Employing a growing paradigm known as “programmatic advertising,” suppliers are bidding against each other for the opportunity to follow their customers across the Internet, and the results could forever change how travel is marketed and sold directly to consumers. That’s because as they follow their customers around the Web and social media services, suppliers are mixing and matching data about those customers’ browsing, searching and spending habits with their own company data to present consumers with highly individualized, real-time ads that personalize everything from product features to price and value add-ons. For example, a traveler might begin a search for a ticket on an airline’s website, then either buy it or leave without completing the purchase, moving on to another site. By being able to follow the customer to the next and subsequent sites, the airline can continue targeting that individual with an ad offering a seat upgrade if they bought the ticket or a slightly discounted fare if they did not.This type of marketing is made possible by combining existing models of online advertising and adding in two new elements to create a potent data stew. First, suppliers are joining two data sets: the company’s own data from loyalty programs and customers’ purchase histories with contextual data derived from tracking their Web browsing in real time, a mix familiar to users of Google. To that data blend, they are adding two elements to create programmatic advertising.
Discover the World Marketing announced it has partnered with Airline Reporting Corporation (ARC), the financial settlement link between airlines and travel sellers to work with airlines looking to improve their distribution methods. ARC is a pivotal point in the airline settlement process, by providing access to many distribution channels throughout the U.S. market, which includes nearly 14,000 ARC-accredited air ticketing travel agencies.
“Because Discover has nearly 50 airline clients, we knew they were the perfect fit for our objective of generating new business from airlines that are not yet using ARC in their distribution and settlement strategy,” said Gena Crowe, senior carrier participation specialist. “This is important because when a carrier joins ARC they benefit from our $84 billion travel agency market and have access to our valuable business intelligence data.”
- Why Big Data Is So Hard for Companies (brandleadership.wordpress.com)
- [Presentation] Top 10 Airlines on Instagram: Visual Engagement finds a foothold in the world of Airline Marketing (simpliflying.com)
CMOs InTravel | The Forum for Travel Marketing Specialists
Advertisers Can Reach More Than 7.5 Million Engaged and Qualified Travelers on Mobile Devices
CHICAGO--(BUSINESS WIRE)--July 30, 2013--
Mobile Media Summit 2013, As mobile usage among consumers continues to skyrocket, brand advertisers are seeking ways to reach qualified audiences at specific locations. To address this opportunity, MediaShift, Inc. (OTCBB: MSHF), a leading digital advertising technology company, today announced the immediate availability of a new mobile engagement platform that enables brands to reach travelers while at airports and hotels.
Through this immersive, end-to-end platform, brands can now target and remarket to this highly-desirable audience throughout the entire browsing session. Brands are seamlessly integrated into a user experience through sponsorship and native advertising opportunities. The company’s mobile network currently reaches more than 7.5 million unique users per month.
- CMO Council Contributes to Development of Future Asia-Pacific Marketing Leadership (sys-con.com)
- gyroVoice: Can CMOs Master the Customer Experience for Hispanic Shoppers? (forbes.com)
- Is the Future Bright for CMOs? (digiday.com)
- Why CMO Job Security Is Rising (forbes.com)
- The new CMO: An old dog with new tricks (andrewdod.wordpress.com)
A very innovative forward looking visualisation of what an Airline web site will and should look like from Fi.
A very interesting review of Facebook in the travel sector in PDF form presented by MMGY Global.
- A (very) deep-dive into using Facebook for marketing in the travel industry (tnooz.com)
- Social Media and the Travel Agent: Small Steps Yield Big Results (business2community.com)
- How to Target Only Your Customers With Facebook (socialmediaexaminer.com)
Malaysia Convention Bureau: MyCEB appoints Travel Link Marketing as representative office in China.
In tandem with the rapid growth of Malaysia’s business tourism sector, the Malaysia Convention & Exhibition Bureau (MyCEB) has carved another milestone with the opening of its representative offices in China. Travel Link Marketing (TLM) has been appointed as MyCEB’s representative in China with offices in three of the largest cities in China namely, Beijing, Shanghai and Guangzhou.
TLM, an established and notable marketing company is also planning to open a new office in Chengdu. With a strong local Chinese team who truly understands the goals and objectives of MyCEB, TLM possesses the full capacity and expertise of developing leads and providing extensive contact networks with the country’s business events stakeholders.