What role does innovation play for today’s destinations and what does it mean to be truly innovative? Is it still possible in such a busy world and a world where consumers are becoming more and more demanding?
Together with Tourism Ireland, Switzerland Tourism and Visit Wales, we explored what innovation means for DMOs today, and the different ways to achieve innovation to successfully stand out from the competition and challenges of today. This section primarily focused on transforming DMO websites with the use of data insights, machine learning and AI.
Here are the top takeaways on Innovation at #DTTTGlobal:
Machine intelligence is fundamental to the future of marketing, everything else layers on top of that - e.g creatives, promotion etc. However, the human element is still needed. Machine learning and AI is extremely beneficial in many different ways but there can still be issues.
The focus is being consumer-centric - in order to meet consumer expectations, you need to incorporate machine learning to be able to make marketing more personal.
There is no answer for how to balance personalisation and privacy but it is crucial that GDPR guidelines are followed correctly.
Validate your ideas during the development stage. How? Invite real users into a 'usability lab' to test and comment.
Website and digital is a never-ending journey. The industry and the consumer continue to change, therefore DMOs and marketers need to always be agile, alert and change along the way in terms of on-going development.
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