1. Diversify your creative
The vast majority, 94%, of senior-level execs believe delivering personalization is important to reaching customers. Dynamic Creative Optimization (DCO) is a great way to deliver messages tailored to what your in-market travelers have shown an interest in. Check out how we worked with Coast Hotels to drive more direct bookings through DCO.
2. Use Facebook for more than likes
Facebook isnt just social. From an advertising perspective, you should treat Facebook the same way you do your other marketing efforts. With 2 billion monthly active users, the opportunity to reach current and potential customers is vast. See how we did just that with Fairmont, using the Facebook DAT solution.
3. Debunk the myth of the average traveler
Our latest report, Sojern Uncovers the Modern Travelers Paths to Purchase embraces complexity in travel planning, offers deep insights into the path to purchase, and demonstrates the need for data-driven marketing to engage travel consumers. Check out the report to learn more about the complex path to purchase and how to best deliver meaningful results for your business.
4. Use video for more than just branding
Yes, video is awesome at building brand awareness, but it can be so much more than that! Test video as a tool to narrow customer preferences, and drive more direct bookings.
5. Talk nerdy to me
Rely on data, not instinct, when planning your 2018 strategy! We analyze our audience of 350 million traveler profiles to deliver the latest and greatest travel trend reports, with insights on how to reach in-market travelers in the most effective way. See our whole collection here.
6. Try the native format
Its a great way to increase audience engagement, given that it fits seamlessly on a publishers site and provides a more inviting experience. Native display ad revenue is expected to make up 74% of total US display ad revenue by 2021, which includes native in-feed ads on publisher properties and social platforms. Learn how we partnered with San Francisco Travel to drive 16X more bookings than their previous direct response campaigns with Native.
7. Go mobile for mo-results
According to Google, 51% of smartphone owners use their device for travel-related activities. Youve got to have a mobile presence going into 2018 and beyond.
8. Make sure youre multi-channel for maximum impact
Todays traveler is more connected than ever before. They discover, search, and book travel on dozens of sites across multiple devices. The traveler path to purchase becomes even more complex as they move through apps, social media, comparison sites, and supplier direct sites. SO, youve got to be where your customers are. A comprehensive marketing strategy will make for seamless messaging across different mediums and through multiple touch points.
Want to get started on your 2018 planning? Give us a shout!
Ashley is Sojern's Marketing Manager, EMEA & APAC and works in the London office. Originally from Canada, she's been living in London for over four years, and is actively trying to fill all the pages in her passport. She has never met a cheese she didn't like.
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