MARKETING: Get a website, throw some content on it, maybe add some ecommerce tools as well, if necessary. What could go wrong? Well, plenty, it appears – with travel one of the most prolific sectors in industry in terms of littering the internet with often sub-standard websites. But what is it that makes them fail? Read the full story on HubSpot
The way we market online, and the way we build websites, hasn’t evolved with the huge change in buyer behavior we’ve experienced over the past decade.
Buyers today want to consume information when and how they want it. They want to be educated and entertained but not sold to. Instead of adjusting to this change, we stuff our websites with content no one really cares about.
Or with annoying pop-ups. Or we force people to buy when they’re not ready. Or we make it really difficult to find the right information. Or we focus more on SEO or making our sites look pixel-perfect than creating a delightful user experience.
What does this all mean? Quite frankly, we’ve turned our websites in the ads, cold calls, and brochures of 22 years ago.
And, as a result, they often fail to get off the ground.
Read the full story on HubSpot
