The key objective of TURESPAÑA's digital marketing strategy is the re-positioning of Spain as an attractive tourist destination for the cosmopolitan segment. Spain's tourism brand is strongly linked to the value proposition of “sun and beach”, and this is something that we want to change using various online marketing tools.
To achieve this, we at TURESPAÑA have designed a digital marketing strategy built on the pillars of:- Full funnel strategy, although the “upper funnel” has a specific weight- Selection of tools according to the phase of the customer journey- Content is King. Content marketing- Big data, both in planning and in measuring results- Selection of distinct tools for B2B and B2C.Although the greatest efforts are made in the upper funnel (attention and interest), we are not limited to these phases, and we are working on a full funnel strategy that also focuses on the planning, purchase, loyalty and recommendation phases.One of the keys to our strategy is precisely to use the specific tools that are most appropriate in each of these phases, such as advertising in the awareness phase and social media in the recommendation phase or e-mail marketing in the loyalty and recommendation phase.We also highlight the importance of content marketing as a cross-cutting element. Our digital strategy involves a careful selection of content – both our own and third-party content – which applies to all tools.Finally, we also base ourselves on the importance of big data, both for planning actions and for measuring results.In terms of PLANNING, our strategy is based on hyper-segmentation, where big data, properly used, enables us to know where these cosmopolitan audiences are and to impact them with the right content, at the right time and in the right format.In the area of RESULTS MEASUREMENT, in addition to using traditional digital marketing metrics (for which we have created a sophisticated set of KPIs, both overall and per market), we measure the ROI of our online activities, both in our own media and paid media, in terms of searches and hotel and airline bookings, as well as estimated spending on hotels.Finally, it is important to highlight the use of different online tools, distinguishing between B2B and B2C marketing.For B2B marketing, two essential tools should be highlighted: online training and relationship marketing.However, TURESPAÑA's digital marketing strategy is clearly focused on the end customer, the cosmopolitan tourist, and in this sense, most of the tools we use are B2C marketing tools. To name a few: online advertising, social media marketing, relationship marketing (P2P marketing), content marketing and web marketing.