Published on : Friday, November 24, 2017
“The world’s most valuable resource,” said the headline above cover art that highlighted what seemed to be oil rigs that were emblazoned with corporate names like Facebook, Google, and Amazon.com Inc.
Although faith in oil as a lasting costly commodity has diminished with time, data has started showing it as a business requisite, mainly for the marketers.
Getting the biggest bang for the buck when marketing tourism destinations more and more need savvy in terms of digital tools, explained by Maya Lange, Destination British Columbia’s vice-president of global marketing. To quote her, “I’m enormously proud that we’re the only destination–marketing organization in Canada that has a direct relationship with Google and with Facebook,” she told Business in Vancouver. We are well on our way to establish relationships with other large platforms, like Amazon. We have a direct relationship with Expedia. We have a direct relationship with Ctrip, which is China’s largest online travel agency.”
Lange wanted to explain by “direct relationships” is that Destination British Columbia disburse those companies in lieu for suggestions and training on the way to exploit analytics tools within their platforms. The large platforms generally ask for the permission of their web-surfing user in order to gather information about what their likes and interests are. Cookies are distributed in the browsers of the users so that the company can track their use of the web.
At times, users willingly provide their gender or age to a website. Other times, those factors can be forecasted based on the basis of the websites that are visited.
“Maybe this person is on dating sites,” La
The issue of the magazine of the Economist back in May hit on a topic with the executives of the Destination British Columbia.