The Travel Marketer's Guide to Social Media and Social Networks - (Page 3) EXECUTIVE SUMMARY This may include online participation in topics related to gardening, photography, travel, current events, medical research or art history. You name it and there are online communities interacting on every topic. Most consumers have multiple reasons to go online and are increasingly doing so for interactive experiences. radio and print ads are interspersed with the delivery of entertainment or information. Messaging appropriate for consumer conversations is quite different, and the communications used are likely to be more effective than their traditional predecessors at creating longer lasting bonds with consumers. The dialogue that occurs online is very similar to THE RISE OF CONSUMER that which takes place offline in terms of depth, CONSTELLATIONS complexity and degree of interactivity. The result is It is not as though consumers have traded a an amplification of the conversations and a highly magazine or TV show for a favorite new website, accelerated transfer and exchange of commentary blog, or news posting and that marketers need only and ideas. These are the factors most salient for marketers when they set out to maneuver Mirroring the offline world, consumers belong to multiple social groups through the waters of consumer communities with their respective brand messages. Entirely driven by consumer behavior, this "conversationbased" economy, a variation on the ageold "word of mouth" communication, is influenced even more by the high speed, pitch and volume of these conversations than it was during the pre-Internet days when it could take weeks or months for word of a product or purchase experience to spread. Consumers have also become less tolerant of the "interruptive" messages of legacy marketing campaigns created when TV, figure out which websites or URLs they visit so messages can be delivered. Social interaction will occur in many places. Mirroring the offline world, consumers belong to multiple social groups, each including many members, and with each member The Travel Marketer’s Guide to Social Media and Social Networks 3
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