As with many of you I'm sure, the month of December is filled with number crunching and finalizing projects and plans for the coming year. We have been busy prioritizing marketing opportunities that best serve our community and we are particularly interested in reaching the latest wave of online consumers.
In an article in TravelDailyNews (November 27, 2007), author and consultant Patricia Brusha comments that she was asked during a recent conference about how to engage the new online consumer without the worry of "losing control" of the message.
"I guess the simple answer is that there is no real control anymore as it relates to online marketing," she responds. "The consumers are really more in control than ever before in shaping your brand... (but) marketers should join the conversation and feed the message often."
Among other points she makes, having your product available for purchase online across multiple online channels, and making sure your brand message is always consistent and regularly updated, seem particularly relevant. "Test that your website is working the way that you had intended it to work - or more importantly, how your customers need it to work - to close the sale," she says. "Beyond that - you can be an innovator too by posting content online about your brand. Content such as video's, articles and images of your tourism product is easy to post to channels such as Flikr and YouTube, and can be virally distributed by both you and your customers."
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