Things are moving at top speed, and clients’ 2022 goals are no exception. It can feel like a rat race as you re-evaluate budget, implement new tactics, reconstruct messages, tweak creative – doing ‘all the things.’
Being agile and pivoting for every single client whim will keep you on the roster today, but is that the partnership you anticipated when you first began? Coegi’s account strategy director Danielle Wesolowski has four tools to help you build the relationships you envisioned.
Launching a brand in a new international market is no easy feat. Thankfully Ryan Green, vice-president of marketing and innovation at Coegi, shares some of the key challenges and considerations to make the transition as seamless as possible.
From a technical standpoint, you have to consider possible language barriers, time zone differences, dynamic advertising regulations, platform preference and availability, and more.
From a cultural perspective, there’s even more to unpack. What’s considered funny in the United States could be completely misunderstood, or even offensive, elsewhere. Holidays and lifestyles are likely to vary dramatically. The consumers’ day-to-day behaviors and perspectives are, simply put, nuanced and distinct. Because of this, the most important component of an international marketing strategy is cultural relevance.
In a cookieless world, the easy button is dead.
Long before acronyms like GDPR and CCPA, brands turned to the broad reach of ad networks and Facebook’s ever-knowing, ever-changing algorithm. Many gave it a blank check, seduced by the reach, click-through rates, and amassed conversions brought on by Wild, Wild West retargeting approaches. Brand safety wasn’t discussed.
This mentality fed right into the programmatic narrative: Learn as you go, let the data make the decision. Media planners, especially those who weren’t digital natives, were intrigued by the ease of it all. Innovation meant testing new programmatic vendors against one another. Success was measured by whatever metric was the easiest to track and achieve. The battle for last click and last impression attribution was in full force, customer experience be damned.
However, savvy programmatic practitioners have always understood there was no easy button.
So where do we go from here?
The travel and tourism marketing is rebounding as the industry surges above pre-pandemic levels.
Are you taking advantage of it?
This digital guide to travel marketing gives you everything you need to know before launching a campaign.
Travel books and printed pamphlets are a thing of the past. Now, it’s time to lead with digital tactics.
Today’s travelers are finding inspiration for trips on digital channels. Younger travelers in particular are taking this a step further by shifting to mobile devices over desktop, looking to the brand’s website or Instagram to get a sense of what they can expect.
To reach the modern traveler, brands need to create a seamless experience across digital channels from awareness to check out/visit.
You’ll also need to create a strategic, customized approach to target your optimal audience on the most impactful channels.
Download this guide to learn how to:
View and download the guide below!
After the tumultuous years of the pandemic, travel and tourism is finally experiencing a surge in demand. Travel digital marketing spend dipped 51% in 2021 but is now growing by 14.2% in 2022. An additional 12.1% increase is expected in 2023, according to eMarketer.
What do travel and tourism marketers need to do to prepare for this opportunity?
Travel books and printed pamphlets are a thing of the past. Today’s travelers are finding inspiration for trips on digital channels. Younger travelers in particular are taking this a step further by shifting to mobile devices over desktop, looking to the brand’s website or Instagram to get a sense of what they can expect.
As the saying goes, “not all who wander are lost.” Allow yourself to experiment, becoming smarter by letting continuous learning guide your marketing strategy. The best way to do that is to start with digital, where flexibility and agility allow for quick learnings and pivots.
Digital marketing is the perfect petri dish to test out tactics and creatives before making a major investment. For example, you can run a short-form video ad on social media and identify which creative is performing best. Then, use those creative learnings to inform a more premium CTV placement or Cable TV buy with an added layer of confidence.
Is your travel brand ready for a digital-first marketing strategy?
Here’s your digital housekeeping checklist to prime your digital travel and tourism marketing for success:
When choosing travel marketing channels, consider these four aspects:
To keep pace with digital-first users, prioritize your digital marketing efforts on these key digital channels:
Endemic Travel Sites
User-Generated Content
Paid Search
Online Video
Connected TV
Influencer
TikTok
Retail Media
DOOH
Local Partnerships
It’s important that you don’t create a one-size-fits-all approach when marketing to future tourists. Consider who your existing traveler base is, and identify attributes to qualify other individuals in your prospecting audience. From there, tailor messaging to drive education and consideration.
