1. www.visitcornwall.com Lauren Hogan Digital Marketing Manager

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

3. 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

4. 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)

5. 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.

6. January

7. 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 I think it’s fair to say we’re not really making the most of where digital can really add value.
February

8. 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 I think it’s fair to say we’re not really making the most of where digital can really add value.
March

9. 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

11. Screen grab of homepage Carousel images

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

16. . . . thank you