20 digital marketing in travel: 2016 trend report 16 · working with travel bloggers, millennials...
TRANSCRIPT
Digital Marketing in Travel 2016 TREND REPORT2016
WHATrsquoS INSIDEhellip
The trends you should be watching in 2016
Welcome to our annual digital marketing trends report Wersquove analysed and distilled a multitude of marketing technology and industry intelligence to bring you a summary of the key trends that will affect the travel industry over the next 12 months
You wonrsquot find reams of data or buzzwords here Instead wersquove tried to cut to the chase we examine how video content social media insight social commerce and cross-device tracking will become an essential part of a successful marketing mix and what you can do to harness their massive potential
Authored by Dan Miles
Contributions Nathan Midgeley Bart Platts Chris Lomas Duncan Mitchinson
AN OVERVIEWhellipIf 2015 was the year that travel businesses began to see the bottom-line benefit of Big Data 2016 will be the year we see marketing and e-commerce teams use data creatively
At Melt we are already seeing an appetite for using diverse datasets to underpin creative digital marketing campaigns The four key trends wersquove described for this year all orbit around that key concept
From a sophisticated video marketing strategy to cross -device tracking to new approaches to social media 2016rsquos trends will be underpinned by the use of technology to capture the expectations opinions and experiences of customers Those insights then become a starting point for personalising and enhancing the digital experience creating rich customer -centred content strategies and ultimately driving online revenue
VIDEO CONTENTVideo isnrsquot going away and the opportunities it presents are more exciting than ever
SOCIAL MEDIA INSIGHTUsing social listening tools for qualitative insight into your customers is a game-changer
SOCIAL COMMERCEYou need to pay to get content seen on social That means you need a social content strategy
CROSS-DEVICE TRACKINGItrsquos getting easier to track customers wherever they are from research through to purchase
VIDEO CONTENT
65 of all data on the internet is video and 7 in 10 people view a brand more favourably after watching interesting video content from itAxxon Research
Video content is everywhere and consumer consumption is strong and growing thanks in part to improvements in social platform functionality and faster cheaper mobile data
More importantly video provides real value for consumers It rsquos an easily digestible format in a world of content overload and it rsquos easy to consume on the go There is a generational shift underway too ndash while travel businesses continue to wrestle with the idea of working with travel bloggers millennials are watching new stars and new formats Youtuber team JacksGap started out as travel vloggers and now have a huge 42m subscribers Snapchat rsquos city live stories get millions of eyeballs a day
In travel an industry where the average purchase path currently takes well over 40 days across over 70 different sessions it rsquos more important than ever to create visible compelling and readily accessible content But video content is far more than TV ads or glossy promotional films A diverse video strategy should take advantage of huge consumer appetite for gifs sub-30 second films user-generated content and curated video particularly at the inspiration phase of the purchase journey
TALK TO US TO LEARN MORE ABOUT
bull LIVESTREAMINGbull DRONES amp 360 DEGREE FILMSbull GIFS bull SHORTS (SUB-30 SECOND FILMS)bull USER GENERATED FILMSbull COLLABS WITH VIDEO INFLUENCERS
SOCIAL MEDIA INSIGHT
75 of travellers post photos or updates on Facebook about their holiday and 59 access Twitter at least once a day while on holidayTwitter researchtourism trends 2015
Good marketing departments are already using social for amplification and to gauge reach and engagement But as social listening technology continues to improve they can also turn to social for powerful insights that can shape marketing activity from the get-go
In 2016 successful travel marketeers will use social listening to uncover valuable insights around consumersrsquo wants needs and pain points Combined with traditional market research this will inform targeted engagement and marketing ultimately increasing loyalty and lifetime customer value
Wersquore currently using social listening tools to capture user generated content around one of our clientsrsquo key product types By analysing this data we derive key insights into what drives purchase intent and how the brand needs to shape its digital marketing This delivers more targeted activity richer content and more effective campaign outreach
TALK TO US TO LEARN MORE ABOUT
bull INTEGRATING SOCIAL INSIGHT INTO YOUR MARKET RESEARCH
bull TURNING SOCIAL MEDIA DATA INTO INSIGHT
bull USING DATA FOR CREATIVE CAMPAIGNS
SOCIAL COMMERCE
Total global revenue from social commerce in 2015 was $30 billionTrueshipdata
This will be the year that travel brands find a truly commercial utility for social media Recent social e-commerce developments include Pinterest and Youtubersquos ldquoBuy itrdquo buttons and most importantly for travel brands Instagramrsquos expanded ad program Engaging visual content can now come with a direct call to action Short films destination guides and rich travel stories can be directly linked to online ad campaigns and start to play an integral rather than a supporting role in e -commerce strategies
Additionally Facebookrsquos timeline tweaks have hurt many brandsrsquo organic reach and Twitter is making similar moves Effectively if a brand doesnrsquot have ad spend behind content it wonrsquot be seen
In 2016 travel businesses will need to create specific social commercial strategies in particular targeting Facebook Instagram and Pinterest and putting rich aspirational content at the heart of their activity This will drive much bigger increases in qualified traffic than any other online channel
TALK TO US TO LEARN MORE ABOUT
bull CREATING A PLATFORM SPECIFIC CONTENT STRATEGY
bull USING INSTAGRAM FOR STORYTELLINGbull CREATING CROSS PLATFORM AD
CAMPAIGNSbull USING SOCIAL TO INCREASE ON AND
OFFLINE SALES
CROSS DEVICE TRACKING
56 of people expect brands to deliver them information that is relevant to their interests and tastes April 2015 study Magnetic amp Retail Touchpoints
Advances in cross-device tracking mean marketersrsquo understanding of the customer journey is improving all the time As usual it rsquos Facebook and Google who have changed the game With multiple-device logins we can see how individuals behave as they move from their desktop to tablet to phone - and in some cases at the point of sale
Googlersquos advertising platform DoubleClick provides marketers with cross-device measurement and reports that marketers who use cross-device insights have seen a 16 uptick in conversions It rsquos still too new for illustrative case studies but this technology has huge implications for travel because of the length and complexity of the path to purchase
Harnessing cross-device tracking will give marketers a new level of insight helping them to create personalized and contextualized content ads and experiences targeted to the individual consumer ndash and ultimately driving both acquisition and conversion
TALK TO US TO LEARN MORE ABOUT
bull DATA-DRIVEN CONTENT STRATEGYbull DATA VISUALISATIONbull MOBILE-FIRST CAMPAIGNSbull RICH CONTENT EXPERIENCES
RECAP
Video content
In travel an industry where the average purchase path currently takes well over 40 days it rsquos more important than ever to create visible compelling and readily accessible content Video is the answer
Social media insight
Analysing this data we derive key insights into what drives purchase intent and how customers talk about their experiences can deliver more targeted activity richer content and more effective campaign outreach
Social commerce
Creating specific social commercial strategies in particular targeting Facebook Instagram and Pinterest will drive much bigger increases in qualified traffic than any other online channel
Cross-device tracking
