Abstract. By 2019, there were significant changes in the attitude of travel as a product and service. Since the beginning of 2019, CARA experts have been collecting and analyzing data from the advertising market in Kazakhstan. The volume was calculated over five years – from 2014 to 2018. The results of the study confirm that the share of TV advertising as the most complete and cheap media channel per thousand people is still leading. At the same time, digital marketing is developing dynamically, showing growth from 7% in 2014 to 16% in 2018.
The main trend of digital marketing this year, which by all indications will remain for at least another year, is live content. For example, various author's tours have become very popular in Kazakhstan, which provide an opportunity not only to visit new places, but also to meet new people during friendly meetings held by the tour organizers. In addition, tour organizers actively use various interactive platforms to promote their company.
By 2019, there were significant changes in the attitude of travel as a product and service. Familiar travel guides give way to succinct, up-to date content. A third of travelers are ready to receive personalized travel offers, and almost half would like travel brands to introduce technologies such as artificial intelligence and start offering options based on past travel analysis. Tourists under the age of 25 see trips as a source of cultural enrichment.
Many travelers are interested in technological innovations in the field of recreation (for example, digital tourist guides) that will help make the trip experience unique.
In 2019, analysts calculated the volume of advertising in various media in Kazakhstan. Television accounted for more than half of all advertising in Kazakhstan.
Analysts and strategists from leading agencies and media have come together for the first time to assess the development of the advertising market over the past five years, the Central Asian advertising Association (CARA) reported. They discussed the results of their work at the round table "Advertising market of Kazakhstan: volumes, dynamics, impact of changes in legislation".
Since the beginning of 2019, CARA experts have been collecting and analyzing data from the advertising market in Kazakhstan. The volume was calculated over five years – from 2014 to 2018. Five media segments were taken into account: television, radio, print, outdoor and Internet advertising.
The results of the study confirm that the share of TV advertising as the most complete and cheap media channel per thousand people is still leading. At the same time, digital marketing is developing dynamically, showing growth from 7% in 2014 to 16% in 2018 [1].
Digital marketing is digital marketing, considered as interactive and targeted marketing. It is the marketing of goods and services focused on the use of digital technologies in order to attract and retain customers (consumers) [2].
According to statistics, the most effective and convenient channels for promoting a tourist product are: e-mail newsletters, applications and blogs in social networks [3].
Therefore, the main thing in the marketing strategy for the development of a modern tourist business is: creating a content plan; increasing the subscriber base; segmentation and control. Let's take a closer look at each element of the strategy:
- Analysis of the current market situation. To collect information about current and potential customers, you need to: create a subscription form on the hotel's website for sending ads with a request about the frequency of this mailing (so as not to be in the client's spam list); offer feedback via e-mail, WhatsApp, Skype, Viber; make friends with clients in social networks.network; constantly update and update information about prices.
- Development of an individual approach to the client. Once the subscriber base has been collected, you need to find what attracts customers to your company. This is possible when analyzing the traffic of pages that potential customers are interested in: extreme tours, family vacations, and sightseeing routes.
- Segmentation. Dividing the market into segments based on various criteria is an important point. It is important to study the preferences of clients on the travel history of each individual tourist based on personal communication and the possibility of feedback. The issue of analyzing statistics remains relevant: the percentage of openings of sent messages, the percentage of clicks on links.
As the practice of leading consulting companies shows, for the travel-tourism sector, the average rate of opening sites should be about 17%,and reading messages-9.5%. Of course, the indicators are average, but if they are lower, you need to change the tactics of communication with customers, or expand the customer base. In addition, it is important to take into account the dynamics of personal data of customers. Users often change their phone numbers and register new email accounts, because in order for statistics to be useful, you need to regularly track the data.
Content planning and sales. The main advantage of planning is the ability to divide the tourist product into segments: who is interested and what is interesting, at what time it is best to send it. In addition, you need to prepare interesting accompanying content related to the destination being sold, including: key attractions and entertainment; information about cities/regions/routes; information about events - festivals, national holidays, seasonal events [3].
As for advertising on television, it is the most expensive way to promote a tourist product and is most often used to promote Kazakhstan's tourist product on international markets.
