As an avid follower of last year’s World Cup—zivili—I loved Geico’s “Longest Goal Celebration Ever” commercial. It was a great example of the brand staying true to the company’s humor and value proposition for customers while connecting and creating relevance with a pop culture moment.
Q: Looking glass: What will the digital travel marketing landscape look like five years from now?
Travel has always been a very crowded and competitive marketplace, and I don’t expect that competitive intensity to lessen in the years ahead.
The globalization of travel—largely due to technology advancements that make it easier for people to travel and visit places that might have otherwise been unimaginable—has resulted in a new generation of travelers that are more open-minded, have a broader consideration set and are looking online for inspiration.
Today’s travelers are consuming more digital content than ever before, and heavily reliant on their mobile devices, and this behavior will only continue to trend upward.
We, as travel marketers, need to show up where our consumers demand. We will need to adapt and evolve the advertising technologies, platforms, and tactics we use to reach potential travelers and ensure we are always adding value and relevance to the consumer experience. This value exchange is especially critical in a time when the bar is being raised on advertising, with shifting consumer and industry expectations.
Q: How can data drive better creative?
I think we can all agree that data is the most important tool for a marketer. While increased measurement capabilities and a growing digital ecosystem continually illustrate the true power of data analytics to drive performance and improve results, data has also changed the way we view creativity.
As marketers, we’re constantly looking for the right balance of data and creativity to not only inspire and engage travelers, but drive demand and deliver impactful, measurable results. Savvy travel brands are harnessing data to create personalized online experiences that are more relevant for consumers, and more likely to drive consideration and travel demand. Effective campaigns deliver the right message, on the right channel, to the right customer—but in a way that feels personalized, and adds value to the consumer experience.
Originally published by The Travel Vertical and written by this Q&A with Monya Mandich, VP Marketing is part of their ongoing “Thought Leaders See Tomorrow.” series. In this series, The Travel Vertical talks to members of the eTourism Summit Advisory Board in the run-up to their 20th Annual eTS on October 7-9, 2019.