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Marketing: Small is the New Big.
An appealing article back in late 2006 by Seth Godin, a speaker and columnist on the Entrepreneurs' Organization Website made a good case for personal touch working.

Warmed by the availability of a Wifi service he felt comfortable enough to write 12 Marketing tips as he waited for his son playing in the park.

So is small is the new big?
Well to add an extra analogy to his list the study and application of the smallest so often reveals and explains the bigger scale workings.



Whilst quite a few more big players crashed in the years following this and more small business than expected closed their doors over the 2008-2012 period the thinking behind small is the new big still stands.

Today in 2013 marketing itself has moved online more than ever, no matter how small your enterprise thinking big means trying to comprehend and reach the new audiences.

Introducing Small Island Marketing.
Small Island marketing might sound like something the Mayor of New York would have an entire department for but my contention is that it also refers to data Islands of information.

The Marketing buzzword Big Data, used by the IT industry over the last couple of years might appear to have little to do with the Holiday Industry unless that is, you start thinking about small Islands of Big Data.

Big Data
Whilst the IBM's of this world use the term to sell us more power (again!) no crystal ball is needed to see that more than a thousand reviews of any hotel is frankly beyond useful.
However there is a lot more information ready and waiting to be collected and what's more there is the means already in place.

More data collected by better communications (smart-phones), will lead to better in-house services; big 5 stars hotels need to adapt quickly to offer there services to their customers.

The client have the communication device, the hotel staff have them too and providing there is Wifi everywhere throughout the hotel and it's grounds then hotel industry had better move quickly
• Small is the new big only when the person running the small thinks big.

• A product for everyone rarely reaches anyone.

• If you are marketing from a fairly static annual budget, you’re viewing marketing as an expense. Good marketers realize that it is an investment.

• Good marketers tell a story. Effective stories match the worldview of the people you are telling the story to. Living and breathing an authentic story is the best way to survive in a conversation-rich world. Reminding the consumer of a story they know and trust is a powerful shortcut.

• People don’t buy what they need. They buy what they want. What people want is the extra, emotional bonus they get when they buy something they love

The referenced article by Seth Godin is here
What ever happened to the Data Mountains we were all talking about a few years ago, did they go away or just get renamed Big Data?


In this article the idea of Small Island Marketing is explored in the seas of Big Data available now and increasingly swamping the Tourists as they seek better services and better information led holidays.

Big things have small beginnings
Web Marketing Canaria
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Marketing and Advertising on the Web Big Data and Small Island Marketing Tourism in the Holiday and Travel Industry.
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