Harnessing cross-device tracking will help marketers a new to create personalized and contextualized content ads and experiences targeted to the individual consumer ndash and ultimately driving both acquisition and conversion
These represent what we see as the four most important digital marketing trends for the travel industry this year We have chosen these because they can be employed to address the complicated path to purchase and fit seamlessly with the other key digital marketing tactics all travel businesses employ ndash SEO PPC social media CRM and content marketing
Thank You
If yoursquod like a copy of this report or discuss any of the ideas and opportunities we have described here wersquod be delighted to from you
Please contact
Dan MilesBusiness Directordanmilesmeltcontentcom020 3735 5070
WHATrsquoS INSIDEhellip
The trends you should be watching in 2016
Welcome to our annual digital marketing trends report Wersquove analysed and distilled a multitude of marketing technology and industry intelligence to bring you a summary of the key trends that will affect the travel industry over the next 12 months
You wonrsquot find reams of data or buzzwords here Instead wersquove tried to cut to the chase we examine how video content social media insight social commerce and cross-device tracking will become an essential part of a successful marketing mix and what you can do to harness their massive potential
Authored by Dan Miles
Contributions Nathan Midgeley Bart Platts Chris Lomas Duncan Mitchinson
AN OVERVIEWhellipIf 2015 was the year that travel businesses began to see the bottom-line benefit of Big Data 2016 will be the year we see marketing and e-commerce teams use data creatively
At Melt we are already seeing an appetite for using diverse datasets to underpin creative digital marketing campaigns The four key trends wersquove described for this year all orbit around that key concept
From a sophisticated video marketing strategy to cross -device tracking to new approaches to social media 2016rsquos trends will be underpinned by the use of technology to capture the expectations opinions and experiences of customers Those insights then become a starting point for personalising and enhancing the digital experience creating rich customer -centred content strategies and ultimately driving online revenue
VIDEO CONTENTVideo isnrsquot going away and the opportunities it presents are more exciting than ever
SOCIAL MEDIA INSIGHTUsing social listening tools for qualitative insight into your customers is a game-changer
SOCIAL COMMERCEYou need to pay to get content seen on social That means you need a social content strategy
CROSS-DEVICE TRACKINGItrsquos getting easier to track customers wherever they are from research through to purchase
VIDEO CONTENT
65 of all data on the internet is video and 7 in 10 people view a brand more favourably after watching interesting video content from itAxxon Research
Video content is everywhere and consumer consumption is strong and growing thanks in part to improvements in social platform functionality and faster cheaper mobile data
More importantly video provides real value for consumers It rsquos an easily digestible format in a world of content overload and it rsquos easy to consume on the go There is a generational shift underway too ndash while travel businesses continue to wrestle with the idea of working with travel bloggers millennials are watching new stars and new formats Youtuber team JacksGap started out as travel vloggers and now have a huge 42m subscribers Snapchat rsquos city live stories get millions of eyeballs a day
In travel an industry where the average purchase path currently takes well over 40 days across over 70 different sessions it rsquos more important than ever to create visible compelling and readily accessible content But video content is far more than TV ads or glossy promotional films A diverse video strategy should take advantage of huge consumer appetite for gifs sub-30 second films user-generated content and curated video particularly at the inspiration phase of the purchase journey
TALK TO US TO LEARN MORE ABOUT
bull LIVESTREAMINGbull DRONES amp 360 DEGREE FILMSbull GIFS bull SHORTS (SUB-30 SECOND FILMS)bull USER GENERATED FILMSbull COLLABS WITH VIDEO INFLUENCERS
SOCIAL MEDIA INSIGHT
75 of travellers post photos or updates on Facebook about their holiday and 59 access Twitter at least once a day while on holidayTwitter researchtourism trends 2015
Good marketing departments are already using social for amplification and to gauge reach and engagement But as social listening technology continues to improve they can also turn to social for powerful insights that can shape marketing activity from the get-go
In 2016 successful travel marketeers will use social listening to uncover valuable insights around consumersrsquo wants needs and pain points Combined with traditional market research this will inform targeted engagement and marketing ultimately increasing loyalty and lifetime customer value
Wersquore currently using social listening tools to capture user generated content around one of our clientsrsquo key product types By analysing this data we derive key insights into what drives purchase intent and how the brand needs to shape its digital marketing This delivers more targeted activity richer content and more effective campaign outreach
TALK TO US TO LEARN MORE ABOUT
bull INTEGRATING SOCIAL INSIGHT INTO YOUR MARKET RESEARCH
bull TURNING SOCIAL MEDIA DATA INTO INSIGHT
bull USING DATA FOR CREATIVE CAMPAIGNS
SOCIAL COMMERCE
Total global revenue from social commerce in 2015 was $30 billionTrueshipdata
This will be the year that travel brands find a truly commercial utility for social media Recent social e-commerce developments include Pinterest and Youtubersquos ldquoBuy itrdquo buttons and most importantly for travel brands Instagramrsquos expanded ad program Engaging visual content can now come with a direct call to action Short films destination guides and rich travel stories can be directly linked to online ad campaigns and start to play an integral rather than a supporting role in e -commerce strategies
Additionally Facebookrsquos timeline tweaks have hurt many brandsrsquo organic reach and Twitter is making similar moves Effectively if a brand doesnrsquot have ad spend behind content it wonrsquot be seen
In 2016 travel businesses will need to create specific social commercial strategies in particular targeting Facebook Instagram and Pinterest and putting rich aspirational content at the heart of their activity This will drive much bigger increases in qualified traffic than any other online channel
TALK TO US TO LEARN MORE ABOUT
bull CREATING A PLATFORM SPECIFIC CONTENT STRATEGY
bull USING INSTAGRAM FOR STORYTELLINGbull CREATING CROSS PLATFORM AD
CAMPAIGNSbull USING SOCIAL TO INCREASE ON AND
OFFLINE SALES
CROSS DEVICE TRACKING
56 of people expect brands to deliver them information that is relevant to their interests and tastes April 2015 study Magnetic amp Retail Touchpoints
Advances in cross-device tracking mean marketersrsquo understanding of the customer journey is improving all the time As usual it rsquos Facebook and Google who have changed the game With multiple-device logins we can see how individuals behave as they move from their desktop to tablet to phone - and in some cases at the point of sale
Googlersquos advertising platform DoubleClick provides marketers with cross-device measurement and reports that marketers who use cross-device insights have seen a 16 uptick in conversions It rsquos still too new for illustrative case studies but this technology has huge implications for travel because of the length and complexity of the path to purchase
Harnessing cross-device tracking will give marketers a new level of insight helping them to create personalized and contextualized content ads and experiences targeted to the individual consumer ndash and ultimately driving both acquisition and conversion
TALK TO US TO LEARN MORE ABOUT
bull DATA-DRIVEN CONTENT STRATEGYbull DATA VISUALISATIONbull MOBILE-FIRST CAMPAIGNSbull RICH CONTENT EXPERIENCES
RECAP
Video content
