The Modern Marketer's Toolkit Travelers have the entire web at their fingertips, to get inspiration and research where to travel and what to do during their stay. Destination marketing is challenging in this environment, but marketers now have access to an enormous number of tools to attract, engage, and convert travel buyers. To help destination marketers sort and sift through all these choices, we conducted primary and secondary research with over 150 DMOs across North America to understand which technologies were supporting their marketing efforts. We hope that this report will serve as a useful data point for DMOs planning future marketing technology investments.

1. Understanding The DMO
Marketing Tech Stack
1

2. In this eBook:
1. Marketing technology growth
2. DMO tech stack
— Established
— Rising adoption
— On the horizon
3. 6 Criteria For Evaluating
Marketing Technology
2

3. The modern marketer’s toolkit
Travelers have the entire web at their fingertips, to get inspiration and research where
to travel and what to do during their stay.
Destination marketing is challenging in this environment, but marketers now have
access to an enormous number of tools to attract, engage, and convert travel buyers.
To help destination marketers sort and sift through all these choices, we conducted
primary and secondary research with over 150 DMOs across North America to
understand which technologies were supporting their marketing efforts.
We hope that this report will serve as a useful data point for DMOs planning future
marketing technology investments.
3

4. Marketing technology growth
Technology is no longer only the domain of the IT department. It has been predicted that by 2017, CMOs
would spend more on IT than CIOs1 . With the exponential growth in the marketing software category, the
choices of platforms has never been greater. The figure on the next page shows that there are over 3,000
marketing technology vendors active in the market as of March 2016.
Growth in marketing
technology vendors
in 2016 vs 20152
1 Source: Laura McLellan, Gartner
2 Source: chiefmartec.com
87%
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6. DMO Marketing Tech Stack
While there are technologies that specifically serve the travel and tourism sector, the typical DMO
marketing tech stack is made up of software that brands in other sectors are also using.
Established Rising adoption On the horizon
Marketing automation
Content management systems
DAMs
CRMs
Social media management
Analytics
Programmatic
Visual marketing
Personalization
CMPs
Content creation
Artificial intelligence
Augmented reality
Chatbots
Virtual reality
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7. DMO Marketing Tech Stack:
Established categories