Last week I missed a speaking engagement at the annual DMAI conference in Atlanta. It is the first DMAI conference I have missed in 10 years, and I didn't want to. I had my speech prepared but the day before I left, I injured my foot and could not walk, so I did indeed miss the fun of seeing many colleagues that you see only once a year. My speech at these conferences is usually focused on the new emerging technologies and how they impact travel marketers. This year, the focus was Smart and Friendly Web Sites and what does that really mean. I want to point out that sometimes going back to basics makes a lot of sense, especially if a company is not even covering the basics within their program. This especially is true for web sites these days, where there seems to be more concern about small insignificant issues than the basics of content. A Smart and Friendly web site today has a menagerie of components that make it work as smart and friendly, but content is central to all issues. Content has to live on the web site, social sites, on the un-tethered web (mobile), in online advertising and in eCommunications of all kinds. If the content is technologically optimized for multiple channel distribution, if the content is branded in consistent and relevant ways, and if the content is optimized for multiple search distribution then the basics are covered. If you are missing one of these elements then go back to the drawing board. Data confirms that the Smart and Friendly Web Site approach generates business. As evidenced in USDM.net clients, like resort hotels reporting an 18 to 1 return in profits on their spend with USDM.net. Multi channel content distribution from a Smart and Friendly web site is key for eCommerce conversions today. Content is one small piece of Smart and Friendly Web Sites. If you would like to have the complete Report on the subject email me and let me know. Till next time… Leah lwoolford@usdm.net