Marketing on the web

A recent article on online advertising in Lodging Magazine rightly puts the customer first. As companies increasingly shift marketing dollars to online media – video, search , banners, email marketing & blogs now enjoy pride of place alongside the veterans of big-bucks-brand advertising – tv, print & radio. Advertising agencies relying on traditional media are catching up by buying, partnering or building interactive units.

With the exception of search, other online advertising formats borrow a few principles from traditional media. A clever, unconventional twist to a message generates a buzz (on the Internet, they call it a “viral marketing campaign.”) Serve a banner frequently enough to an audience and brand awareness levels will definitely go up (in traditional media, they call it “top-of-mind”awareness). A unique, distinctive message with brand logo works as well online as it does on a hoarding or a 15 sec commercial. Irritate the viewer enough with a pop-up (or an intrusive banner that obscures half the pageview) and you’re more likely to see mixed feedback. Unline traditional media, online media spend is measurable, trackable and offers no excuse for non-performance. Just like traditional media, good online advertising can sell a bad product only once. “Snakes on a plane” proved that online hype can push a strong launch though the audience delivered the real-world verdict in no time.

Published by

Vijay Dandapani

Co-founder and president of a New York based hotel company for 24 years. Grew the firm to five hotels in Manhattan and also developed a greenfield project at MacArthur airport, New York. Speaker at numerous prestigious forums including Economy Hotels World Asia, Lodging Conference, NYU, Columbia University Real Estate Roundtable, Baruch College's Zicklin School and ALIS. President and ceo of New York City Hotel Association since January 2017.

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