Top Down: Strategic Data Targeting For The Entire Funnel
Last month in my Data 101 article, I discussed myriad data targeting tools available to travel marketers. This month, let’s take a deeper dive into the different use cases for strategically applying that data throughout the marketing process.
First: What’s the message?
As with many industries, travelers move through a fairly specific path to purchase: awareness, interest, decision and action. Smart marketers understand that each of these phases requires a different brand message, a way to guide the consumer further down the funnel.
To use a cruise line as an example, an upper-funnel campaign would likely focus on building brand awareness and interest with a general message about the amazing ships, activities and regions. As people become familiar with the idea of a cruise and move into a consideration phase, the brand can deliver more specific details about their cruise packages, with direct call to action messaging that promotes conversions. Then, once people actually buy a cruise deal, the brand can implement “thank you” messaging or reward campaigns that focus on loyalty and recurring business.
Knowing it makes sense to change our message based on the customer journey, doesn’t it also make sense to shift our targeting strategy?
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