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Posts Tagged ‘Web Technologies’

Can You Help Tourism Operators Self-Promote?

The evolving role of Destination Marketers

Do you sometimes wonder about the role of municipal destination marketers in the Web 2.0 era? You might, if you think of your destination marketing organization in the traditional way as an intermediary between tourism operators and their markets.

Intermediaries in many industries have become less needed, and even outmoded, as customers have found their own preferred products and services and become accustomed to conducting their own transactions on the web. Travel agents can tell you something about what web self-service means.

The traditional DMO role of tourism industry intermediary, promoting a region’s collective tourism brand to the world at large, is becoming less effective because in today’s “customer-to-customer” marketplace tourists are using the web to define for themselves what the value of a given brand is.

There is still a role for professionals but it has changed. The DMO’s role today in relation to the regional tourist industry is not to intermediate, but to enable – to make your region’s tourism products best fit to compete and to assist them to build the largest volume of activity they can handle. By using web technologies effectively, municipal destination marketers can fulfill an indispensable role of making their tourism region (more…)

Making Data Interesting

Too often a list of data substitutes for information that could give site selectors a true understanding of the business dynamics of a community.

Make It Visually Interesting!

Data should be presented whenever possible in eye-catching ways that engage the viewer. Generous use of photos can go far to enliven a page of dry information. Are you showing lists of schools or businesses, for example? Illustrating those page with photos will bring your data to life for the viewer.

Visually enhanced graphs are many times more interesting and communicate strengths faster than a table does. Pie-charts, graphs or illustrative display of data can be bright, elegant or colourful and is much more memorable than a list of numbers in a chart.

Going further, you can help the viewer to put data in context by relating it to places and things in your community. With today’s web technologies you can present thematic mapping of demographic variables to show their spatial distribution and concentrations across a geographic area. For example, thematic mapping of population, income, retail spending and workforce characteristics can show the highest and lowest levels of (more…)

Three Tips for Effective Web Communication

As a communications tool for economic development, the web can’t be viewed as just another information channel. You can’t equate it with one-way channels such as brochures or radio broadcasts. While these still have their roles in attracting investment to your community, to really take advantage of the internet, it’s critical to begin to move away from the old information delivery paradigm and learn to embrace interactive communications.

Fully effective web communication goes beyond information presentation to the engagement of communities. In fact, the primary economic development function of your website today is to be the “first sales person” – to foster relationships.

The focus is shifting toward raising awareness of the uniqueness of each community and its ability to retain and attract talented people who will contribute to creating more economic opportunities. Your website is central to what we called Economic Development 2.0 – it enables economic developers to join, and build, communities of interest that help draw attention to their communities.

Here are three tips for effective web communications:

1. Let Many Voices Be Heard

Traditional marketing materials are written in an anonymous style. The web can be written to be more personal. It’s a medium that lends itself to encouraging participation by people and businesses from your community through blogs, podcasts, videos and social media. This promotes (more…)