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Electronic Marketing

This analysis by George Zimmermann, Senior Vice President of Travel Michigan, explores the effective electronic marketing strategies employed by DMOs (Destination Marketing Organizations). It highlights the significant role of the internet in influencing domestic travel decisions, with over 80% of trips taken by households with internet access. The data from Michigan's revamped website shows impressive stats, including a 29% increase in user sessions and a 14% rise in click-throughs. Insights from e-mail newsletters and paid keyword placements illustrate how targeted marketing can effectively drive tourism.

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Electronic Marketing

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  1. Electronic Marketing One DMO’s Perspective

  2. George Zimmermann Senior Vice President Travel Michigan Michigan Economic Development Corporation

  3. U.S. Internet Use SOURCE: TRAVEL INDUSTRY ASSOCIATION OF AMERICA

  4. 2003 U.S. Domestic Trips • 80% by households with internet access • 516 million trips 2004 U.S. Internet Users • Evenly split male/female • Higher income ($68,000 vs. $34,000)

  5. DMO Electronic Marketing • Web site • Paid keyword search placements • E-mail newsletters

  6. Former michigan.org homepage

  7. New michigan.org homepage

  8. Michigan.org—Lure and Link, Click and Count

  9. 2004 Michigan.org Stats • 5.2 million user sessions, up 29% • 2.7 million click-throughs, up 14% • Average 7,300 clicks daily • 12,000 emails sent to MI properties • Phone calls?

  10. Links Analysis Summary8-01-2004 through 8-31-2004

  11. Top 10 Property Clicks8-01-2004 through 8-31-2004

  12. Partner Tracking

  13. Paid Search PlacementsAuction Format, $0.08 per Click Average

  14. Influence of E-mail Travel Promotions in Generating Travel that Would Not Have Otherwise Occurred(Percent who have taken one or more trips because of a specific e-mail offer or promotion) SOURCE: TRAVEL INDUSTRY ASSOCIATION OF AMERICA

  15. Michigan Travel eNewsletter • 73,000 subscribers • Boosts Web traffic

  16. Electronic Industry Newslettertravelmichigannews.org

  17. Thunderous Applause

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