17 Apr What next for the online Destination Marketing Organisation?
We’re developing the web strategy for a new DMO (Destination Marketing Organisation) website. We’re currently looking at segmentation – building out our current approach to segmentation so we have something more granular that supports the development of specific customer personas. Once we’ve defined these groups and fleshed out a clear rationale for going after them we’ll present our approach to key stakeholders.
Getting collective and organisational buy-in around our approach to segmentation and targeting is critical before we move into defining a user experience for each group – mapping out appropriate user journeys and considering the resonant content to meet the needs of each one. Once we have clear picture of the desired user journeys associated with each customer group then, and only then, can we move onto defining detail around the information architecture, content strategy and functionality requirement …
As we’re working through this process I’m mindful of some of the bigger issues facing a DMO. Here’s a recently published presentation from the Manolis Psarros at AbouTourism that looks positively at some of the challenges. It’s well worth taking the time to watch the videos too.