Digital Communication for the Tourism Sector in Italy

An Expert's View about Retail Trade and Electronic Commerce in Italy

Posted on: 4 May 2010

Brief overview on online advertising and communication trends for Tourism in Italy

Fondazione Università Cassa Di Risparmio degli studi E-Business Consulting di Padova e Rovigo di Padova E-Business Consulting S.r.l. ? Chi siamo ? SCchei nsaiarimo o ? MPliuss iOonfferti ? Meisrscaioton edi riferimento ? PMoestiozdioonlaomgiean Otoperativa ? SCtoramteugniaicazione Digitale ? SEesrevmizpi idi consulenza ? Clienttii ? Partnerr ? Conttatttii Digital Communication in Italy Tourism © Copyright 2010 E-Business Consulting S.r.l. Tutti i diritti sono riservati 2Overview on Italian Internet Users Fondazione Università Cass E-Business Consultinga Di Risparmio degli studi di Padova e Rovigo di Padova Users with Internet Access 3 64,6 % of the italian population between the ages of 11 and 74 (over 30 million) has access to the Internet from any place (home, office, school) and through any instrument Users with Internet access Rest of the population Internet access is used by both women (61,2%) and men (68,2%) across all age groups. 68,2 % 61,2 % Italy data 2009 Source: Nielsen Fondazione Università Cassa Di Risparmio degli E-Business Consultingstudi di Padova e Rovigo di Padova Age brackets of Internet Users 4 Internet utilization is a phenomenon involving all age groups. 2/3 of Italian Internet users are between 18 and 49 years old. 11 ? 17 18 ? 34 years years 35 ? 54 years 82,7% 55 ? 74 78,9% years 71,9% 35,0% Age brackets Italy data 2009 Source: Nielsen Fondazione Università Cass inga Di Risparmio d E-Business Consultegli studi di Padova e Rovigo di Padova The change of Media Users 5 ? Social relations: among people, consumers, media, firms, institutions Open I N Digital Natives T Use of technologies E and access to content RDigital Immigrants N E Analogic Natives T Closed Passive Interactive Relationship and Consumer media control Fondazione Università Cass ultinga Di Risparmio d E-Business Consegli studi di Padova e Rovigo di Padova Advertising Investment Trends 2009 6 In 2009 advertising investments amounted to 8.515 million,a variation of ? 13,4% compared to 2008 data. Some media register a reduction on investment: Television Press Radio - 10,2 % - 21,6% - 7,7% Internet, on the contrary, registers a + 5,1% growth, reaching 585,1 mmillion Fondazione Università Cassa Di Risparmio d -Business Consultingegli stud Ei di Padova e Rovigo di Padova 7Touristic communication Fondazione Università Cass E-Business Consultinga Di Risparmio degli studi di Padova e Rovigo di Padova Internet and the Tourism 8 el 20,9% of the holidays are organized directly from de Web*. Internet influences the choice of holidays of 9,1% of the Italian population*. 5,8% of Italians choose packages; 6,4% organizes the trip online; 8,7% books the hotel room online*. *Source: Quantitative Survey on Italians?? touristic behaviour,, 1° report 2009 - ISNART Data Fondazione Università Cassa Di Risparmio degli E-Business Consultingstudi di Padova e Rovigo di Padova eCommerce Market? Total Sales 9 ? In 2009 total sales of Italian eCommerce sites achieved the figure of 5,8 billion Euros, registering a 1% growth compared to 2008, a lower rate than the ones observed in previous years? growing trend. Fondazione Università Cass ness Consultinga Di Risparmio d E-Busiegli studi di Padova e Rovigo di Padova eCommerce Market? Total Sales 10 ? The Tourism division is the most relevant sector in the Italian eCommerce market, with 2.985 milion euros. ? This year such division registers a slight fall of growth (-3%), due to the financial crisis that have affected certain airlines and tour operators. Fondazione Università Cass ultinga Di Risparmio d E-Business Consegli studi di Padova e Rovigo di Padova Communication in the Tourism Sector 11 ? In the tourism division the role of communication is fundamental. The tourist has to be informed, attracted, involved by the received information. ? It is important to use all the available communication tools to incentivate and attract the tourist and reach new users. Where to go? When to go? The client can see and explore the turistic product thanks to the internet before chosing. Fondazione Università Cass E-Business Consultinga Di Risparmio degli studi di Padova e Rovigo di Padova Instruments to communicate Tourism 12 To communicate with the user it is important to take into account a series of elements to create a perfect sinergy between them. Image and content Communication: ? Banner campaign Internet site ? Email Marketing ? Mobile Marketing ? Search Engines The service, the information Fondazione Università Cassa Di Risparmio d E-Business Consultingegli studi di Padova e Rovigo di Padova Contacts 13 For further information: E-Business Consulting S.r.l. Corso del Popolo, 8 35131 Padova 049/9817360 www.e-businessconsulting.it info@e-businessconsulting.it Fondazione Università Cass E-Business Consultinga Di Risparmio degli studi di Padova e Rovigo di Padova
Posted: 04 May 2010

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