DIGITAL MARKETING

In 2020, the Digital Marketing team will continue to play an integral role in the organization’s overall marketing strategy. To increase the overall effectiveness of the digital marketing strategy, the CVB will target the following areas of focus in 2020.

Website

In 2020, the CVB will measure website performance through the lens of the customer journey, rather than single metrics such as pages per session or session duration. To achieve this, the CVB is adopting funnel-based goals that tell a more complete story of website performance.Sales and Marketing - Website Funnel
Website KPIs should be a reflection of the customer journey. Increasing website sessions provides little value if visitors don’t engage with the website or take a desired action. The ideal website scenario is that each visitor takes a desired action such as signing up for an eNewsletter, ordering a visitor’s guide or clicking through to a partner website (partner referral). By combining these various KPIs into a funnel, the CVB and its stakeholders will receive better insights into how the website is performing.

Moving forward, website metrics will also be measured by device type as users interact differently with a website based on the device they are using (desktop, mobile or tablet). Different devices have different website usage patterns and need to be measured separately. Mobile traffic has grown 51% from 2018 and accounted for more than 60% of overall website visitation in 2019. The increase of mobile users is lowering some KPIs based on the format of the device. 

Below are the website goals by device for 2020:

Sales and Marketing 2020 - Website KPIs
To measure visitor engagement and conversion, the CVB will move away from using absolute numbers as a goal and transition to a rate-based method of measurement. Using rates rather than absolute numbers allows for the measurement of marketing efficiency (i.e. how efficiently is the CVB able to bring users onto the website and have them complete a desired action versus achieving an absolute number of engagements or conversions). This puts an impetus on external marketing sources (paid media, social media, etc.) to ensure that traffic being sent to the CVB website is qualified and likely to engage and/or convert.

  • Engaged Visitor Rate
    Sales & Mkting_Digital_EVR

     This is the rate at which visitors engage with the website, with engagement defined as:

    • A website visitor that spends more than 2 minutes on the website, or
    • A website visitor that clicks on more than 2 Pages, or
    • A website visitor that does one of the following:
      • Signs up for an eNewsletter
      • Orders an annual Visitors Guide (a printed magazine)
      • Clicks through to a Partner (Partner referral)
  • Converted Session Rate
    Sales & Mkting_Digital_CSR

    This is the rate at which visitors convert, with a conversion defined as a website visitor that does one of the following:

    • Signs up for an eNewsletter
    • Orders an annual Visitors Guide (a printed magazine)
    • Clicks through to a Partner (Partner referral)
  • Website Redesign
     Simpleview Logo

    Working with Simpleview—a digital marketing company that specializes in working with DMOs globally—the CVB plans to launch a newly redesigned website in 2020. The new website will feature a refreshed look that more closely aligns with CVB branding, allowing for an integrated experience across all marketing channels and the website. Subtle dynamic elements and robust imagery will lead the user experience of this new website.

  • Website Advertising
    Sales & Mkting_Digital_Web Ads

    As the official destination website for Greater Palm Springs, the CVB website attracts an estimated 3 million sessions annually, offering free exposure for local hotels, attractions, restaurants and more. Through a renewed partnership with Destination Travel Network (DTN), CVB partners are able to further leverage the CVB’s audience with online advertising opportunities. DTN offers a variety of ad units on the CVB website, each designed to look like a native website placement rather than an advertisement. This will allow partners to accrue additional exposure to potential visitors without disrupting the website’s overall user experience.

Content Marketing

Sales & Mkting_Digital_Content Mkting
About 20% of overall website pageviews in 2019 were attributed to the CVB blog, which is updated weekly with new and refreshed content on events, things to do, round-ups and itineraries. The blog is also instrumental in continuing to grow organic traffic from search engines to the website. In 2020, the blog will continue to be a focus for the digital marketing team, though strategy will shift from solely creating new content to also including quarterly reviews of existing content for update opportunities. Keyword research, events and things to do will continue to drive new content for the website. The digital marketing team will also begin to focus on creating hyper-focused content for events, cities and partners.

Email Marketing

In late 2019, the CVB partnered with Simpleview for managed service of our consumer email marketing and automation campaigns. The CVB currently maintains two email lists for leisure marketing: a general consumer/leisure list and a dineGPS list for food-oriented content.

Sales & Mkting_Digital_Email

Consumer Strategy

The consumer list is highly engaged, with a 27% open rate and 24% clickthrough rate in 2019. Therefore, the CVB strategy for this list will be focused on incremental gains in both open and clickthrough rates. To this end, the CVB will focus on optimizing the two monthly consumer sends through A/B testing and personalization.

Sales & Mkting_Digital_Consumer
An autoresponder will be implemented to engage with subscribers when they first express interest in CVB communications, a point where subscribers are already highly engaged. This will allow the CVB to direct new subscribers with strategic calls to action, such as Chill Deals or Things to Do sections on the website, when subscribers are most likely to take action.

Additionally, the first send of the month will be re-sent to those who did not open the email. This duplicate send allows the CVB to implement A/B testing on the subject line for further optimization.

Subscribers who did open the email and clicked on a link will receive a secondary, more personalized email later in the month. The secondary consumer send will be pillar-based in focus, with health and wellness, outdoor adventure and dining as the three “personas,” Subscribers will receive one of these pillar-based emails based on their interaction with emails and the website, which ensures the CVB is able to target subscribers with additional content that aligns with what the subscriber has interacted with.

dineGPS Strategy

The dineGPS email list is a newer list with slightly lower engagement than the consumer list. In 2019, the dineGPS list had a 17% open rate and 15% clickthrough rate. Improving engagement is the primary focus for the dineGPS email list in 2020. To achieve this, the CVB will implement an autoresponder and focus on optimizing content within the primary and secondary dineGPS sends each month.

Sales & Mkting_dineGPS strategy
New content sections will be introduced for the primary dineGPS send, including restaurant openings, events, stories and a seasonal “beyond food” section. The secondary send will follow up with additional dining content to those who clicked on the primary email. An autoresponder will also be implemented to engage with new subscribers right after they express interest in receiving dineGPS emails.

Digital Marketing Measurement 

The CVB recently partnered with Adara, a travel data co-op, to measure the effectiveness of the website and digital campaigns on hotel and air bookings. Adara uses a 60-day tracking pixel to determine if users who visited the CVB website or saw a CVB ad ultimately booked a hotel stay or airfare. This data allows the CVB to better understand the effectiveness of the overall digital marketing strategy and its impact on actual revenue generated.

Adara’s reporting platform also offers deep traveler insights, including data points such as length of stay, origin markets, ADR and booking windows across all pixeled channels. In 2019, the CVB will monitor and review this data to optimize digital campaigns and the CVB website throughout the year.