A colleague of mine, Tracy LeGault, once told me never to trust cookies that I couldn’t eat. I chuckled and laughed it off at the time, but today it seems she may have been on to something. For as long as I can remember, we’ve been using cookies to understand consumer behavior better, track…
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Destination marketers have had to shift their strategies many times throughout the pandemic. Along with those shifts and to better prepare for the road to recovery, DMOs should also consider reevaluating their KPIs and metrics. In episode 151 of The Layover Live, our Strategic Analyst, Grant…
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Throughout January, we have focused The Layover Live around preparing for the year ahead. From sharing data privacy updates to preparing for Google Analytics 4 to guiding your overall marketing strategy, January’s episodes were created to help destination marketers prepare for recovery. To close…
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Google Analytics is used by millions of businesses to measure success across their web properties. Google recently released their newest version of the platform – Google Analytics 4, – which is essentially a new platform altogether. On episode 149 of The Layover Live, Paul McLeod, Director of…
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Data forms the foundation for any organization’s success as it provides invaluable insights that inform action. As data privacy, data storage and analytics tracking continue to evolve, destination marketers should stay up to date in this area. Eric Rankin, VP of Product Development at Simpleview…
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COVID-19 has had an immense impact on the tourism industry. We’ve had to continually adapt to changes in budgets, travel behaviors, stakeholder needs and much more. The first week of this year has already shown to be unpredictable and volatile, but as destination marketers look to the remainder of…
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Google updates or adjusts their algorithm hundreds of times every year, and while most of those updates are small, every once in a while there are bigger releases. One of Google’s latest announcements is around the Page Experience update that takes effect in May 2021. With about six months…
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Throughout the pandemic, we have showcased dozens of DMOs who have been creatively reaching their audiences across search, content marketing, social media, email and paid media. Social media and search are both effective and efficient paid media channels to reach target audiences. One DMO that has…
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Personalized content is a powerful tool that can help you address the needs of different geographic regions by serving them relevant, personalized messaging and content. By engaging the visitor based on their location, you can serve the right message at the right time, which can complement and…
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When the pandemic began, the majority of destination marketing organizations paused their advertising. Over the last few months, DMOs have been ramping up their paid media when the timing was right for their destinations. Deciding when to do so depends on many factors, such as the readiness of…
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