Digital direct marketing is increasingly used as a form of advertising , also and above all in the tourism sector . In fact , direct and one-to-one communication with users represents an added value compared to traditional advertising campaigns.
When we talk about digital direct marketing we refer to a form of direct response marketing , concretized with a set of activities aimed at building direct contact with the individual user, customer or potential, to whom to submit a series of real contents. interest and without the intervention of any intermediary. This communication methodology involves the use of a series of useful tools in one-to-one communication with the user. The main ones that are used include:
- Direct mail , i.e. sending precise and periodic emails, planned and structured in order to solicit a response from the user
- E-mail marketing , the most complete solution, that is the one that allows a series of customizations according to the identified target
- Telemarketing , or the association of the classic telephone call with other pre-established communication tools
- Direct multimedia messaging , especially linked to social networks and the use of chatbots.
The common thread that binds these tools is given by the focus on the customer and not on the product or service that you want to sell , the segmentation of users, the identification of really interested parties and therefore you think it is more likely to get a response from them and, finally, the real personalization of what is presented.
Digital direct marketing and tourism: a perfect combination
The tourism sector was probably one of the first to be conditioned by technological evolution. The presence of sites dedicated to booking online flights, hotels and apartments directly, as well as the ability to search for destinations and information relating to the areas to visit, have led this area to become one of the most advanced in the world of the digiatal.
For this reason, the choice by operators in the tourism sector to consider the possibility of using digital direct marketing strategies could allow them to attract an increasing number of users, build customer loyalty and above all create a connection network capable of maintaining your contacts are always up to date. If this is what you want, it is good to take into consideration some key points to aim for when you decide to implement this extremely powerful means of communication:
- Strengthen your online presence
- Understanding the needs of customers in order to acquire them definitively
- Communicate directly and one-to-one
- Also interact at the end of the trip , submitting offers that may interest them, requesting the completion of satisfaction questionnaires or on future destinations that may interest them.
All these factors will allow you to implement your own communication level and will inevitably strengthen the bond with users . In fact, once personalized offers have been submitted, but also with the subsequent profiling of the user based on their interests (in this case the destinations of possible future trips), it could be possible to periodically send material and ad hoc promotions.
How to implement digital direct marketing in the tourism sector
Once the strategy to be used has been established, it is necessary to find the communication language suitable for the sector . Luck has it that when it comes to tourism there is a lot of material available, whether it be images, videos, but also on a textual level, therefore communicating with the user will not be absolutely difficult.
For this reason, once the data of users and customers already confirmed , they can be divided into different categories according to the destinations of interest, the preferred periods of the year for booking holidays, but also by age and composition of the family unit, taking into account for example if they have small children, if single or elderly. Starting from these operations, the ideal would be to opt for the differentiation of contents , proposing interesting images and blog contents capable of arousing real interest.
From here you could then move on to an even more direct communication, for example by offering particular promotions for stays in areas for which they have shown interest or desire to visit, periodically proposing the sending of tourist guides complicit in further increasing the desire. to depart. Lastly, never forget the request for reviews, an indispensable factor to allow the user to express an opinion and be really listened to by someone.
While these aspects are easy to understand, on the other hand it could be difficult to manage this amount of data. For this reason, software was created to automate all these operations, to consequently monitor the data, as well as to manage the data collected. It is inbound marketing software , first of all Hubspot . In fact, thanks to this tool, most of the actions will be automated, freeing the user from the manual execution of the same, as well as guaranteeing a considerable saving in terms of timing.
So this is how, thinking about digital direct marketing in the tourism sector, we can realize that probably we too have sometimes been unaware victims that, thanks to previously released preferences, we have received offers similar to us.