It isn’t every day I get a chance to do some CPD on my doorstep. So, when Turismo Lanzarote announced it would be holding a tourism and digital marketing workshop (Jornada de Marketing Turístico en el Ámbito Digital) just down the road at Club La Santa, it was too good an opportunity to pass up.

The sessions were held in the state-of-the-art conference facilities at Club La Santa. Four first-class speakers from different sectors of the industry shared the latest developments in this rapidly-changing industry upon which Lanzarote depends.

The implications of digital marketing are enormous and effect each business in different ways. Nevertheless, here are my 6 top takeaways that every business should consider to adapt to the our current digital landscape.

1.     Re-evaluate your business model

Eduardo Parra, Professor at the University of La Laguna, Tenerife, emphasised the need to adapt to our fast-paced digital reality has never been more urgent. The demise of Thomas Cook recently drove this harsh reality home.

  • Customer-centric business: businesses need to tap into people’s emotions to move away from one-off revenue towards forging long-term relationships with customers. Investing in the value you offer is critical to survival.
  • Big Data: collect data and maximise your use of it to improve customer satisfaction and attract more business. Listen to your customers’ emotions, through deep learning tools like Word Embedding, for example.
  • The Internet of Things and Artificial Intelligence will play a crucial role in how companies operate and enhance the customer experience
  • The world of work will radically change, many jobs will disappear, and others will emerge.


2.     Be smart with your data

There is a whole world of data at our fingertips. Every single stage of the travel buyer journey can be monitored and analysed, even from the initial moment of inspiration to travel.

All of this offers you in-depth knowledge about market trends, fluctuations in demand and supply. It helps you to identify your target client profiles and their desires, use metrics to gauge their experience and perceptions, distinguish between different segments, and see how your competitors are doing.

Use data to identify exact client segments provide each one with the right information, at the right time. Carlos Cendra of Mabrian Technologies, a company specialising in travel intelligence for Smart Destinations, put it quite simply in his presentation:

“Why would we try to shoot a mosquito with a cannon when we can be expert snipers?”

3.     Maximise social sharing and UGC

According to Beatriz Zaera of Minube, a social platform for sharing travelers’ stories, we are essentially all the same. We’re hyper-connected through multiple devices. Your own clients publish their emotions and experiences through social media channels, especially Facebook, Instagram, TripAdvisor and Twitter, and now Minube.

All businesses, big or small, need to participate. Listen and monitor social media channels to discover what their client are searching for, what worries them, what motivates them and what they’re saying about you. Put yourselves in their shoes and produce content that resonates.

In fact, a brand’s most viral content is User Generated Content itself. Keep your eyes peeled for the most successful posts that relate to your brand, and reuse them on your own channels (preferably with the user’s permission).

4.     Curate high quality content

Quality not quantity’ is key if you don’t want to get lost in the noise. Your multilingual content marketing strategy should include engaging content created with concise and captivating text. And most importantly, it should be crafted by a professional in their native language.


  • A good story
  • Good quality visual content
  • Relevant and polished text
  • Content that is designed for social sharing
  • Content that is the right length, for the right channel
  • Real content (User Generated Content)
  • Multi-device friendly

5.     Digital marketing strategy

 None of this will go very far without a good digital strategy, according to Digital Marketing Consultant, Juan Merodio, the last speaker of the day.

Define your objectives and what makes you different to your competitors. Ensure that your website is attractive, simple and fulfils these objectives. Make it easy for each customer segment to identify themselves quickly and greet them with clear messages.

Use Chatbots to filter buyer’s preferences before leading them to specific products, or to speak to a human agent.

Invest in digital advertising, because these channels are there to help you reach your clients. Curate quality content that can be monetised, and lead your followers towards the buy button, converting them into clients.

Use one of the time-tested advertising formats to draw your buyers in:



or for example…

PAIN: Need some sunshine?

BENEFIT: Lanzarote has a sunshine all year round 🙂

OBJECTION: Don’t know where to stay?


SCARCITY: Offer ends at midnight, book now!


And finally, make sure your ad leads to a quality landing page. It needs to be simple, attractive, relevant and persuasive to clinch the conversion.

6.     Set yourself 1 task for improvement at a time.


This may sound like a lot to take in, especially for small businesses and startups. But Juan Merondio offers sound advice when suggesting that you should set one task for improvement at a time.

Content production requires time and resources, and not every company can spare them. But help is it hand! There are many freelancers specialised in digital marketing and can dip in and out of your team when necessary.

If you are looking for a professional to translate or curate your digital marketing content in English, contact me for a chat.