What’s the big deal with the web? After all, it is simply another avenue to market.  Just like having a published guide, and a person at the end of the phone to take your booking.  You just need to make sure your website is up to scratch and you'll be sweet.  Right?

No.

The web is a game changer when it comes to traditional models of marketing and operations.  It is already the number one means of information sharing, discovery and interaction.  Every single day new technologies and techniques become available.  If you do not position yourself as a market leader in your field with regard to the use of these tools, your competitors will leave you behind.

The online space is one in which it is easy and cheap to move fast, capturing emerging market segments and becoming the premier choice within a matter of weeks.  Your challenge is to stand out as the first choice.

Leaving aside the ‘keeping up with the Jones’ aspect, there are a large number of other reasons for you to take this space very seriously. Cost of entry is low, and the rich functionality that can be offered by the smart combination of different tools enables you to deliver user experiences that translate into brand capital and increased transactions. 

The measurability of online activity is phenomenal.  Done right, you can trace each dollar of marketing spend to its corresponding ring of the till at the other end.  This applies to both your online and offline marketing activities.

The best thing about being online is; you get results. Fast.