With the conversion of leads into customers through the purchase, the next step is to get closer to our customers. It is essential to set aside brand advertisements and focus on providing tourists with the best ways to experience their time with us. This closer contact can become a source of great competitive advantage. For example, investing in an Email Marketing/Messenger Marketing strategy can further strengthen our relationship with the customer. This way, we can establish a direct channel with them, including all social contacts, and be available to resolve their doubts now that they know our brand and how we can provide them with an unforgettable experience.
  • Retention: The work has been extensive, but it’s not over yet. It’s time to think about actions and content focused on the challenge of customer retention. In other words, we need to ensure that the consumer who already knows our brand and has purchased our product or service continues to make new transactions. Especially in the long term, this phase is crucial. In addition to continuing the production of content from the previous stage, it is essential to regularly monitor and analyze our communications with customers. A very efficient way to do this is by interviewing customers, perhaps by asking for a qualitative and quantitative evaluation to create case studies to be used in the previous stages.

Creating a Digital Marketing funnel for our business is, therefore, essential to develop increasingly accurate actions and generate an impact on our target audience.

References:

  • [marketingprofs.com , 2016] marketingprofs.com, Matt Banner “Today’s Digital Marketing Funnel (and How to Optimize Your Conversions)” 22 march 2016, https://www.marketingprofs.com/articles/2016/29582/todays-digital-marketing-funnel-and-how-to-optimize-your-conversions ; retrieved 22.05.2023
  • [Rossi A., 2022] Andrea Rossi “Comunicazione Digitale per il Turismo”, KPD, 2022
  • [rockcontent.com, 2020] rockcontent.com, Rock Content Writer, 31 march 2020 “Digital Marketing funnel: what is, how to create one and what type of content work in each stage” https://rockcontent.com/blog/digital-marketing-funnel/ ; retrieved 22.05.2023

#DigitalMarketingFunnel #BusinessSuccess #MarketingStrategy #CustomerJourney #CustomerRetention #OnlineMarketing #MarketingTips #DigitalAdvertising #ContentMarketing #CustomerExperience

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Tourism Innovation: How Technology is Shaping the Future of Travel

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Two girls having fun with vr glasses virtual reality inovation at home or in office. Ph by dvatri

The tourism industry has always been at the forefront of adopting new technology, seeking ways to enhance and streamline the travel experience. As we continue to dive deeper into the digital age, the scope of technological innovation in tourism has expanded exponentially. This article explores some of the latest developments in technology that are shaping the future of travel, offering more personalized, convenient, and immersive experiences for tourists around the world.

  1. Virtual Reality (VR) and Augmented Reality (AR)

One of the most significant technological advances in recent years is the integration of VR and AR into the tourism industry. These immersive technologies allow travelers to explore destinations and attractions from the comfort of their homes, offering a new way to research and plan trips (Guttentag, 2010). VR and AR are also transforming on-site experiences, with attractions and museums providing visitors with interactive and educational content through the use of smart glasses and mobile devices (Yung & Khoo-Lattimore, 2019).

  1. Artificial Intelligence (AI) and Machine Learning

AI and machine learning have become indispensable tools in the tourism industry. These technologies enable the creation of personalized itineraries, recommendations, and travel experiences tailored to individual preferences (Li, Wang, Liang, & Huang, 2018). AI-powered chatbots and virtual assistants have also made customer service more efficient, providing instant and accurate answers to travelers’ questions (Gretzel, 2011).

  1. Internet of Things (IoT)

The IoT is revolutionizing the tourism industry by connecting devices, systems, and services to create seamless travel experiences (Delen, Kuzey, & Uyar, 2018). Smart luggage with built-in tracking systems, smart hotel rooms with voice-activated controls, and connected transportation services are just a few examples of how IoT is enhancing the travel experience (Bujoreanu, 2017).

  1. Biometric Technology

Biometric technology is becoming increasingly prevalent in airports and other travel-related facilities, as it allows for faster and more secure identification and authentication of travelers (Morphis, 2016). Facial recognition, fingerprint scanners, and iris recognition systems are being used to expedite immigration and customs processes, as well as to enhance security measures (Bagaric & Xynas, 2017).

