Jerry McLaughlin

Heather Fletcher is senior content editor with Target Marketing.

Social influence can equal a 14% increase in tourism if travel marketers do it right. And if they do it right, they’re mastering social media influence and influencers. Officials in New Zealand’s Lake Wanaka partnered with social media influencers who created that 14% customer lift after the visitors praised the region on Instagram.

The mistake many marketers make with loyalty programs is they don't make the rewards unique to their businesses, said Jerry McLaughlin on Oct. 5 during his session at DMA2011 Conference & Exhibition in Boston.

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