Personaliation is one of the key priorities by many marketers in 2013 which is a very positive step that aims to make consumer experiences on websites and social media channels increasingly personal and more fit for purpose. 52% of marketers actually state that personalisation is key to their overall digital strategy, indicating the overall importance. For many organisations, it is difficult to start with personalisation and many tourism organisations also fail to take advantage of consumer histories on their websites to tailor content that is shown to consumers. Marketers should approach personalisation with a long term view in mind, rather than short term fixes (iMedia Connection 2013).
A personalisation strategy is the first step when it comes to approaching personalisation as a tourism organisations. Thinking about the range of segments where tailored messages could and should be created is a first step towards a strategic approach of tackling personalisation. Monitoring and looking at the browser history of consumers moving around the web can be extremely useful, as it can facilitate marketers to create a richer personalised experience. Big amounts of data are available to any organisation, so use the data, study it carefully and segment different consumer segments to their purchasing behaviour or overall brand interactions. A different messaging is needed, as these segments are very different with regards to their overall behaviour and purchase history.
A visit to an tourism organisation’s website is already an indication that there was already particular interest in the brand or destination. However, either the interest was not met, or the visit did not result in a purchase. However, this initial exposure of content to the user is very positive. Now, more compelling storylines and also campaign strategies are needed to either further engage consumers through presenting a follow up storyline or develop a campaign strategy that might convince consumers that the brand or destination is a fit for their needs and expectations.
Whenever advertising is used to create a more personal experience on the web, marketers need to consider that consumers might be exposed to similar or the same messaging online frequently. Therefore, marketers need to keep it fresh and change the messaging in a creative way in order to tell the story through ads which will certainly be embraced by consumers and keep them more engaged with the brand.
Another very important factor to consider is that a personalisation strategy will not be perfect over night. Marketers need to work on their personalisation strategy, experiment and discover what works and what does not to deliver the best personal experience the organisation can for consumers.
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