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Facebook and the Travel Industry

Social media used by travellers is growing far faster than the travel industry itself. Travellers referred to a hotel or tourism booking site by Facebook are more likely to book travel than those who are referred via search engines like Google. (PhocusWright travel research 2010)

Advertising your travel offers on Facebook is a cost effective efficient way to boost your visibility with your target audience. The Travel Industry has one of the highest click through rates (CTR) and one of the lowest costs per click. The opportunity for accessing the unique
market segments that suit your business is high on Facebook because businesses can tailor their advertising to people with interests, activity preferences, demographics and regional locations that match those of your ideal guests.

Speak to a well-established firm that specializes in social media to help you develop your Facebook strategy.

 

Traditional media vs. Digital

The Internet is changing the way business is conducted – the most obvious shake-up is in marketing world. The Internet provides instant feedback about which marketing campaigns are and are not working. The Internet gives companies the ability to present your Unique Selling Proposition without pressure and at your customers’ convenience.

The Internet is the “Great Equalizer” because it allows small-medium businesses to compete with the big boys. The Internet gives every business access to the same technology used by big companies. Web analytics can measure traffic, and RSS feeds increase communication with current and potential customers as well as the ability to instantly measure marketing campaigns and their effectiveness.

It’s time for traditional media to move into the next phase of their existence. They just need to figure out how to combine with social media and the greater digital channel: Connecting and forming communities, relationships built on mutual trust, openness and honesty consistently communicated… They need to learn how to become a part of our communities of influence rather than trying to be the global dictator of them.

There are two important things to remember in your travel marketing today: Integration and interaction. Integrate your online and offline campaigns, and integrate cohesive online campaigns across social networks… Interaction (talk with, not at) to engage audiences and make them feel an emotional connection to your company, brand or product. Prospects are much more likely to listen to you and follow what you’re doing if they feel that you care about them and that they’re important to your business. It’s no accident that so much of what we see online links to mainstream media. Digital Marketing and Social Media and mainstream media are much more symbiotic than they are competitive.

When you begin a marketing campaign to advance your travel business, make sure to ask yourself if you are isolating the various channels or integrating them. The latter will drive tremendous results!

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Social Media and Travel

Social Media is a platform which has changed the way people connect with each other. With the advent of social networking websites like Facebook, Twitter, LinkedIn, we are now seeing a dramatic impact on how the travel industry interacts with their customers..

Today, user generated content is the best form of marketing available. Prospective travellers rely more on the word which is spread by a traveler who has already been there. Take advantage of this new platform to distinguish yourself from your competitors.

Here are some of the benefits of well-executed Social Media Campaign:

  • Higher search engine rankings for their top keywords.
  • More rankings of additional keywords or “long tail” keyword phrases.
  • More link popularity from sites linking on their own accord.
  • More link popularity from social media sites.
  • More activity on blogs, such as more commenting and interaction.
  • Direct traffic from incoming links on social media sites (One good StumbleUpon.com submission can net thousands of visitors alone.)
  • Significant traffic increases and steady growth in unique visitors month after month.
  • An increase in subscribers and sales. Social traffic, properly acquired, is very receptive to your message and products.

Don’t let this cost-effective and wide-reaching method of speaking to your target demographic
evade you. If you don’t have one now, consider planning a Social Media strategy or hire a
qualified firm that has experience in your industry to help you develop and execute.

Demystifying Behavioural Ad Serving

You have probably noticed at some point, that you your searched for a topic that interests you, such as “Gardening Tips” absorbed various content and then later on that day or week you

have noticed that you are being served ads for Gardening products and services on completely unrelated websites. This is no coincidence – cookies have been tracking your interests and that data has been shared with ad serving companies to behaviourally target you.

Most third-party data sources still don’t know names, nor do they profit from selling any personally identifiable information. Instead, anonymous user data is brokered to a slew of third-party advertisers, ad exchanges, ad networks and market research companies who work to serve up relevant content based on the websites users visited.

I hate to break it to folks, but that’s how most content websites work. Visitors get free content, hosts deliver ads. It’s a trade-off that most of us are willing to accept. It’s also this trade-off that’s sucking any remnants of serendipity out of the Internet, because things just don’t happen by coincidence today; they happen by marketing.

-INSERT SLIDE 4 from Microsoft presentation-

Three is an active debate designed to determine if this is a low-level invastion of privacy. As a travel consumer looking for flights, vacations, cruises or other, I would be happy to see offers on this topic as opposed to something I have no interest in purchasing. And remember, nobody is tracking your name or personal information – they are tracking your interests and behaviour to serve you better.

As a travel advertiser, there is a tremendous opportunity for you to reach a very targeted audience with pinpoint accuracy and timeliness.

The benefits don’t end there….It’s also more cost effective!! Having data to reference, you are able to pay more to show your advertisements to someone with your exact target demographics; who have previously shown an interest in your offering. Conversely, you will pay less for an audience that falls slightly outside of your ideal target and opt to avoid wasting your limited advertising dollars on an audience that will likely have no interest in your offers.

To learn more about how you can take advantage of this exciting new technology, please feel free to reply to this email with your questions.