Travel brands are investing more in content marketing this year to deliver personalised messages across multiple channels, a new study has found.
While email marketing has been a staple for travel marketing messages during the last decade, content is emerging as the most effective alternative as it is allowing brands to engage with younger audiences, who are becoming increasingly frustrated with the amount of messages that they get in their inbox.
The “Marketers Are on a Mission: The State of B2C Marketing” study found that two-thirds of brands in travel and hospitality are now investing in high-quality forms of content as they pivot away from mass marketing. Four out of five are also using data and analytics to create more relevant messages in their content formats.
The report noted that brands have not yet mastered the art of tailoring messages for different subsets of their target audience, and consumers are becoming frustrated at general communications that do not align with their specific interests, behaviours and tastes.
Judd Marcello, Cheetah Digital’s Executive Vice President for Global Marketing, insisted that data is essential to personalisation. He elaborated: “Customer data is typically underused or used inefficiently. It tells brands, especially retailers, so much about where they can improve or what their customers want, and they can use that data to make a big impact on their business.”
Multichannel marketing via mobile apps and social media is also growing in popularity as brands abandon single-channel approaches.