The Internet is changing the way business is conducted – the most obvious shake-up is in marketing world. The Internet provides instant feedback about which marketing campaigns are and are not working. The Internet gives companies the ability to present your Unique Selling Proposition without pressure and at your customers’ convenience.
The Internet is the “Great Equalizer” because it allows small-medium businesses to compete with the big boys. The Internet gives every business access to the same technology used by big companies. Web analytics can measure traffic, and RSS feeds increase communication with current and potential customers as well as the ability to instantly measure marketing campaigns and their effectiveness.
It’s time for traditional media to move into the next phase of their existence. They just need to figure out how to combine with social media and the greater digital channel: Connecting and forming communities, relationships built on mutual trust, openness and honesty consistently communicated… They need to learn how to become a part of our communities of influence rather than trying to be the global dictator of them.
There are two important things to remember in your travel marketing today: Integration and interaction. Integrate your online and offline campaigns, and integrate cohesive online campaigns across social networks… Interaction (talk with, not at) to engage audiences and make them feel an emotional connection to your company, brand or product. Prospects are much more likely to listen to you and follow what you’re doing if they feel that you care about them and that they’re important to your business. It’s no accident that so much of what we see online links to mainstream media. Digital Marketing and Social Media and mainstream media are much more symbiotic than they are competitive.
When you begin a marketing campaign to advance your travel business, make sure to ask yourself if you are isolating the various channels or integrating them. The latter will drive tremendous results!