eDMO Leaflet

8/14/2019 eDMO Leaflet

http://slidepdf.com/reader/full/edmo-leaflet 1/12[1]

eDMO and mDMO in Action

Our two principal products eDMO

and mDMO are under evaluation

from two of the major

destinations in Greece. Ancient

Olympia and Kefalonia. Local

authorities say that eDMO is

the product that suit besttheir needs for strategic and

integrated tourism marketing.

DESTINATION MARKETING ORGANIZATION PLATFORMWe provide an integrated platform that aims to help authorities perform optimal destination marketing

campaigns and traveler engagement by serving georeferenced content to both web and mobile.

eDMO platform aims to be the first and

most complete destination marketing tool

in the market. Our ambition is to provide

a turn-key solution that will act as an

added value generation tool targeted to

local tourism authorities. The scope of the

functionalities offered by eDMO is not

only limited to content informationdistribution and administration, but takes

the concept one step ahead by targeting

marketing activities online and offline.

The main objective of the platform is to

help destination management authorities

to apply integrated and strategic

marketing and communication solutions

through a fully configurable platform that

provides targeted information to strategic

and niche tourism markets.

The system can handle packages,

content information about travel related

POI’s, reviews, experience sharing and

tour guides, targeting both the web and

mobile, via our white labeled mobile

application client.

All the aforementioned functionality has

resulted to proven visibility increase,

based on targeted advertisement using

specific vacation packages, SEO, SEM,

link building, affiliated posts, online

competitions and ad campaigns both on

Facebook and the web. This awareness

growth, as it is proven by the analytics,

for the destination is monetized via

various channels that eDMO provides

such as dynamic packaging, online

booking, reviewing and rating for localbusinesses, loyalty programs and more.

Destination Management

Web Mobile Architecture



Tourism Strategic Marketing

State of the art, targeted tourism strategic marketing

services are provided in a central level to each

destination authority by eDMO. Segmentation

becomes essential on delivering relevant

communications, targeting each traveler in a

unique way by taking into account his special

needs. In addition, eDMO also defines all

appropriate formats to diverse groups at various

points in the purchase process. This translates

into understanding and offering individual

prospects, different communications options, allowing

them to modify their choices and incorporating past activity to

personalize their trip experience. This implies the need

for more sophisticated data collection.

eDMO’s methodology is primarily based on it’s

responsible for extensive statistical onsite

research in order to obtain each traveler profile

and quota. These data after they are collected

they are statistically analyzed in order to provide

the basis of the targeted marketing plan

development.

Ancient Olympia Case Study

Detour successfully

presented the strategic

marketing campaign for

sustainable tourism

growth with emphasis on

green development and

period extension withfocus on mega-conference

organization and free

stay campaigns through

facebook and twitter

DO YOU USE DMO ? QUERY PROCESS TARGET MONITOR

Questionnaire

analytics and

targeted

surveys for

travelers for

your

destination.

Statistical

processing

answers and

creating the

traveler

profile for

the

destination.

Create targeted

packages and

campaigns for

tourism

strategic

marketing

aiming to

specific

traveler quota.

Gather

and process

traveler reviews

and behaviors for

your tourism

product and apply

data mining

techniques to spot

trends and niches.

EGESTA QUIS SET

AHMET LOREM

TARGETED MARKETING

AND MULTIPART

COOPERATION BUILDS TO

SUCCESS CASES



Web Mashup and experience

sharing

Google maps mashups for

aggregation of georeferences images,

videos and reviews. This particular view

provides to travelers the following

information.• Display georeferenced images

from mobile sharing or aggregation

from other online data sources like

panoramio and flickr.

• Display of georeferenced tweets in

an integrated experience timeline.

• Aggregate photos that have been

tagged with the destination profile on

Facebook.

• Display of POI’s and detailed

business directories of the local travel

industry professionals.

• Street map view functionality and

augmented reality view. These views

are associated with specific point of

interest like museums and urban

installations. The system automatically

integrates with Microsoft photosynch

API to generate augmented reality

views of all the surroundings and

virtual travels from all web

clients.

•Events and festivals.

•Natural sights of interest,

archaeological sites, point of

interest, mountains, trekking

routes, shelters.

•Data integration from GPS

devices and route sharing.

Travelers can either upload data

from their mobile phone and

share their root with air image

tagging.

