To do this, we must know our audience, so we turn to data. We analyze our first-party data to understand how our audience travels and shops for travel. We couple those insights with custom research we commission to further understand the how and why of their travel decisions. Then we test with real travelers – through focus groups and innovation labs – to understand what resonates and drives behaviors. Insights from these myriad data sources change the way we view creativity – as well as the role of data in strategy and execution, revealing a significant opportunity to create meaningful engagement with travelers.
A proven approach is to lead with the creative element, then use data to confirm our hypothesis. This is where the real magic happens and how we are increasingly able to help our marketing partners reach the right consumer, at the right time, with the right creative message, on the right platform. Advertising should always add value to the consumer experience, and digital advertising enables us to do this in a variety of ways.
In addition to using a range of smart, actionable insights to inform your storytelling strategy, building feedback loops into your campaigns is just as important. Technology-driven personalization creates an amazing data feedback loop, and when done correctly, is organic to the campaign and audience engagement.
While there may always be voices within the creative industry that see the ever-increasing influence of data on the advertising industry as negative – that it somehow diminishes creativity or sanitizes the business of cool, innovative advertising – at the end of the day, data – and thereby personalization – must be there to make the consumer experience better and get to the heart of their emotion.
A version of this post originally appeared in Entrepreneur Asia Pacific.