Thinking Bigger About Mobile Applications For CVBs and DMOs
Becoming The True Hub of Your Destination
BOSTON, Aug. 24, 2016 /PRNewswire/ -- The following is being submitted by Michael Garvin, CEO of RoamingAround:
Travelers of all ages, nationalities, and income levels readily rely on mobile technology to assist and enhance their travel experience — and there is no shortage of destination-based applications available to assist them. With many convenient and free broad-spectrum resources like Yelp, TripAdivsor or Lonely Planet, to name just a few, the Convention & Visitor's Bureau (CVB) and Destination Marketing Organization (DMO) face an uphill battle to become the destination for destination information.
The demand for a user's attention is fierce, and if a CVB or DMO does not offer a compelling reason to download their app, visitors will quickly find other resources.
Create compelling reasons to get personal
Mobile users are willing to submit information about their personal preferences, their habits, and their location but only in exchange for obvious value. Content must be relevant, contextualized, and easy to access. Offers and promotions must be personalized and unobtrusive. The worth of any digital initiative can no longer be a matter of speculation. Its value must be a demonstrable, measurable, easily interpretable return on investment.
The new frontier of destination marketing
Geolocation, enhanced by machine learning is the new frontier for destination marketing. With GPS, Bluetooth beacons and WiFi positioning, a location context can created indoors and outside. The path of a user's journey while traveling creates a detailed profile about their likes, dislikes, and behavior—and this more detailed profile allows the app to tailor content and communications in the ways that are most relevant and pleasing to the user.
Seeing the ROI on customer engagement
Something many applications fail to do is track deal redemption, which makes it very difficult to deliver meaningful metrics about the return on investment of a given campaign. Reporting and analytics that map a direct correlation between advertising dollars and real revenue is a long overdue function that is now easily accessible.
Don't call it an App — it's the next generation of visitor engagement
Prior to, during, and after their journeys, travelers in every demographic can feel constantly yet subtly connected to the destination. Overtime, machine learning combined with locationing will allow CVBs/DMOs to build lasting relationship with visitors. Becoming the true hub for your area is now realizable. With the proper platform, the only limit is your imagination.
Media Contact: Nicholas Kent, (978) 777-8787 ext 309, [email protected]
SOURCE RoamingAround
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