Determining ROI for Digital Touchpoints

Making the decision to implement digital visitor experiences to enhance your services in-market can start small with a visitor center refresh, or grow to a strategy that activates your entire destination. As you assess the opportunity, your stakeholders and your team will want to clearly understand the goal in doing so and what success looks like. This blog will walk you through the details on determining measurable goals for your digital interactive program.

1. Awareness: 

Our destination partners see an average of 1,000,000 new impressions per year with the right placement with a combination of digital signage, kiosks, and mobile. 

    • Digital Signage is a proven way to inspire visitors and drive awareness. Every eyeball that walks past your digital signage is 53% likely to recall video and social content. 
    • Look for high traffic areas like windows facing downtown sidewalks at your visitor center or administrative office, convention centers, and airports.
    • If your foot traffic counts are not integrated with your current digital engagement platform or managed manually, consider integration to give you the best dashboard as these impressions move through your funnel. 

2. Engagement:

When goal-setting for new engagement data, we recommend estimating 10% of your awareness foot traffic converting to kiosk and mobile engagement based upon our partner destination history. The best placement will not be a pass-through space, you are looking for places where visitors are dwelling – think the elevator bay, not by the front door.

    • Interactive Kiosks offer an easily trackable way to share content with visitors upon arrival. Every touch, click, save, and share is reportable down to the following metrics:
      • Average Session Time
      • Average Screens Viewed
      • # of Visitor Sessions
      • Total Shares by Category & % of Visitors
      • Total Shares by Listing & % of Visitors
      • People Counter – Captures demographics and foot-traffic via camera technology
    • Mobile (Native & PWA) should be a natural extension of your on-demand kiosk touchpoints, offering the right content for in-destination discovery and decision-making throughout the visit. In-Destination Tools for mobile include Geo, Beacons, Messaging, etc.
    • When goal-setting for new engagement data, we recommend estimating 10% of your awareness and foot traffic converting to the kiosk and mobile engagement which can help drive better data and provide tools for marketing to personalize messaging and more.

3. Conversion 

Campaign placement – have a clear goal as to which program is the highest priority for conversion, and use digital touchpoints as billboards to promote a strong call to action. Configure navigation to put your top priority front and center. With the right strategy, you should expect to see 25% of your digital interactive engagement convert into a high-value visitor action. A few examples:

    • GOAL: Opt-ins to your owned channels: email newsletter, digital guide, social media, and mobile messaging.
      • Opt-ins should be tailored to your privacy guidelines, and allow visitors to easily make the decision while completing other popular tasks like creating itineraries or sharing photobooth shots.
    •  GOALClick-throughs and bookings with your partners, or distribution of passport programs and ticketing – consider convenience integrations like Viator, Opentable, Bandwango, Booking.com, and more.
      • Set up affiliate relationships to allow direct views of conversions driven by the DMO, yielding more ROI data for you and your stakeholders. Most relationships have no set-up fees, you simply collect a % of profits when a sale is made. Centralizing will allow you to have direct reporting ability on your conversions.

4. Revenue

With the right revenue strategy, destinations can pay for the investment in digital interactive technology in the first year. Work with your agency, to explore integrated advertising sales options with Google DFP, DTN, or any ad manager or server. Build media rates or coops that include in-market presence. 

    • Plan for future expansion to build a media network in phases as you gain expertise in driving engagement.  
    • Revenues generated from affiliate relationships with ticketing 3rd parties can be re-invested in visitor service operations, or marketing. 
    • Buy Now Vs Buy Later – if a visitor isn’t quite ready to make a decision, creating lists or sharing listings via email or text with a ticketing integration creates opportunity for purchases on personal devices later.
At True Omni, we custom build programs that can live on existing hardware or provide options across web, kiosk, signage and mobile to help increase revenue streams and opportunities. Contact us at info@trueomni.com for more information and get a free demo. 

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