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New Tourism Australia chief marketer Lisa Ronson has pledged to develop the digital and social marketing focus started by her predecessor as she revealed that coastal scenery would become a central theme to the agencys promotional activity.

In her first public address since taking over from Nick Baker last month, the former Westpac marketing boss said it was time to re-establish the strength and appeal of Australias aquatic and coastal areas.

Other destinations including California and Hawaii have closed the gap on Australia in terms of their coastal offering and it was time to step up the marketing of Australias beaches and ocean attractions.

Key to that has been Tourism Australias partial funding of a three-part documentary on the Great Barrier Reef narrated by iconic natural history presenter David Attenborough.

The collaboration with UK-based Atlantic Productions will see the wonders of the reef beamed into hundreds of millions of homes around the world, Ronson said.

After addressing TAs inaugural Destination Australia conference in Sydney today, Ronson also told Mumbrella that digital marketing, a particular focus of Baker, would be further developed and used to help drive conversions, another of Tourism Australias key objectives in 2015.

Ronson acknowledged that destinations vying with Australia for the tourism dollar had picked up their game and closed the gap on Australia in their marketing of coastal attractions.

Lots of competitors have woken up and are using their own aquatic and coastal assets to market themselves and that is appealing to consumers, she told Mumbrella. We sill have an advantage and are quite a way ahead but not as far as we might have been. We need to make sure we stay top of mind.

Its about reinforcing the message of what we have in Australia.

The Great Barrier Reef, the third biggest draw for international tourists behind beaches and wildlife, will play a major role, she said.

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Tourism Australia marketing boss Lisa Ronson outlines strategy in first public address

social lead chief as it works Demo
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social lead chief as it works Demo - Video

Following the launch of Dynamics CRM 2015 last November, Microsoft on Monday announced a Spring update to the software that promises new social, mobile and analytics capabilities along with closer integration with Office 365.

On the social front, for instance, the Spring 15 release of Microsofts customer relationship management suite offers a new social center where marketing, sales and service teams can monitor social topics and engage directly with communities. Companies can create end-to-end customer engagements from social posts, while social analytics tools now offer text mining, cloud visualization and a social activity map. Tying it all together, Microsoft said, is a redesigned user interface.

Recognizing the need for cross-device consistency, meanwhile, the new Dynamics CRM release also a promises a configure once, deploy everywhere model designed to give users a smooth experience when interacting with the same sales processes across mobile devices. With a new mobile software development kit, companies can also extend and create their own mobile apps for the platform.

Deeper integration with Microsofts Office 365 productivity suite is another part of the new Dynamics CRM offering. Thanks to a new, immersive Excel experience, for example, sales managers can now perform what-if scenarios in Excel and update their forecasts right within Dynamics CRM. With OneNote in CRM, meanwhile, its now easier for sales teams to collaborate and share information, Microsoft said.

Finally, the Spring 15 release not only marks the start of Paratures integration with Dynamics CRM for knowledge management, but new Power BI connectors, dashboards and reports are on the way for data sources including Google Analytics, Microsoft Dynamics Marketing, Zuora, Acumatica and Twilio, Microsoft said.

The new release of Microsoft Dynamics CRM is slated to be available by the end of the second quarter of calendar 2015.

Katherine Noyes has been an ardent geek ever since she first conquered Pyramid of Doom on an ancient TRS-80. Today she covers enterprise software in all its forms, with an emphasis on Linux and open source software. More by Katherine Noyes

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Microsoft Dynamics CRM gets an analytics-infused update

While some aspects of social media are shifting, over the past 24 months other strategies remain largely the same, according to the newest Leadtail Social Insights Report.

In the newest March 2015 study of 1,434 CMOs, created in conjunction with Neustar, the social media research and strategy firm notes the following trends:

In short, social media sharing is more valuable and prominent than ever as an audience engagement, branding and content management trend. But for maximum success, forget the heres where Im eating lunch today Tweets and stick to compelling content from mainstream publications and industry reports. Or how about developing some interesting and useful posts of your own?

For optimal marketing success in 2015, visual content is more valuable than ever, CMOs say, and quality over quantity of audience is finally ruling the day. For a copy of the complete report, readers can register to receive the full results via Leadtail here.

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New Report: Marketers' Tastes In Social Media Are Changing