DIVERSIFY CUSTOMER SEGMENT: OPPORTUNITY #2

CHALLENGE #1

MAIN OPPORTUNITY:

Feeling The Need

This is the step where the segment is searching for new experiences

MAIN PROBLEM:

When targeting new segments, namely digital natives, wine tourist service providers are not using the right tools and platforms or optimizing their websites for search engines. Therefore they are not easy to find on online channels, apps, or website aggregators. There is a lack of digital marketing strategy.

SECONDARY PROBLEM:

Destinations are not combining resources and coordinating strategies for increasing promotion and awareness with other stakeholders.

There is an opportunity to attract new segments, typically with higher income, that makes all their decisions based on online platforms by creating a promotional campaign optimized for online channels. This campaign should include information regarding individual products & services focused on Digital Natives and combine information about the destination as an integrated offer.