In travel an industry where the average purchase path currently takes well over 40 days it rsquos more important than ever to create visible compelling and readily accessible content Video is the answer
Social media insight
Analysing this data we derive key insights into what drives purchase intent and how customers talk about their experiences can deliver more targeted activity richer content and more effective campaign outreach
Social commerce
Creating specific social commercial strategies in particular targeting Facebook Instagram and Pinterest will drive much bigger increases in qualified traffic than any other online channel
Cross-device tracking
Harnessing cross-device tracking will help marketers a new to create personalized and contextualized content ads and experiences targeted to the individual consumer ndash and ultimately driving both acquisition and conversion
These represent what we see as the four most important digital marketing trends for the travel industry this year We have chosen these because they can be employed to address the complicated path to purchase and fit seamlessly with the other key digital marketing tactics all travel businesses employ ndash SEO PPC social media CRM and content marketing
Thank You
If yoursquod like a copy of this report or discuss any of the ideas and opportunities we have described here wersquod be delighted to from you
Please contact
Dan MilesBusiness Directordanmilesmeltcontentcom020 3735 5070
AN OVERVIEWhellipIf 2015 was the year that travel businesses began to see the bottom-line benefit of Big Data 2016 will be the year we see marketing and e-commerce teams use data creatively
At Melt we are already seeing an appetite for using diverse datasets to underpin creative digital marketing campaigns The four key trends wersquove described for this year all orbit around that key concept
From a sophisticated video marketing strategy to cross -device tracking to new approaches to social media 2016rsquos trends will be underpinned by the use of technology to capture the expectations opinions and experiences of customers Those insights then become a starting point for personalising and enhancing the digital experience creating rich customer -centred content strategies and ultimately driving online revenue
VIDEO CONTENTVideo isnrsquot going away and the opportunities it presents are more exciting than ever
SOCIAL MEDIA INSIGHTUsing social listening tools for qualitative insight into your customers is a game-changer
SOCIAL COMMERCEYou need to pay to get content seen on social That means you need a social content strategy
CROSS-DEVICE TRACKINGItrsquos getting easier to track customers wherever they are from research through to purchase
VIDEO CONTENT
65 of all data on the internet is video and 7 in 10 people view a brand more favourably after watching interesting video content from itAxxon Research
Video content is everywhere and consumer consumption is strong and growing thanks in part to improvements in social platform functionality and faster cheaper mobile data
More importantly video provides real value for consumers It rsquos an easily digestible format in a world of content overload and it rsquos easy to consume on the go There is a generational shift underway too ndash while travel businesses continue to wrestle with the idea of working with travel bloggers millennials are watching new stars and new formats Youtuber team JacksGap started out as travel vloggers and now have a huge 42m subscribers Snapchat rsquos city live stories get millions of eyeballs a day
In travel an industry where the average purchase path currently takes well over 40 days across over 70 different sessions it rsquos more important than ever to create visible compelling and readily accessible content But video content is far more than TV ads or glossy promotional films A diverse video strategy should take advantage of huge consumer appetite for gifs sub-30 second films user-generated content and curated video particularly at the inspiration phase of the purchase journey
TALK TO US TO LEARN MORE ABOUT
bull LIVESTREAMINGbull DRONES amp 360 DEGREE FILMSbull GIFS bull SHORTS (SUB-30 SECOND FILMS)bull USER GENERATED FILMSbull COLLABS WITH VIDEO INFLUENCERS
SOCIAL MEDIA INSIGHT
75 of travellers post photos or updates on Facebook about their holiday and 59 access Twitter at least once a day while on holidayTwitter researchtourism trends 2015
Good marketing departments are already using social for amplification and to gauge reach and engagement But as social listening technology continues to improve they can also turn to social for powerful insights that can shape marketing activity from the get-go
In 2016 successful travel marketeers will use social listening to uncover valuable insights around consumersrsquo wants needs and pain points Combined with traditional market research this will inform targeted engagement and marketing ultimately increasing loyalty and lifetime customer value
Wersquore currently using social listening tools to capture user generated content around one of our clientsrsquo key product types By analysing this data we derive key insights into what drives purchase intent and how the brand needs to shape its digital marketing This delivers more targeted activity richer content and more effective campaign outreach
TALK TO US TO LEARN MORE ABOUT
bull INTEGRATING SOCIAL INSIGHT INTO YOUR MARKET RESEARCH
bull TURNING SOCIAL MEDIA DATA INTO INSIGHT
bull USING DATA FOR CREATIVE CAMPAIGNS
SOCIAL COMMERCE
Total global revenue from social commerce in 2015 was $30 billionTrueshipdata
This will be the year that travel brands find a truly commercial utility for social media Recent social e-commerce developments include Pinterest and Youtubersquos ldquoBuy itrdquo buttons and most importantly for travel brands Instagramrsquos expanded ad program Engaging visual content can now come with a direct call to action Short films destination guides and rich travel stories can be directly linked to online ad campaigns and start to play an integral rather than a supporting role in e -commerce strategies
Additionally Facebookrsquos timeline tweaks have hurt many brandsrsquo organic reach and Twitter is making similar moves Effectively if a brand doesnrsquot have ad spend behind content it wonrsquot be seen
In 2016 travel businesses will need to create specific social commercial strategies in particular targeting Facebook Instagram and Pinterest and putting rich aspirational content at the heart of their activity This will drive much bigger increases in qualified traffic than any other online channel
TALK TO US TO LEARN MORE ABOUT
bull CREATING A PLATFORM SPECIFIC CONTENT STRATEGY
bull USING INSTAGRAM FOR STORYTELLINGbull CREATING CROSS PLATFORM AD
CAMPAIGNSbull USING SOCIAL TO INCREASE ON AND
OFFLINE SALES
CROSS DEVICE TRACKING
56 of people expect brands to deliver them information that is relevant to their interests and tastes April 2015 study Magnetic amp Retail Touchpoints
Advances in cross-device tracking mean marketersrsquo understanding of the customer journey is improving all the time As usual it rsquos Facebook and Google who have changed the game With multiple-device logins we can see how individuals behave as they move from their desktop to tablet to phone - and in some cases at the point of sale
Googlersquos advertising platform DoubleClick provides marketers with cross-device measurement and reports that marketers who use cross-device insights have seen a 16 uptick in conversions It rsquos still too new for illustrative case studies but this technology has huge implications for travel because of the length and complexity of the path to purchase
Harnessing cross-device tracking will give marketers a new level of insight helping them to create personalized and contextualized content ads and experiences targeted to the individual consumer ndash and ultimately driving both acquisition and conversion
TALK TO US TO LEARN MORE ABOUT
bull DATA-DRIVEN CONTENT STRATEGYbull DATA VISUALISATIONbull MOBILE-FIRST CAMPAIGNSbull RICH CONTENT EXPERIENCES
RECAP
Video content
In travel an industry where the average purchase path currently takes well over 40 days it rsquos more important than ever to create visible compelling and readily accessible content Video is the answer
