Marketing News: Tourism Ireland has launched a new test initiativeTourism Ireland has launched a new test initiative that enables would be travellers to build their own Ireland brochure online. http://www.discoverirelandbrochure.com/ The test initiative has been built by the design agency Burrows, who won the project following a tender process in summer 2009. The brief was to develop an online initiative where consumers could 'Create their own brochure' and to assess potential provision of information on a more customised basis via innovative usage of digital technologies. The microsite, launched this month, takes each prospective tourist through a number of options. As they select their preferences, a bespoke content management system optimises content pages to include relevant points of interest that relate to the season and region they're visiting. Once complete, a customised online brochure is delivered for download. It highlights the best and most relevant choices Ireland can offer to match the reader's ideal holiday. 
 
Marketing News: "Social media is now a ......2010 will be an exciting year in the word of mouth industry. When it comes to listening to your customers, building real-time relationships, and ensuring that everything you do has deep social traction, most companies have seen the light. As Andy Sernovitz put it, "social media is now a "how" question for businesses, not an "if." Most brands have moved beyond the internal debate of if they should be involved in social media or not, and are moving on to consider how they will approach it. The early adopters have earned their early lead, but it might surprise you how quickly brands that started a little slow are catching up. Those early adopters such as Ford, Dell, IBM and Mars have by now moved beyond a few discrete pieces of social activity - establishing an ongoing listening process, say, or venturing into some Twitter engagement – to fully integrate a word of mouth approach into their internal processes and roles, from product development to customer care. By Molly Fl
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