In the digital space, consumers are faced with an unlimited and overwhelming amount of content. This means that to acquire and maintain their attention, your online presence must outshine that of your competitors. One way to do this is if the content you develop is compatible with software and hardware access points smart enough to make search recommendations that are based on keywords and location. And once you have an idea of who and where these potential consumers are, you can more effectively deliver personalized digital content that is not only relevant but timely and useful.

• 59% of travelers begin researching their next trip up to three months before departure, making timely targeted messaging a valuable practice
• 57% of people switch between phone, tablet or desktop, making cross-device tracking a useful technique
• Personalization in display advertising has been shown to produce 200% higher click-through rates than standard display advertising

So, how does a DMO go about incorporating personalization?

Differentiation

The best way to differentiate yourself is to focus in on each attraction or event and then to market it to different demographics in a way that speaks to them. We know that the list of offerings and the potential guests interested in those offerings can get quite long, so we recommend using a Marketing Action Plan as a resource to help focus. This valuable tool can then help with content creation for your website or visitor guide. Not only does a well-done Marketing Action Plan prioritize the types of visitors who would be interested in your city (and ultimately influence your success in reaching them), but it also includes keywords and beliefs of each persona for you to keep in mind when writing. Don’t create a single article that is written to appeal to everyone. That’s the fastest way to appeal to no one. Instead, have one written with the point of attracting each persona. The writing that includes the point of view and interests of each persona, should also include the right call to action as well as visuals to improve ROI.

Contextualization

Take it one step further by showing relevant offers to consumers with immediate options and click-through actions. When you have identified your target persona is an art enthusiast, deliver content related to your local art museum. And at the end of the main content, include a list of other art-related attractions or galleries in the area that are within walking distance of the museum. Make sure to not only consider the demographics or interests of the visitor but also factors like the device used. Example: if the content is being read on a mobile device, include links to the addresses so consumers can instantly access a map that will provide walking or driving directions to all the other related options.

Geo-personalization

Personalization of content doesn’t just apply to your website. These tips can also be used in advertising. Personalizing ads and offers based on geolocation can improve your performance. For example, if you place a pay-per-click ad that targets visitors in a 50-mile radius, consider including copy in your ad that indicates “a short drive.” Or, when the weather is forecasted to be extremely hot, deliver an ad that promotes ice cream at a nearby shop once the device enters a geofence designated for that nearby shop. If your message isn’t tailored, it will increasingly seem irrelevant and go unnoticed. Targeted advertising requires knowing some data about the person behind the IP address. Websites, search engines and social channels can obtain an IP address for every action taken online, allowing networks to utilize a wealth of personal data in paid advertising. This historical data is used by search engines and social media to allow targeted ads based on interest or intent. You can then place ads that have been personalized with specific content, the call to action and the imagery, right in front of each persona so the content they receive from you is as relevant as possible. Every minute, millions of new pieces of content are being uploaded through YouTube, Facebook, blogs, Pinterest, Yelp, Trip Advisor, Twitter, Instagram, and more. Fighting to get the attention of your potential visitor to share what you have to offer and why your destination is the next place they should visit is harder every day. But one way to cut through the clutter is to try personalizing as much as you can—from the content on your site, to what consumers see in ads. This will help you capture the much-desired audiences that were identified in your Marketing Action Plan and make it that much easier and more likely for them to plan their next visit to your destination.