Ken, my feedback here is just anecdotal, but I’ve worked with many DMOs, TDAs, and DLOs over the years. First, I’m not sure I’ve ever seen Adobe market itself clearly to the tourism and travel industry specifically. Destinations often seek platforms and software that understand their unique challenges and needs. Companies like Simpleview have focused on this market and have a large number of destinations using their tools.
Second, I work with a lot of rural destinations and they often have very small executive and marketing teams or even marketing teams of one single person. I feel like the Adobe Marketing Cloud is not only out of the budget but also seems confusing and complicated. There may be larger destinations that are more used to that level of functionality and the language used to describe how the suite of tools works.
Third, I know many of the rural destinations I work with hire vendors because they don’t have a robust internal marketing team. They are then encouraged to use whatever platforms the vendors are using. Sometimes, they are not even aware of what software or tools the vendors are using since they just receive reports and data from those teams.
It seems like Adobe Marketing Cloud could be a useful tool for larger destination teams that are ready for those tools or are already using something similar but are unhappy with the platform or service. Maybe there just needs to be someone willing to start talking about the Adobe Marketing Cloud and the benefits it can provide so the industry sees more clearly they have other options.
Just some thoughts and ideas to think about.
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