In the modern era, there are several different methods of digital marketing. Digital marketing is constantly growing, while printed advertising is decreasing due to its significant cost and targeting an increasingly narrow audience, as fewer people subscribe to printed newspapers and magazines, for example. Digital marketing allows for easier targeting of specific customer groups through various digital tools.
Five of the best tools for digital marketing in the travel industry.
Native
Native advertising involves placing ads that seamlessly blend into the environment or digital platform. Various forms of native advertising include paid search service functions or embedded ads and promotional links on web pages. It is easy to implement especially on social media, where specific age groups, such as millennials, can be reached and engaged effectively.
Videos
The consumption and use of videos in marketing are increasing every year. Consumers prefer obtaining information and ideas by watching videos, as it is easy and often provides a more realistic and reliable depiction of the subject compared to, for example, advertising images. Showcasing various tours and activities in a video can entice the viewer to purchase the service.
Social Media
Seeing photos and videos taken by friends on vacation in social media can influence purchase decisions and inspire customers to book a trip. In social media, companies can also receive free publicity in this way, but it should be noted that the risk of negative publicity is higher. Hashtags can be used in images and videos to advance visibility.
Mobile Advertising
Mobile advertising involves advertising on various mobile devices such as tablets and smartphones. The majority of travelers now book their trips using mobile devices. Various mobile applications are popular, and travel websites often guide customers to download a free app. By downloading and using the app, customers are often promised discounts and various offers. Mobile apps engage customers by sending app notifications and offers at regular intervals, making them loyal users of a specific booking platform.
Email Marketing
In email marketing, effective headline writing is crucial. Consumers often delete promotional emails if the headline does not clearly convey the content. The customer must be engaged instantly so that they make the effort to open the email. The content of the message should be adapted for viewing on all devices, with the text being easily readable in terms of size and content, and condensed to spark interest. Links can be embedded in the email so that customers can click for more information.
How will digital marketing evolve in the future?
As you can see, any of these tools may already sound commonplace and obvious to you. The leap into digital marketing in the travel industry and its utilization has been tremendous. What marketing will be like in five years, and how artificial intelligence, for example, can be increasingly utilized in the future, is interesting to follow. It can also be pondered whether some of these digital marketing tools will be outdated by then.
Which digital marketing tools do you find most easily approachable, and what type of advertising resonates with you the best?
Source Expedia MediaSolutions – The digital travel marketers’ best practices toolkit