John Wanamaker (1838-1922) is considered by many to be a pioneer in marketing. He operated a chain of department stores in the United States which eventually became part of Macy’s. He coined the phrase, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half”.
His ‘wasted’ phrase was coined in an era when the choices of where to advertise were narrow. Today, there are so many advertising channel options and so much spin and hype about the power and reach of each channel that, without a strategy, it is highly likely that much more than 50% of most businesses advertising is wasted.
At Glance, we see it all the time when it comes to in-destination visitor marketing. It prompted us to look at who are the Winners and Losers in Visitor Marketing.
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