What do marketers mean when they talk about mass customization and why does it matter? What could you do differently to better engage your potential future visitors? A recent video ad campaign by Tennessee Department of Tourist Development sought to show the wide variety of experiences available in the state in a way that would […]
Matching tools and tech to different stages of the customer journey
Some brands are using new technology to interact with consumers in more sophisticated ways. According to Warc, Heineken has recently begun using near-field communication (NFC) technologies to use consumer location to better “engage consumers at the precise moments that matter.” This “moment marketing” is all about timing. If marketers can better understand the user experience […]
A destination marketer’s guide to strategic leadership
WANTED: Strategic leadership for effective organizational change. METHOD: A no-nonsense, practical guide to three things you can do to transform your impact. The word “strategy” has been frequently overused and abused in recent times. Has anyone ever asked you for an “un-strategic” plan? Of course not. But what exactly is meant by “strategic leadership” and […]