Hi all! It's me, Chris from Hong Kong here beginning my first blog about digital marketing. Of course, I'm just an amateur and welcome all discussions! The blog may be regularly updated twice a week...or I don't know! :D Bilingual channels will be provided later in the coming days, as my Chinese writing is too bad! This time I've written something about data-driven marketing.
In recent years, marketers have been combining strategic planning, campaign execution and performance analysis in another way due to great maturity of data and technologies. Users are also exposed to different level of advertising experience in terms of time, place and context enhanced by data-driven advertising. These mean traveling; travel industry is a crystal leader in data-driven advertising, particularly in drawing customer loyalty and sales leads, according to the report – “Data Driven and Digitally Savvy: The Rise of the New Marketing Organisation”.
Micro-moments, what users might experience throughout 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. Say, advertisers can segment last minute bookers in terms of their geo-locations amid these critical moments with attractive offers, like “Book Now, Last Chance!” to achieve better audience targeting.
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.
Finally, we’re embraced by a cross-device channels. When we are searching the favourite hostel with our tablet; when we’re browsing along travel blogs on laptops; we’re asking friends for their travel reviews on social media channels. The report in eMarketer writes that over 60% of leisure travellers use multiple devices to plan, research, and book their travel, which advertisers should be aware of nowadays. The value of these cross-device conversions should be well used for data analytics and measurements now and in the future.
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