1. New Media in Tourism Communication Presented by: Maya Aida Alberto

2. BACKLINKS: Ask for free Exchange Pay -PPI -PPC -PPL: pay per lead -PPT * Purpose of PPL= Gathering important data about potential clients *How it works= It offers a “carrot” in exchange of personal info gathered through filling a request to get the “carrot” Carrot: Free download /free screensavers/a gift/…

3. Online Ad & Manifestations: Web Banners They are a form of advertising that draws the attention of the users with sounds, videos, animations etc. and allows them to link to the website of the advertiser Different types : Static/Interactive/North/ Mega/Flash/Animated gif/Skyscrapers….

4. Effectiveness of web banners as ad tool depends on many variables: ° Audience of the web site on which it is running ° Time duration of running the banner ° Creativity of the banner type that attract the viewers attention & encourage click-through °….. Most creative web banner = Apple (North banner interacting with a skyscraper banner on the same web site of CNN!) CHECK IT OUT on Utube

5. Where to publish backlinks for the Tourism Industry? Portals: Yahoo!Travel Magazines : Condé Nast Traveler http://www.cntraveller.com/ National Geography http://www.nationalgeography.com/ Official websites: http://www.lugano-tourism.ch/ http://www.lugano-tourism.ch/ Websites of –Travel agencies, airports, car rental, hotels… http://www.expedia.com/

6. Search engines - Technical bridges that connect users to what they seek -“Link machines”: Search engines produce links

7. Not to leave aside any relevant result To provide only relevant results However the more precise a search engine wants to be, the more it risks losing recall. For the advertisers it is extremely important to have a good positioning in seach engines: - SEM (search engine marketing): web marketing based on several methods such as SEO - SEO (search engine optimization): natural way to optimize your ranking They work respecting two principles :