I don’t want to burst anybody’s bubble, but just because you’ve created an iphone app for your brand doesn’t mean you can tick off that box on your to do list which says ‘mobile strategy’. Firstly, Apple’s iOS is just one platform for apps, albeit the dominant one at present in terms of volume […]
Here’s a bit of role play for you – imagine you run a convenience store. One of your customers fills their basket and walks up to the till. You run the items through the till and tell them how much it’s going to costs. But instead of getting their credit card out, they just walk […]
I was talking with an internet consultant contact of mine the other day – chatting about how he helps businesses with their online client acquisition strategies. In the midst of our conversation he said something very interesting – something that resonated with my own experience: ‘Before I even get into the online strategy I […]
An old boss of mine once said to me, ‘Our job is to get the phones ringing’. Granted, this was in the days before the internet but it does really seem to be a pretty limited ambition for a marketer, and it’s not a mantra I’ve pursued throughout my career. Sitting in my […]
Since Google launched its social sharing service Google+ 7 months ago, it’s remained at the bottom of the priority list for travel and tourism marketers – a poor third behind Facebook and Twitter. Even when Google launched brand pages to emulate those on Facebook, there was hardly a stampede of travel and tourism brands to […]
Like many travel marketers, you may be finding the world of paid for search increasingly frustrating as your cost per click escalates and your click thru rates decline. The natural thing to do is to keep fiddling with your bid levels – trying to find the optimum level that will deliver you the maximum […]
I like to think of good marketing as ‘the mortar between the bricks’ of a strong organisation. Good marketers should bind everything together, making sure the customer experience is solid and consistent with the brand’s values from beginning to end. That’s the only way to build an organisation which realises its potential. The problem […]
People are always telling me that marketing is ‘common sense’ – usually those not in the profession or those that have made a made a move from another role. Frankly, this particular observation drives me round the twist. It’s like telling a doctor all those years of study and practice were a waste of […]
I’ve just been on holiday. Not a remarkable event in itself I’ll admit but my experience of booking and taking that holiday provided some prime examples of ‘schemas’ and their role in generating word of mouth. So what precisely is a ‘schema’ I hear you cry? In brief, it’s a little movie containing generic […]
When segmenting your audience and positioning your brand in travel and tourism marketing, psychographics is key and in particular how values and personality manifest themselves in ‘preferred level of cultural immersion’. I described what I regarded to be the key segmentation criteria in travel and tourism marketing in brief in a previous post. I now […]