Beware the pitfalls of digital marketing
Online it's like for like, follow me follow you . . . but what does this have to do with influencing genuine consumers?
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THE quantity versus quality equation is an age-old conundrum. As out-at-elbow students devouring cheap stomach-roiling buffets that had us floating to the ceiling each night bloated with gas, the logic against small savoury meals served on clean china was simple. Quality is expensive. Like the guns-and-butter dialectic, it continues to perplex everyone from seasoned economists who swear by the logic of markets, to lemming-like retailers who, also believing in the market, go with the flow and hope for the best come cliff or high water.
In the internet age where everything from mobile phones to music, movies and news is apparently free, and people follow trends more than ever before, the discussion has taken a perverse turn with "quantity" clearly in the ascendant for advertisers and brand purveyors despite the lip service to quality, luxury, and "carefully curated" this, that and the other.
What this really means is that in the rush for numbers, brand messages - intended to woo and seduce top-drawer leisure trippers and business travellers - are being served to indifferent (or the wrong) audiences. Luxury travellers miss out on enticing new options for stays, location, adventure and romance. Many companies have seemingly dispensed with or forgotten about the importance of their brands, solely favouring bookings and clicks, something anathema to discerning road warriors.
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