DIGITAL ADVERTISING USE IN THE OHIO TRAVEL INDUSTRY
MARKETING BUDGET SIZE OF RESPONDENTS:
$0 - $50,000 (33%)
$200,001 and above (36%)
$50,001 - $200,000 (31%)
TOP THREE DIGITAL ADVERTISING TOPICS ORGANIZATIONS ARE MOST FAMILIAR WITH:
Social Media Marketing
Email Marketing
Paid Social
TOP THREE DIGITAL ADVERTISING TOPICS ORGANIZATIONS ARE LEAST FAMILIAR WITH:
Affiliate Marketing
Influencer Marketing
Viral Marketing
Organizations with more than 50 employees are more familiar on these topics Attractions and suppliers seem to know a little bit more about content marketing Organizations with lower marketing budget are less familiar with paid social
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TOP FIVE DIGITAL ADVERTISING TECHNIQUES USED: 100%
90% 80% 70% 60% 50% 40% 30%
20% 10% 0% Social Media Marketing
Paid Social
Email Marketing
Search Engine Optimization
Display Marketing
Content marketing is used more by organizations with 20+ employees (90% vs. 35%) Organizations with a higher marketing budget use more search engine optimization, more paid search, more display marketing, less social media marketing and less paid social
HOW ORGANIZATIONS MEASURE THE EFFECTIVINESS OF DIGITAL ADVERTISING EFFORTS: 1. 27% use click-through rates 2. 18% use website analytics, especially Google Analytics, social media analytics 3. 16% use number of bookings, attendance, number of visits and guest count 4. 14% use engagement
32% of organizations use three or more methods 14% of organizations rarely measure the effectiveness or don’t know how
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MARKETING BUDGET SPENT ON DIGITAL ADVERTISING:
Average:
Marketing Budget $0 - $50,000: 18.2% $50,001 - $200,000: 31.8%
31% Number of Employees 0-5 employees: 24.6% 6-10 employees: 43.8% 11-20 employees: 48%
$200,001 and above: 40.9%
21-50 employees: 30.8% More than 50 employees: 40.6%
PARTICIPATION IN TOURISMOHIO'S DIGITAL ADVERTISING CO-OP:
Yes (48%) No (52%)
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WORKING WITH AN AD AGENCY:
Yes (43%)
No (57%)
In the attractions sector, only 31% work with an ad agency 51% of CVBs work with an ad agency Organizations with more than 50 employees are more likely to work with an ad agency by 60% Only 11% of organizations with a smaller marketing budget work with an ad agency 68% of organizations with a high marketing budget work with ad agency 51% of CVBs work with an ad agency Organizations with more than 50 employees are more likely to work with an ad agency (60%) HOW MUCH DO WE KNOW? WHICH FOLLOWING A DEFINITION FOR ORGANIC MEDIA MARKETING? Only 11%OFofTHE organizations withISa smaller marketing budget work SOCIAL with ad agency
Correct answer: Using free tools provided by each social network to build a social community and 68% of organizations with a high marketing budget work with ad agency interact with it, sharing posts and responding to customer comments From non-members, only 12.5% use an ad agency 70% answered the question correctly CVBswho work withmore an ad agency of Those were likely to get the question right were organizations with a larger marketing Organizations budget and OTA withmembers more than 50 employees are more likely to work with an ad agency (60%) Only 11% of organizations with a smaller marketing budget work with ad agency 68% of organizations a highMAJOR marketing budget work with ad agency FAMILIARITY WITH THEwith THREE PURCHASING METHODS FOR DIGITAL MEDIA (COST PER ACQUISITION (CPA), COST PER CLICK (CPC) AND COST PER THOUSAND (CPM)): From non-members, only 12.5% use an ad agency 63% are familiar with these purchasing methods
Only 33% of organizations with a small marketing budget are familiar with these purchasing methods 51% of CVBs work with an ad agency Organizations with 50+ employees are very familiar with these purchasing methods at 89% Organizations with more than 50 employees are more likely to work with an ad agency (60%) 5 Only 11% of organizations with a smaller marketing budget work with ad agency 68% of organizations with a high marketing budget work with ad agency
ADVERTISING TIME FRAME: Other (10%)
Consistently throughout the year (46%)
Only during certain months (44%)
CVBs are more likely to advertise only during certain months, whereas more attractions advertise all year Larger organizations with more employees advertise more consistently throughout the year (21+ employees: 80%) Organizations with a smaller marketing budget are more likely to advertise only during certain months (63%)
DETERMINATION OF CORE, SECONDARY AND TERTIARY AUDIENCES: ï‚·
27% of surveyed organizations have not determined their core, secondary and tertiary audiences
CREATIVITY FOR DISPLAY ADVERTISING COMES FROM:
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Agency
Primarily In-house
Graphics Designer
33%
31%
28%
TOP FIVE DIGITAL ADVERTISING TOPICS ORGANIZATIONS WANT TO LEARN MORE ABOUT: 70% 60%
50% 40% 30% 20% 10% 0% Mobile Advertising Content Marketing Influencer Marketing
Viral Marketing
Affiliate Marketing
CVBs are more likely to want to learn more affiliate marketing and SEO Attractions want to learn more about mobile advertising and content marketing Larger organizations with more employees are more interested in affiliate marketing Organizations with smaller marketing budgets have the following ranking: display marketing (47%), social media marketing (46%) and paid social (40%) Non-members have the following ranking - SEO (80%), affiliate marketing (60%), paid social (60%), mobile advertising (60%) and paid search (60%) USE OF GOOGLE ANALYTICS: No (19%)
Yes (81%)
100% of companies with more than 50 employees use Google Analytics Only 44% of companies with a small marketing budgets use Google Analytics
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DECISION MAKING BASED ON GOOGLE ANALYTIC S: Not applicable (16%)
No (16%)
Yes (68%)
CVBs (77%) are more likely to use Google Analytics to make decisions than attractions (50%) 57% of organizations with five or less employees make decisions based on Google Analytics, whereas 89% of organizations with more than 50 employees use Google Analytics for decision making 20% of low marketing budget companies make decisions based on Google Analytics whereas 94% of companies with high marketing budget make decisions based on Google An
85% of non-members make decisionsSET based Google Analytics ANALYTICS ARE COMPLETELY UPon TO MEASURE ACTIVITY ON A BUSINESS SITE:
Yes (33%)
No (67%)
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45% of organizations with more than 50 employees are confident that their analytics are completely set up Organizations with a small budget are less confident at 20%, while 50% of these with a larger budget are more certain
AWARENESS OF THE FREE SOURCES TO PROMOTE YOUR BUSINESS ONLINE, SUCH AS GOOGLE PLACES FOR BUSINESS:
YES
NO
55%
45%
78% of organizations with more than 50 employees are aware of the free sources 31% of those with a low budget are aware
RESPONSE RATE:
20%
Thank you for your participation in the Ohio Travel Association’s Digital Advertising Survey. The results of this survey will be used to plan future educational programming. Be sure to look for more information regarding the June Focus on Tourism Workshop series on digital advertising.
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