Social media insight
Analysing this data we derive key insights into what drives purchase intent and how customers talk about their experiences can deliver more targeted activity richer content and more effective campaign outreach
Social commerce
Creating specific social commercial strategies in particular targeting Facebook Instagram and Pinterest will drive much bigger increases in qualified traffic than any other online channel
Cross-device tracking
Harnessing cross-device tracking will help marketers a new to create personalized and contextualized content ads and experiences targeted to the individual consumer ndash and ultimately driving both acquisition and conversion
These represent what we see as the four most important digital marketing trends for the travel industry this year We have chosen these because they can be employed to address the complicated path to purchase and fit seamlessly with the other key digital marketing tactics all travel businesses employ ndash SEO PPC social media CRM and content marketing
Thank You
If yoursquod like a copy of this report or discuss any of the ideas and opportunities we have described here wersquod be delighted to from you
Please contact
Dan MilesBusiness Directordanmilesmeltcontentcom020 3735 5070
VIDEO CONTENT
65 of all data on the internet is video and 7 in 10 people view a brand more favourably after watching interesting video content from itAxxon Research
Video content is everywhere and consumer consumption is strong and growing thanks in part to improvements in social platform functionality and faster cheaper mobile data
More importantly video provides real value for consumers It rsquos an easily digestible format in a world of content overload and it rsquos easy to consume on the go There is a generational shift underway too ndash while travel businesses continue to wrestle with the idea of working with travel bloggers millennials are watching new stars and new formats Youtuber team JacksGap started out as travel vloggers and now have a huge 42m subscribers Snapchat rsquos city live stories get millions of eyeballs a day
In travel an industry where the average purchase path currently takes well over 40 days across over 70 different sessions it rsquos more important than ever to create visible compelling and readily accessible content But video content is far more than TV ads or glossy promotional films A diverse video strategy should take advantage of huge consumer appetite for gifs sub-30 second films user-generated content and curated video particularly at the inspiration phase of the purchase journey
TALK TO US TO LEARN MORE ABOUT
bull LIVESTREAMINGbull DRONES amp 360 DEGREE FILMSbull GIFS bull SHORTS (SUB-30 SECOND FILMS)bull USER GENERATED FILMSbull COLLABS WITH VIDEO INFLUENCERS
SOCIAL MEDIA INSIGHT
75 of travellers post photos or updates on Facebook about their holiday and 59 access Twitter at least once a day while on holidayTwitter researchtourism trends 2015
Good marketing departments are already using social for amplification and to gauge reach and engagement But as social listening technology continues to improve they can also turn to social for powerful insights that can shape marketing activity from the get-go
In 2016 successful travel marketeers will use social listening to uncover valuable insights around consumersrsquo wants needs and pain points Combined with traditional market research this will inform targeted engagement and marketing ultimately increasing loyalty and lifetime customer value
Wersquore currently using social listening tools to capture user generated content around one of our clientsrsquo key product types By analysing this data we derive key insights into what drives purchase intent and how the brand needs to shape its digital marketing This delivers more targeted activity richer content and more effective campaign outreach
TALK TO US TO LEARN MORE ABOUT
bull INTEGRATING SOCIAL INSIGHT INTO YOUR MARKET RESEARCH
bull TURNING SOCIAL MEDIA DATA INTO INSIGHT
bull USING DATA FOR CREATIVE CAMPAIGNS
SOCIAL COMMERCE
Total global revenue from social commerce in 2015 was $30 billionTrueshipdata
This will be the year that travel brands find a truly commercial utility for social media Recent social e-commerce developments include Pinterest and Youtubersquos ldquoBuy itrdquo buttons and most importantly for travel brands Instagramrsquos expanded ad program Engaging visual content can now come with a direct call to action Short films destination guides and rich travel stories can be directly linked to online ad campaigns and start to play an integral rather than a supporting role in e -commerce strategies
Additionally Facebookrsquos timeline tweaks have hurt many brandsrsquo organic reach and Twitter is making similar moves Effectively if a brand doesnrsquot have ad spend behind content it wonrsquot be seen
In 2016 travel businesses will need to create specific social commercial strategies in particular targeting Facebook Instagram and Pinterest and putting rich aspirational content at the heart of their activity This will drive much bigger increases in qualified traffic than any other online channel
TALK TO US TO LEARN MORE ABOUT
bull CREATING A PLATFORM SPECIFIC CONTENT STRATEGY
bull USING INSTAGRAM FOR STORYTELLINGbull CREATING CROSS PLATFORM AD
CAMPAIGNSbull USING SOCIAL TO INCREASE ON AND
OFFLINE SALES
CROSS DEVICE TRACKING
56 of people expect brands to deliver them information that is relevant to their interests and tastes April 2015 study Magnetic amp Retail Touchpoints
Advances in cross-device tracking mean marketersrsquo understanding of the customer journey is improving all the time As usual it rsquos Facebook and Google who have changed the game With multiple-device logins we can see how individuals behave as they move from their desktop to tablet to phone - and in some cases at the point of sale
Googlersquos advertising platform DoubleClick provides marketers with cross-device measurement and reports that marketers who use cross-device insights have seen a 16 uptick in conversions It rsquos still too new for illustrative case studies but this technology has huge implications for travel because of the length and complexity of the path to purchase
Harnessing cross-device tracking will give marketers a new level of insight helping them to create personalized and contextualized content ads and experiences targeted to the individual consumer ndash and ultimately driving both acquisition and conversion
TALK TO US TO LEARN MORE ABOUT
bull DATA-DRIVEN CONTENT STRATEGYbull DATA VISUALISATIONbull MOBILE-FIRST CAMPAIGNSbull RICH CONTENT EXPERIENCES
RECAP
Video content
In travel an industry where the average purchase path currently takes well over 40 days it rsquos more important than ever to create visible compelling and readily accessible content Video is the answer
Social media insight
Analysing this data we derive key insights into what drives purchase intent and how customers talk about their experiences can deliver more targeted activity richer content and more effective campaign outreach
Social commerce
Creating specific social commercial strategies in particular targeting Facebook Instagram and Pinterest will drive much bigger increases in qualified traffic than any other online channel
Cross-device tracking
Harnessing cross-device tracking will help marketers a new to create personalized and contextualized content ads and experiences targeted to the individual consumer ndash and ultimately driving both acquisition and conversion
These represent what we see as the four most important digital marketing trends for the travel industry this year We have chosen these because they can be employed to address the complicated path to purchase and fit seamlessly with the other key digital marketing tactics all travel businesses employ ndash SEO PPC social media CRM and content marketing
Thank You
If yoursquod like a copy of this report or discuss any of the ideas and opportunities we have described here wersquod be delighted to from you
Please contact
Dan MilesBusiness Directordanmilesmeltcontentcom020 3735 5070
