Travel brands must use content to deliver targeted digital experiences that keep consumers engaged across a range of devices, according to new recommendations about “the future of travel marketing” published by tech news site The Drum Network.
The travel industry faces unique challenges when it comes to delivering an effective content marketing campaign, as the wealth of available channels makes budgeting difficult, and neither the sales funnel nor pricing is fixed due to consumer preferences.
Consumers are also more likely to shop around and use the plethora of online tools at their disposal to find the best deal. A recent study by Expedia Media Solutions found that the average traveller visits a staggering 38 websites before finally making a purchase, while another study by Google shows that nearly nine out of ten travellers with smartphones switch to another app if the current one doesn’t meet their expectations or needs.
The problem that this poses to brands in terms of tracking and predicting behaviour is obvious, but it is possible to reach and engage with customers consistently with a robust digital content strategy that is optimised for all digital touchpoints. Smart content usage is of paramount importance.
The Drum Network’s Brian Kavanaugh urges travel enterprises to focus on reusing content and creating templates to cope with heavy workloads as well as ensure that all brand identity elements are consistent. He also recommends automating administrative tasks so that creatives can focus on engaging with audiences in innovative ways.
MDG Advertising has also weighed into the debate about why travel brands are struggling to deliver successful content campaigns. It claims that brands are often embracing a one-size-fits-all approach but instead should be aiming to create targeted content for individuals.
Brands may also be neglecting the power of visual content, as data shows that consumers remember 65 per cent of the images that they see on web pages after three days. Publishing breathtaking stills and other high-quality visual pieces is perfect for consumers who often skim-read.
Finally, a lack of investment in content is arguably the biggest crux for travel marketers, as 70 per cent say that they spend less than $1,000 (£785) each month on content distribution, which is unlikely to move the needle in terms of engagement in today’s increasingly competitive digital landscape.
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