While SEO has become a key piece of every digital marketer’s strategy over the years, conversion rate optimization (CRO), is a lesser-utilized strategy — but a powerful one indeed. Part of the reason that CRO is less commonly used is because it can be complex to implement. It requires collecting…
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When it comes to learning about frontier heritage, you can always trust a guy in a cowboy hat and a bolo tie. That’s why when the National Cowboy & Western Heritage Museum had to close their doors, they decided it was time to hand over the reins to the one essential person whose job it was to hang…
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We’re starting to see some indicators that people are beginning to research travel a bit more—with a shift in destination marketing organization (DMO) traffic bouncing back 16 percent week over week. So this week on The Layover Live, we decided to chat with Justin Bresler, VP of marketing and…
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Millions tuned in last year to watch Lexington’s delightfully soothing “NeighSMR” video. Now they’re rolling with the times to deliver the horse content we need in our lives—via Zoom. It’s just one of the many recent examples from VisitLEX, a destination that stands out as the ultimate case study in…
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As destinations worldwide refine their strategy in light of the ongoing pandemic, Simpleview recently shared a new data resource to examine traffic trends, informed by website traffic data from over 200 DMO websites. On this week’s Layover Live, I spoke with our director of digital strategy, Aaron…
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As the old adage goes, necessity is the mother of invention. With travel brought largely to a stop across the globe, DMOs are quickly pivoting to find meaningful, appropriate ways to engage their audiences, and deliver value to their local partners—all while working remotely with rapidly changing…
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It’s a question that no destination marketing organization might ever imagine they’d be faced with: how do you inspire people to visit someday while also urging them to stay home for now? And yet, DMOs across the world have risen to the challenge. We agree with what Rosie Spinks of Skift recently…
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This week on the Layover Live, we’re talking about how destination marketing organizations can navigate the uncharted waters of marketing during the COVID-19 public health crisis. While many unknowns remain, so do the tried-and-true tenets of marketing, principles that will serve as a guiding…
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