The consumers of this decade are smarter and better informed than the consumers of the past. Their computer screens are portals into an unbelievably deep and rich world of information. Beyond that, however, today’s consumers have grown up on television, radio and newspapers. They have seen and heard almost every permutation of marketing and sales, both the good and the bad. As a result, today’s consumer can see an inauthentic sales pitch coming from a long distance away, and they want none of it. Read the rest of this entry »
Why do consumers buy through one channel to the exclusion of others? It is all about relationships, however built. Consumers are more likely to purchase through a company whose ethic and temperament most closely matches their own. This is another way of indicating that we do business with companies we like and with which we have a relationship. Therein is the role for social media – to condition the sales environment. Note this is a step removed from “making sales.” Actually, however, as a commenter to a relatively recent Wired article points out, the premise social media marketing influences buying decisions is not really so anecdotal. Read the rest of this entry »
For some inexplicable reason, social media marketing takes the brunt force of a lot of misplaced expectations. In a correctly understood marketing campaign, tactical sales is not primarily the role of social media marketing. Public relations doesn’t make “sales” either, but few would diminish its importance. Complaining about Facebook not making sales is like being upset at your cat for not playing fetch – it’s simply not his job. Read the rest of this entry »
During the history of the human race, we have been pilgrims, wayfarers, explorers and pioneers. Our feet and minds have carried us far. We migrated out of Africa and spread across the planet in search of food, fortune and, sometimes, just the horizon. As we traveled, stories were created, told and shared. Our minds seem wired for both travel and narrative.
That’s why few industries are as perfectly situated for social media marketing as travel. Read the rest of this entry »
Adam Hodge is a digital content editor at Goway Travel, a travel provider that has been in operation since 1970. Adam earned a degree in Business Commerce from Ryerson University in 2008 and has been with Goway since 2010, both as an agent and as a member of marketing personnel. We spoke to Adam about what it takes to create social media content of the highest caliber in the travel industry. Read the rest of this entry »
Sarah John Afana is a marketing coordinator at GOGO Worldwide Vacations, a wholesale travel company that has been in operation since 1951. Sarah is a graduate of the French Culinary Institute, but also has an extensive background in business management. We spoke to Sarah about what it takes to create meaningful social media content in the travel industry and what you can learn from her successes. Read the rest of this entry »