www.visitcornwall.com Lauren Hogan Digital Marketing Manager

Defining objectives To attract new visitors (when we need them) To maximise repeat business (when we need it) To maximise visitor spend

What does the customer need + when? Awareness Information search Intention Recognised and distinct buying process. When making a more complex and expensive purchase such as a holiday, then the decision will take longer. Need to keep in mind the stage the customer is at when planning what digital marketing communications to hit them with and when. This is a recognised model of the purchase decision process, showing the stages the customer moves through to make a purchase decision: Awareness – realising we have a need or a want Searching for products / services to satisfy this need Comparing and selecting Purchase Visit VC’s digital marketing communications need to reach consumers at all of stages of the buying cycle and should be effective enough to influence decision making. Decision Visit + Post Visit

What does the customer need + when? Awareness Online PR Social media Viral Consideration/ information search Intention SEM Website Blog Decision Visit Website Recognised and distinct buying process. When making a more complex and expensive purchase such as a holiday, then the decision will take longer. Need to keep in mind the stage the customer is at when planning what digital marketing communications to hit them with and when. This is a recognised model of the purchase decision process, showing the stages the customer moves through to make a purchase decision: Awareness – realising we have a need or a want Searching for products / services to satisfy this need Comparing and selecting Purchase Visit VC’s digital marketing communications need to reach consumers at all of stages of the buying cycle and should be effective enough to influence decision making. + Post Visit Mobile Website Social media Social media (ECRM)

Why digital marketing? Dynamic Rich, multi-media experiences Constantly evolving Easily and cost effective to update Immediate Rich, multi-media experiences Customer can experience and sample what we’re selling through video, slideshows, Google maps, customer reviews Facilitates peer to peer / WOM Sharing digital content via our customers and audiences is one of the most effective ways we can do this and increase reach Cost effective Potential global reach A lot of people talk about doing digital marketing, having an i-phone app for example, or a new website but aren’t necessarily clear what they’re trying to achieve with it. Traditional and new media / digital marketing should be seen as complimentary – they need to be used together. When to use digital marketing and new media depends on what you’re trying to achieve, and who you’re targeting. Digital media is superior at providing rational, product based information whereas traditional media are much better at conveying emotional brand values. So, advertising and traditional PR more effective at the brand awareness raising, reaching new visitors. The effectiveness of digital media really kicks in when a user is searching for information. But at that stage digital marketing has some huge advantages: It is constantly evolving, easily kept up to date, dynamic and an immediate source of information for customers; Facilitates interactive relationship building with customers; Ability to provide rich, multi-media experiences that can constantly evolve – so for example Video is hugely important – with 80% of Internet users worldwide watching online video and UK online video growing at more than 40% per year video is an increasingly important aspect of our content strategy as it allows customers to sample and experience what they are buying. Online video has proven to be a powerful tool for increasing sales conversions on retail websites.

January

So if we say that the real benefits of digital marketing are: fast, interactive, ever changing, rich-multi media, dynamic and interactive…. And then you look at the majority of static, online brochures… here’s www.visitcornwall.com I think it’s fair to say we’re not really making the most of where digital can really add value. February

So if we say that the real benefits of digital marketing are: fast, interactive, ever changing, rich-multi media, dynamic and interactive…. And then you look at the majority of static, online brochures… here’s www.visitcornwall.com I think it’s fair to say we’re not really making the most of where digital can really add value. March

Top 3 priorities for the website… Convert virtual visitors to physical visitors Make their visit the best it can be Inspire them to repeat visit

Screen grab of homepage Carousel images

Measuring success Unique visitors to website year on year Facebook fans Twitter followers YouTube views E-newsletter sign-ups

. . . thank you www.visitcornwall.com