What are the most profound online marketing changes you’ve seen this past year?

We asked three presenters who spoke at last year’s E-Tourism Summit in San Francisco about changes they have seen in the past year and how marketers are coping with them.

For more information about the 2008  E-Tourism Summit, including speaker and registration information, visit www.etourismsummit.com.

What are the most profound changes you’ve seen in the past year with regards to online travel marketing.

Andrew Ecklund chief executive officer of Ciceron, a digital marketing firm based in Minneapolis. (He will be monitoring the LapTop Laboratory, where he will assist participants to build their presence on YouTube, Wikipedia, and Facebook.

“The impact of the “crowd” on travel decisions.  By that I mean that social networks and social content have hit critical mass.  Secondarily, I am concerned about how DMOs continue to rely on outdated ways of making money from their web strategies. In don’t believe room-bookings are the end-all, be-all of web monetization. We helped launch a significant social media presence for both Meet Minneapolis and the Nevada Commission on Tourism. And we increased the use of online video and syndication of video to drive top-of-funnel interest in properties and destinations.

Doug Hay is the cofounder and CEO of Expansion Plus. He is a top-performing professional with proven abilities perfected through over 35 years’ progressive experience in marketing, sales and management. His partner, Sally Falkow, will be leading a workshop on utilizing PR to penetrate social media at this year’s conference.

“That consumer-generated content – peer reviews, images and video – have driven the boom in online purchases for travel. Clients are asking for help with developing social media – it is a major undertaking for organizations. Social media has gone past the “novelty” stage and is being embraced by Fortune 500 such as Disney and Bank of America.  We’re involved in helping clients RSS feeds and syndication of content on destinations for tourism venues with images and videos – resorts and cruise lines.”

Maresa Thompson, Interactive and Design Manager for the Albuquerque CVB, started with the bureau 10 years ago as a graphic designer is now charged with marketing their website to consumers.  We have launched a very comprehensive Google Map Mash-up that dynamically links to our website database and has mobile features built into it: http://www.itsatrip.org/maps/interactive/

“Many companies are shifting their advertising budgets to increase their online presence but this is often a difficult process with traditional ad agency models in focusing on new media. It is challenging to determine where and what to spend your ad resources on and to balance multiple agencies.”



Filed under DMOs, eTourism Summit San Francisco

2 responses to “What are the most profound online marketing changes you’ve seen this past year?

  1. I’d love to see some examples of how destinations are successfully using social networking in their digital marketing mix.

    We’ve had some good success marketing specific events and promotions with Facebook, but it’d be great to hear how others are using it.

  2. Online marketing is so complex and vast and critical that it is necessary for a business to really invest enough time and effort on it.

    Philippines Adventure Travel and Destinations

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