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Electronic Marketing

Electronic Marketing. One DMO’s Perspective. George Zimmermann. Senior Vice President Travel Michigan Michigan Economic Development Corporation. U.S. Internet Use. SOURCE: TRAVEL INDUSTRY ASSOCIATION OF AMERICA. 2003 U.S. Domestic Trips. 80% by households with internet access

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Electronic Marketing

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  1. Electronic Marketing One DMO’s Perspective

  2. George Zimmermann Senior Vice President Travel Michigan Michigan Economic Development Corporation

  3. U.S. Internet Use SOURCE: TRAVEL INDUSTRY ASSOCIATION OF AMERICA

  4. 2003 U.S. Domestic Trips • 80% by households with internet access • 516 million trips 2004 U.S. Internet Users • Evenly split male/female • Higher income ($68,000 vs. $34,000)

  5. DMO Electronic Marketing • Web site • Paid keyword search placements • E-mail newsletters

  6. Former michigan.org homepage

  7. New michigan.org homepage

  8. Michigan.org—Lure and Link, Click and Count

  9. 2004 Michigan.org Stats • 5.2 million user sessions, up 29% • 2.7 million click-throughs, up 14% • Average 7,300 clicks daily • 12,000 emails sent to MI properties • Phone calls?

  10. Links Analysis Summary8-01-2004 through 8-31-2004

  11. Top 10 Property Clicks8-01-2004 through 8-31-2004

  12. Partner Tracking

  13. Paid Search PlacementsAuction Format, $0.08 per Click Average

  14. Influence of E-mail Travel Promotions in Generating Travel that Would Not Have Otherwise Occurred(Percent who have taken one or more trips because of a specific e-mail offer or promotion) SOURCE: TRAVEL INDUSTRY ASSOCIATION OF AMERICA

  15. Michigan Travel eNewsletter • 73,000 subscribers • Boosts Web traffic

  16. Electronic Industry Newslettertravelmichigannews.org

  17. Thunderous Applause

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