Our consumers’ buying process is constantly evolving. Our potential customers have much more information about our brand, our industry, our products and competitors. Much more knowledge than we imagine. The Internet is the gold mine of information and today most of our potential customers do some research on the web before making a substantial purchase. They are likely to look for advice, data or even compare between several companies offering the same product or service.
According to the Boston Consulting Group, 95% of travelers today use digital resources for their trip, either before, during or after the trip. That is why your Internet presence must be perfectly adapted to their consumer preferences, in order to make the potential customer aware of your brand and, above all, to generate a positive image of your company.
The development and emergence of new players in the tourism sector, such as social networks, information search engines, price comparison websites or online travel agencies has been very important and should also be taken into account. In fact, digital transformation is not something that will only affect high-volume companies. Even small and medium-sized companies can help them face increased competition with minimal investment. The main objective is to design and create a customized digital channel that is able to attract, convert and delight your customers.
But digital transformation does not stop there, as there are many other benefits for ferry service companies:
- Connect directly with customers and attract more direct bookings, decreasing dependence on tour operators, agencies and other commercial intermediaries.
- Capture as much data as possible from leads and customer interactions with your brand online, in order to execute personalized campaigns and actions.
- Create new products and reposition current ones to enhance the customer experience and earn additional revenue.
- Provide better customer service, taking advantage of the tools offered by the digital world.
- Automate processes to make actions profitable.
For example, if someone wants to plan a vacation to Greece with his family, he will first take a look at the best activities to enjoy on the islands or the best beaches to go with children. She may also be looking for tips on excursions and unique experiences that you can offer her. And all this at any time during your purchase stage. If you are able to give your potential customer this valuable information, your brand will undoubtedly appear as one of the options to choose for their trip.
Always remember that new travelers are looking for value. It is very important that you care about your reputation and your content offering, so that you are not just a product or service. Therefore, the digital revolution is waiting for you. Be aware of all those changing patterns and adapt!