Marketing Technology, Strategy & Data-Driven Impact
In an evolving marketing environment, we are investigating the most important tools and technologies that support destination marketers in their day-to-day operations.
In an evolving marketing environment, we are investigating the most important tools and technologies that support destination marketers in their day-to-day operations.
In the ever-evolving landscape of digital marketing, staying ahead of the curve is crucial for destination marketing organisations (DMOs). This Workstream is designed for DMOs seeking to harness the power of marketing technology (MarTech), with a particular emphasis on AI and generative AI tools, to achieve tangible results and enhance marketing tactics and strategies.
This section outlines the key challenges the Workstream seeks to understand better and the impactful results it aims to achieve in addressing them.
The abundance of MarTech tools can be overwhelming. How do you choose the right platforms for your specific needs and budget?
Siloed data hinders a holistic understanding of your audience. What strategies can be employed to effectively integrate and analyse data from various sources?
AI offers immense potential for personalisation, content creation, and automation. How can DMOs responsibly and effectively integrate these technologies into their marketing efforts?
Demonstrating the impact of marketing campaigns is crucial. What metrics and tools can be used to accurately assess the return on investment (ROI) of MarTech initiatives?
The outputs are defined and later refined by members of the Workstream and serve as the guiding objectives defining the group's scope of work and priorities.
A continuously updated, searchable database of MarTech tools specifically vetted for DMO relevance with categorisation, cost evaluation and opinions and critical review by other DMOs.
Building a knowledge pool highlighting AI-powered and generative AI tools relevant to DMO marketing, including tested experiments and application examples from destinations, the wider tourism industry and other sectors.
A collection of templates, calculators, and guides to assist DMOs in measuring the effectiveness of their marketing campaigns and MarTech investments. Include an in-depth analysis of KPI tracking templates, attribution modelling guides and approaches looking at the impact of various touch-points on conversions as well as guides to attribution modelling concepts and tools to better understand the impact of various touch-points on conversions.
A member-exclusive forum where DMOs can ask questions, seek advice, and share challenges related to MarTech implementation and optimisation. This forum will foster peer-to-peer learning and provide a platform for members to connect with MarTech experts and suppliers or specialists invited to contribute on granular aspects of the MarTech landscape.
Short, focused webinars highlighting specific MarTech tools or platforms, featuring demos, use cases, and Q&A sessions with suppliers or DMOs who have successfully implemented the tool. This will offer the opportunity to both collectively demo and get insight on the potential of various pools, without handing over contact data to vendors, or understand first-hand from other users within the Workstream.
The working group will meet regularly to discuss progress, share updates on ongoing projects, and explore new opportunities for collaboration. Sessions will be a mix of presentations, workshops, and open discussions, providing a platform for members to learn from each other and stay at the forefront of MarTech advancements focusing on areas such as:
.webp)