Digital Marketing
Looking to make it to the top of the ‘must see’ travel list, Tourism Northern Territory has launched a new national marketing campaign, ‘The Territory is the Answer’, which comes as borders to the territory are soon to re-open.
Digital Marketing
Despite general market scepticism, the influencer marketing platform (IMP) market is set to reach US$373.5 million, or 12.3 per cent, by 2027, a new report predicts.
NT Tourism’s Tony Quarmby knows first hand CMOs can use the power of demonstrating a positive outcome from marketing investment to achieve buy-in at the senior leadership level.
Tourism NT is looking to connect directly with millennials through its latest social media marketing campaign that will feature a group of seven social media influencers including travel bloggers and content creators on a trip around the Territory. The influencers will provide owned content for Tourism NT including images, videos and travel articles. Tourism NT has also engaged Facebook, Pedestrian TV, Spotify and YouTube to reach the millennial market.
Leadership
Tourism NT's executive director of marketing, Adam Coward, talks about how his commitment to change, conversion strategy and partnership are helping the tourism agency to turn the dial back to growth.
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There’s no denying there’s been a whirlwind of response to the imminent demise of the third-party cookie from all parts of the industry. But as we’ve collectively come to better understand the implications, it’s clear this change is giving the digital advertising industry the opportunity to re-think digital marketing to support core industry use cases, while balancing consumer privacy.
The COVID-19 pandemic has exposed brands’ CX shortcomings and a lack of customer understanding. Given ongoing disruption, customer needs, wants and expectations are continually changing, also causing customers to behave in different ways. Just look at hoarding toilet paper, staple and canned food, medicinal and cleaning products.
Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.
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