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The Marketing Plan 3.0: Communication strategy

The communication strategy challenge showcases the strategic shift that entails embracing Marketing 3.0. As in the case of the targeting strategy, there first has to be a sound analysis about the cost-effectiveness of every marketing tactic and marketing channel used to reach the target groups, assessing also its strategic value in accessing the most profitable targets and achieving other key objectives, to eventually streamline the operational system. 349 kata lagi

Marketing 3.0

The Marketing Plan 3.0: Communication goals

With the new marketing system, communication turns into a two-way conversation between the destination and all its stakeholders, who want to be listened to and want to contribute in the brand control and development. 169 kata lagi

Marketing 3.0

The Marketing Plan 3.0: Defining target profiles

To fulfil these roles there are many possible candidate profiles, some of which may play many roles at a time. This is actually the goal of the marketing strategies, to engage these targets in playing as many roles as possible, within their limitations. 179 kata lagi

Marketing 3.0

The Marketing Plan 3.0: Defining targets’ roles

Beyond the target tourists, the segmentation strategy formulation should also consider other groups and individuals who are not to become tourists necessarily but are also constituents of the marketing strategies, as they are about to play one or many important roles in the destination development. 164 kata lagi

Marketing 3.0

The Marketing Plan 3.0: Targeting or segmentation strategy

The formulation of the targeting strategy starts by analyzing the profitability of the current targets and the occupancy gaps. First of all, from the results of the Marketing Audit, there should be a table drafted featuring the occupancy rates throughout the year and the percentage of tourists corresponding to each target, indicating for every period the average profitability of every target, as a result of the relation between their expenditure and the associated marketing costs for attracting this target. 469 kata lagi

Marketing 3.0

The Marketing Plan 3.0: Positioning or brand strategy

The positioning or brand strategy defines the identity that the destination intends to project in the outbound markets, as a way to synthetically communicate the destination’s main attributes, create an expectation in the mind of the potential tourists and set itself apart from competitors. 361 kata lagi

Marketing 3.0

The Marketing Plan 3.0: Internal audit

Once the market analysis is carried out, it’s time to assess the marketing system’s performance and its adequacy to the new market reality. Firstly, the current results according to the marketing KPIs have to be analyzed. 221 kata lagi

Marketing 3.0