Marketing on the Smart Web

Addiction to cheap airfares is causing travel ruin

JEB — Thu, 07 Aug 2008 13:41:01 +0000

is the headline of this article in eTurboNews. It has this quote by Tom Parsons: The three biggest enemies to airlines today are fuel costs, the Internet and Southwest! and is an excellent follow-up to my previous post about the results of our never ending quest for the absolute lowest fare.

The complicit customer

JEB — Thu, 07 Aug 2008 01:26:45 +0000

As so often, I can’t but agree with Seth Godin on this comment about how we as customers are complicit in not improving marketing standards.

Especially his comment about the bottom feeding online travelers in permanent search of the cheapest product and then complaining about bad service!

It starts sounding like a broken record but “you’ll get what you pay for” is as true as ever in any industry I can think of.

A survey on Hotel Online Reputation Management

JEB — Mon, 21 Jul 2008 19:43:09 +0000

by Albert Barra of Tourismo 2.0 can be completed here for those who haven’t already read about it on his own blog, Facebook or another T-List blog.

It’s a topic of interest to me. I’ve been advocating for quite some time that not only hotels but any organization in travel & tourism should be actively engaged in the conversation about them that takes place in social media. There are a number of tools that are now available to keep track and stay on top of your reputation, a necessity in the marketplace today.

This is the best list I’ve seen so far on this topic

JEB — Wed, 16 Jul 2008 17:21:33 +0000

it’s called 50 Ways Marketers Can use Social Media to Improve Their Marketing by Chris Brogan. You can’t go wrong trying to understand the subject and start using at least some, if not all, of these suggestions.

Everyone’s personal web page a must?

JEB — Mon, 14 Jul 2008 14:50:30 +0000

might be a future reality according to this Real Time column in WSJ.com by Jason Fry. He raises a number of interesting points that will indeed make this a general reality as it is already for a fast increasing number of people who can easily be found on the web today. In the networked world we live in today, where radical transparency is another fact of life I can imagine this scenario.

I found this quote by Curt Monash particularly poignant: “The Internet WILL tell stories about you, true or otherwise. Make sure your own version is out there too.” It’s a necessity for companies today and might become one for everybody in future, who knows.

One thing seems obvious to me, this new reality will have a profound impact on how to market products and services effectively.

Google Lively

JEB — Tue, 08 Jul 2008 22:24:48 +0000

is their entry into the virtual world until now the pretty much limited to Second Life. Although I’ve never been a fan of Second Life and their numbers haven’t shown strong growth lately, the Google effort might renew the interest.

http://www.youtube.com/watch?v=5YbwfOucET8

How it will affect the way businesses are marketing themselves remains to be seen. Seems to me at least another medium competing for people’s already limited time and attention.

This is a sad state of affairs

JEB — Tue, 08 Jul 2008 16:17:58 +0000

reported in this latest survey revealing that Stressed Americans Leave 460 Million Vacation Days Unused. It used to be that the Japanese were the workaholics but now they seem to have been replaced by Americans. By international comparison the amount of vacation days in the U.S. is already very low and it seems many people don’t even take those in full.

It’s quite a loss to the travel industry as a whole when we imagine that at least a certain percentage of these people would spend their days away from home. Not a statistic of which we should be proud!

Technorati Tags: vacation, travel, tourism

Are we there yet…..?

JEB — Tue, 08 Jul 2008 02:49:51 +0000

“Any sufficiently advanced technology is indistinguishable from magic.” - Arthur C. Clarke

This quote somehow reminds me how far we still are from making the travel planning - researching and buying process on the web truly an easy and enjoyable experience based on the technology understanding and correctly interpreting customer needs and preferences. It’s certainly far from being magic!

Surprising, after all these years……

JEB — Mon, 30 Jun 2008 16:29:47 +0000

of online travel, to find that Independent Hotels’ Online Presence Lagging according to this recent study by GuestCentric. The gap between the larger chains and smaller independent hotels is significant when it comes to an effective presence online and the use of web based marketing and distribution tools.

The web was supposed to have leveled the playing field for large and small players but it seems that hasn’t entirely happened in the accommodation sector yet, although according to the latest PhoCusWright Consumer Travel Trends Survey Hotel stays were the most popular component with U.S. online leisure travel buyers in 2007.

This is proof of the growth opportunity for the accommodation sector and poses a challenge to those who haven’t yet focused on how to best use the web as a key tool to assure their future success and do so fast or very likely continue to decline and eventually disappear. No supplier in the travel industry can any longer afford to stay on the sidelines when it comes to the effective use of the web.

Technorati Tags: hotels, accommodation,

More evidence…..

JEB — Wed, 25 Jun 2008 16:08:17 +0000

that the old argument still brought up by some marketers that all this new web 2.0 stuff is only for kids no longer holds true, is presented in Step Away From The Computer, Kids: Baby Boomers Embrace Social Media an article in MediaPost Publications about a recent AARP study that covers web use by boomers. It shows some very high usage rates, like 70% of consumers age 50+ saying that their online community was “very” or “extremely” important to them. Again, it looks like the web behavior of this audience makes it a necessity to focus on effective, integrated marketing that makes smart use of the latest web tools available.

Technorati Tags: AARP, social media, marketing, boomers