Whether you’re starting-up, scaling-up, looking to get serious or simply re-evaluating your marketing strategy for the year ahead, a good place to start is at the beginning. Ask yourself this: Who do I want to attract? Where should I invest my money? How do I achieve the highest possible conversion rates with my customers?
These questions are important because when you place an investment into marketing, you want it done effectively. To help achieve this, securing the best quality data available will ensure you’re reaching your ideal customer. This data can be the crucial detail that leads you to maximise sales and ensures that your marketing dollars work hardest for your strategy.
Our data partnership with Webjet.com.au means that we have access to data that reaches over 2.8million travellers per month searching and booking flights, accommodations, car rentals, and other travel services online.
Not to boast, but this gives us a pretty good leg-up on how to engage travellers.
Our audience data and travel expertise allows agents, brands, wholesalers, airlines, accommodation partners, car rentals, experience operators, destinations and anyone else in the travel marketing game to effectively reach their target audience.
With this highly intricate level of detail we don’t have to rely on a ‘spray and pray’ technique that wastes ad dollars. Instead, we’re able to implement a marketing strategy with some of the highest conversion rates in travel marketing for our clients.
For example, we recently helped an Aussie, nationally represented, hotel chain that was looking to reach domestic travellers to drive online bookings via their website. The key measurement of success here was a significant return on advertiser spend (ROAS).
Our approach was to leverage a 1st party deterministic audience to target travellers who were in the consideration and action phases when looking to travel. A core component of the strategy was to deliver targeted advertising across key segmented and ranked audiences based on their airport of origin and desired destination.
This resulted in a return on advertiser spend of 15:1 and beat the target of a return on advertiser spend of 10:1.
It’s through utilising a relevant data set that allowed the hotel chain to know what the traveller needed next, without them needing to ask for it. In this case, it was a hotel room in the destination the traveller had just booked a flight toward.
By utilising our incredibly valuable data, travel marketers can not only find their perfect clientele but can reach them at the right time with the appropriate content. The data is here to show those in the industry that converting customers and selling travel products can be a matter of working smarter, not harder, regardless of where you are on the board.