• View for all trips and excursion

routes. Altitude, distance, images of the

route, metadata of the route, places

visited and reviews for these places.

ADVANCED

MAPPING

SERVICESeDmo web mashup has integrated

POI clustering to achieve the most of

the map viewing services. Therefore

facilitating our asynchronous web

technologies, travelers can post and

share their experiences (images, videos,

revi ew) via the i r mobi le c l i ent

applications and share in real other

travelers experiences in the same area.



eDMO provides the following functionality

to local authorities and travel agencies for

centralized destination administration.

•

Rich Content• Georeferenced multimedia

assets like videos, images and

audio.

• Integration with social media

(Facebook, Flickr, Youtube,

Blogger, Picasa, Panoramio, etc)

• Out of self mobile web

portal optimized for

the

majority of modern devices.

• Integration with booking system.

Reverse publication to major

GDS.

• Dynamic packaging features.

• B2C (business to client) and

loyalty models to travelers

• B2B (business to business) for

hoteliers

• B2D (business to distributor) for

distributors, tour operators,

travel agencies.

• Enabled and optimized to

support all kinds of internet

marketing campaigns.

• Web exposure and marketing

through dedicated microsites to

each business owner.

• Geolocated ads with location

aware mobile clients. Hyperlocal

and context aware travel

information distribution.• QR codes generation and

associating them to each

content page. Integration of

online and offline marketing via

code distribution.

• Virtual tours with augmented

reality functionality in muse

•Trip planning and trip

packaging

• eTicketing service for

museums, transportations

and points of interest

• Pre-composed vacation

packages targeted to niche

travel profiles.

• eShop for traditional products

and small gifts.

•Travel insurance policies.

•Complain office

• Added services to disabled

people.•Fully WAI compatible design.

•Local cuisine suggestions and

recipes.

• Facebook application for

automated image tagging,

georeferencing and experience

sharing

• Association between images and

rich content with mobile

microsites that help the content

to be delivered even in older

mobile devices.

Advanced User InterfaceseDMO uses clean and

intuitive designs, build

on top of proven to work

UI patterns. During

development process, focus

group testing is

incorporated to provide

the optimal results.

Microsites for each venue

either it is hotel,

restaurant or museum a

personalized page is

associated with it.

Bookings, Dynamic Packaging Business

Directories



Give your visitors what they need to plan the perfect trip:

location, information and rich content.

It is generally agreed that the involvement of private

sector in destination management, particularly in strategic

planning and decision making, is a fundamental requirement

for good governance and there are several forms through

which private stakeholders may contribute to the operational

efficiency and performance of a DMO.

The respondents were asked to indicate the types of

partnerships and cooperation schemes in which the

private sector has been involved. The participation of the

private stakeholders in the advisory boards of 50,7% of (CVBs)

and in the joint management units of 30,5% (DMOs) in urban

destinations reflect that the tourism industry is significantly

involved in decision making. Furthermore, it seems that the

level of collaboration with the private sector is considerably

strong for many (DMOs) in urban and coastal areas, with

38,4% of them establishing corporate partnerships, 19,2%

setting up sectoral liaison groups and 21,9% outsourcing or

subcontracting private companies for the execution of multiple

tasks. Furthermore, membership schemes and periodical

registration served as a platform for the private sector to get

involved in the operational processes of 46,6% and 20,5% of

(CVBs) respectively. Finally, the tendency of the private sector

to provide qualitative tourism services and integrated products

indicates that the ultimate objective of the governance in

almost 52% of urban destinations is visitors’ satisfaction.

Google Bing

Yahoo

GeoAPI

Google Bing

Yahoo

GeoAPI

Google Bing

Yahoo

GeoAPI

Personalized Trip Creation

Allows travelers to plan organize

and download their trip to their

smartphone or print a trip guide

directly



eDMO provides a very distinct

module for online and targeted marketing

campaigns to niche and strategic traveler

groups. Some of these premium services

include:

• Acquiring links by exchanging links

with other websites in the specific

niche.

• Submitting the sites to travel

directories and guides.

• Using article marketing and writing

articles for article directories.

• Using videos that help the visitors

discover each area’s beautiful

attractions.

• Utilizing social media to gain

branding and additional exposure.

eDMO should enable you to easily

integrate with Facebook (and Facebook

Connect) as well as Twitter. This

includes enabling you to automatically

post items to your accounts on the

Social Networks including shortening

URLs (e.g., using a tool such as bit.ly).

