New media survey finds travel is leading the way
A survey on the adoption of new media has found the travel industry is well ahead of other sectors.
According to the survey, 73% of travel companies plan to invest in social media over the coming year.
The pre-event survey for Online Marketing 2007, which takes place at London’s Business Design Centre on June 26-27, also found:
– 66% of travel companies name social media as the biggest growth area for marketing in the coming year
– 100% of travel companies plan to invest in email marketing in the next 12 months, ahead of all other sectors
– 80% of travel companies currently invest in search marketing, with 87% planning to invest in the next 12 months
– 60% of travel companies view campaign planning as an area for improvement, while 47% are seeking education in online campaign tracking
But travel companies are lagging behind marketing agencies, retailers and the financial services sector in the adoption of mobile for marketing purposes, with only a 6% investment.
By Bev Fearis
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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