  1. Sustainable Travel Technologies

As the tourism industry faces growing concerns about its environmental impact, sustainable travel technologies are emerging to help address these issues (Bieger, Wittmer, & Laesser, 2017). Electric and hybrid transportation options, solar-powered accommodation facilities, and innovative waste management solutions are just a few examples of the technologies being implemented to reduce the industry’s carbon footprint (Pantano, Pizzi, Scarpi, & Dennis, 2017).

Conclusion

The ongoing integration of technology into the tourism industry is reshaping the way we travel, offering more personalized, convenient, and immersive experiences. With constant innovations in virtual reality, artificial intelligence, the Internet of Things, biometric technology, and sustainable travel solutions, the future of travel is undoubtedly an exciting one. As these technologies continue to advance, they will play an increasingly important role in driving the growth and evolution of the tourism industry, ultimately shaping a more connected and sustainable world.

Bibliography

Bagaric, M., & Xynas, L. (2017). Migration and human rights in the era of biometric identification: The case for privacy-enhancing migration controls. International Migration, 55(6), 97-110.

Bieger, T., Wittmer, A., & Laesser, C. (2017). Transportation mode and travel behavior: A study on the role of electric and autonomous vehicles. Journal of Sustainable Tourism, 25(6), 811-828.

Bujoreanu, I. C. (2017). Internet of things and smart tourism development. Valahian Journal of Economic Studies, 8(2), 41-46.

Delen, D., Kuzey, C., & Uyar, A. (2018). The impact of the Internet of Things on the tourism industry: An exploratory study. Journal of Hospitality and Tourism Technology, 9(3), 286-300.

Gretzel, U. (2011). Intelligent systems in tourism: A social science perspective. Annals of Tourism Research, 38(3), 757-779.

Guttentag, D. (2010). Virtual reality: Applications and implications for tourism. Tourism Management, 31(5), 637-651.

Li, X., Wang, D., Liang, X., & Huang, D. (2018). A personalized travel recommendation algorithm based on collaborative filtering and time-aware POI visit probability. Journal of Destination Marketing & Management, 8, 206-215.

Morphis, A. (2016). Biometrics and international travel. Journal of Airport Management, 10(3), 271-279.

Pantano, E., Pizzi, G., Scarpi, D., & Dennis, C. (2017). Competing through responsible innovation: The case of the travel industry. Journal of Business Research, 77, 139-148.

Rossi A., (2022) “Comunicazione Digltale per il Turismo”, Rossi A., 2022, ISBN 9791221004175

Yung, R., & Khoo-Lattimore, C. (2019). New realities: A systematic literature review on virtual reality and augmented reality in tourism research. Current Issues in Tourism, 22(17), 2056-2081

TourismInnovation, #FutureOfTravel, #TravelTech, #VirtualReality, #ArtificialIntelligence, #IoTinTravel, #BiometricTechnology, #SustainableTravel, #SmartTourism, #TravelTrends

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Integrated Online and Offline Communication

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Handshake after a good deal. By ijeab

The advent of digital communication has not eliminated offline channels, that is, traditional communication (newspapers, weeklies, monthlies, guides, radio, TV, etc.), which continue to have their audiences and therefore continue to be important for conveying our tourism messages.

An effective strategy in the digital communication era must therefore be able to integrate online and offline channels (Fig. 1), involving our audiences (especially fans on social media channels) to share our messages. To succeed in this endeavor, communication needs to be coordinated between the offline and online parts, both between the destination and the operators and residents as much as possible, conveying a well-defined tourism identity.

