"Marketers are developing ads that capitalise on empowerment of users":

EFT Special: Sales and Marketing in Travel USA 2007   
Internet continues to be an intriguing medium for travel marketers due to a
spate of developments.

Whether its Web 2.0, which is paving way for the better understanding of
audience preferences, advertising options on the Internet or emerging tools
such as video advertising, it is getting imperative for travel marketers to
find optimal ways to reach users at their passion points.
   
Under such scenario, Yahoo! Search Marketing acknowledges that its goal is to
be a consultative partner to travel marketers, rather than just being another
advertising provider.
   
Brad King, senior director, travel category, Yahoo! Search Marketing says his
company wants its advertisers to know that it is looking out for their best
interests by proactively researching and finding answers to marketers'
questions. And eventually, guiding clients in making the most informed and
effective decisions.
   
"Yahoo! is also one of the first companies to realise the potential of social
networking and is bringing people together online through open,
community-driven services. This insight means that we have a deep understanding
of our audience and can track what consumers want and how their desires are
evolving over time. Armed with this knowledge, we are able to better serve our
travel marketers and work with them to develop truly impactful campaigns," he
told EyeforTravel.com's Ritesh Gupta.
   
King, one of the speakers for the Sales and Marketing in Travel USA 2007 to be
held in Miami on May 9-10, acknowledges that Web 2.0 has certainly opened new
doors for travel marketers that enable them to better understand their
audiences.
   
When queried how Web 2.0 is effective in tapping their prospective audience in
a precise manner, he said, "We like to say that - Reach still matters, but not
all consumers are created equal." 
   
"Social networking inherently encourages the sharing of information among the
user community, which enables us to determine what consumers like/dislike.
Because the "we" media generation is ever-present within the Yahoo! network
with many social media outlets and user-generated content (UGC), we can
pinpoint the consumers that advertisers want most to target.  We're giving
advertisers more vehicles to reach consumers at an increasingly granular level,
" he said.
   
On this topic, in particular, the company conducted a brand advocacy study
which determined that brand advocates are connected opinion leaders who
distinguish themselves by demonstrating their passion for sharing opinions and
influencing others around them.  The study showed that two out of  three
regular social media users are advocates, which for advertisers means that Web
2.0 and the growth of social networking communities represent the ideal
prospective audience.
   
"We know that for advertisers, advocates are a valuable target to reach
pre-transaction, primarily  because they are more open to influence at the
beginning of the research process.  Not only do they help spread awareness by
telling twice as many people about their purchases, but also -- more
importantly -- they have a 2-to-1 rate of actually converting a  friend or
family member to make the exact same purchasing decision," he said.
   
"With our knowledge of the power of brand advocates, it is not surprising that
we've seen a growing trend for advertisers in this new social networking medium.
Marketers are developing advertisements that capitalize on the empowerment of
users.  As one example, Special K cereal launched a new, interactive weight
loss challenge prior to the New Year's holiday that encouraged the sharing of
information in the battle against fighting the holiday bulge. In reality, this
was an online advertising campaign strategically designed with a social
networking model in mind; but, unlike with traditional graphical advertising,
this campaign captured target consumers according to their interests, and in a
way that was useful and engaging," added King.
   
(An interview with Brad King, senior director, travel category, Yahoo! Search
Marketing will be posted during our event - Sales and Marketing in Travel USA
2007 (to be held in Miami on May 9-10).
   
For more information - www.eyefortravel.com/smusa2007/1)