Also throughout your eDMO portal, itshould be easy for users to send your

articles, photos, etc. to the major social

tools (Digg, StumbleUpon).

• Email and newsletter campaigns

with 100% guarantee deliverability.

Don't forget e-mail is still the most

popular way to share an article. "Send

to a Friend" is baked into the system by

default.

• Creating an ideal internal structure,

helping the content rank better in the

search engines.

• Acquiring advertising space from

niche and targeted portals

• Community Generated Content: It

should be very easy for members of

your travel community to contribute

review, pictures, video, classifieds,

reviews, etc. eDMO gives you the

ability to determine whether a specific

user is able to post directly to the site

or whether the contribution should go

into a publication queue for review/

approval. It should also allow your

traveler community to send in articles

via an e-mail interface.

• Events: A community-powered

Events Calendar is a great way to

connect with your travelers

community. eDMO allows for plotting of

the events on a map and have thebasics of an Events Calendar such as

support for recurring (i.e., multi-day)

events and integration with calendar

formats like iCal and google calendar.

MARKETING

On page factors

Besides all off pages

factors internet marketing

needs to be build on

simple and proven to work

practices to generate

maximum conversion rates.

Web page design with

pyramid structure to

distribute wide the link

juice is on of the best

practice adopted by eDMO

Online Marketing

http://bit.ly/

http://bit.ly/



Modern smartphone devices are taking a great

percentage of the mobile platform distribution pie.

Their main owner target groups are young people,

that tend to be very active consumers and business

professionals that see in modern the smartphone a

tool for accessing broadband internet anytime

anywhere.

Latest AdMod statistics indicate a clear trend ,

suggesting that the total percentage of smartphone

and old mobile phones based on symbian models

will go through a phase shift in the early 2010. In

practice we have:

1. During 2010 total smartphone user will out-

stand traditional symbian users in the United

States in absolute numbers raising the total

number of smartphone owners to the amount of

150M people. These people can be reached with

extremely targeted mobile campaigns such as

the one proposed in this document.

2. A continuous rise to the number of people

connecting to the internet via their smartphone

making use of fast data packages with 3G or

broadband WiFI connections

3. The united States is the country, worldwide,

with the maximum smartphone penetration

numbers, therefore top business can see theirreturn on investment for mobile application

campaigns maximized in opposed to other

European and Asia countries.

Migrating your Business to the Mobile



Location-aware architecture

eDMO platform provides an

integrated back office environment

from now on refered as Reality Advert

capable of administrating and creating

campaign layers. Reality Advert canhandle 3D objects, scale them and

optimize them for mobile display.

In addition data import is a

straightforward procedure since Reality

Advert can accept every kind of

proprietary or open format on the

industry like

• shapefiles

• KML, KMZ

• WMS, CSV

In general the hosting server will

provide Spatial Database functionality

and WebGIS features that allow the

campaign administrators to create

administer and review conversion and

impression statistics. Reality Advert

provides

• A graphical interface for

campaign administration with goal

setting and monitoring

• A 3D object administration

system that campaignadministrators can edit viewing

angle elevation and location

• Associate different adds to each

location point

• Group association and

distribution of adds to many points

of interest

• Export of data to KML, csv, xls

pivot files and SPSS files.

• Reverse geocoding for

importing existing data from

proprietary systems

• Free hosting and geoanalytics

• Support for 3D objects and

multiple distribution channels to

mobile and web mashups.

1D DataLocation Aware Applications



mDMO application is available on the

iphone and android devices and

distributed through the apple store and

the android market. Niobium labs will beresponsible of developing and delivering

the following

1. develop augmented reality layers

and make sure to upload it on the

Layar publication server under

Niobium Labs account.

2. Specific user interface

components that will differentiate the

layer from others will be designed

using our psd layer thematic that is

available on Layar development

toolbox and will be provided to you

upon request.

3. Create intends for each POI that

corresponds to a eDMO place. Call

Place, SMS place to friend, Visit

Microsite for each Place, See which

of my friends are there, Check In in

the place, Distribute checkin to

gowalla, foursquare and yelp.

4. eDMO Layer share minicampaign where each user post on

twitter or Facebook. eDMO layer

with specific directives about the

voucher campaigns.

5. Navigate to eDMO from your

current location. Get annotations and

push notifications whenever you are

close to a eDMO or it is lunch time

6. Listen to audio and watch videos

with ads at the beginning or the end

of the streaming.

