Archive for May, 2007

This is spot on……

Posted on May 28, 2007. Filed under: Uncategorized |

Old Advertising versus The New Consumer
on the Travolution blog covers a great ad about what’s happening in today’s market and it looks like a large number of companies in any industry still isn’t getting it.

 
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For all you presenters out there

Posted on May 21, 2007. Filed under: Uncategorized |

consider Life After Death by PowerPoint before your next presentation. It’s the anti-thesis to Steve Jobs’ performances.

Thanks to Travolution for helping us all get through our next seminar or workshop!

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9 Biggest Workplace Myths

Posted on May 19, 2007. Filed under: Uncategorized |

on AlwaysOn is great advice to think about.

It’s got nothing to do with web 2.0 or travel but working life in general. It’s mainly for all of you out there working in an organization, maybe a large and/or bureaucratic one. Take this to heart! I’m living proof of #6. Never got a job in my 30+ years in travel the “resume” way.

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Marketing to the Long Tail

Posted on May 14, 2007. Filed under: Uncategorized |

below is what I consider the key sentence in this informative article on ClickZ.com

The way forward is to integrate your message into consumers’ conversations. It’s about integrating your campaign into the social networks your potential customers frequent.


As I’ve stated a number of times, the time of one-way communications is over and organizations need to enter into a dialog and connect to be heard and be effective.

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TRANSPARENCY TYRANNY

Posted on May 14, 2007. Filed under: Uncategorized |

is the theme of the trendwatching.com: May 2007issue. It has a number of references to travel, with TripAdvisor as the poster company. The entire issue is worth examining as it goes to the core of what the web has consumers enabled to become.

In a recent post I’ve covered a study that showed only a minority of people actually posting and commenting on the web, however, even with low percentages these are huge numbers that will only grow in future as it becomes even easier to comment and start conversations about companies and brands.

Pay special attention to the thoughts and tips at the end. That’s what it’s all about.

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Tilting at a Digital Future

Posted on May 13, 2007. Filed under: Uncategorized |

is the title of a great article in The New York Times on Rupert Murdoch and his News Corporation.

They’ve made headlines recently with his offer to buy Dow Jones, publishers of The Wall Street Journal and of course last year with the purchase of MySpace.

What tells me, that the web has reached the dominant position in global media, however, is this key line in the article describing the News Corporation strategic conference:

For a while, he sat at the back of the ballroom chatting with Mr. Zuckerberg of Facebook, who sat next to him again at dinner. Mr. Murdoch listened closely.

When Rupert Murdoch spends time listening to a 22 year old web 2.0 entrepreneur and has him sitting next to him at dinner, rather than any of his top shot media executives, that reveals a lot to me!

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WTTC: Tech could save tourism billions

Posted on May 11, 2007. Filed under: Uncategorized |

Internet Travel News reports about a new study conducted by Deloitte and NYU Hospitality about the huge savings that web technology could produce for tourism. This is a welcome project but my first thought upon reading this was, what took the travel establishment so long? The shift of consumer travel buying behavior has been obvious for at least five years and the savings of using web technology became apparent soon after websites became the preferred tool for customer travel research, planning and booking.

Not only will there be significant savings, especially for suppliers by applying web technology but the shift of budgets to online marketing, the use of meta-search and web 2.0 tools such as widgets and mashups should produce a further boost to profitability as well.

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Road Trip Planner and Online Travel Guide

Posted on May 10, 2007. Filed under: Uncategorized |

Trip Cart

Southern-California-Coast-License-Plate-M

has all the makings of an innovative travel site that integrates vacation research and planning tools with user generated content, social networking and a great mapping mashup. In my brief review I was impressed with the ease of using the site and collecting stuff that normally has to be gathered from different sites. The only disappointment was the third party booking functionality. I’d like to see that integrated into the site allowing a confirmed trip to be stored. Overall a very interesting approach and a great integration of tools. Would like to see them adding the rest of the world at some stage.

This is the type of functionality destination websites should offer. They have all the necessary information available to present it in this dynamic fashion and as this example shows, it can be done successfully even without a fully integrated booking functionality by partnering with one or various commercial sites.

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Travelocity Maximizes ROI on MySpace with Fictional Brand Advocate

Posted on May 9, 2007. Filed under: Uncategorized |

Travelocity2 04

iMedia Connection reports in this brief case study how Travelocity uses the gnome, successfully in the social networking world. This is a great example of how the issue of participating in the conversation can be addressed in a way that resonates with the audience as the examples show while communicating a results driven marketing message as well. Looks like choosing the gnome a few years back was a stroke of marketing genius!

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Travelocity Maximizes ROI on MySpace with Fictional Brand Advocate

Posted on May 9, 2007. Filed under: Uncategorized |

Travelocity2 04

iMedia Connection reports in this brief case study how Travelocity uses the gnome, successfully in the social networking world. This is a great example of how the issue of participating in the conversation can be addressed in a way that resonates with the audience as the examples show while communicating a results driven marketing message as well. Looks like choosing the gnome a few years back looks now like a stroke of genius!

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