In today's highly technological
and digital driven society massive emails are still increasingly
used to broadcast a message; but, how effective it is for tourism
marketing purposes when travelers are looking for unique experiences
and business to stand out from the rest?
MARKETING AND WEB 2.0
Since the Internet boom, email messages have been esteemed
as a marketing tool because of its low cost and relative measurability.
However, hasn't Web
2.0 with blogs, wikis, social networks, file-sharing and
podcasts changed the way travel marketing must be done? The
travel and tourism industry is being transformed by operators
and by clients in ways that were not possible five years ago.
Now for a reasonable price small companies and entrepreneurs
can easily build-up creative web sites where travelers, actual
and potential, can actively review and share travel experiences
by blogging, chatting live, uploading photos and videos, listening
podcasts, pulling news (RSS) or becoming part of a social or
virtual network.
For business to business purposes it is even more attractive
to take marketing strategies to the next level. Competitive
travel companies are showcasing services, destinations and experiences
in virtual trade shows and webcasts, offering training through
webinars, replacing press releases with industry-only blogs
and video blogs, qualifying RFPs and placing free advertisements.
The question is 'are travelers and businesses across the board
taking advantage of the web 2.0 for tourism and travel purposes?'
TRAVELERS
Among travelers probably there are significant psychographic
differences, especially between markets (geographically segmented),
generations (boomers, X, Y and millennials), lifestyles and
interests. Well-educated tourists all over the world scrutinize
available bits of information thoroughly before traveling. In
most cases the Internet is the main source of information, no
matter how, when, and where they finally decide to close the
booking.
Businesses have been using technology to innovate, maximize
resources and reach new markets. The Internet has revolutionized
entirely the travel industry. However, still there are more
conservative sectors where the internet has also been seen as
a threat, not a value added. Those businesses who have not yet
taken advantage of the web 2.0 represent the biggest potential,
especially because the industry as a whole would be benefited
with a better marketing.
The more precise information available in the internet, the
better for travelers and businesses alike. Web 2.0 and the traveler-generated
content media, additionally, but especially as a related consequence,
are increasing the social and cultural awareness of millions.
So with that said, why keep polluting the digital world with
the email blast?
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