Marketing is a matter of relativity. Not only is it crucial for you to present the right image - but it has to be better than the other guy's. Let's face it: business is about beating the other guy, and when it comes to social media, that becomes a very complex affair.» 1 Comments
About a year ago in this column, I waxed poetic about the potential Google's self-driving car has to revolutionize the rental car industry. Since the car is in the very early stage, proof-of-concept testing, such a revolution is years, if not decades, off; however, there is one revolution that Google is already helping fuel today-virtual tourism.» 1 Comments
Everyone is talking about native advertising these days as the hot new trend. Since there are so many different flavors of native, I thought I should start with some broad explanations and examples. Native advertising is when an advertiser publishes or sponsors content as part of the user experience. So instead of running banner ads around the editorial content, the brands actually weave their content into the site. Native can be a video, photo, infographics or a text article. An advertorial could be native. Facebook Sponsored Stories and Twitter Sponsored Tweets are also a form of native. When an advertiser ...» 3 Comments
Numbers don't tell the full story, it turns out. After considering circulation and impressions of media coverage and debating various reporting methodologies, public relations industry leaders believe that relying exclusively on quantitative measures to evaluate results is insufficient. As a result, it's critical to layer on a qualitative element to measure communications effectiveness. With that in mind, here are five tips for reporting meaningful travel PR results.» 2 Comments
It's a well-accepted truism by now that "you can't sell on social media," but as savvy suppliers have become more sophisticated about the use of social media, it's also become true that social media can be part of a multi-leg -- even multi-directional -- path toward sales.» 0 Comments
As search engine optimization and marketing evolve to become mobile, local and social, the confluence of search and social is the most exciting tourism marketing trend. That was just one of the many insightful takeaways from the Eye for Travel's Social Media and Mobile Strategies Conference I attended last week.» 0 Comments
Come major celebrations like Valentine's Day and New Year's Eve, media are inundated with promotional tie-ins: packages, contests - a great deal of it amazingly similar.. When everybody does something, nobody gets noticed.» 1 Comments
While wading into the waterfall of tweets on "the Twitter" a few weeks ago, I stumbled upon one that I wish to heaven I could properly attribute. But alas, all I can remember is the gist of the message and not the sender. It went a little something like this: At conference & I swear this 20something speaker just referred to billboards as "You know, those outdoor banner ad thingys."WOW."» 0 Comments
