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Web Marketing

Being widely used, it's the “greatest news since sliced bread”.

Beechworth Post Office VicWith the arrival of the Internet, mobile phones in various forms, online purchasing facilities, online banking, social websites, etc has come the new digital era. Marketing strategies and practices have undergone dramatic changes during the last decade. Not only have they impacted on suppliers but they have led to a revolution in the way that customers plan and book their travel.

Younger adults worldwide are changing the way they communicate

Younger adults are increasingly using mobile phones, email, instant messaging and social networking sites.

To thrive in this new digital age - even to survive - marketers must rethink their strategies and adapt to the new environment.

When websites were first introduced, this led to destination brochures being superseded because websites provided immediate information. Now downloading of brochures from websites is becoming universal. Traditional distribution channels have also been changing.


Websites no longer just information suppliers

But the biggest change is that websites have changed from being information suppliers, they have been adopted as business aids by many industries, not just tourism, Their biggest role is in management and marketing with

  • Databases to support marketing and to provide management with far better statistical information for management purposes and marketing
  • Ability to introduce regular newsletters to promote demand for off-season periods, announce new features or feature local events of interest to visitors
  • Introduction of a Destination Management System, one of the most powerful online tools available to increase bookings and provide other business benefits
  • New and entrepreneurial marketing such as promotional coupons or vouchers, competitions, travel auctions, co-operative campaigns partnered with others all provide performance statistics as an automatic function

Growing in use are micro-sites where a special campaign website is spun off the main website for key campaigns.


With web marketing programs, also to be considered

  • Strong emphasis on promoting the URL to drive customers to your website
  • Encouraging customers to register for the newsletter. The bigger the list of newsletter enrolments, the greater the reach of market potential at very low cost. In Australia, other industries are vigorously seeking to maximise business from in-house newsletters. Outside Australia, tourism websites are doing likewise
  • Recognising that social networks are fast growing in importance for market communication programs
  • Recognising the ability of mobile phones and other modern technology e.g. iphones, being able to access websites. www.visitsingapore.com offers a WAP service for mobile phones where visitors can check latest events, opening hours for attractions, taxi booking numbers and other useful information
  • Online travel agencies, accommodation booking services like Wotif, Stayz, etc, travel agent chains with their own online booking systems and holiday promotional groups are all growing in importance
  • Search engine marketing - very important function in today's marketing
  • Availability of useful statistics to measure results and for future marketing planning

Web marketing is the new way of doing business

A great feature of Web Marketing is that it can tap into new customers at lower cost while producing statistics to measure results and for marketing planning.

Web marketing opens up a new range of merchandising opportunities to raise the profile of the destination or individual tourism businesses.

Web marketing is universal amongst other Australian industries

BUSINESS OPPORTUNITY. Web marketing has been embraced by other Australian commercial industries and tourism organisations around the world but not the Australian tourism industry. With very few Australian destinations and not many tourism businesses having embraced this new technology, there is a wonderful competitive advantage to be enjoyed by enterprising Australian Destination Marketing Organisations and tourism businesses.

Booking systems

Customers have come to like the instant booking services that the Internet makes possible 24 hours per day 7 days per week. Large numbers of customers are now using online booking services available from

  • Regional Visitor Information Centres
  • Individual businesses and accommodation chains
  • Accommodation booking systems like Wotif, Quickbeds, Needitnow, Stayz and others that offer a wide range of properties in capital cities and regions
  • Travel industry internet sites like Webjet, Flight Centre and TakeABreak
  • Airline holiday booking systems like Qantas Holidays, Virgin Blue Holidays and Jetstar Holidays
  • Airline and rail booking systems like Qantas, Virgin Blue, Jetstar, Great Southern Railways and others

Marketing statistics

Use of Web Marketing and internet based booking systems opens up a new era for access to marketing statistics that have not been possible using manual systems. This means valuable information is available to measure performance and to guide marketing planning.

Learn more about Web Marketing

Advance Tourism will soon be releasing further information about how your tourism enterprise or Destination Marketing Organisation can benefit from this new technology.

Or if you would like more information today, just give Norm White a call at Advance Tourism.

When experience and results count, call
Norm White
Advance Tourism
Melbourne
Tel: (03) 9888 1572  Mob: 0409 198 531

advtour@netspace.net.au

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Customers today want brochures NOW! And you can deliver them NOW at low cost

Around the world, tourism businesses and destinations are meeting customer demand by providing immediate downloading of their brochures. See how easy it is by visiting these websites:

Northern Goldfields

Australias Golden Outback

Little Rock

New Orleans Online

GoHawaii.com

Note how easy it is for customers world-wide to have instant access to brochures NOW!

To find out how to show your brochures to the world, contact:

Leigh Webber on

02 8249 0006

For demonstration click here

Virtual Communications

leigh.webber@mxl.com

Helping businesses across Australia, in New Zealand and overseas with instant electronic delivery of brochures from their website.

© Advance Tourism 2010

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Web Marketing Delivering more customer at lower cost
Advance Tourism will soon be releasing details to help Australian tourism organisations and businesses to benefit from web marketing. Watch for details

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