By Ian Clayton

Everyone is saying tourism will be the biggest user of e-commerce and the Internet. Why?, what is so great about the Internet. I am not sure that I like the Internet. I hate emails, maybe because I process several hundred every day. I hate logging on and waiting. I hate it when my Internet Service Provider tells me I am using too much time. So why are we going to use this troublesome thing to promote tourism. Well it's because of some key advantages. We will use it because of important features and services that are only available on the Net.

As a marketer, I want to know how to make the most of these differences. So I thought it was worth taking a look at the main ones carefully.

Community

Like it or not, the Internet permits inexpensive communications, across borders, time zones, political and cultural boundaries. It draws people together who share specific interests and passions. It fosters strong bonds and a keen sense of involvement and community. There are stories of law students getting help with term papers from practicing judges. Why. Presumably its because of this thing called community.

TIPS

· Contribute to the sense of community with news groups, forums, special services and email lists. Example - This newsletter and Barbados.org message board where messages from visitors are answered by other visitors, by Barbados.org client and if all else fails by Kathy. Here we answer questions, build loyalty, influence decisions and gather suggestions and ideas for the future.

· Reward referrals. Example - K. Brooks developed a Real Music promotion, giving away CDs for every 10 people a member refers to the site. Barbados.org has a VIP service http://barbados.org/vip.htm, that regularly gets applications from repeat visitors. Some are eligible for Barbados Tourism Authority privileges and become unofficial Barbados Ambassadors

Fast Response

Response to promotions, ads and referrals is INSTANT, whether by clicking on a banner, a link or a search engine listing. That is very fast compared to broadcast where there is no response at all. It is fast compared to mail, fax and even the phone, if the information is there. And if information is not on the site there is always Internet Email, which can be very fast with automatic replies and an attentive operator. Of course it can be very slow if someone is not alert!.

TIPS

· Be sure that the site is available and the required information (that is promoted) is really there.

· Answer emails promptly. Internet email is not like voice mail where one may expect to be called back in a day or so. Internet users expect an immediate response. If the information is not on the site or they can't find it they will feel cheated and will need to be placated.

· Monitor results and change accordingly. Example - Barbados.org ran 6 different advertisements on the same Internet channels over a 3-month period. We found that an advertisement that worked well on one site failed entirely on another. By changing the advertisements instantly we were able to optimise the results of the campaign, in ways that were completely unexpected.

Interactivity

The Internet is a hot medium. Broadcast is passive, but the Net is active and engaging. Visitors want to be able to ask questions and find answers. Some want to talk to ask a question and get a personal reply. They will not click on advertisements, banners and links that have no appeal or relevance to their needs.

TIPS

· Design pages with good high interactive appeal. Use databases like the http://barbados.org/hotsearch.htm to allow users to find exactly what they need. Incorporate interactive emails that respond with information they may have missed on the site or that is not yet on the site.

· If you are placing an advertisement on a site, make sure your offer is relevant and will appeal to the audience.

Deep Information

Many advertisers feel that their Internet page is like an advertisement. This is the wrong metaphor. It is an Information system. People who go to the Internet for information (and that means most people), don't want to fax or phone someone. They expect to receive the information immediately.

TIPS

· Put all of your information on the net, but be sure to design it so that it is easy to navigate and find information. In the future we will talk about new paradigms for organising and personalising information. Example - Barbados.org is packed full of information. It needs more, but it also needs additional ways of retrieving information. Archives and search engines will be important to its future but more vital will be the ability to customise the information to specific visitors based on their profiles and preferences.

Intelligence

The Internet is an Intelligent and Intelligence system. It gathers information and can be programmed to analyse and find trends and correlations. Every user action and click can be monitored and with the correct incentives users will provide a good deal of information about themselves. A website can amass a warehouse of intelligence about users, events and programs. This is a vital marketing asset.

TIPS

· The website should be used to gather, survey, track and report information on all aspects of marketing. Knowledge about specific visitors should be used to provide a highly personal view of information and a fitting follow up.

Information System

The Internet is a communications and information system. More and more we will see it taking on the shape of a wide area private network for information dissemination and corporate communications. It has potential to cut communications overhead with devices such as Internet fax, email and Internet Phone. It has potential to replace or enhance the desktop as the operating system offering a simpler, more consistent, more universally available and more integrated environment for computer applications.

TIPS

· Think of putting applications on the net. Examples: Reservation systems, corporate archive and reports. It will save millions in distribution and management costs.
 
 

Coming Next - The New Marketing Mix: Keep tuned for next week article about how companies are promoting their services using the net and the traditional media.