With the ever increasing costs of digital marketing, it's no surprise that the survey below finds travel marketers under pressure to measure everything for R o I. Measuring the costs is relatively simple but unless you have effective tagging, a sophisticated attribution model and a way of capturing offline bookings along side online bookings, it can be a real challenge establishing accurate data. Digital Marketing Managers who can get a handle on the attribution process are worth their weight in gold.
Three quarters of global travel brands have admitted they are under increased pressure to measure the impact of all their marketing activities, according to a new survey. The study, conducted by Performance Horizon and WBR Digital, saw 78 travel executive respond answering a series of questions on their marketing strategies. Of those 77% said the pressure to measure business impact has increased; 23% said it had remained the same. Asked to rank activities in order of importance for customer acquisition the study found organic search in top followed by email marketing, paid search, social media and retargeting. Asked the same question in relation to customer retention the top five mix changed to email marketing, social media, retargeting, organic search and paid search. Mobile marketing, comparison shopping engines and affiliate marketing were outside of the top five for acquisition and retention.