65 of all data on the internet is video and 7 in 10 people view a brand more favourably after watching interesting video content from itAxxon Research
Video content is everywhere and consumer consumption is strong and growing thanks in part to improvements in social platform functionality and faster cheaper mobile data
More importantly video provides real value for consumers It rsquos an easily digestible format in a world of content overload and it rsquos easy to consume on the go There is a generational shift underway too ndash while travel businesses continue to wrestle with the idea of working with travel bloggers millennials are watching new stars and new formats Youtuber team JacksGap started out as travel vloggers and now have a huge 42m subscribers Snapchat rsquos city live stories get millions of eyeballs a day
In travel an industry where the average purchase path currently takes well over 40 days across over 70 different sessions it rsquos more important than ever to create visible compelling and readily accessible content But video content is far more than TV ads or glossy promotional films A diverse video strategy should take advantage of huge consumer appetite for gifs sub-30 second films user-generated content and curated video particularly at the inspiration phase of the purchase journey
TALK TO US TO LEARN MORE ABOUT
bull LIVESTREAMINGbull DRONES amp 360 DEGREE FILMSbull GIFS bull SHORTS (SUB-30 SECOND FILMS)bull USER GENERATED FILMSbull COLLABS WITH VIDEO INFLUENCERS
SOCIAL MEDIA INSIGHT
75 of travellers post photos or updates on Facebook about their holiday and 59 access Twitter at least once a day while on holidayTwitter researchtourism trends 2015
Good marketing departments are already using social for amplification and to gauge reach and engagement But as social listening technology continues to improve they can also turn to social for powerful insights that can shape marketing activity from the get-go
In 2016 successful travel marketeers will use social listening to uncover valuable insights around consumersrsquo wants needs and pain points Combined with traditional market research this will inform targeted engagement and marketing ultimately increasing loyalty and lifetime customer value
Wersquore currently using social listening tools to capture user generated content around one of our clientsrsquo key product types By analysing this data we derive key insights into what drives purchase intent and how the brand needs to shape its digital marketing This delivers more targeted activity richer content and more effective campaign outreach
TALK TO US TO LEARN MORE ABOUT
bull INTEGRATING SOCIAL INSIGHT INTO YOUR MARKET RESEARCH
bull TURNING SOCIAL MEDIA DATA INTO INSIGHT
bull USING DATA FOR CREATIVE CAMPAIGNS
SOCIAL COMMERCE
Total global revenue from social commerce in 2015 was $30 billionTrueshipdata
This will be the year that travel brands find a truly commercial utility for social media Recent social e-commerce developments include Pinterest and Youtubersquos ldquoBuy itrdquo buttons and most importantly for travel brands Instagramrsquos expanded ad program Engaging visual content can now come with a direct call to action Short films destination guides and rich travel stories can be directly linked to online ad campaigns and start to play an integral rather than a supporting role in e -commerce strategies
Additionally Facebookrsquos timeline tweaks have hurt many brandsrsquo organic reach and Twitter is making similar moves Effectively if a brand doesnrsquot have ad spend behind content it wonrsquot be seen
In 2016 travel businesses will need to create specific social commercial strategies in particular targeting Facebook Instagram and Pinterest and putting rich aspirational content at the heart of their activity This will drive much bigger increases in qualified traffic than any other online channel
TALK TO US TO LEARN MORE ABOUT
bull CREATING A PLATFORM SPECIFIC CONTENT STRATEGY
bull USING INSTAGRAM FOR STORYTELLINGbull CREATING CROSS PLATFORM AD
CAMPAIGNSbull USING SOCIAL TO INCREASE ON AND
OFFLINE SALES
CROSS DEVICE TRACKING
56 of people expect brands to deliver them information that is relevant to their interests and tastes April 2015 study Magnetic amp Retail Touchpoints
Advances in cross-device tracking mean marketersrsquo understanding of the customer journey is improving all the time As usual it rsquos Facebook and Google who have changed the game With multiple-device logins we can see how individuals behave as they move from their desktop to tablet to phone - and in some cases at the point of sale
Googlersquos advertising platform DoubleClick provides marketers with cross-device measurement and reports that marketers who use cross-device insights have seen a 16 uptick in conversions It rsquos still too new for illustrative case studies but this technology has huge implications for travel because of the length and complexity of the path to purchase
Harnessing cross-device tracking will give marketers a new level of insight helping them to create personalized and contextualized content ads and experiences targeted to the individual consumer ndash and ultimately driving both acquisition and conversion
TALK TO US TO LEARN MORE ABOUT
bull DATA-DRIVEN CONTENT STRATEGYbull DATA VISUALISATIONbull MOBILE-FIRST CAMPAIGNSbull RICH CONTENT EXPERIENCES
RECAP
Video content
In travel an industry where the average purchase path currently takes well over 40 days it rsquos more important than ever to create visible compelling and readily accessible content Video is the answer
Social media insight
Analysing this data we derive key insights into what drives purchase intent and how customers talk about their experiences can deliver more targeted activity richer content and more effective campaign outreach
Social commerce
Creating specific social commercial strategies in particular targeting Facebook Instagram and Pinterest will drive much bigger increases in qualified traffic than any other online channel
Cross-device tracking
Harnessing cross-device tracking will help marketers a new to create personalized and contextualized content ads and experiences targeted to the individual consumer ndash and ultimately driving both acquisition and conversion
These represent what we see as the four most important digital marketing trends for the travel industry this year We have chosen these because they can be employed to address the complicated path to purchase and fit seamlessly with the other key digital marketing tactics all travel businesses employ ndash SEO PPC social media CRM and content marketing
Thank You
If yoursquod like a copy of this report or discuss any of the ideas and opportunities we have described here wersquod be delighted to from you
Please contact
Dan MilesBusiness Directordanmilesmeltcontentcom020 3735 5070
SOCIAL MEDIA INSIGHT
75 of travellers post photos or updates on Facebook about their holiday and 59 access Twitter at least once a day while on holidayTwitter researchtourism trends 2015
Good marketing departments are already using social for amplification and to gauge reach and engagement But as social listening technology continues to improve they can also turn to social for powerful insights that can shape marketing activity from the get-go
In 2016 successful travel marketeers will use social listening to uncover valuable insights around consumersrsquo wants needs and pain points Combined with traditional market research this will inform targeted engagement and marketing ultimately increasing loyalty and lifetime customer value
Wersquore currently using social listening tools to capture user generated content around one of our clientsrsquo key product types By analysing this data we derive key insights into what drives purchase intent and how the brand needs to shape its digital marketing This delivers more targeted activity richer content and more effective campaign outreach
TALK TO US TO LEARN MORE ABOUT
bull INTEGRATING SOCIAL INSIGHT INTO YOUR MARKET RESEARCH
bull TURNING SOCIAL MEDIA DATA INTO INSIGHT
bull USING DATA FOR CREATIVE CAMPAIGNS
SOCIAL COMMERCE
Total global revenue from social commerce in 2015 was $30 billionTrueshipdata
