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TDC says new mobile-friendly site, CrowdRiff integration expected to boost web traffic
Summary
TDC marketing reports highlighted a planned website relaunch within about 40–45 days, integration with CrowdRiff for user-generated photos and a reported 12% overall increase in web metrics; staff said the new design will be more mobile-friendly but they could not yet quantify a specific ROI.
TDC marketing staff reported on Jan. 16 that a new, more mobile-friendly website is slated to launch in about 40–45 days and that additional digital marketing measures are in place to increase visitation and bookings.
“...we hope to launch the new website here, within about the next, 40, 45 days,” marketing staff said while reviewing the marketing reports. The team said the new site vendor specializes in destination-marketing organization (DMO) clients and will integrate CrowdRiff software, which catalogs user-submitted photos and video for reuse with permission.
Staff said the DMO’s overall digital metrics have improved despite operating on an older website design. “We continue to see the website traffic grow,” staff said, and a 12% increase in a recent metric was attributed in part to the reopening of a local ocean course used by county partners. Staff emphasized the new site will be more mobile-friendly and better aligned with current industry standards.
Council members asked whether social-media metrics can be geolocated; staff said geographic breakdowns are available and the team would supply a more detailed report. On return on investment, marketing staff said additional measurement tools will be implemented but declined to state a concrete numeric ROI for the new site or campaign yet: “I can’t sit here and give you an expectation that that’s gonna be 20%,” the staff member said.
The marketing reports were approved by the TDC in a roll call following discussion. Staff said they will provide more detailed geographic breakdowns of social-media referrals and continue to coordinate media buys with partner counties and local stakeholders.