Are they solo travelers seeking adventure? Young families looking for a cost effective, kid-friendly trip? Foodies wanting luxurious and avant garde dining experiences? Create profiles to understand these individuals from a 360-degree perspective. Build as many personas as makes sense for your brand.
Next, personalize your messaging to meet their unique motivations, behaviors and interests. Speak to each group differently and adjust visuals to resonate with their interests. If you’re looking to reach the adventure seeker, show fun activities like zip lining, hiking, concerts, etc. If you’re speaking to the budget-friendly family, showcase the value of the experiences you offer, without a major bill.
To reach today’s consumers, brands need to create a seamless experience across digital channels from awareness to check out/visit.
An omnichannel strategy is vital to keep a loyalty loop and encompass all phases of the customer journey. Use your marketing mix to show up at key moments in the consumer journey from planning to experiencing. ThinkWithGoogle identified four core micro-moments in the travel process: Dream, Plan, Book, and Experience.
It’s easy to get absorbed in the performance of individual channels. However, this causes campaigns to quickly turn from strategic to tactical. Instead, manage your advertising holistically within one dashboard. Doing so allows you to share and optimize performance trends and learnings across tactics. By looking at the data from a macro lens, you can identify important signals and weave a cohesive story.
Marketers need to ensure they are looking beyond vanity metrics to identify trends that signal success. It is especially important to synchronize data sets as we prepare for cookie deprecation. Instead of solely looking for direct attribution, explore a variety of business and media metrics over time. This will unveil unique learnings and better show the incremental impact of advertising.
When media metrics do not answer your business questions, layer advanced measurement tactics, on top of traditional media efficiency metrics. These data points will provide a more robust view of marketing’s impact on business goals.
For tourism brands, foot traffic lift is especially impactful in providing a clear view of how advertising drove incremental increases in visitors.
When creating a marketing strategy, it’s critical to fuel ongoing campaign learnings to answer key questions and improve results for future initiatives.
At Coegi, we combine a measurement strategy and a structured learning agenda. This ensures we are optimizing campaigns toward business goals while also continuously improving.
For more strategic insights and campaign activation, contact Coegi to set up a meeting with our travel marketing experts.
According to some, ‘influencers’ are out and ‘creators’ are in, heralding a shift from glitz and glamour to craft and artisanship. At the same time, regulators are ratcheting pressure on creators. So what does this moment really mean for online creators – and how can brands and conent-makers adapt to the shifting landscape? Coegi VP of Marketing and Innovation, Ryan Green, joins other industry experts in answering this question.
Ryan Green is vice-president of marketing and innovation at Coegi. What you won’t necessarily see on his CV is that he spent most of his twenties as a professional (and successful) poker player. The Drum sat down with him to find out what it’s like swapping chips for pitches.
Not sure how to incorporate your brand into the metaverse? To help get started, Coegi shares three strategies to drive brand success in the virtual world.
The healthcare and pharmaceutical industry as a whole is pivoting toward data-driven, digital strategies. Events, provider education and patient treatment itself have shifted from being primarily in-person to blended online experiences.
Measuring the business impact of cross-channel digital campaigns can be complex and challenging given the additional restrictions when obtaining personal identifiable information (PII) and staying HIPPA compliant. However, using the proper tools and strategies, meaningful measurement is absolutely possible for healthcare brands.
The world of CPG marketing is both exciting and challenging. This category presents broad audiences that present major revenue opportunities for brands. But the competition is heavy, especially when you are competing with mega brands with mega budgets.
Establishing a marketing strategy that captures consumer attention in this crowded space can feel like an exhausting mountain to climb, especially for newer brands trying to make a name for themselves. But, with a focused approach that places the consumer at the center, CPG brands can break through the clutter and take market share.
AI has grown from a tech buzzword to a part of the common vernacular in only a few years. In fact, 45% of corporate AI adopters reported AI technologies helped them establish a significant lead over competitors.
Why?
Read the article take a look behind the curtain to understand the reasoning behind the rapid growth and adoption of AI and how it can transform digital marketing
