I was recently lucky enough to witness a snapshot of marketing and advertising in Tenerife from the experts.
On one side of the table were the traditional media representing magazines, newspapers and radio. They exist offline and generate their revenue offline. If you want to advertise in Tenerife, they would persuasively convince you that you should spend your marketing budget on offline media advertising. After all, not everyone has a computer or internet enabled phone yet.
Their conviction is borne from experience. They launched websites, but failed to monetise them effectively. They tinkered with social media, but didn’t really see the point. So for them, the online world is a parallel universe that they have to pay lip service to, but no more. Their experience has shown that online means cost without benefit.
On the other side were those with their feet firmly planted in the online world. They run profitable websites, generate business online and understand how to make social media pay. They will speak equally persuasively about engaging and involving your audience and how to motivate others to help to promote a cause.
Go back in time and the traditional media would be more right, move into the future and the online media proponents will be more right. At this moment, however, they are both right.
The key to effective marketing in Tenerife is to realise that people have more options about how they gather information and that they apply different weight to each of those sources. If you integrate your marketing tools across offline and online media, then you can deliver a uniform message and identity through these different routes. Each enhances the power of the other.
How much of your budget you should allocate to each media depends on your industry and the character of your business. As my mother used to say, “You should do everything in moderation,” and that’s not a bad maxim to apply to your marketing plan.
Promoting your company exclusively offline by only advertising in newspapers, magazines, radio etc is to miss out on some business today and much more tomorrow. You are failing to make the most of your offline advertising in Tenerife if you do not repackage your message for users online. One supports the other, reinforcing your message. The power of social media is extraordinary and those who have not yet got involved already find themselves missing out on a burgeoning market.
And the situation is not a static one. As our market becomes increasingly connected through the new generation of phones, the online camp becomes ever righter. Decreased 3G roaming charges and the rise in wifi hotspots in Tenerife mean that both tourist and resident will spend more of their life online. This is not a trend for tomorrow, it’s happening right now and it’s happening fast. If your Tenerife business wants to get the best out of today and if you expect to still be around tomorrow, the time to start integrating online is now.
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I blog about new marketing techniques and how to apply them to the multinational environment of a bustling tourist resort, as well as different ways to use some of the more traditional marketing tools. 
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