Key Performance Indicators (KPIs) are used by organizations of all sizes to measure their marketing or business results. KPIs are measurable values that business decision-makers use to evaluate the success of the company. In the context of digital communication, there are specific KPIs to monitor the effectiveness of the actions outlined in the communication plan […]
The digital communication plan is a strategic document that requires careful planning and precise management to achieve positive results. Not only does it define the actions to be taken over time, but it also fulfills a crucial role in honoring the commitment to the destination’s stakeholders by adhering to a specific course of action.. However, […]
Any communication activity entails a series of economic costs and human resources that need to be estimated during the planning phase to ensure that the necessary resources are available to carry out the activity. There is no one-size-fits-all communication budget template, but the main items typically include: Click here for Part I ; Click here […]
The aspect of timing is of fundamental importance in the implementation of the digital communication plan and must be addressed from different perspectives: The phases of the customer journey are those seen in this post (Dreaming, Researching, Booking, Experiencing, Sharing), and for each of these phases, it is crucial to convey the most appropriate message […]
The destination or operator can choose whether and what to communicate directly (e.g., through their own website and blog) and what to communicate using other media (e.g., professional bloggers, online magazines, customers, residents, etc.). In the digital world, there are numerous channels for communication. A classification, called the PESO™ model (Fig. 4), introduced by Gini […]
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