Planning a Family Vacation Online…Exposed!
We’ve all seen the statistics of how many people use the internet to research travel. When someone is searching they process an amazing amount of information in a micro second and base their next move on just a flash of data. As a consumer you may feel you are doing research, but how much of what you see is really advertising camouflaged as credible information? As a hotelier, how do you position yourself in a sea of advertising and still maintain credibility?
As a search marketing specialist, I like to slow down the process for both consumers and suppliers to witness the instant decision making process from a “surfer’s” point of view, in slow motion. Understanding search and customer behaviour is the key to producing revenue in this relatively new marketing medium, the World Wide Web. This point can be illustrated by examining the approach a typical shopper uses to delve into finding authenticity to validate their travel purchases.
So let’s say we are researching a family vacation, the first thing I would do is go to Google. After all, I am a Google Certified Professional, so I figure; Google will know me and return the most relevant results to my search. (Even if you are not a certified professional most individuals feel Google understands them more than anyone, even their spouse!)
In less than 15 seconds Google has provided me with the top 10 of 53 million results! Wow! Excited, I scan the page and of course I immediately identify the sponsored ads. As I am not looking for advertising, I choose the number one organic result which happens to be www.travelwithkids.com. That looks like a good site to start planning a Family Vacation!
When I click through, I find myself on a page of advertising disguised as content. Of course the sponsored ads and Banner at the top are obvious, but it appears all of the titles with links only lead me into another form of advertising. In fact, there is a link that states “About Hugh Hefner,” now what does he have to do with family vacations? There is also this picture of an attractive woman’s head, she looks like someone’s mother, someone you can trust…but who is she? Does putting the “head of June Cleaver” on a website make it credible?!
This time I decide I am going with a Google adword listing, because the top one of Los Cabos Mexico Hotels has caught my eye. I have been to Las Cabos before and think it might be a great place to bring the family. Because I am processing this information at lightening speed, I don’t even look at the URL, I just read the title and click.
I find myself on
I decide I am really not getting anywhere. So I do what most people do when they can’t find what they want, I change the way I search. I figure Google just didn’t understand me, so I go back and type in “research mexico family vacation.” Even by defining my search to a more granular request Google returns over 3 million results!
The number one result is www.FamilyTravelNetwork.com , this has to be it! I click through to the site, and even though I had clarify that I want to do research on a Mexico Family Vacation, the landing page does not even contain the word Mexico! In fact I once again find myself on a site of advertising for various vacations with no ability to do research at all or learn anything about Mexico! Ah Carumba!
Frustrated with the how much time and effort the research process takes, I decide to customize my Yahoo home page with information about Family Travel. This will just make it so much easier for me if the World Wide Web just sends me relevant information daily to my home page! When I go into add content, Yahoo tells me…”It's easy to find content to add to your page. Use the find box, browse by topic, see what's popular, or explore editors' picks and sources in the content showcase.”
Sounds like the solution to me, so I put in the search phrase “family vacation” I have only 67 results to choose from instead of 53 million! Now we are getting somewhere! I choose the top 5 that interest me and have simplified my research process! I realize then that I have just added a RSS (Real Simple Syndication) feed to my Yahoo homepage, and have invited company’s savvy enough to use RSS to advertise directly to me. In effect, this is permission based advertising under the disguise of research. Brilliant really!
As a consumer it is getting much more difficult to distinguish the line between adverting and factual content. Smart advertisers can bias and influence decisions in such a subtle manner the consumer may never realize the pre-meditation of it.
As a travel supplier, the question you need to ask is, do you know how to play this game? Are you effectively reaching your customer not just through traditional advertising, not just through online advertising, but through http://www.acoupleofchicks.com/hosp.html [integrated marketing strategies] ? The average consumer checks no less than 3-4 various sources before committing to a monetary decision. You want to make sure they are able to find you during this search process.
By the way, in case you are interested, I have yet to book our family vacation. We are looking at Playa del Carmen, but so far none of the advertisers have convinced me that I have enough information to make and educated and cost effective decision! Any suggestions would be welcomed, as I am among those who believe that “word of mouth” is still the best adverting!
Patricia Brusha is the co-founder of "A Couple of Chicks," an Internet Marketing, e-Distribution & Revenue Measurement Company. The “Chicks” specialize in using Creative, Distribution and Technology to bring clarity to marketing on-line.
To find out more about A Couple of Chicks Marketing and the tools and services available, visit
Visit
Alicia Whalen
E-Marketing Strategist
905-401-2249
A Couple of Chicks