This will be the year that travel brands find a truly commercial utility for social media Recent social e-commerce developments include Pinterest and Youtubersquos ldquoBuy itrdquo buttons and most importantly for travel brands Instagramrsquos expanded ad program Engaging visual content can now come with a direct call to action Short films destination guides and rich travel stories can be directly linked to online ad campaigns and start to play an integral rather than a supporting role in e -commerce strategies
Additionally Facebookrsquos timeline tweaks have hurt many brandsrsquo organic reach and Twitter is making similar moves Effectively if a brand doesnrsquot have ad spend behind content it wonrsquot be seen
In 2016 travel businesses will need to create specific social commercial strategies in particular targeting Facebook Instagram and Pinterest and putting rich aspirational content at the heart of their activity This will drive much bigger increases in qualified traffic than any other online channel
TALK TO US TO LEARN MORE ABOUT
bull CREATING A PLATFORM SPECIFIC CONTENT STRATEGY
bull USING INSTAGRAM FOR STORYTELLINGbull CREATING CROSS PLATFORM AD
CAMPAIGNSbull USING SOCIAL TO INCREASE ON AND
OFFLINE SALES
CROSS DEVICE TRACKING
56 of people expect brands to deliver them information that is relevant to their interests and tastes April 2015 study Magnetic amp Retail Touchpoints
Advances in cross-device tracking mean marketersrsquo understanding of the customer journey is improving all the time As usual it rsquos Facebook and Google who have changed the game With multiple-device logins we can see how individuals behave as they move from their desktop to tablet to phone - and in some cases at the point of sale
Googlersquos advertising platform DoubleClick provides marketers with cross-device measurement and reports that marketers who use cross-device insights have seen a 16 uptick in conversions It rsquos still too new for illustrative case studies but this technology has huge implications for travel because of the length and complexity of the path to purchase
Harnessing cross-device tracking will give marketers a new level of insight helping them to create personalized and contextualized content ads and experiences targeted to the individual consumer ndash and ultimately driving both acquisition and conversion
TALK TO US TO LEARN MORE ABOUT
bull DATA-DRIVEN CONTENT STRATEGYbull DATA VISUALISATIONbull MOBILE-FIRST CAMPAIGNSbull RICH CONTENT EXPERIENCES
RECAP
Video content
In travel an industry where the average purchase path currently takes well over 40 days it rsquos more important than ever to create visible compelling and readily accessible content Video is the answer
Social media insight
Analysing this data we derive key insights into what drives purchase intent and how customers talk about their experiences can deliver more targeted activity richer content and more effective campaign outreach
Social commerce
Creating specific social commercial strategies in particular targeting Facebook Instagram and Pinterest will drive much bigger increases in qualified traffic than any other online channel
Cross-device tracking
Harnessing cross-device tracking will help marketers a new to create personalized and contextualized content ads and experiences targeted to the individual consumer ndash and ultimately driving both acquisition and conversion
These represent what we see as the four most important digital marketing trends for the travel industry this year We have chosen these because they can be employed to address the complicated path to purchase and fit seamlessly with the other key digital marketing tactics all travel businesses employ ndash SEO PPC social media CRM and content marketing
Thank You
If yoursquod like a copy of this report or discuss any of the ideas and opportunities we have described here wersquod be delighted to from you
Please contact
Dan MilesBusiness Directordanmilesmeltcontentcom020 3735 5070
75 of travellers post photos or updates on Facebook about their holiday and 59 access Twitter at least once a day while on holidayTwitter researchtourism trends 2015
Good marketing departments are already using social for amplification and to gauge reach and engagement But as social listening technology continues to improve they can also turn to social for powerful insights that can shape marketing activity from the get-go
In 2016 successful travel marketeers will use social listening to uncover valuable insights around consumersrsquo wants needs and pain points Combined with traditional market research this will inform targeted engagement and marketing ultimately increasing loyalty and lifetime customer value
Wersquore currently using social listening tools to capture user generated content around one of our clientsrsquo key product types By analysing this data we derive key insights into what drives purchase intent and how the brand needs to shape its digital marketing This delivers more targeted activity richer content and more effective campaign outreach
TALK TO US TO LEARN MORE ABOUT
bull INTEGRATING SOCIAL INSIGHT INTO YOUR MARKET RESEARCH
bull TURNING SOCIAL MEDIA DATA INTO INSIGHT
bull USING DATA FOR CREATIVE CAMPAIGNS
SOCIAL COMMERCE
Total global revenue from social commerce in 2015 was $30 billionTrueshipdata
This will be the year that travel brands find a truly commercial utility for social media Recent social e-commerce developments include Pinterest and Youtubersquos ldquoBuy itrdquo buttons and most importantly for travel brands Instagramrsquos expanded ad program Engaging visual content can now come with a direct call to action Short films destination guides and rich travel stories can be directly linked to online ad campaigns and start to play an integral rather than a supporting role in e -commerce strategies
Additionally Facebookrsquos timeline tweaks have hurt many brandsrsquo organic reach and Twitter is making similar moves Effectively if a brand doesnrsquot have ad spend behind content it wonrsquot be seen
In 2016 travel businesses will need to create specific social commercial strategies in particular targeting Facebook Instagram and Pinterest and putting rich aspirational content at the heart of their activity This will drive much bigger increases in qualified traffic than any other online channel
TALK TO US TO LEARN MORE ABOUT
bull CREATING A PLATFORM SPECIFIC CONTENT STRATEGY
bull USING INSTAGRAM FOR STORYTELLINGbull CREATING CROSS PLATFORM AD
CAMPAIGNSbull USING SOCIAL TO INCREASE ON AND
OFFLINE SALES
CROSS DEVICE TRACKING
56 of people expect brands to deliver them information that is relevant to their interests and tastes April 2015 study Magnetic amp Retail Touchpoints
Advances in cross-device tracking mean marketersrsquo understanding of the customer journey is improving all the time As usual it rsquos Facebook and Google who have changed the game With multiple-device logins we can see how individuals behave as they move from their desktop to tablet to phone - and in some cases at the point of sale
Googlersquos advertising platform DoubleClick provides marketers with cross-device measurement and reports that marketers who use cross-device insights have seen a 16 uptick in conversions It rsquos still too new for illustrative case studies but this technology has huge implications for travel because of the length and complexity of the path to purchase
Harnessing cross-device tracking will give marketers a new level of insight helping them to create personalized and contextualized content ads and experiences targeted to the individual consumer ndash and ultimately driving both acquisition and conversion
TALK TO US TO LEARN MORE ABOUT
bull DATA-DRIVEN CONTENT STRATEGYbull DATA VISUALISATIONbull MOBILE-FIRST CAMPAIGNSbull RICH CONTENT EXPERIENCES
RECAP
Video content
In travel an industry where the average purchase path currently takes well over 40 days it rsquos more important than ever to create visible compelling and readily accessible content Video is the answer
Social media insight
Analysing this data we derive key insights into what drives purchase intent and how customers talk about their experiences can deliver more targeted activity richer content and more effective campaign outreach
