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No. 1 trend in online marketing: permission
The trend towards online marketing continues in the travel industry, says a new study.
More than 73% of respondents are spending more on Web site design and functionality over 2004, said the study by New York University’s Tisch Center for Hospitality, Tourism and Sports Management and PhoCusWright.
Another 73% are spending more on e-mail marketing and 64% are spending more on search engine optimization.
What’s most effective?
Over two-thirds also indicated that search engine optimization and e-mail marketing are the best online marketing techniques. Another one out of two marketers specified Web site design and functionality as their most successful.
The study also found:
• For online advertising, 79% chose e-mail blasts as the predominant method, confirming that e-mail is one of the most important tools in marketing travel.
• The top three trends having an impact on future marketing strategies: metasearch, viral marketing and permission-based e-mail. The later, when used correctly, was chosen as the No. 1 trend.
• Blogs were overwhelmingly viewed as the least effective marketing method. Their potential: very limited, according to the study.
Report by David Wilkening
David
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