Tourism Montreal Goes 100% Online Marketing

by David Spriet

The marketing community has been buzzing lately with the news that Tourism Montreal announced it was going 100% with online marketing in 2009. It’s true and it is not a typo. Marketers I’ve talked to have really taken notice of this bold move. For sure the data backs up their decision. Around 90% of visitors / travelers are planning, researching and booking their travel plans online. With those kind of numbers is it really that hard to let go of traditional marketing? I suppose for many it comes down to a fear of the unknown, traditional advertising is what they know. But is a heavy skew toward marketing on traditional media format really working well?

Think about your own personal media consumption. We read emails all day, whenever we need something we “Google it” first, at lunch we scan our favourite sites for the latest news, pay my bills online, connect with friends on one of my social networks, etc…. Our own personal media consumption has changed and it seems to have changed a lot faster than the approach marketers are using.

So what are you doing in 2009 with online marketing and social media? What is your e-marketing strategy? Digital and online marketing is here to stay. There is no time like the present to get more involved with digital marketing and make it a part of a regular, continuously learning effort.

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