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The Future of Travel Marketing: Are You There at the Micro-Moments?

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Travel has never been easier. Since the advent of technology, the Internet has changed how travelers decide what to buy and how to buy. Researching and booking of accommodations, flights, and leisure activities can be made at anytime and in anywhere which provides ease and convenience for modern travelers. Such moments can be during a monotonous weekend, on public transport to town or even during a lunch break at work. These essential travel “micro-moments” are happening all the time every day, and for brands, they are prime opportunities.

Mobile technology has evolved human behavior profoundly. It has become an indispensable part of our daily lives. We no longer go online, but we live online. On average, we experience hundreds of “micro-moments” in a day, and we habitually turn to our phones for answers. Then, based on our careful research, we make well-informed decisions – especially when it comes to travel.

Identify Micro-moments

The Future of Travel Marketing 1

The first step in meeting consumers at their micro-moments is to consider the ways in which a traveler might come across a brand. These micro-moments are intent-rich moments when decisions are made and preferences shaped. By putting oneself in the shoes of the target audience, one can think like the audience – understanding their intent and mindset during their many travel micro-moments.

According to Google, within leisure travelers who are smartphone users, 69% of them search for travel ideas during their spare time, like when they are standing in line or waiting for the subway. This data shows that travel planning behavior has shifted considerably; travelers now conduct lots of short research sessions online, rather than a few, long research sessions. This data also tells brands that if they are not there during these micro-moments, they will lose many of their potential customers at such intent-rich windows.

Offer Relevant and Useful Content

The Future of Travel Marketing 2

Content is the new Search Engine Optimization (SEO). With a significant portion of a hotel’s revenue deriving from Organic search, having a content strategy or working with online influencers that go beyond typical “hotel information” can be extremely helpful. Gone were the days where consumers only react to advertisements. In fact, due to the advertising clutter (both online and offline), consumers are now subconsciously blocking advertising messages. Hence, brands should start to figure out what content will be the most relevant and useful to their target audience and start to influence consumers with thought-leadership marketing strategy. Today, brands should not only focus on winning their business but their hearts as well.

Looking ahead, brands should realize that there is this next generation of young travelers that may be ready consumers in the years to come. According to Google, millennials will be responsible for half ($340B) of all travel spending in APAC by the year 2020. And in many developing countries, millennials have peers who have never traveled before in their lives, and thus they have an enormous potential to be an influential source of travel-related information and advice. Brands that can provide positive integrated experiences through relevant, engaging and valuable content will win brand advocacy, nurturing potential prospects into actual customers. This strategy will also give them a competitive advantage in the future of travel and e-commerce.

Focus on Remarketing to Remind Customers

The Future of Travel Marketing 3

Despite putting a huge emphasis on branding, it is shocking that only 14% of travelers book with the first air brand that came into their mind when they started their online research. Even worse, this number drops to only 10% when they book with the first hotel brand that came to mind during their research. Having said this, brands have to understand that their branding efforts have not gone to waste. Branding has, in fact, led consumers to consider their services in the first place. However, researching and booking for travel tends to be a lengthy process, and thus it is critical for brands to be present throughout a consumer’s consideration journey – micro-moments. And the best way to ensure this is to leverage the power of remarketing.

Building a Relationship by Building a Community

The Future of Travel Marketing 4

It is far easier to earn another booking from an existing customer than it is to reach out to a new one. This truth not only applies to the travel industry but well across the board. One of the primary focus of a brand is to offer travelers a great experience, focusing on building a real connection with them. From families that occasionally travel during the holiday seasons to frequent business travelers, brands need to position themselves as the first choice in their audience’s mind. And email marketing is one of the most powerful ways to attract past customers back. As most people travel for vacation every year, it is easy to bring a brand to the front of their consumers’ mind with a carefully timed personal email. At the same time, brands can offer discounts and special offers via email to keep their list of guests engaged and interested, and in turn, converts them into an actual sale.

Social media can also be an excellent tool for brands to build an active online community. Since repeat customers are valuable to every business, social media enables companies to increase brand recognition, improve brand loyalty and provide more opportunities to convert. Staying in touch with the community is a great way to nurture the prospects and develop an incredibly powerful revenue stream. By recommending destinations, activities, and special deals on social media, brands can generate direct sales and gather valuable feedbacks from the audience. When brands build a following, they will have access to new customers, recent customers, and past customers. Every blog post, image, video, or comment they share is a window for potential customers to react, and every window is an opportunity that could lead to a website visit, and eventually a conversion. Engaging with the online community also gives brands a chance to stay on the top of their consumers’ minds.

The Future of Travel Marketing

The online travel industry is booming in Asia-Pacific (APAC). At $82B, online revenue already represents a quarter of Asia’s total travel market. And this number will only keep growing. The consumer’s purchasing journey will become increasingly complex as more touch points are going digital, giving more windows of opportunity to capture consumers in their hundreds of daily micro-moments. It is important for brands to be there with relevant and useful content whenever the consumers need them the most.

