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We know the travel landscape is competitive. Attracting new customers and building brand loyalty requires a strategic marketing approach. Travel businesses often face a dilemma: Should they focus on traditional marketing methods or dive headfirst into the digital world? As with most things in life, the answer lies in achieving a balance. This article will explore the power of data in travel marketing, debunk the myths surrounding traditional and digital channels, and showcase how to leverage both for an impactful omnichannel strategy.
There's a perception that digital marketing is the new kid on the block, the incredible and cost-effective solution compared to the "old-fashioned" world of traditional marketing. Digital channels like social media and search engine marketing (SEM) offer undeniable reach and the ability to target specific demographics. Traditional methods, such as print advertising and direct mail, are often seen as expensive and less measurable. However, this simplistic view overlooks the power of a well-rounded strategy that leverages the strengths of both approaches.
The key lies in a customer- and ROI-driven approach. By leveraging data, travel businesses can better understand their target audience, tailor their messaging and channel mix accordingly, and measure the effectiveness of each channel. This allows for a smarter allocation of resources, maximising return on investment (ROI) and ultimately driving bookings.
Data is the fuel that propels successful travel marketing campaigns. It allows you to:
Travel businesses can create a customer led omnichannel mix by harnessing the power of data knowledge, segmentation, targeting, and attribution. Think of it as an orchestra, where each marketing channel plays a specific role, in harmony, to achieve the desired outcome: attracting and converting customers.
Let's take a real-world example. Titan, a travel company known for its exceptional value and quality holidays, had a loyal customer base but wanted to expand its reach and acquire new customers. While it excelled in customer retention, it hadn't ventured into direct mail marketing for fear of high costs and uncertain results. This is where data came to the rescue.
Sagacity, a data marketing specialist, partnered with Titan. They started by analysing Titan's existing customer data, looking at demographics and behavioural traits to understand their ideal customer profile. Using this information, Sagacity developed a multi-channel campaign that combined email and direct mail.
Data Profiling and Segmentation in Action
Through data profiling and segmentation, Sagacity identified key demographics and behavioural traits that defined Titan's ideal customer. They then used this data to create lookalike audiences, essentially finding new customers with characteristics similar to those of their existing successful base.
Campaign Development: A Multi-Channel Symphony
The campaign leveraged both email and direct mail, each channel playing a specific role. Emails provided timely updates and special offers, while personalised direct mail pieces offered a tangible, eye-catching touchpoint.
Campaign Execution: Putting Data to Work
The campaign was meticulously executed, ensuring coordination of email and direct mail efforts. Data was continuously monitored, allowing for real-time adjustments to optimise performance.
Results and ROI: The Proof is in the Data
The results were nothing short of impressive. The first direct mail piece delivered a phenomenal 800% ROI, attracting hundreds of new customers and generating significant revenue. This success story highlights the power of data-driven marketing, demonstrating that even traditional channels like direct mail can be highly effective when targeted correctly.
Titan's experience underscores three key takeaways for travel businesses:
If you’d like to find out more about how Sagacity can help you have a data-driven approach to campaigns, get in touch today: agaughan@sagacitysolutions.co.uk