Travel brands admit confusion over social, mobile and search strategies
November 16, 2011 | Online Travel
A recent EyeforTravel survey of over 500 APAC travel brands shows that despite 68% of companies claiming to have deployed mobile and social media initiatives, more than half admit that they are unsure how to 'define, achieve and measure success.'
The overwhelming majority recognised that it was vital to experiment and invest significant resources in both social and mobile roadmaps but equally apparent were a lack of practical know-how and a fear of failure.
The diaspora of social media platforms, languages and analytical tools across the APAC was a common pitfall, or as one respondent puts it
‘For all its potential, social media keeps me up at night.. It feels a little bit like jumping in at the deep-end without arm-bands and being expected to swim like Michael Phelps.'
Get the full story at EyeForTravel
Read also "B2B Marketers Still Unsure about Social Media Strategies" at eMarketer
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