Turning Digital Disruption into a Successful Marketing
By Brooke Doucha & Jason
Tremblay, founders of Seychelle Media
Traditional sales and
marketing approaches as we know them will continue to be challenged by how
today’s consumers engage and interact with brands. Consumers are highly
connected and want to be communicated with in a specific way: on their terms,
with messaging that’s personalized, and in the spaces where they’re most
comfortable engaging. Well-equipped and informed by digital devices and mediums,
they want to feel respected and responsible for ultimately making their own purchasing
decisions. So in the vacation planning process, they turn to digital tools, reading
or participating in peer reviews, booking travel online, uploading and sharing
vacation photos to their Facebook pages, utilizing technology in every step.
Timeshare developers are
beginning to adopt digital marketing and communications to create more timely
and meaningful dialogue with their owners, earning the loyalty of their
customers and allegiance to their brand.
As digital tools have
progressed, so have the data-points that accompany them. Companies are trying to keep pace with trends
in marketing and communications and turn analytics data into information that matters
and informs their future strategy. As we
discussed in a recent Developments article, many businesses in our industry are unsure
how to evolve with digital disruptions— a devastating innovation that
eventually takes over the marketplace.
While our industry has successfully integrated digital marketing into their
customer relations model, integrating it into their sales and marketing model
is a more complex task. Looking ahead, touching
new segments of buyers through new channels and digital mediums is essential
for us to reach consumers previously neglected by our traditional marketing
We encourage you to read
this article as you think about turning your own digital marketing strategy
into one that attracts, engages, converts and inspires.