Digital assessment Context.
It’ s official- we live in one of the most beautiful parts of the world. And with increasing numbers of interstate and international visitors to the Tropical North Queensland( TNQ) region, there are significant opportunities for local business to create memorable experiences- those that delight customers and result in longer stays, greater share of wallet and shared stories.
However, the reality is that our world heritage assets, beautiful climate, friendly people and unique experiences doesn’ t sell itself! This is where effective marketing and sales strategies are essential to leverage the assets we have locally- enabling local businesses to get more value from this next wave of tourism growth. And with internet connectivity and mobile technology driving consumer behaviour more than ever- every business needs to have a digital marketing strategy.
In late 2016, we set out to answer two key questions: 1) Are local Cairns businesses making the most of digital marketing currently? 2) What investments can local businesses consider to get more from the digital economy?
Digital assessment Context.
We assessed the digital assets of local businesses- namely company website and social media platforms.
Our analysis comprised 173 local businesses spanning tourism, retail and food & beverage sectors. The majority of businesses audited( 115 businesses) were Tourism Tropical North Queensland( TTNQ) Silver and Bronze members.
A multi-criteria assessment tool was developed and used to rank business digital assets.
We conducted further analysis on 113 businesses to gain insights related to Facebook Company Pages.
Emergent Consulting Australasia | emergentconsulting. com. au 3