confidential & proprietary · data-driven, always-on marketing vs data-driven assumptions with...
TRANSCRIPT
2Confidential & Proprietary
Agenda Today
● DMOs can stand out, and it’s not all about the #dreamnowvisitlater
● Data is still a buzzword in the travel industry, but are tourism boards using data
as efficiently as possible?
● Questions & Answers
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Luca RomozziSenior Sales Director, EMEA Sojern
Who are we?
Over a decade of digital experience in ad tech and travel at high-growth technology companies. Luca is responsible Sojern’s strategic partnerships with Destination Marketing Organisations (DMOs) in Europe. He joined Sojern in 2016 after 9+ years in Expedia Media Solutions.
Valentina has 7 years of experience in the travel and ad tech industry. Prior to Sojern, she was a Business Development Manager at Expedia Media Solutions, where she worked with a variety of travel clients including DMOs across the UK, Nordics and Benelux. Valentina Lazarov
Senior Sales Manager, Tourism, Sojern
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We identify potential tourists based on their online travel intent and we use digital
advertising technologies to influence them to learn more about your destinations
300Employees Worldwide
13Global
Locations
12Celebrating
12 Years
10,00+Travel Industry
Customers
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Keeping your Brand Identity Through the Crisis
7Confidential & ProprietarySource: https://industry.thinkdigital.travel/posts/the-five-phases-of-recovery
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There are still seasonal spikes for travel brands, but by only relying on these times...
Seasonality is Dead
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...you’re missing out on those who aren’t going to wait for your seasonal campaign to start!
Seasonality is Dead
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Are you mistaking data-driven assumptions for data-driven marketing?
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Real-time data can be used in different ways but the diversity of sources is key for the success!
Data for Analytics
The objective is to analyse ROI on marketing activities.
This type of real-time data varies from Media analytics to Geolocation, Travel Intent, etc..
Data for Insights
The objective is to identify patterns, travel insights based on a multitude of different data sources.
This type of real-time data helps define strategies.
Data for Digital Marketing
The objective is to use the most accurate real-time intent
signals that allows to identify behaviours and match the right person with the right message,
at the right time, on the right device.
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2:00 PM
BOOK WORK TRIP TO HELSINKI
09:30 AM
NEWS & TECH SITES
6:30 PM
PLAN TRIP TO JAPAN
10:00 PM
WATCH A SHOW ON A SMART TV
7:00 AM
FACEBOOK & INSTAGRAM
A day in the life of Valentina, pre COVID-19
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(Google) Digital-Moments are part of our lifeMarketers need to be present at key moments of intent with useful and relevant information to help
simplify a daunting planning process for travellers
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But the reality is different now, and demand is downYoY change in intent to travel:
SearchesYoY change in confidence to travel:
Bookings
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However there are those who are still searching Future Flight Searches to Greece and Switzerland from European Origins
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Data can help you identify in real time who to target
The BookersThose who will be ready to book their next trip, as soon as restrictions start to lift.
Experience-seekersThose who are not searching to travel but are seeking new experiences locally (foodies, art & theatre enthusiasts, etc).
The First-movers Those who are actively searching for their next trip, whether it is in the short or long term, domestic or international
The DreamersThose who are not actively searching to travel, but were frequent travellers before COVID-19
Always-On
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52%of tourism marketers cited “Delivering personalized ads and offers in
real-time” as their top challenge.
Personalisation is the Top ChallengeFor DMOs
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And what it’s not...
What is Always-On Marketing?
Always-on Marketing is...
● a continuous, proactive approach,
rather than just seasonal bursts
● knowing how and when to engage with
a potential customer
● responsive to how the modern traveller
plans or books travel
Always-on Marketing is not...
● aggressively ad-targeting your
customers all the time
● an approach that requires a greater
marketing budget
● going to completely replace traditional
burst/flight campaigns
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Data-driven, Always-On Marketing vs Data-Driven Assumptions
With an always-on video campaign for This is Athens, we learnt that:
● During summer, the video showcasing the nightlife and food in Athens performed better than the beach one
● However in October, the video promoting Athens as a beach destination had higher performance
● If we would’ve based ourselves on assumptions, we may have assumed to use a beach creative in summer and nightlife and food creative in autumn
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Machine Learning is changing marketing as we know it
Mobile has changed everything, but it's only Act One. Machine learning in marketing is set to drive the industry's next revolution - Sridhar RamaswamySVP, GPI & Ads Google AI and Travel Marketing go
Hand-in-Hand because travel planning is complicated. Finding and reaching travellers is increasingly difficult to achieve—especially manually. Carl Livadas VP of Engineering and Data Science, Sojern.
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Direct Response
Landings
CPA, ROI
Qualified Traffic
Incremental Uplift A/B Test
Cost per App Install
Start with the strategy and choose the right KPIs
Average Metrics
Clicks / Visits
CTR / CPC
Impressions / Likes
Total YoY Arrivals
Brand Awareness
Reach, Frequency
CPA (new customer)
Viewability
Life-Time Value (LTV)
Advocacy, Intent Awareness studies
Business Objectives
Shift Share
Length of Stay
Economic Impact
Incremental Searches / Bookings
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http://bit.ly/2rfUkJZ
Download the Full Always-On Guide Now● Travel marketers need a marketing strategy
that reflects the reality of the always-on, always-searching traveler. Seasonal campaigns alone don’t cut it.
● Always-on allows for a strategic vs tactical setup in how budget is spent, with the ability to ebb and flow around travel behavior.
● An always-on strategy gives you better data, tools, and learnings to more effectively and fluidly allocate your marketing spend throughout the year.