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 miles blog

Our team has lots of great ideas - and we're willing to share
Content Director
Marketing, Trends

5 Takeaways from the Email Evolution Conference

I recently attended the Email Evolution Conference in New Orleans, Louisiana. The conference brought together hundreds of experts in all aspects of email marketing — from content development to deliverability to SPAM compliance and more. Together, we explored the complexities of people-based marketing, the consequences of a bad email capture form, and the joys of marching in a traditional New Orleans second line parade. Needless to say, we covered it all. 

Below, five key takeaways from the experts in email. 

1. Deliverability is Key

It doesn’t matter what you have to say, if you’re not even able to say it. Deliverability can make or break your email strategy. According to The Relevancy Group, nearly 52 million email messages marketers send annually never even reach the inbox. Issues with HTML coding, photo and text links, domain and IP reputation and more can all impact your deliverability. Make sure to consistently check your bounce rate, open rate and reputation data to prevent deliverability issues.

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Interactive Content Director
SEO, Trends

How to Optimize Your Site for Voice Search

“What does the fox say?”

“What is zero divided by zero?”

“Is winter coming?”

For years, Apple users have been asking Siri to answer all sorts of questions, some not quite as innocent as the ones above. And for years, Siri has been delivering clever answers – but she’s also been learning.

Machine learning is a part of artificial intelligence (AI), and it’s how technologies like Siri, Amazon Alexa, Google Assistant and Microsoft’s Cortana are getting better and better at providing quality answers. Voice assistants don’t work alone, though; it’s up to us to make sure our sites are giving them the content to respond to voice searches.

For the most part, voice searches return similar – if not identical – results as typed queries. Users are still taken to a search engine results page, with a couple of possible exceptions. (As an example, if someone asks for directions on a mobile device, he may be taken to the device’s mapping app instead.)

If you’re already using SEO best practices and your site is showing up in results for typed queries, you’re in good shape. But there are steps you can take to boost

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Account Executive
Travel

The Exotic, Remote Southern Hemisphere USA

It’s the type of place where going out for lunch might mean grabbing a spear gun to go hunt for reef fish. A place where a walk to the beach may put you in a line behind a village chief, who clears the path with his machete. It’s home of the USA’s only south-of-the-equator national park, a tropical paradise where magical ocean blues and steamy jungle greens collide.

Most people know American Samoa is “somewhere down there” when pointing to its approximate location on a globe or map. But few can actually pinpoint this collection of seven Polynesian islands. It has been a part of the USA before Oklahoma, Arizona, New Mexico, Alaska and Hawaii became states. The territorial capital and main port of Pago Pago is fun to say and surprisingly easy to reach, just a five-hour flight from Honolulu. The independent country of Samoa is just 60 miles but 24 hours away, as the international date line runs right between the islands.

This

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Account Director/Senior Content Director
print guide, Social Media

New 100% UGC State Travel Guide First Of Its Kind

When the professionals at Miles brainstorm new product concepts for our destination partners, we consider several factors before landing on the recommendations we ultimately present. The most up-to-date travel research, the latest marketing trends, our own forward-thinking ideas and – most importantly – our client’s overall goals all play a critical role in this process. 

And when all of those planets align, the results are pretty stellar. That’s exactly what happened when Miles recently published a groundbreaking new state travel guide for Wild, Wonderful West Virginia.

The West Virginia Division of Tourism had recently launched a new branding campaign focusing on “Real” experiences and people. Their goal for the Official State Travel Guide was to have a print fulfillment piece that also helped support this “Real” theme. We jumped into action by first diving into findings of the most recent “State of the American Traveler” research conducted by Destination Analysts. During that

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Vice President of Marketing
Marketing

Three Steps to Building an Effective Onsite Personalization Strategy

According to Nielson, “74% of customers are frustrated that web content doesn’t map to their interest.” With this in mind, what is your organization doing now to create more meaningful experiences for your visitors online?

Destinations across the globe are in various stages of maturity when it comes to personalization, but regardless of whether you are a first adopter or are just coming on board with personalization, there are some important foundational steps you’ll want to include in your strategic plan. 

Step 1: Conduct Research and Identify Visitor Segments

Identifying visitor segments and understanding what those visitors are looking for in their online experience will help you map the customer journey and identify the types of content you’ll need to drive better engagement and higher conversions. From our experience, we suggest you start simple and expand your segments over time; deeper segmentation will be possible once you accumulate more data on your visitors. 

This is also the right time to set short- and long-term goals for your new personalized content. Define the outcomes you expect and

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Director of Research and Online Marketing
Marketing, Social Media

Case Study: A Partnership Approach to Influencers & Social Media with GoPro

Part 3 of a 3 Part Video Series 

Watch Part 3 of the video series featuring Jesse Desjardins, Global Manager of Content & Social for Tourism Australia

Watch Part 1 and Part 2 of the series, in which Jesse introduces Tourism Australia’s evolution from an iconic spokesperson campaign, and shares the four lessons of social media-led marketing.

We finish our video series with a quick summary of the influencer-led campaign that Tourism Australia undertook with GoPro. 

In 2016, Tourism Australia worked with GoPro to bring 74 of their top athletes to Australia. These were influencers with strong social media connections in their respective interest areas from skydiving, surfing, wakeboarding to diving. This initiative was a large-scale example of a very popular form of social media-led marketing for tourism organizations – leveraging influencers to create, curate and

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Director of Research and Online Marketing
Marketing, Social Media

The Four Lessons of Social Media-led Marketing

Part 2 of a 3 Part Video Series 

Watch Part 2 of the video series featuring Jesse Desjardins, Global Manager of Content & Social for Tourism Australia

Watch Part 1 of the video series, where Jesse takes us back to the 1980s and perhaps the most successful tourism campaign of the 20th century.

We continue our video series distilling the lessons from Tourism Australia’s move from its hugely successful Paul Hogan-led campaigns of the 1980s to a social media-led marketing approach in the 2010s. In this second part, Jesse Desjardins (Global Head of Content & Social at Tourism Australia) shares his four best practices for marketing with the voices and content of your community, visitors and partners:

#1: Create Value Not Vanity

This is particularly apt with the explosion of Influencer proposals that many destinations and tourism businesses are receiving.  These pitches are often focused on building the “brand” of the influencer rather than the amplifying the story of their client.  

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Director of Research and Online Marketing
Marketing, Social Media

Tourism Australia: From One Spokesperson to Millions

Part 1 of a 3 Part Video Series 

Watch Part 1 of the video featuring Jesse Desjardins, Global Manager of Content & Social for Tourism Australia

With a laconic “Come and say Gi'day” Paul Hogan became the face of Australia – offering viewers to “slip an extra shrimp on the ‘barbee’ for you.” The 1980s TV ads were arguably the most successful tourism campaign of the 20th Century – propelling Australia from 12th in the consideration set of American travelers to number 1. They turned Paul Hogan, a.k.a “Crocodile Dundee” into an international media and film star. The ads were the flagship example of a big, bold tourism campaign grapping public attention and creating desire. One to millions, using expensive mainstream media and lots of money. To play in this marketing landscape you needed big ideas, big budgets and often a single spokesperson or star to make the pitch. 

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