Fig 1 – Integrated communication diagram in Travel and Tourism (created by the Author)

Bibliogrphy

[Rossi A., 2022] Rossi Andrea, “Comunicazione Digltale per il Turismo”, Rossi A., 2022, ISBN 9791221004175

#OnlineOffline; #OnlineAndOffline; #OnlineAndOfflineChannels; #IntegratingOnlineAndOfflineChannels; DigitalCommunication; #TraditionalCommunication; #TourismMarketing; #TourismIdentity; #Coordination; #AudienceEngagement; #SocialMediaMarketing; #DestinationMarketing; #OfflineMarketing; #OnlineMarketing

“A tourist experience is what you remember”

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Happy couple of lovers enjoying sail boat trip experience in the ocean – Boyfriend and girlfriend taking selfie picture outside on summer vacation

Picture Credit: engy91

Using Porter’s classic strategic model, several factors have changed in the digital age, which are essential to understand in order to define an appropriate marketing and communication strategy (Fig. 1).

Fig. 1 – Classic Porter’s Model (Author’s elaboration)

Indeed, with the advent of the Internet, low-cost flights, and the era of personalized tourist experiences, the following have changed:

• Industry Competition (rivalry): always very high and fragmented, making price increases risky and limiting creative innovation opportunities (which involve significant costs and time) while the barriers to entry are reduced by the internet.

• Newcomers: new countries like the BRICS (Brazil, Russia, India, China, South Africa), new technological platforms (Booking, Expedia, Trivago, Tripadvisor, Airbnb, Skyscanner, etc.), and low-cost flights that have quickly shifted traffic due to low prices.

• Substitute Products: new niche thematic experiences (e.g., pursuing passions like cosplay, film tourism, or Storm Chasing/Tornado Hunting), changes in vacation duration and periods (from the classic multi-week summer vacations of the ’70s-’80s to short breaks and multiple vacations in more modern times), and technologies that allow exploration and virtual visits from home (e.g., Youtube videos, Google Arts & Culture, Virtual Tours, Virtual Reality, Metaverse, etc.)

• Suppliers: labor market and creative and technological providers, who require increasingly updated and excellent qualifications, as well as the availability of local products, food and wine, and crafts, etc., which make the difference between an excellent and a mediocre offer.

• But above all, the Customers: who have the power of information and reviews from other tourists and an almost unlimited choice online (of destinations, accommodations, flights, packages, etc.), who want to live meaningful experiences and have shifted from passive consumers to active decision-makers for their vacations, thus overturning the balance of power that existed with operators and destinations.

For example, today tourists seek, among other experiences, Storm Chasing/Tornado Hunting, where tourists, accompanied by trained professionals, get close to or even inside storms and tornadoes. This is an extreme example, but it serves to illustrate how the world of tourism has changed with the advent of the Internet. Google alone records 25,000,000 results for the term “Storm Chasing.” (Fig. 2).

Fig. 2 – Some Storm Chasing and Tornado Hunting offers found online. Google indicates 25 million results in the Storm Chasing search (Author’s elaboration)

The Canadian Tourism Commission (CTC) [CTC, 2011] says that “a tourism product is what you buy, a tourist experience is what you remember”, or in other words, a tourism experience actively connects and relates tourists with the local area (and preferably with locals) and lets them live authentic and deeply engaging experiences based on their passions. More and more tourists are transitioning from observers/visitors of attractions and territories to seekers of specific experiences tailored to their personalities, interests, needs, and passions.

Of course, no sector is static, including tourism, and it is necessary to continue observing changes and future trends to stay up-to-date and understand the future of tourism and how to adapt one’s business and offerings accordingly.

Communication is also affected by these changes in which the tourist is at the center and wants relevant, targeted, pertinent, personalized messages without wasting time on unnecessary interruptions. The shift is from paper to cloud, desktop to mobile, “leave a message” to “always on,” and most importantly, from sending messages to potential tourists to searching online for what tourists actually want.

Bibliography

Photo and Picture Credits: Andrea Rossi (Author); engy91

#touristexperience #digitaltourism #marketingstrategy #communicationstrategy #customization #nicheexperiences #StormChasing #TornadoHunting #localproducts #virtualtourism #travelmemories #BRICS #lowcostflights #Portersmodel #customerpower

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