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Business Technology: New Media, Old Principles

Posted by TeamITI on December 22, 2008

v35Everyone continues to discuss the influence of new media and how it interacts with the customer, particularly on the internet. Many of us still grapple with new terminology such as social media, web 2.0, mobile marketing, blogging and how we can and should integrate these new channels into our overall marketing strategies.

New technology and new media, but old and proven principles prevail!

It all starts with understanding the new customer mindset. And that mindset has changed! Your customers mindset has become focused on interactivity, speed and mobility!

Let’s focus on a couple of examples in the evolving mobile marketing field: With a more than 80% cell phone ownership penetration in the US and the integration of Internet services on handsets, more and more people are spending a lot of time on their mobile phones. “Clip-to-mobile” is just one development that has come to maturity, allowing marketers to distribute coupons directly to mobile phone customers.  With the downturn of the economy, consumers are looking for more discounts and value propositions.

Days Inn (in Georgia and Virginia for this example) has embarked in a full fledged mobile marketing campaign, presenting their hotels along with Days Inn special offers to mobile phone users.

So how can you, as a destination, attraction or lodging establishment build your own mobile marketing campaign?

If you analyze it carefully, you’ll find out that it comes down to proven business and marketing strategies that are and remain the core to any campaign. These business principles have not changed – it is only the distribution environment that has shifted. According to Fast Company’s “Five Steps to a Dynamic Mobile Marketing Campaign”, you should pay attention to the following steps when contemplating a mobile marketing strategy:

  1. Who is your target market? (permission based)
  2. What exactly does this market want from you?
  3. What mobile marketing tool will you employ? (mobile web presence, SMS, combination of both etc.)
  4. How are you going to market your campaign? (print, radio, TV, out-of-home, Internet)
  5. What is your yardstick to measure your campaign’s success? (mobile is highly trackable!)

Read the Fast Company article for some more detailed description.

Here are just three of our partner destinations who have already embraced the concept of mobile marketing and integrated into their overall leisure marketing strategies:  Brunswick, GA; Northern Kentucky, KY; Columbus, GA.

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