Earth Day and the green living movement has mainly become an attempt by marketers to squeeze out every last bit of attention, traffic, and revenue from a trend that makes us all feel better about living in a consumerist society. But there are still a few search-driven sites making eco-friendly tourism and sustainable travel a reality.
Articles by Elisabeth Osmeloski
While more advanced Web analytics packages may seem out of reach for some marketers, at some point you have to ask if you can afford not to invest in better analytics.
The economy is forcing travel search marketers to change the way they approach online marketing. The travel vertical is already one of the most advanced groups of search marketers, but the industry has been under more pressure in recent months to make their campaigns count.
Speculation has been rampant about how the travel industry will weather the economic storm, while search marketers everywhere scramble to squeeze whatever they can out of marketing budgets before they dry up completely. Here are five tips that may help stretch your budgets in the short term and grow your business in the long term.
As if major airlines don't have enough trouble these days, two well-known brands are in the midst of a very public online reputation management crisis. Internal corporate communications must catch up to the new platform -- and fast. We're still seeing effects of internal PR groups attempting to control the conversations, and put forth very specific messaging. It simply doesn't work in this new social environment.
As the travel segment gets increasing crowded, and the major online travel agencies continue to build brand identity, the race to leverage new opportunities in search and social media is most definitely on for smaller players.
At SES San Jose later this month, a panel of experts will discuss vertical search in a Googlized world, where we've created more advanced users by simplifying search. So in the search for the next big thing, it's about providing a search service that is just above that highly set bar.
SEO and PPC play important roles for online travel sites. But the space is getting crowded, and costs are going up. Where's the online travel market heading in the second half of 2008?
The online travel industry has the benefit of being one of the most mature verticals in the Web today, and because of that, any new entrant has to seriously consider their value proposition and how they fit into the Travel 2.0 space, and remain laser-focused on their core differentiator.
Are we just so mesmerized by the glitz and glam of the coolest, latest and greatest flavor of the day that we've become oblivious to basic principles of marketing? How about creating a product that fulfills a specific need, is well positioned against its competition, is priced appropriately, and is promoted within the right context?
Seasoned travel search marketing survivors know what SEM tools they need. If you don't know, here are your clues this week: key, blizzard, gray wolf, aim clear, wolf howl.
It's time to check in on the accuracy of the many predictions for the future of search, and see how they're beginning to play out in the travel space.
Travel search marketing is killing seasonality. Why the best hotels and airlines dance on seasonality's grave.
What's the best-kept secret in the travel industry? How links are bought, sold, swapped, and paid for in the travel industry.
Social media abuse, paid links PageRank, Web 2.0 overdose. Is online travel search marketing DOA?
Content is the cornerstone of SEO. Game over. Find out how in-house staff can transform your travel site.
Is creating content really the cornerstone of SEO? If so, do you pay your writers? Or do you expect them to UGC you and write for free? Find out your options, including the road less traveled.
Elisabeth Osmeloski tells travel site providers how to take advantage of social media and traveler reviews.
SES Travel Edition organizer Elisabeth Osmeloski gives you an update on trends in the travel search industry.
Elisabeth Osmeloski tells owners and managers of travel sites how to convince every traveler that their service provides the most value. Do this well, and word of mouth marketing will kick in.