Comments on: the online tourism industry and new media – who will be the influencers of the next generation? http://www.ideahatching.com/2007/09/13/53/ A non-intimidating and fun approach to marketing online! Fri, 05 Mar 2010 11:53:00 -0800 http://wordpress.org/?v=2.8 hourly 1 By: Idea Hatching » Blogs, YouTube, break.com, Flickr, Facebook – can I control the message?! [Internet search, marketing & measurement e-marketing blog] http://www.ideahatching.com/2007/09/13/53/comment-page-1/#comment-2516 Idea Hatching » Blogs, YouTube, break.com, Flickr, Facebook – can I control the message?! [Internet search, marketing & measurement e-marketing blog] Thu, 21 Feb 2008 17:07:43 +0000 http://www.ideahatching.com/?p=53#comment-2516 [...] A great example of using a channel like YouTube came from our next round of workshops for the Travel Media Association of Canada (TMAC) Conference held this year in Halifax, Canada.  We again explored the social media space live during the workshop (never really knowing what might be pulled as a relevant result and always making sure we warn the audience!)  We again searched Youtube.com – this time for the Days Inn brand of hotels,  and what we found was a perfect example of embracing and participating in the online conversations and experiences that your audience is engaging in through their research process. [...] [...] A great example of using a channel like YouTube came from our next round of workshops for the Travel Media Association of Canada (TMAC) Conference held this year in Halifax, Canada.  We again explored the social media space live during the workshop (never really knowing what might be pulled as a relevant result and always making sure we warn the audience!)  We again searched Youtube.com – this time for the Days Inn brand of hotels,  and what we found was a perfect example of embracing and participating in the online conversations and experiences that your audience is engaging in through their research process. [...]

]]> By: Dean Owen http://www.ideahatching.com/2007/09/13/53/comment-page-1/#comment-2118 Dean Owen Fri, 04 Jan 2008 17:38:16 +0000 http://www.ideahatching.com/?p=53#comment-2118 Feeding the social networking community is 'the' way to get the message out there. The old 'command and control' marketing strategies may still work in some areas, but society as a whole is changing and consumers are tired of the same old song. They now want the control and thanks to such vehicles as social networking they can exercise that control. Matt Renner, in his comment to this post used the word control three times and in a context that I take as meaning that control should be in the hands of the marketer - not the consumer. With all due respect, Mr. Renner is correct in referring to experts as a key information source. Expert advice in combination with consumer perspectives could prove to be a powerful marketing tool. You can achieve this success with feeding the social network community not controlling it. Dean Feeding the social networking community is ‘the’ way to get the message out there. The old ‘command and control’ marketing strategies may still work in some areas, but society as a whole is changing and consumers are tired of the same old song. They now want the control and thanks to such vehicles as social networking they can exercise that control.

Matt Renner, in his comment to this post used the word control three times and in a context that I take as meaning that control should be in the hands of the marketer – not the consumer. With all due respect, Mr. Renner is correct in referring to experts as a key information source.

Expert advice in combination with consumer perspectives could prove to be a powerful marketing tool. You can achieve this success with feeding the social network community not controlling it.

Dean

]]> By: Matt Renner http://www.ideahatching.com/2007/09/13/53/comment-page-1/#comment-1816 Matt Renner Mon, 10 Dec 2007 18:55:48 +0000 http://www.ideahatching.com/?p=53#comment-1816 I like the fact that you are pointing towards marketers having more interaction at the point of Brand conversation - I feel it is important to have multiple sides to any story - especially when dealing with the volatility of user review and generated content. However, I think there are ways to control a brand online. In Niche portals, where the search engine more or less is a means to an end - if a brand in any segment can be viewed on an expert portal particularly pertaining to and only to that niche, then a brand can be seen and controlled in that environment, therefore driving higher CTR and quality impressions, heightening the chance at direct response through that media channel. Also, I think in the future, expert guides, by trained tourism proffessionals will become a more trusted source of information than user generated which can be jaded or misleading: Overall, this will contribute to helping control brand in the desired fashion. I enjoy reading your blog. Matt I like the fact that you are pointing towards marketers having more interaction at the point of Brand conversation – I feel it is important to have multiple sides to any story – especially when dealing with the volatility of user review and generated content.

However, I think there are ways to control a brand online. In Niche portals, where the search engine more or less is a means to an end – if a brand in any segment can be viewed on an expert portal particularly pertaining to and only to that niche, then a brand can be seen and controlled in that environment, therefore driving higher CTR and quality impressions, heightening the chance at direct response through that media channel.

Also, I think in the future, expert guides, by trained tourism proffessionals will become a more trusted source of information than user generated which can be jaded or misleading: Overall, this will contribute to helping control brand in the desired fashion.

I enjoy reading your blog.

Matt

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