DMOs – combining offensive strategy with the 5 principles of CEM

Marketing knowledge and the use of the right marketing techniques for attracting and retaining customers is important for every industry. At the end of the day, every single customer matters and has the power to decide the brand’s future. The fast pace of world’s developing corresponds to the fast changes in consumer’s mindset. It is not a secret that exactly these changes represent the biggest challenge for marketers everywhere. The destination management organizations are competing with each other on different levels to provide the best high quality experience for visitors.

According to an UNWTO report (2007) the DMOs today “should not only lead on marketing, but must also be strategic leaders in destination development”. Engaging customers is all about intriguing them with innovative ideas, which sometimes could be risky, however being successful is associated with confronting the challenges on the way. Therefore, it is interesting to know how exactly can a DMO use different approach to drive tourism traffic.

The destination management industry is quite competitive and using offensive strategies will result in more pro-active and ambitious way to concur bigger market share of visitors. However, combining the offensive strategy with the 5 principles of customer engagement management could be seen as a different and innovative approach. The essence of it is to put the potential visitor at the center of the DMO’s marketing and promotional efforts.

Recently, an article advising DMOs to use experience-driven marketing was published in It suggests that DMOs should use several guidelines to strengthen up their customers’ experience and engage them with the destination. However, reading through them a useful transition could be made to the 5 principles of engagement management, which are aimed at connecting with people: as individuals, based on what they do, continuously over time, directed towards an outcome, and everywhere they are.

Adopting both of these methods will result in more proactive market acquisition while also focusing on the travelers as individuals. The DMOs should realize the destination’s natural advantages and aggressively promote them by creating interest and enhancing the positive image of country. This will drive visitors traffic to the must see places in order to experience the uniqueness offered.

However, this can only be possible if an information about traveler’s needs and wishes for desired experience in the destination, is available. Using insight from different social networking platforms or by engaging travelers into an open discussion, DMO’s will have better understanding of peoples’ needs and wishes. Expansion of the DMO’s network is also needed, people are promoting destinations without even realizing it on social media. Bloggers, vloggers and Instagram stars are a key towards the right execution of the offensive strategy.


A Practical Guide to Tourism Destination Management. (2007). World Tourism Organization.

How DMOs should be using experience-driven marketing. (n.d.). Retrieved from

Peelen, E., & Beltman, R. (2013). Consumer relationship management. United Kingdom: Pearson Education Limited.

Marketo.(2014). 5 principle of engagement marketing

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