Social commerce
Creating specific social commercial strategies in particular targeting Facebook Instagram and Pinterest will drive much bigger increases in qualified traffic than any other online channel
Cross-device tracking
Harnessing cross-device tracking will help marketers a new to create personalized and contextualized content ads and experiences targeted to the individual consumer ndash and ultimately driving both acquisition and conversion
These represent what we see as the four most important digital marketing trends for the travel industry this year We have chosen these because they can be employed to address the complicated path to purchase and fit seamlessly with the other key digital marketing tactics all travel businesses employ ndash SEO PPC social media CRM and content marketing
Thank You
If yoursquod like a copy of this report or discuss any of the ideas and opportunities we have described here wersquod be delighted to from you
Please contact
Dan MilesBusiness Directordanmilesmeltcontentcom020 3735 5070
SOCIAL COMMERCE
Total global revenue from social commerce in 2015 was $30 billionTrueshipdata
This will be the year that travel brands find a truly commercial utility for social media Recent social e-commerce developments include Pinterest and Youtubersquos ldquoBuy itrdquo buttons and most importantly for travel brands Instagramrsquos expanded ad program Engaging visual content can now come with a direct call to action Short films destination guides and rich travel stories can be directly linked to online ad campaigns and start to play an integral rather than a supporting role in e -commerce strategies
Additionally Facebookrsquos timeline tweaks have hurt many brandsrsquo organic reach and Twitter is making similar moves Effectively if a brand doesnrsquot have ad spend behind content it wonrsquot be seen
In 2016 travel businesses will need to create specific social commercial strategies in particular targeting Facebook Instagram and Pinterest and putting rich aspirational content at the heart of their activity This will drive much bigger increases in qualified traffic than any other online channel
TALK TO US TO LEARN MORE ABOUT
bull CREATING A PLATFORM SPECIFIC CONTENT STRATEGY
bull USING INSTAGRAM FOR STORYTELLINGbull CREATING CROSS PLATFORM AD
CAMPAIGNSbull USING SOCIAL TO INCREASE ON AND
OFFLINE SALES
CROSS DEVICE TRACKING
56 of people expect brands to deliver them information that is relevant to their interests and tastes April 2015 study Magnetic amp Retail Touchpoints
Advances in cross-device tracking mean marketersrsquo understanding of the customer journey is improving all the time As usual it rsquos Facebook and Google who have changed the game With multiple-device logins we can see how individuals behave as they move from their desktop to tablet to phone - and in some cases at the point of sale
Googlersquos advertising platform DoubleClick provides marketers with cross-device measurement and reports that marketers who use cross-device insights have seen a 16 uptick in conversions It rsquos still too new for illustrative case studies but this technology has huge implications for travel because of the length and complexity of the path to purchase
Harnessing cross-device tracking will give marketers a new level of insight helping them to create personalized and contextualized content ads and experiences targeted to the individual consumer ndash and ultimately driving both acquisition and conversion
TALK TO US TO LEARN MORE ABOUT
bull DATA-DRIVEN CONTENT STRATEGYbull DATA VISUALISATIONbull MOBILE-FIRST CAMPAIGNSbull RICH CONTENT EXPERIENCES
RECAP
Video content
In travel an industry where the average purchase path currently takes well over 40 days it rsquos more important than ever to create visible compelling and readily accessible content Video is the answer
Social media insight
Analysing this data we derive key insights into what drives purchase intent and how customers talk about their experiences can deliver more targeted activity richer content and more effective campaign outreach
Social commerce
Creating specific social commercial strategies in particular targeting Facebook Instagram and Pinterest will drive much bigger increases in qualified traffic than any other online channel
Cross-device tracking
Harnessing cross-device tracking will help marketers a new to create personalized and contextualized content ads and experiences targeted to the individual consumer ndash and ultimately driving both acquisition and conversion
These represent what we see as the four most important digital marketing trends for the travel industry this year We have chosen these because they can be employed to address the complicated path to purchase and fit seamlessly with the other key digital marketing tactics all travel businesses employ ndash SEO PPC social media CRM and content marketing
Thank You
If yoursquod like a copy of this report or discuss any of the ideas and opportunities we have described here wersquod be delighted to from you
Please contact
Dan MilesBusiness Directordanmilesmeltcontentcom020 3735 5070
Total global revenue from social commerce in 2015 was $30 billionTrueshipdata
This will be the year that travel brands find a truly commercial utility for social media Recent social e-commerce developments include Pinterest and Youtubersquos ldquoBuy itrdquo buttons and most importantly for travel brands Instagramrsquos expanded ad program Engaging visual content can now come with a direct call to action Short films destination guides and rich travel stories can be directly linked to online ad campaigns and start to play an integral rather than a supporting role in e -commerce strategies
Additionally Facebookrsquos timeline tweaks have hurt many brandsrsquo organic reach and Twitter is making similar moves Effectively if a brand doesnrsquot have ad spend behind content it wonrsquot be seen
In 2016 travel businesses will need to create specific social commercial strategies in particular targeting Facebook Instagram and Pinterest and putting rich aspirational content at the heart of their activity This will drive much bigger increases in qualified traffic than any other online channel
TALK TO US TO LEARN MORE ABOUT
bull CREATING A PLATFORM SPECIFIC CONTENT STRATEGY
bull USING INSTAGRAM FOR STORYTELLINGbull CREATING CROSS PLATFORM AD
CAMPAIGNSbull USING SOCIAL TO INCREASE ON AND
OFFLINE SALES
CROSS DEVICE TRACKING
56 of people expect brands to deliver them information that is relevant to their interests and tastes April 2015 study Magnetic amp Retail Touchpoints
Advances in cross-device tracking mean marketersrsquo understanding of the customer journey is improving all the time As usual it rsquos Facebook and Google who have changed the game With multiple-device logins we can see how individuals behave as they move from their desktop to tablet to phone - and in some cases at the point of sale
Googlersquos advertising platform DoubleClick provides marketers with cross-device measurement and reports that marketers who use cross-device insights have seen a 16 uptick in conversions It rsquos still too new for illustrative case studies but this technology has huge implications for travel because of the length and complexity of the path to purchase
Harnessing cross-device tracking will give marketers a new level of insight helping them to create personalized and contextualized content ads and experiences targeted to the individual consumer ndash and ultimately driving both acquisition and conversion
TALK TO US TO LEARN MORE ABOUT
bull DATA-DRIVEN CONTENT STRATEGYbull DATA VISUALISATIONbull MOBILE-FIRST CAMPAIGNSbull RICH CONTENT EXPERIENCES
RECAP
Video content
In travel an industry where the average purchase path currently takes well over 40 days it rsquos more important than ever to create visible compelling and readily accessible content Video is the answer
Social media insight
Analysing this data we derive key insights into what drives purchase intent and how customers talk about their experiences can deliver more targeted activity richer content and more effective campaign outreach
Social commerce
