Is Marketing Broken? Interesting Question
This question had popped up in my conversations and communications of recent and it’s an interesting one. Google the question and you’ll find lots of reasons and ideas about why ‘marketing may be broken’ and some blame the marketers. I am not a fan of the blame game.
Marketing isn’t broken – it’s changed. The customer has more influence than ever before and this must be understood, adapted to, and most importantly respected. A few tips:
1. If you are marketing the same way, with all the same distribution channels and % of resource distribution as you did 3 years ago – time for a refresh.
2. Take a hard look at your approach to marketing – how much is your customer part of the approach, or are you still ‘just selling to them’ … if the latter, you may want to rethink how you can better engage your ideal guest.
3. Think of your metrics – the new ‘socialgraphics’ (how your ideal guest behaves online) is something you need to pay attention to. I’m still amazed on how often travellers say the first place they check is trip advisor when planning a trip, yet there are SMEs in our industry who either haven’t yet created a profile for the business here, or don’t actively manage this channel It’s just one example of the customer talking to you have having a huge influence on your business.
4. Then, take a high level look at your organization and ask does our business model fit where we want to be in the future? Hard to do when we are all so busy, and times are still tight for many tourism businesses but what if your business model is holding you back? Limiting your growth?
A few things to think about today as you look to a great year in tourism for 2012.