July 12, 2012
Aim your retargeting campaign at visitors who love something specific on your site.
Retargeting is all the rage among travel and leisure marketing pros. Ask these 5 questions to make sure you aim before you fire.
Anil Batra, VP of Search & Analytics at the hot interactive shop POP offered an insightful post on his blog to help you think through your retargeting strategy.
All CMOs of travel and leisure marketing brands should read this. Here’s a summary:
5 questions to ask yourself before you begin:
- Retargeting is a way to put your online ad in front of people who have been on your site and who are likely to respond to your offers.
- But contrary to the advice of Google Remarketing, Anil says you should not target every visitor to your site. For better results, ask these questions:
1: What is the purpose of my retargeting campaign?
It’s easier to measure success if you know what you’re trying to accomplish. So establish campaign goals up front.
2. Who am I trying to target?
- Segment your visitor base by needs.
- For example you have a better chance of success if you target a shopping cart abandoner with an offer for the product he or she almost bought than all visitors with a generic message.
3. What is my message?
Let’s say you’re a travel marketing pro and you want to target all the people who downloaded the video on the latest update to your property. But they didn’t respond to the free screen saver offer at the end of your video.
You would retarget them with an offer for the free screen saver. But if you want to retarget visitors who didn’t watch the video, you would probably drive them to download the video.
4. Where will my customers land?
Once you’ve identified who your campaign is targeting, the next goal is to make sure you direct them to a page that gives them relevant information and a clear call to action about your leisure brand.
5. How will I know my retargeting campaign is a success?
Define your KPIs (Key Performance Indicators) up front, so you can measure the effectiveness of your campaign on the back-end.
Done right, retargeting can help dramatically increase the ROI of your online travel and leisure marketing campaign.
What are you doing to remarker to visitors
July 5, 2012
A recent L2 study reported that hotels paid $2.5 billion to Online Travel Agencies (OTAs) like Travelocity and Expedia.
That’s an average of $40-$120 a booking, compared to the $2-$6 it costs you when your guests book direct.
But what if you could keep more of those booking fees for your hotel property?
To figure out how to beat the OTAs at their own game, Michelle Wohl, writing for the Revinate blog, says you have to understand how people use them.
OTAs are usually a traveler’s first stop. They use them like the yellow pages, browsing for price and availability. But they don’t usually book on that first visit.
During that initial browsing, they may look at a few profiles, reviews and even click through to a hotel’s website for more information.
Wohl says this is the ideal time to start a social media relationship with them, and drive them to a direct booking. She offers several ways to convert travelers to your direct channel:
- Make sure your potential guests have direct access to your website from review sites like TripAdvisor.
- Investing in services like TripAdvisor’s Business Listings will lead to more direct reservations because it can guide customers to your social channels if your website is highly integrated with your social channels.
- Customers who start interacting with your social channels are looking for something, so give it to them.
- For instance, they might like you on Facebook because they want to see if you give out any fan-based promotions. Giving them a friends’ rate or making booking easy from your social pages
- Steal a page from the OTAs (literally) by pulling in real-time user reviews from TripAdvisor. This gives the traveler assurance that your property is the right choice. Just make sure you list both good and bad reviews, so the traveler can trust the information.
- Mobile is the new “walk in” business for hotels. Google reports that mobile hotel books have grew by 3,000% between 2010 and 2011.
- Travelers report that they book on their mobile phones because they’re afraid of delays in the reservation system. So make sure your mobile experience is simple and fast.
- In addition to matching the rates offered by the OTAs, your hotel needs to offer additional value to close bookings over the phone, like a low-cost upgrade to a better room.
What are you doing to convert more travelers to book direct with your hotel? Tell us about your experiences.