7. keyword optimization for

searches through layar application.

8. Capture moments and share

them back to the eDMO server.

Mobile Application

Search, navigate, route

and find your nearest

point of interest or

venue, take screenshots,

check in and share your

experiences with your

friends and your community

in twitter, gowalla,

foursquare and yelp.

MOBILE TOURING

QRCODE TRAVELERENGAGEMENT

Tag your data and your

client sight of interest

with QRCodes and

retrieve information

about them just by

pointing your mobile tothem. Ideal for venue

checking , restaurants,

hotels and tourism

businesses

Augmented Reality View



mDMO Social Space is a single point of integration between services.

Integration between all location aware

applications. Engagement is achieved with

a branded application that manages toinform each user about their friends activity.

Community building is achieved with two

complementary and reenforcing ways.

1. Facebook, twitter, gmail and phone

contacts friends automated import.

2. Activities and events posting on

every social channel end users are

members. Therefore we can achieve

budget free advertisement of the mDMO

and the mobile application.

3. Group Voucher where customerscan send vouchers that can be

consumed with their friends with deep

discount to all the venues from eDMO’s

product catalog.

4. time campaigns with time limits to

redeem the voucher.

5. notification voucher for customers

outside mDMO stores with vicinity alerts

and treasure hunt game for points

collection to maximize customer

engagement.

6. mDMO Catalog view with nutritionvalues on each product.

7. Online purchase and redirection to

your local store for distribution. Loyalty

model enhancement.

8. QRCodes for scanning and emulate

checking with ghost presence.

9. POI rich content information

triggered from push notification services.

COUPON

ADVANTAGES

Drive traffic

to stores and

services

Add value to

a purchase

and targeted

distribution

Direct

discount to the

consumer

Leverage the

distribution

channels

API INTEGRATION

SMARTPHONE

ADVANTAGES

SCREEN CAMERA GPS GESTURES

Smartphones in general

are equipped with a

wide 3.5’ screen, having

480x320-pixel analysis

and supports 163 ppi.

In addition the

application supports

multiple simultaneous

languages andlocalizations.

Included 3MP camera

with Autofocus

functionality to

facilitate QRCode and

barcode. VGA Video

recording up to 30 fps

with sound. Automatic

images geolocation

functionality andsharing to social

networks.

Connectivity

protocols UMTS/

HSDPA (850,

1900, 2100 MHz),

Wi-Fi (802.11b/g) ,

Bluetooth 2.1 +

EDR, Assisted

GPS,Digital

compass,Wi-Fi

Multi-Touch

technology in

screen

resolution.

Advanced

capabilities for

UI integration

via gestures

and ARinterfaces.



Niobium Labs Analytics Server provides

integrated WEB-GIS which is currently the

most sophisticated tool for integrated

multimodal and multichannel location

aware campaigns. The analytics section is

developed with similar technologies as

Google Analytics, namely GWT and

provides the following options

• Impression and conversion statistics

Geographics request distribution and

customer tracking to reveal habits and

trends (user defined conversion states,

for instance a conversion can vary from a

micropage view to product purchase,

coupon redemption or a visit to a eDMO

venue)• Spatial density and impression maps.

Impression and customers absolute

numbers, conversions and accurate

budget distribution on each voucher

campaign.

• Define your own polygons with

socioeconomic criteria. This way

campaign administrators can define

radius searches or buffer queries to get

spatially aggregated analytics

• personalized statistics about your

customer activity and profiles (geo

customer management system

management)

• Added value and fast ROI since

geoanalytics server can act as business

strategy decision management tool.

• User behavior and trend spotting via

advanced data mining techniques

• No destination flyers so reduces printed

material and less paper to be disposed.

• Attract mega events and conferences

with focus on business travelers and

therefore season expansion• Sustainable growth and attraction of

new investments

• Advanced routing capabilities for

navigation and routing, therefore eDMO

analytics can provide added value to

tourism investments in the area.

GEOANALYTICS

Geographical Statistics

For the targeted audience users

can integrate with end customers and

obtain their position on each data

request. Therefore georeferences

impressions can be generated on the

fly. In addition campaign administrators

can define their own GIS polygons

based on socioeconomic criteria and

therefore applying advanced data

mining to the aggregated results.

Advances Geostatistics and Geoanalytics


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