Archive for January, 2008
TechCrunch reports about a new venture Tripr.TV which offers a new twist to user generated content, it pays for it, passing on a third of their commission to the person providing a video. There are some conditions on quality, content and length. What remains to be seen is if there are enough people out there willing to provide the stuff. Wouldn’t surprise me if there are.Read Full Post | Make a Comment ( None so far )
A term we certainly will hear more of in future, is introduced in this interview in Chief Marketer. It’s described as the third dimension in marketing by Shiv Singh or Avenue A | Razorfish.
HIs comments give a great insight into some of the issues marketers will need to deal with in this environment marked by social networks. I found this comment particularly relevant:
asks TravelClick in this video They take a “different” approach to the subject matter, to say the least.
It remains to be seen whether baby boomer hotel executives take to it, but then again if they don’t , maybe they need to hire some Gen X or Y dude who does and join the fray. (By the way what’s the female version of dude – “dudette”? Always wanted to know.)
Long Tail – yeah….!Read Full Post | Make a Comment ( 1 so far )
DEC – Glimpse of the Future, 1994
Not that long ago, and how far we’ve come since, quite incredible and no doubt there is so much more to come.
This morning I received this email from Starwood offering according to their words – a select few of their loyal customers – the possibility to personalize their new loyalty card.
There is a link to the SPG website where a choice can be made from a selection of attractive location pictures to use for the card, with a preview function. Very easy to use.
I found this an attractive way to let loyal customers interact with the brand in an easy manner while at the same time looking at some great and inviting shots of Starwood properties around the world. There’s no direct call to action other than visit The Lobby where the title bar picture actually is one of those offered in the personalization feature. Smart brand marketing that allows to measure results at the same time.Read Full Post | Make a Comment ( None so far )
Hotelmarketing has a long post on Why “David” Virtuoso can coexist with Goliath “Expedia” which deals anew with the much predicted demise of travel agents proclaimed a few years ago. This, of courses, has not happened as that much hyped demise was never in the cards. What nobody can deny either, is that the number of travel agents has not only shrunk considerably, but that the “order takers” sitting a a green screen and selling the easiest to sell deal to an uneducated consumer have indeed gone the way of the dodo bird.
That Virtuoso members never were in the latter category is known by pretty much anyone who knows anything about the U.S. travel industry. It might – despite a pretty effective PR machine – not have been a known fact in the public at large and the mainstream media who now use their success as proof that nothing has changed and the equally foolish prediction is being made that the online players like Expedia and Travelocity are history.
What tends to go unreported in this discussion is the fact that any intermediary between customer and supplier that does not add value will most likely disappear in today’s travel 2.0 market with total transparency and a better educated travel consumer than ever before. It doesn’t matter whether you are a “David” or a “Goliath” as in this market size really doesn’t matter.Read Full Post | Make a Comment ( 1 so far )
For any business planning to start using web 2.0 tools, including blogging, I recommend a visit to Seth Godin or read his latest book “Meatball Sundae”. Seth is one of the most experienced marketers who has worked with the web since the earliest days and a guy who knows what he’s talking about.
Here’s a short excerpt from the introduction:
What’s a meatball sundae?
Maybe this is familiar. It is to me, anyway:
You go to a marketing meeting. There’s a presentation from the new Internet marketing guy. He’s brought a fancy (and expensive) blogging consultant with him. She starts talking about how blogs and the ‘Web 2.0 social media infrastructure’ are just waiting for your company to dive in. ‘Try this stuff,’ she seems to be saying, ‘and the rest of your competitive/structural/profit issues will disappear.'”
Just grafting these new tools onto your organization is a recipe for disaster. The risk of cognitive dissonance by your customers is great. .
This is not really new, the same was true when websites first appeared on the scene about over a decade ago and most executives – after first ignoring the web – thought that having a site would be a panacea for all their marketing problems. After huge amounts wasted, we now know how wrong that assumption was.
The corporate culture and the brand have to be consistent to be believable and communications need to be consistent across all channels and touchpoints to be credible. There are no shortcuts to success.Read Full Post | Make a Comment ( 3 so far )
reports TechCrunch. With their “who’s close to you” feature you can now check who in your network is traveling to the same place you are.
This adds another dimension to what is already a very useful tool.Read Full Post | Make a Comment ( None so far )
reports Trendwatching in their latest newsletter is an umbrella trend that neatly captures the zeitgeist for mature (and rapidly maturing) consumer societies, while also incorporating and explaining many other subtrends. Yes, it will keep you busy. It’s a rather long read, but as always contains a lot of food for thought for any marketer in any industry.
“The EXPECTATION ECONOMY is an economy inhabited by experienced, well-informed consumers from Canada to South Korea who have a long list of high expectations that they apply to each and every good, service and experience on offer.
Their expectations are based on years of self-training in hyperconsumption, and on the biblical flood of new-style, readily available information sources, curators and BS filters. Which all help them track down and expect not just basic standards of quality, but the ‘best of the best’.”
And here are just some of the those many sources that people have at their disposal in their permanent search for information to support their decision making.
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Just came across this video on the Minding the Planet blog that explains in easy to understand terms what’s happening on the web.
This will certainly have an effect on how travel is being researched, planned and booked in the not too distant future.Read Full Post | Make a Comment ( None so far )
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