For example, advertising Kazakhstan as a tourist destination cost Kazakh Tourism more than 300 thousand dollars in 2018. [4] Advertising of Kazakhstan, broadcast on the Euronews TV
219channel, cost the national company a third of $ 1 million, the Chairman of the Board of JSC "NC "Kazakh Tourism" said. The head of "Kazakh Tourism" noted that the video was shot by the team of the Euronews TV channel, in order to promote Kazakhstan as a tourist destination abroad. The company provides support when shooting TV shows in order to promote Kazakhstan. By mid- 2019, filming of such popular programs as KBS Everywhere for KBS (South Korea), "Let's go, let's eat!"for NTV (Russia), "One day in the city" for My planet TV channel, and others.
Not so long ago, the media reported that some enterprising citizens made a tourist advertisement for the country and used the phrase Borat from the film of the same name, which caused a lot of criticism as a slogan.
In Kazakhstan, for tourism advertising, the slogan was taken as the phrase of the fictional Kazakh journalist Borat Sagdiev "Very Nice", or "Nraitsa" in Russian translation. A commercial with a new slogan appeared on the Kazakh Tourism instagram account. In the video, Englishspeaking tourists discover the nature, cuisine and sights of Kazakhstan, commenting on it with the phrase "Very Nice".
As for digital marketing, which is also growing at a comparative pace, its main trends are: live content, personalization, gamification and interactive, lifecycle marketing, and facial coding.
The main trend of digital marketing this year, which by all indications will remain for at least another year, is live content. If we talk about Instagram, people now prefer to look at other people's reactions, live (non-stop) photos and various interactions with the audience.
Personalization as a trend is a digital footprint of users on the Internet, which allows you to use it to customize advertising in the most accurate way to meet the needs of the consumer. This way the ads will be less annoying. It's not enough just to advertise on the Internet. You need to entertain the client, interest them. Large and small brands began to create their own games, interactivity, educational advertising content, conduct seminars, festivals, and friendly meetings. In other words, in order for a client to trust you, you need to give them something valuable in return that they would be interested in sharing with friends and acquaintances.
For example, various author's tours have become very popular in Kazakhstan, which provide an opportunity not only to visit new places, but also to meet new people during friendly meetings held by the tour organizers. In addition, tour organizers actively use various interactive platforms to promote their company. For example, the company Limon.kz the company that forms author's tours in Almaty region uses the free ticket draw as one of the ways to promote it on its Instagram page (figure 2).
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Lifecycle marketing is a logical derivative of the three trends described above. The approach in which the digital marketing strategy is built from the point of view of the client's interaction with the company. It includes studying the client's path, working out the client's doubts and their reasons, identifying stopping factors and motivations to return to the site. All this helps to build personal communication with each client.
Facebook, Instagram social networks allow you to establish direct communication with the client and remind them of yourself daily through posts, stories. This makes it possible to determine more precisely the customer's need, their attitude to the company, and find out their opinion.
Today, Instagram is one of the most popular social networks in Kazakhstan. According to Brand analytics, in August 2017, the domestic Instagram had 1,057,256 authors, i.e. people who sent at least one message. For comparison, Facebook has 282,613 of them. However, not all users indicate their presence, and according to the social survey of the TSA, 31% of the 12.6 million Kazakhstanis who use social media are registered on Instagram, which is more than 4 million people [5]. The same survey shows that there are more women than men in the Kazakh segment of the social network-58% against 42%, respectively.
Looking at these trends, it became clear that people are tired of communicating with bots, from mass mailings and calls from managers who read the memorized text. This does not mean that all mass media will soon disappear, but they are developing. And at the moment, for the success of any business, you need to focus on a lively, sincere communication with customers. Ultimately, this will bring awareness, trust, and sales to the company.
- Dynamics of advertising volume in the media of its distribution in 2014-2018-materials of the Central Asian advertising Association [e-resource].http://aaca.com.kz/materials
- M. Akulich. Digital marketing – «Publishing solutions». 2019.
- Markova E. S., Maidorovskaya A.V. Internet marketing as a tool for the development of regional clusters // Modernization of state and municipal management: challenges materials interuniversity scientific conference. 2017.
- Advertising of Kazakhstan cost Kazakh Tourism more than 300 thousand dollars. - Information portal Informburo.kzhttps://informburo.kz/novosti/reklama-kazahstana-oboshlas-kazakh-tourism-bolee-chem-v-300- tysyach-dollarov.html
- Information from the Brand Analytics Agency:https://branalytics.ru/statistics/author/?hub_id=16048&date=201708&country_id=16&period_ty pe=month