Do Travel Brands Understand How to Use Customer Data?
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Whether behavioral, transactional, demographic, or otherwise, data has become the cornerstone of modern marketing strategy. While travel brands are in an advantageous position to acquire data on their customers, figuring out how to act upon that information is a critical hurdle.
This post comes from Epsilon’s Jennifer Bedford. Earlier this year, Epsilon and Adobe partnered with Skift to create the 2017 Digital Transformation Report. Download the full report for free here.
I don’t know about you, but the constant barrage of stimulus from today’s always-on world makes it very difficult to get my attention. My attention span is so fractionalized that it’s really easy to pass over messages unless they grab me right away. Everything is so digital these days, from social media, to text messages, to emails, that grabbing me isn’t easy as all the stimulus competes for my attention. What generally captures my consideration are the messages that speak to me personally or have extremely relevant content that engage my interest. If my time is going to be spent with a brand, then the communication needs to be personalized to me.
According to an Oct 2016 Accenture newsroom survey, 56% of consumers are more likely to engage with brands that recognize them, 58% more likely to make a purchase when relevant recommendations and offers are presented, and 65% more likely to continue engaging with a brand that remembers them and can refer back to their purchase history.
The trick is: how do these communications know what to say to me or how I will react? How does a digital communication have information about me in order to say something meaningful and personal? Having the right data and the right tools to deliver a seamless experience are the keys.
Data Is Often Undervalued or Misunderstood
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