Creating specific social commercial strategies in particular targeting Facebook Instagram and Pinterest will drive much bigger increases in qualified traffic than any other online channel
Cross-device tracking
Harnessing cross-device tracking will help marketers a new to create personalized and contextualized content ads and experiences targeted to the individual consumer ndash and ultimately driving both acquisition and conversion
These represent what we see as the four most important digital marketing trends for the travel industry this year We have chosen these because they can be employed to address the complicated path to purchase and fit seamlessly with the other key digital marketing tactics all travel businesses employ ndash SEO PPC social media CRM and content marketing
Thank You
If yoursquod like a copy of this report or discuss any of the ideas and opportunities we have described here wersquod be delighted to from you
Please contact
Dan MilesBusiness Directordanmilesmeltcontentcom020 3735 5070
CROSS DEVICE TRACKING
56 of people expect brands to deliver them information that is relevant to their interests and tastes April 2015 study Magnetic amp Retail Touchpoints
Advances in cross-device tracking mean marketersrsquo understanding of the customer journey is improving all the time As usual it rsquos Facebook and Google who have changed the game With multiple-device logins we can see how individuals behave as they move from their desktop to tablet to phone - and in some cases at the point of sale
Googlersquos advertising platform DoubleClick provides marketers with cross-device measurement and reports that marketers who use cross-device insights have seen a 16 uptick in conversions It rsquos still too new for illustrative case studies but this technology has huge implications for travel because of the length and complexity of the path to purchase
Harnessing cross-device tracking will give marketers a new level of insight helping them to create personalized and contextualized content ads and experiences targeted to the individual consumer ndash and ultimately driving both acquisition and conversion
TALK TO US TO LEARN MORE ABOUT
bull DATA-DRIVEN CONTENT STRATEGYbull DATA VISUALISATIONbull MOBILE-FIRST CAMPAIGNSbull RICH CONTENT EXPERIENCES
RECAP
Video content
In travel an industry where the average purchase path currently takes well over 40 days it rsquos more important than ever to create visible compelling and readily accessible content Video is the answer
Social media insight
Analysing this data we derive key insights into what drives purchase intent and how customers talk about their experiences can deliver more targeted activity richer content and more effective campaign outreach
Social commerce
Creating specific social commercial strategies in particular targeting Facebook Instagram and Pinterest will drive much bigger increases in qualified traffic than any other online channel
Cross-device tracking
Harnessing cross-device tracking will help marketers a new to create personalized and contextualized content ads and experiences targeted to the individual consumer ndash and ultimately driving both acquisition and conversion
These represent what we see as the four most important digital marketing trends for the travel industry this year We have chosen these because they can be employed to address the complicated path to purchase and fit seamlessly with the other key digital marketing tactics all travel businesses employ ndash SEO PPC social media CRM and content marketing
Thank You
If yoursquod like a copy of this report or discuss any of the ideas and opportunities we have described here wersquod be delighted to from you
Please contact
Dan MilesBusiness Directordanmilesmeltcontentcom020 3735 5070
56 of people expect brands to deliver them information that is relevant to their interests and tastes April 2015 study Magnetic amp Retail Touchpoints
Advances in cross-device tracking mean marketersrsquo understanding of the customer journey is improving all the time As usual it rsquos Facebook and Google who have changed the game With multiple-device logins we can see how individuals behave as they move from their desktop to tablet to phone - and in some cases at the point of sale
Googlersquos advertising platform DoubleClick provides marketers with cross-device measurement and reports that marketers who use cross-device insights have seen a 16 uptick in conversions It rsquos still too new for illustrative case studies but this technology has huge implications for travel because of the length and complexity of the path to purchase
Harnessing cross-device tracking will give marketers a new level of insight helping them to create personalized and contextualized content ads and experiences targeted to the individual consumer ndash and ultimately driving both acquisition and conversion
TALK TO US TO LEARN MORE ABOUT
bull DATA-DRIVEN CONTENT STRATEGYbull DATA VISUALISATIONbull MOBILE-FIRST CAMPAIGNSbull RICH CONTENT EXPERIENCES
RECAP
Video content
In travel an industry where the average purchase path currently takes well over 40 days it rsquos more important than ever to create visible compelling and readily accessible content Video is the answer
Social media insight
Analysing this data we derive key insights into what drives purchase intent and how customers talk about their experiences can deliver more targeted activity richer content and more effective campaign outreach
Social commerce
Creating specific social commercial strategies in particular targeting Facebook Instagram and Pinterest will drive much bigger increases in qualified traffic than any other online channel
Cross-device tracking
Harnessing cross-device tracking will help marketers a new to create personalized and contextualized content ads and experiences targeted to the individual consumer ndash and ultimately driving both acquisition and conversion
These represent what we see as the four most important digital marketing trends for the travel industry this year We have chosen these because they can be employed to address the complicated path to purchase and fit seamlessly with the other key digital marketing tactics all travel businesses employ ndash SEO PPC social media CRM and content marketing
Thank You
If yoursquod like a copy of this report or discuss any of the ideas and opportunities we have described here wersquod be delighted to from you
Please contact
Dan MilesBusiness Directordanmilesmeltcontentcom020 3735 5070
RECAP
Video content
In travel an industry where the average purchase path currently takes well over 40 days it rsquos more important than ever to create visible compelling and readily accessible content Video is the answer
Social media insight
Analysing this data we derive key insights into what drives purchase intent and how customers talk about their experiences can deliver more targeted activity richer content and more effective campaign outreach
Social commerce
Creating specific social commercial strategies in particular targeting Facebook Instagram and Pinterest will drive much bigger increases in qualified traffic than any other online channel
Cross-device tracking
Harnessing cross-device tracking will help marketers a new to create personalized and contextualized content ads and experiences targeted to the individual consumer ndash and ultimately driving both acquisition and conversion
These represent what we see as the four most important digital marketing trends for the travel industry this year We have chosen these because they can be employed to address the complicated path to purchase and fit seamlessly with the other key digital marketing tactics all travel businesses employ ndash SEO PPC social media CRM and content marketing
Thank You
If yoursquod like a copy of this report or discuss any of the ideas and opportunities we have described here wersquod be delighted to from you
Please contact
Dan MilesBusiness Directordanmilesmeltcontentcom020 3735 5070
Thank You
If yoursquod like a copy of this report or discuss any of the ideas and opportunities we have described here wersquod be delighted to from you
Please contact
Dan MilesBusiness Directordanmilesmeltcontentcom020 3735 5070