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Digital Marketing Strategies for Hawaii and the Pacific in 2022 - Helen Tien, University of Hawaii at Hilo

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Digital Marketing Strategies for Hawaii and the Pacific in 2022 - Helen Tien, University of Hawaii at Hilo

  1. 1. KEYNOTE Helen Tien INSTRUCTOR UNIVERSITY OF HAWAII AT HILO HONOLULU, HI ~ JULY 14 - 15, 2022 DIGIMARCONHAWAII.COM | #DigiMarConHawaii DIGIMARCONPACIFIC.COM | #DigiMarConPacific Digital Marketing Strategies for Hawaii and the Pacific in 2022
  2. 2. Understanding Hawai'i 01 HANG10 CONSULTING HELEN TIEN ThroughtheLensofDigitalMarketing
  3. 3. Who's been to Hawai'i before? What about 'Oahu? Hawai'i and digital marketing have one thing in common.. they're both misunderstood as these large landscapes that encompass so many different elements and yet from the outside looking in, we may not be aware of the huge difference between Honolulu and Kailua-Kona. 02 HELEN TIEN HANG10
  4. 4. In 2019.. 68% of visitors to Hawai'i were repeat visitors HELEN TIEN HANG10 1) Natural Beauty 2) Relaxation 3) Embracing culture 4) Being active 03
  5. 5. How do digital strategies fit? HELEN TIEN HANG10 04 1) Natural beauty through building transparency by partnering with apps, review sites, and influencers. 2) Relaxation through complementing and harmonizing federal, state, and local messages with cohesive marketing. 3) Embracing culture through digital and sustainable in-person experiences like Arts and Culture Google. 4) Being active by getting better at using data to track visitor locations and preferences.
  6. 6. 8 islands, all extremely unique HELEN TIEN HANG10 Accommodation and ammenities Demographic, psychgraphic, and behavioral Business or pleasure The islands The visitors The purpose 05 Hotels Airbnbs Hostels Off-grid/camping/camper van accommodations Museums Botanical gardens/zoos Beaches Mountains/Volcanoes Conference travel Solo business travel College graduation trip Bachelorette/Bachelor Honeymoon Babymoon Retreat
  7. 7. While directing visitors physically 06 HELEN TIEN totheirperfectdestination
  8. 8. Destination 'Oahu HELEN TIEN HANG10 Nightlife and dining variety with the rise of pop-up and unique experiences. Assist families in memorable, fun experience from when they're booking their adventure to arrival. Understand the needs of current consumers with museums and monuments like Pearl Harbor. Provide relationship- building tools for businesses offering a luxury shopping experience. 07 City life by the beach, there's always something new to do at all hours. How to matchmake activities with a wide array of international visitors?
  9. 9. Destination Maui HELEN TIEN HANG10 Utilize digital media to provide tips and demonstrate impact of overcrowding. #IGvsReality Target visitors with most probability to enjoy and persevere Maui. Give romance seekers packages with digital and in-person amenities, especially with special occasions. 08 Big city amenities with a country feel, Maui has risen quickly to popularity. How to navigate growth problems while keeping small town feel?
  10. 10. Destination Hawai'iIsland HELEN TIEN HANG10 Meet the adventurers where they are on outdoor review sites, apps, on the trail, and more. Utilizing social media influencers to introduce unique accommodations. Understand the cultural and natural significance of the volcano through digital experiences. 09 Appealing to visitors looking for vast, more-rugged, off- grid adventures with an authentic community. How to assist the #solotraveler stay safe and mālama āina? Share special events like the Merrie Monarch through digital content opportunities.
  11. 11. Mālama Hawai'i HELEN TIEN HANG10 CONSULTING Digital ways for visitors to participate in Mālama Hawai'i 10 In-person touchpoint and incentives through business and airline partnerships Influencer group and digital stories capitalizing the unique experiences SEM strategies to target sustainably-driven visitors.
  12. 12. MAHALO HELEN TIEN HANG10 QUESTIONS? 11 htien@hawaii.edu hang10.co 808-825-0082

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