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Home Marketing Update 2016

Wild Scotland Marketing Update 2016

The Aim of Wild Scotland Marketing is to promote Scotland worldwide as a World Class Nature, Wildlife and Adventure Tourism Destination. The ultimate objective is to increase the number of visitors and spend in Scotland for these activities – aligning itself with the National Tourism Strategy 2020. Wild Scotland members are made up of a range of organisations and operators in the wildlife and soft adventure tourism sector – many of whom are located in remote parts of Scotland.

In a forever changing world, Wild Scotland is doing its utmost to keep up to date with the very latest in digital marketing. The website remains the main platform for consumers with sites such as Twitter, Facebook and Instagram becoming increasingly important. With this in mind here are some statistics from the last year:

Social Media:

	13, 156 Fans Over the past year, Wild Scotland fans/page likes have increased from 4226 (October 2015) to 13,156 (October 2016) This is an impressive increased of 221%. Not only has there been an increase in page fans but engagement is on the up and we are seeing a regular organic reach of over 10K.
	18,386 Followers Between 2015 and 2016 we have seen followers increase from 13,893 to 18,386, an over all increase of 32% in a year. Tweet impressions are showing an average of 97.K per month over the last 10 months

New From the Great Outdoors:

In 2016 Wild Scotland produced 7 newsletters. All newsletters are now sent to a total of over 33k including social media and Wild Scotland consumer and industry database.

Wild Scotland Website:

Page views have increased by 36%, from 293,193 in 2015 to 401,643 in 2016.
Sessions have increased by 28%, from 158,007 in 2015 to 123,237 in 2016.
Unique users have increased by 27%, from 108,929 in 2015 to 138,447 in 2016

Marketing Advice

Get ready for the year ahead…

FRESH CONTENT

Keep your website up to date and make it mobile responsive

Over 60% of all mobile phone users will access online content through their devices by 2017.

REVIEWS

44% of visitors to Scotland use travel review sites before booking their holiday.

BLOGS/NEWSLETTERS

Keep articles realistic, exciting and brief and include high quality imagery and video. Link to your website and social media platforms.

CHANGING DEMOGRAPHICS/GENERATIONS

In influencer marketing focus is placed on specific key individuals (or types of individual) rather than the target market as a whole. It identifies the individuals that have influence over potential buyers, and orients marketing activities around these influencers.

EMBRACE DIGITAL MARKETING

Do your research, look at other similar businesses and get advice from organisations such as Scottish Enterprise and VisitScotland.

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