Over the years, marketers have been shapingstrategic planning, campaign execution and performance analysis in a totally different way thanks to gradual maturity of data and technologies. Customers are also exposed to another level of ad experience in a right time, right place and right context entrusted by data-driven advertising. According to the report – “Data Driven and Digitally Savvy: The Rise of the New Marketing Organisation”, the travel industry is a crystal leader in data-driven advertising, particularly in drawing customer loyalty and sales leads.
How can we keep on the same track on this trend? Here are 3 tips!
Tips #1: Consider every micro-moment as touch points along the whole travel journey
Let’s consider micro-moments audience might have amid their journeys. Whenever you’re searching your desired hotels, flight tickets, travel tips, or even writing post-trip reviews, data can spontaneously play the magic by targeting travellers’ unique device ids or cookies for gripping their temporal and geo-location touchpoints. For instance, marketers can segment last minute bookers in certain geo-locations during these critical moments with attractive offers, like “Book Now or You’ll get Nothing!” to attain more accurate audience targeting.
Tips #2: Attain illuminating insights harnessed by users before move
Thanks to the abundance of data in context gathered from various media channels, you now know what your users normally think. Particularly in the travel industry, both concerns and motivations of your audience should be sensitively recognised during before and after trip by their reviews, which can effectively shape your contextual strategies. In advance, by referring to every user’s unique profile, you can personalise your branded content for engaging with them for greater resonance, such as their interests in leisure, food preference and so on.
Tips #3: Don’t forget cross-device attribution in ad optimisations
We’re searching the best hostel with our tablet; we’re browsing several tabs of travel blogs on PCs; and we’re asking friends for their travel experiences on our phones. Yes, we’re embraced by a cross-device channels. The report in eMarketer delineates that over 60% of leisure travellers use multiple devices to plan, research, and book their travel, which advertisers should keep an eye on nowadays. The value of these cross-device conversions should be well utilised for data analytics and measurements.