With the growth of social media and the fact that many shoppers are now walking around with internet access in their pockets, consumers are currently better informed than ever.

With the growth of social media and the fact that many shoppers are now walking around with internet access in their pockets, consumers are currently better informed than ever. According to one expert, this rise of the intelligent customer has called for the exploration of more intelligent marketing strategies.

Writing for travel news provider Tnooz, Indicia managing director Ian Stockley asserted that “digital and social media have opened the floodgates to real communication between brands and customers.”

According to Stockley, businesses – travel companies in particular – need to utilize their resources to communicate more effectively with customers. This means leveraging new and up-and-coming technology, such as social media and advanced mobile devices, to share marketing content and spark interest among customers.

“Creative ideas built on insights should give the consumer a clear sense that the brand understands, recognizes and respects them – in other words, something they can trust and will want to buy into,” Stockley wrote.

Though the notion of social media marketing has received significant attention in recent years, a new study from Bright Edge revealed that many companies are failing to take advantage of its capabilities. According to the study, 51 percent of the top 10,000 websites don't use social plugins yet.