PORT OF SPAIN, Trinidad -- A major innovation in digital marketing, offering a significant boost to promoting Caribbean destinations has been launched.
Managing director of the Trinidad and Tobago-based Toute Bagai Publishing Company Neysha Soodeen described the new marketing tool, MACO TV, as an innovative way to showcase the Caribbean using the most powerful media on the internet -- video.
She said her company, producers of several MACO publications, invested more than US$50,000 in the project, a snippet of what's to come as part of MACO World, the first Caribbean social membership club of its kind.
"In the next few months MACO TV will show viewers all that the Caribbean has to offer via the power of video. Expect to see fabulous hotels, amazing adventures, spectacular cuisine and exciting events," she said.
Soodeen added that travelers will get a first-hand view of what's happening in the Caribbean. "MACO TV is something the Caribbean tourism industry has been waiting too long for. It's a tool which tourist boards can now use to market their own destination, to a digital readership which they are simply not reaching at present."
She noted research shows 17% of online users spend less than four seconds on a website, but they are willing to spend 2.7 minutes watching a video online. Knowing that the average television commercial is 15-30 seconds long, Soodeen exclaimed, "Think of what you could do with 2.7 minutes of video engagement."
"Let's face it, video usage is growing and as a publishing company, we simply can't ignore the fact that video is indeed a viable marketing channel, allowing our readership to experience the Caribbean in a way that text and imagery can't," she contended.
"In today's fast paced world, travelers would be more persuaded by video to choose a certain destination or hotel, than by reading a feature or clicking through pictures," she added.
Soodeen reported in setting up MACO TV her company is working with Yantra Digital, a UK- and India-based company which has worked with cutting edge digital technologies for more than eight years.
Founder Gurps Nijjar said his company has made a "massive and exciting investment into cutting edge digital strategy, combining content and engagement into one seamless marketing tool."
Nijjar contended video has fast become "the most engaging media on the net, it really doesn't matter whether it is for websites, social media, search engines, e-marketing, or sending your target audience direct messages."
He said MACO will offer its clients a platform from which they can share and use video content to drive new business directly to them.