While seasonal and burst campaigns remain important, travel marketers need an always-on strategy to match the needs of the always-on, always-searching traveler.
While seasonal and burst campaigns remain important, travel marketers need an always-on strategy to match the needs of the always-on, always-searching traveler.
An always-on strategy takes a continuous, proactive approach to digital marketing. Sojern's Guide to Always-On Marketing in 2020, will provide information on:
The Guide to Always-On Marketing in 2020 explains how travel marketers can adopt always-on marketing strategies to adapt to the continuous, dynamic travel planning behavior of modern consumers. It explores the benefits of combining always-on with traditional seasonal campaigns, leveraging data-driven insights, and optimizing marketing efforts year-round to improve ROI and conversion rates.
Always-on marketing capitalizes on real-time data and traveler intent signals to engage potential customers throughout the year. Unlike traditional burst campaigns, always-on strategies ensure continuous engagement, addressing travelers who plan trips at varying times and across multiple devices, maximizing visibility and conversions.
An always-on approach doesn’t replace seasonal campaigns but complements them by keeping a brand visible year-round. By engaging travelers as soon as they start dreaming about their trips, brands can stay top-of-mind and amplify the impact of seasonal promotions, increasing conversions and brand awareness.
Always-on marketing enables data-driven testing and refinement of campaigns over time. By employing A/B testing and analyzing performance metrics, marketers can identify successful tactics and optimize ad creatives, messaging, and targeting to improve cost-per-booking and overall ROI consistently.
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Always-on marketing uses live data, the ability to dynamically segment your audiences, and the power of real-time intent signals to know how and when to engage with a potential customer. We look deeper into how this marketing strategy is crucial in the travel industry and the changing way consumers research and book travel.
Both are required for a successful marketing strategy. When used strategically, you will see improved performance overall, and greater insights over time.
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