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Since the late 90\u2019s, travel marketing has been one of the most competitive sectors to reach, engage, convert and retain customers in. Holiday makers and travellers alike have actively used the web to review prices, levels of service and compare choices of destination and accommodation.<\/p>\n
The strategies used by the travel industry have evolved considerably as above the line advertising and expensive brochure print runs have moved towards a blend of online \/ offline campaigning with measurable and definable results. We have gone from the pre PPC days of depending exclusively on organic search visibility and display advertising in the late 90\u2019s to today\u2019s challenge of reaching potential customers \u00a0using a far more sophisticated approach based on flawless technical implementation, strategic content, data modelling and programmatic advertising.<\/p>\n
There isn\u2019t any room for brands to rest on their laurels simply because they have provided a great level of service in the past. There is no room for gut feeling in advertising anymore, not even for the marketer that feels out of their comfort zone when it comes to understanding analytics or business intelligence. Programmatic advertising is now an accompaniment to the marketing mix that no one can afford not to consider; it\u2019s up with there with call tracking, the other bastion of \u2018I never needed it before, so why do it now\u2019. These marketing strategies are now simply becoming integral parts of the engagement process that will define the brands that will survive and those who will struggle to deal with change and the opportunities that come from it.<\/p>\n
It\u2019s true to say that programmatic advertising is not a shortcut to solving all of your advertising worries. As the channel evolves, there is still a lot of wastage and the myriad of new players providing this service do vary in ability to either spend for your budget for you wisely and those that will happily just spend your budget. It reminds me of the embryonic days of search marketing and SEO agencies – some agencies know what they\u2019re talking about whilst others take a more rounded approach to media buying, just making sure that your budget is spent at all costs. We generally find that those brands in the travel market that have invested in understanding audience data sets and how you maximise the opportunities from this have a better chance of making their programmatic advertising far more profitable.<\/p>\n
Like any other marketing channel, programmatic advertising will be a disappointment if you do not have a strategy behind it. Here are a few reasons to consider using it as a marketing option.<\/p>\n
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