Ocoos, a software company out of the University of Florida, has developed a patented web solution for destination marketing organizations that seeks to address the current maintenance, promotion, conversion and reporting issues faced by many Tourist Development Council (TDC) web solutions currently being employed around the country.
Ocoos Offerings Address These Problems with 4 Key Components:
Traffic Generation: Drive traffic to destination marketing websites without the use of expensive and short-lived PPC or Social Media Campaigns (patented).
Technology: Minimal level of Internet capability for all partners. Bolt-on eCommerce solutions that are often out-of-reach for small and medium sized business (SMB)
Maintenance: Provide partners incentives to keep TDC websites accurate and up-to-date by a managed and natural shift in ownership responsibilities.
Analytics: All-encompassing reporting, analytics and eCommerce metrics with built-in remarketing capabilities at county and partner levels.
The Ocoos platform acts as an add-on product to existing TDC marketing efforts that quickly allows your member profiles to be hosted, maintained, and indexed with the search crawlers for the various activities searched in your area. This patented solution takes online marketing a step further by providing a co-marketing engine that predictively selects related services and promotions within the TDC to be offered to potential customers. This means each website drives traffic back into the TDC system from a large volume of independently indexed pages. This traffic is generally more "qualified" than that traditional marketing campaigns due to the algorithm behind the partner websites, fueled by relevant google searches from the potential visitor. This also acts as a 'NET' to catch potential visitors you may have missed with PPC campaigns in the organic business listing.
Provide Technology to Support Business
While exciting at first, most TDC partners quickly realize the traditional "co-marketing web solution" is essentially another website listing or at best a colorful profile. These listings lack the real functionality demanded by today's vacation shopper and add little value to the business. By equipping TDC members with a minimal level of internet capability (e.g.send messages, view maps to location, utilize Interactive calendars) and access to tools such as online scheduling of services and eCommerce, the TDC ensures all visitors can interact directly with the partner online. In fact, most SMB's are already struggling to keep up with technology. Providing real, functional websites ensures visitors will stay engaged with members while adding value to the TDC membership.
Ownership of Information
TDC business listings are often plagued with broken or inaccurate links and misinformation surrounding product offerings and business contact information. These discrepancies are the natural result of inefficiencies related to responsibility and ownership in web listings. While the TDC is responsible for updating the profiles on a regular basis, it's common for job titles to change and relationships to fall out of contact. This churn among staff pegged with menial tasks to update business information will always lead to errors which reflect poorly on the business /TDC and cause a poor user experience. The only way to effectively solve this problem is by shifting ownership in TDC listings to the business owners themselves. This shift is made possible by supporting an infrastructure the business owners are incentivized to join/maintain via reduced cost access to technology and real ownership of a marketing tool used in everyday business.
The standard solution for TDC marketing is driven mostly by traditional forms of media (TV, radio, billboards) pointing to a "Visithere.com". This form of advertising is antiquated and inefficient which has led many TDC's to pursue other forms of paid marketing - most commonly PPC and Social Media campaigns. Should the organization attempt to address the usability concerns as discussed in this article, there is still the laborious task of reporting the success or failure of marketing efforts. Platforms are able to effectively address this problem with real time traffic reporting and transactional data available at all levels from within the system. This multi-level reporting would be cumbersome, and transactional data nearly impossible, without a platform solution such as Ocoos.
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