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5 Reasons Why Print Is Still Important in the Internet Era

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5 Reasons Why Print Is Still Important in the Internet Era

Over the last decade, digital marketing has come to the forefront of most businesses’ marketing strategies. Also called internet marketing, digital marketing is a way of promoting a business over the internet using tools that help drive traffic, leads, and sales. Digital marketing is a broad term that consists of a range of marketing tactics – including search, paid media, content, email, social media, and more.

When it comes to the success of your business, digital marketing plays a crucial role, but this doesn’t mean that the Internet is the only place your branding appears.

While digital marketing and your digital branding are essential and fundamental, there are many times you need print marketing materials to make a tremendous real-world impression. While web pages are often skimmed in slightly less than 1 minute, visually engaging print materials can live in streets, offices, and homes for years. Print marketing can play a vital role in supporting digital marketing campaigns. It is still a very powerful method of advertising, providing a different way to engage the audience, driving an omnichannel marketing experience.

 

#1 Print helps you reach your target market

In the modern Internet era, everything can be done online from buying furniture for your home to movie tickets for your favorite films. The Internet has revolutionalized our lifestyles. This change is also why businesses are aggressively marketing their products and services online. However, for specific demographics and niche markets, the Internet is still unable to reach them or convert them effectively. Therefore, print publications can still work effectively in such situations.

 

#2 Print helps you get physical

5 Reasons Why Print Is Still Important in the Internet Era - Store

Unlike digital marketing, print marketing materials are something that you can hold in your hands. You can see, touch and feel them. It helps to create a physical customer presence when you need to come in physical contact with your customers, like in a retail store or at an event.

 

#3 Print helps you grab attention and build relationships

Engagement is key to a successful marketing campaign. Without it, you would have no point in trying to advertise. Consumers often skim websites in slightly less than a minute. Studies have also shown that people are reading digital platform 20% to 30% slower than they do on printed materials. So if you want your content to be adequately understood from the beginning to the end, a brochure (or any form of print media) is the way forward. Print media is also a trusted form of marketing channel and has a host of content areas: news, information, inspiration, education, special offers, and entertainment. Tapping into print is a great way to start a solid relationship with a potential customer.

 

#4 Print helps your customers to remember you

5 Reasons Why Print Is Still Important in the Internet Era - Network

Not everyone has their phone ready to look up for your Twitter handle or LinkedIn profile, and who can ever find a pen whenever they need one? Business cards are still relevant in today’s world when you’re networking with potential clients, vendors or colleagues. This goes the same if you have none of the print marketing materials ready for your customers to remember you or your business, it is hard for them to look up for you again on the Internet.

 

#5 Print helps you develop an omnichannel brand experience

When people are becoming more and more blind to digital advertising, print offers an alternative medium to connect with your audience. It can also help maximize impact around a product launch or announcement by building an integrated marketing campaign that brings the best of both worlds (online and offline) together.

If you take a look at your business today and ask yourself, “Does my brand stand out from others?” If the answer is no, then you will have to do more. 9 out of 10 people that compare brands will go with the one they recognize. The only way to make sure that they can recognize your brand is by getting your brand out in public and making sure your brand is on as many platforms (that matter the most) as possible.

 

Moving Forward…

When most people contemplate on diversifying their digital strategy, they immediately think about incorporating some digital method that they aren’t currently using – such as social media platforms, live streaming video, or blog posts. However, true diversification would be to look at exploring a medium that’s different.

Unlike other forms of marketing, print can have an effect for a longer time. And it is a form of marketing that still has a place in an integrated marketing strategy.

So start dipping your toes in the uncharted water and work with a good printing service provider to get your campaign running – and don’t be alarmed if you like what you find and end up diving headfirst into the deep end.

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How Can You Use Quizzes to Generate Leads? – INTERACT

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Interact - Step by Step

The state of digital marketing is always changing. Therefore marketers have to keep up with the pressure of adapting when necessary. Digital marketers are continually finding the most creative ways of generating leads or collecting new email subscribers. With the crowded online space, it is increasingly harder for marketers to stand above the crowd. Moreover, research has shown that the average human attention span is rapidly declining. And this will mean that the method you are adopting now for your lead generation or email collection will no longer work as effectively.

There is a rising popularity where quizzes have become a recurring motif on one of the favorite method of lead generation. Quizzes are a method that is slightly overlooked but a potential pot of gold – and it honestly makes lead generation fun.

According to Steve Olenski, you can gather tons of information about your website visitors, when they are having fun answering a quiz, and it is an excellent way to generate leads.

In this article, I will recommend a tool you can use for setting up fantastic quizzes and guide you through how to create a quiz with this tool which can have a potential of growing your email list by 300%!

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12 Digital Marketing Certifications You Can Get in 2017 / 2018

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Digital Marketing Certifications

Most organizations prefer digital marketing professionals with recognized certification as an additional qualification. There are plenty of certification courses that are now available online. However, without any defined guide, the learning about the various aspects of digital marketing can get very confusing. This post aims to address this issue by encompassing a comprehensive list of some very well-crafted courses so that you can kick-start your learning journey and also embellish your resume.

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Do you want to triple sales growth, understand digital marketing components and improve your competitive edge?

This book is your go-to-guide for discerning digital marketing and social media and understanding how to perfect these as an art, rather than functional steps to build your business.

 

By Vincent Wee