So far in 2024, this segment has accounted for 42% of all bookings[1], underscoring the importance of a targeted digital approach to ensure its continued growth.
In a new multimedia feature, ‘Data-driven Digital Marketing’, Claudia Bowman, Head of Marketing and CRM at the European Tour Group shares learnings from the DP World Tour’s digital marketing activities that could help golf venues achieve new and repeat direct business, while the Head of European Tour Destinations, Ian Knox, explains how defined digital marketing strategies, including advertising on social media, can help capitalise on such a profitable revenue stream.
“With an estimated 5.17 billion social media users worldwide who, on average use 6.7 different social networks per month[2], it is no surprise that social media advertising is on the up,” said Knox.
“The opportunity to reach target customers with laser precision has never been more compelling – and straightforward. However, it’s becoming more challenging to ensure your message is seen amid the competition.”
Bowman added: “Grabbing consumers’ interest, coupled with the fact that only 17% of them allow their data to be tracked[2], means golf destinations need to think carefully about ways they can earn and foster trust with existing and potential customers.
“It is therefore critical golf destinations create engaging digital content, use multiple touchpoints to gather owned customer data, and funnel this information through customer relationship management tools to help earn customer loyalty.”
‘Data-driven Digital Marketing’ zeroes in on: social media advertising, data capture and content management, and customer relationship management, while sharing best practice examples to help golf venues determine their digital marketing strategies for 2025 and capitalise on the growing and lucrative direct online business segment.
[1]Future Market Insights’Golf Tourism Market Outlook for 2024 to 2034
[2] Data Reportal, Digital 2024: Global Overview Report