Excerpt from MediaPost
Travel marketers big and small now live in a golden age of tools for reaching the right customer with the right message for driving results - whether that be hotel bookings, cruise sales, ticket sales or on-location visits.
Those tools largely revolve around the use of technology. Where large-scale advertising once relied on massive budgets and brand-building campaigns, today technology has opened a whole new spectrum of options for running digital marketing campaigns that truly drive results.
Here are three huge advantages technology has brought to the travel industry:
Moving down the funnel
More often than not, travel purchases take place online. The days of relying on travel agents to buy an airline ticket, book a hotel or even to understand what attractions exist in any given city have long past. These things are all readily available online and so easy to access for comparing prices, reading reviews and whatever else is needed to travel on pretty much any budget. Consumers have whatever data and information is needed literally at their fingertips.
However, the nature of this change has also resulted in a shift for how advertising is executed and what marketers can do about messaging, targeting and measuring results. While broader “brand marketing” is still useful (there’s a great example from Thomas Cook in my column from last month), advertisers now have the ability to drive lower-funnel conversions.
This is especially important for those vendors with time-sensitive inventory, such as open hotel rooms or tickets for a cruise line. By being able to run specific campaigns for specific goods (think one-weekend hotel room discount), travel marketers now have the ability to drive lower-funnel conversions that truly matter to their bottom line. Furthermore, the power of digital marketing to meet consumers in the place where they’re most likely to convert—online—makes this a perfect opportunity for the taking.
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