Internet marketing company E-site Marketing has published a White Paper titled "Web 2.0 for the Travel Marketer and Consumer" in collaboration with the International Association of Online Communicators (IAOC).

The white paper, presented by Felix Laboy, president of E-site Marketing, at the recent IAOC Annual Meeting, reveals the growing trends in Internet usage by todays travelers including: social networking sites, consumer generated content and web applications that facilitate content and media syndication (think MySpace, YouTube and Wikipedia as the trailblazers in non-travel segments). In the paper, Laboy discussed how Web 2.0 will transform the travel industry in completely new ways, just as what is now referred to as "Web 1.0" changed everything with the creation of hotel Websites, qualified traffic generation to those sites and new technology to research and book travel.

Web 2.0 for the Travel Marketer and Consumer also makes a case for why today's hotel marketer needs to have a clear strategy encompassing online reputation management. Recently published surveys are showing more and more that consumer generated content holds a larger influencing effect than a hotels own marketing. The white paper gives recommendations on how to track and manage this content.

"Having Internet leaders like Felix Laboy present his white paper at our recent annual meeting is an essential part of our mission to bring online communicators together in the same room with university researchers and instructors who are teaching online communication. said Don Dunnington, President of IAOC. " The travel industry was among the first to be transformed by the Internet, and E-site Marketing has been a leader in helping hotel marketers take advantage of the medium to increase awareness and revenues. One of the most important ways for us to help our members keep up with this fast changing medium is to hear first hand how innovators like E-site Marketing are now using Web 2.0 concepts to help customers build their brand and win and maintain customers.

E-site Marketing's white paper also addresses the underlying Web 2.0 technology, such as RSS (Really Simple Syndication) functionality and AJAX (Asynchronous JavaScript and XML), as well as how to measure your return on investment with these efforts. "In the world of Web 1.0 marketing we have explained at great length the measurability of every action taken," said Laboy. But in the new world of Web 2.0 what are the metrics and Key Performance Indicators? Social relationships are being created dynamically and there has been a shift from "Call to Action" to "Interaction". We are working with several hotels on measuring this "interaction" with what is referred to as "Engagement Metrics". Our white paper gives a framework on how to quantify levels of Engagement.";

The white paper also gives a glimpse into the future with a prediction of what Web 3.0 holds for the travel industry; definitions are already beginning to be formulated.

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