Finding the best online marketing strategy is a tricky business. Matthew Barker, managing partner at Hit Riddle, an internet marketing consultancy specialising in the travel industry, offers some good advice:
"The eye-watering pace of change online presents travel marketers with a constant stream of new opportunities, along with an ever growing risk of getting bogged down in a cul-de-sac of over-hyped but ultimately ineffective tools, platforms and strategies.
I spend my days working with business owners and marketing managers in the travel business, helping companies navigate the bewildering array of online marketing services that exist. More often than not, I'm engaged in remedial work, helping people extricate themselves from bad decisions and shoddy services delivered by outsourced agencies.
Fortunately, there are some simple approaches that would have helped prevent most of their problems:
Forget about the latest bandwagons and fads. Barely a week passes without some new website arriving on the scene which claims to bring all the solutions to every travel marketer's problems. This week Google Places made waves, causing heady talk about the demise of industry stalwart Trip Advisor, then came the new Yahoo! travel portal, before that jetsetter.com was claiming to reinvent the art of travel planning.
As useful as these tools may be, if we were to pay attention to all of them we'd never have any time for anything else. Instead, aim for long-term tactics that suit your product, capacity and market. Don't worry about missing the boat, instead think about what is proven to provide a reasonable return on your investment.
Most of the agencies that I work with have about enough marketing capacity to support a website, a blog, an email newsletter and perhaps a Facebook and Twitter profile. These should form the core of every online marketing strategy. This is where 99% of your customers will be searching, researching and interacting. Before you consider adding new tools to your armoury, be sure that you have the time and capacity to make them work.
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