Travel marketers no longer need to radically reinvent their advertising strategies to remain competitive in the marketplace
Jul 25, 2024
The current recommendation is to continue building your first-party data sets, as regulations will continue to squeeze the effectiveness of third-party cookies. Nothing is on fire today, and first-party data collection does not need to be at the top of your priority list, but it will help you in the long run.
Instead of making first-party data collection your primary focus, performance marketing agency Propellic recommends several key areas of focus:
- First, continue to build cross-channel campaigns. You’ll have valuable data at your fingertips if you run multi-channel campaigns (SEO, paid media, CTV, etc.) and make sure your departments are talking to each other;
- Second, reduce your reliance on individual marketing channels – companies quickly become too dependent on a single channel that works well;
- Third, leverage your first- and third-party data sets to build audiences and make better marketing decisions;
- Finally, make sure you’re targeting travelers with the right messages at every stage of the travel research journey.
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