This Thursday, Red Digital has just finished the “Chinese Digital marketing hacks for Tourism industry” in Ooosh Hong Kong. For anyone who is interested in the digital marketing hacks topics but can’t attend the event, here is the event summary of some tips and advice:
Identify the taste of “HIGH spenders” and deliver “SOMETHING UNIQUE”
Know what high spenders are looking for and offer something UNIQUE and one of the kind to them. The online travel marketplace has a lot of product and services in common, so differentiating your travel product with others is the KEY!
Create a compelling story for your hotel & travel products
Spreading 10 sec-1 minute mico-video in Chinese social media allows travellers to quickly learn about the positive travel experience that we can get from you.
Multi channel touch point, single tracking system
Tourists are used to checking travel product/service at multiple channels, the lack of a completed digital marketing tracking system and analytics will be a waste because if you don’t or can’t track what you are doing, then you don’t know what you are doing!
One of the important metrics is not just about acquiring and tracking new users, but also users retention. Because China digital marketing and adverting is very expensive, and you want to make sure that the marketing budget spent doesn’t only lead to one-off short-term users’ growth, but also about long-term users base, thus, users’ retention metrics needed to be monitored over a quarterly and yearly period.
Tracking is not enough, you also need “growth hack”
Growth hack is a concept of continuous experimentation by twisting the existing promotional offers, be it landing page, mobile app page, or e-commerce site to get a better result, so that is why continuous improvement is the key!
Never, never stop TESTING
The best thing about growth and digital marketing hack is about testing, and use “data” to learn about your audiences, what’s work, what’s does, what they do, the users’ behaviors and journeys etc. Online advertisings in China is very expensive and before any online advertising is kicked off, proper tracking metrics must be in place. Embrace “growth” mindset rather than presuming a “fixed” mindset about what must work and doesn’t.
Leverage “Travel influencers”, but DON’T rely on “influencers”
Travel influencers are great to leverage by speeding up your brand awareness, but DON’T relies on influencers. Owned media is still the key hub because it is where customers can go to get the latest information, updates, and offers!
Use Social media monitoring to know what is happening
Travel trend keep changing and getting to know “the trend” is important to ensure that you can leverage “the trend” to promote your product or services by developing collaboration with different travel partners and cross-over etc.
Deliver partnership that pushes your travel offers exponentially
Making partnerships with travel OTA and content partners means that you can leverage their existing customers, database and fans to promote your travel products and services.
Deliver a “consistent & user-friendly” experiences across all digital channels
Delivering a consistent & user-friendly experience (i.e. price, offers, T&C) to online buyers are critical to avoid losing trust and price, product and services disparity.
Travel reviews matter A LOT, especially for travel industry
Listen to all customers’ reviews, comment, and feedback, especially in the hospitality and tourism industry were “delivering good services” is critical. One or two good news might not necessarily create a big impact, but a BAD news would definitely create A LOT OF NEGATIVE IMPACTS on your travel brand.
Travel season and timing matters
Travel season, and timing impacts tourism business A LOT. Plan a different strategy for HIGH and LOW season.
About Red Digital
Red Digital is a digital consultancy who act like a digital Lab by utilizing data to fill in digital marketing strategies for the Greater China market. We help clients and partners to get better results for sales and marketing for the Greater China market by advising, comparing and offering the most efficient digital marketing solution supported by technology.
Ooosh co-work space: Ooosh cares about the success of your business. Hence, we connect the dots with you, and for you.
Over the past eight years, Sarah has led and executed successful digital campaigns for a range of international and local companies in China, Hong Kong and internationally, including: Hong Kong Ocean Park, agnes b, Volkswagen, Premium Tax Free – Watches of Switzerland and Damiani. She has worked with property, travel and hospitality, luxury and fashion clients. As a native Chinese speaker fluent in Mandarin, Cantonese and English, Sarah is also a popular Chinese lifestyle, fashion and travel blogger.
During the day, she was working for Red Digital China, during the night, she expands her interest in creating story-telling content, design, drawing etc.
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