Posts Tagged ‘Travel’
Tuesday, July 30th, 2013
Which digital marketing tactics work best in the travel industry? For clothing retailers? For selling vehicles? In media and entertainment? A new survey by Lyris, Inc. (LYRI), conducted by the Economist Intelligence Unit (EIU), shows differences in digital marketing strategies and consumer preferences across industries. The survey also indicates what consumers want from brands in different industries and what is influencing their purchasing decisions.
The EIU industry survey executive summary can be viewed here www.lyris.com/EIU.
Travel: Email Ranks Highest for Initial Product Introduction
- For initial purchasing decision for travelers, email ranks the highest channel of influence (37%).
- Cultivating influencers is a leading marketing objective (20%), likely due to personal referrals among travelers, which has the largest influence at final assessment (31%).
- Strategies have shifted from disseminating messages across multiple touch points (reduced from 32.5% to 15%) toward conducting deep analysis of consumer data (from 17.5% to 30%); 87% deem data analysis very important or moderately important.
- Marketing executives cite repeat purchases and value of the transaction as moderately or very important (85%). Not surprising, given 77% of consumers seek travel price comparisons.
Clothing Retailers: Consumers Want a More Tailored Shopping Experience
- 66% of consumers say that many personalized messages are annoying because “attempts at personalization are superficial.”
- 71% of consumers said they receive so many messages that use of their name no longer makes a difference. However, when they receive a message that includes details of previous transactions or other personal details, 25% say they take it more seriously.
- 75% of consumers seek information about pricing/promotions through branded digital channels over third party sites; not surprising, considering the clothing retail market is very price driven.
- Expanding/diversifying the customer base has grown in priority to 33% compared to 24% five years ago.
Banking: Big Focus on Customer Retention
- As banks try to regain trust, customer retention is now cited as the top marketing goal (42%), a significant jump from 23% five years ago (and much higher than the all industry average of 28%).
- 6% of consumers prefer to engage with banking brands using mobile apps, which is double the all-industry average, yet investment is less than in other industries.
- Banking lags behind other industries in moving beyond personalization to individualized offers, with difficulty interpreting Big Data cited as the biggest obstacle (44%).
Automotive: Among Top Users of Consumer Data Analytics
- Automotive is the most advanced industry in integrating different sources of data and in predictive analytics.
- Among automotive executives there is an increased emphasis on individualized offers (up from 13% five years ago to 50% today – 10% higher than all-industry average which is 40%), most likely as a result of the high value of the purchase.
- Social media/blogs rank second highest after websites and personal referrals for purchase influence; automotive is also the most invested in branded social media, with 45% of respondents citing a 25% investment of their budget.
Entertainment: Trailing Other Industries in Digital Marketing Investment
- Online channels are seen as the most important, yet surprisingly executives are investing very little in branded social media pages (56% invest only 1-10% of their budgets) and similarly for mobile (66% invest only 1-10% of their marketing budgets).
- Marketing executives in entertainment have increased their focus on retaining customers and investing more in deep analysis of consumer data (from 20% five years ago to 27% today) and, subsequently, marketers are also presenting more individualized offers (cited by 46% of executives, up from 26% five years ago).
Media: Takes Shotgun Approach to Awareness with Reduced Investment in Consumer Analysis
- 45% list the ability to use data analysis to extract predictive findings as a key marketing skill. However, the importance of conducting deep analysis of consumer data has fallen by 7% over the last five years.
- Email (28%) is the second preferred method for consumers to engage with brands in the media industry, subsequently, 12% of marketing executives spend 76-100% of their budgets on email.
- 74% of media marketing executives say online channels have gained importance for building brand awareness, which could explain why disseminating messages across multiple touch points is their most important marketing strategy (38% today, compared to 21% five years ago).
Tuesday, July 17th, 2012
IgnitionOne, which sells digital marketing solutions and cross-channel attribution analysis, says its research shows the effect of media types and exposure paths on the speed of conversion and on the average order value (AOV).
It found, among other things, that display advertising early in the conversion path is quite effective for retail, while paid search works best for travel, and email campaigns can be a drag on travel order values.
The research involved marketing data from US and European travel and retail firms over a two month period. IgnitionOne looked at the types and number of media exposures, latency (the amount of time between the first exposure and when the conversion occurred) and the exposure paths that led to conversions.
Key findings in the report:
- For travel, paid search is the key driver in getting customers to spend more money. Outside of organic search, it drives a 71% higher average order value (AOV) than any other single-channel path. Within multi-channel paths, when paid search follows an organic search click, the AOV is 18% higher than the average multi-channel path.
- Email campaigns are a drag on travel order values and increase the time to convert when part of conversion paths. Across single-channel conversion paths, email drives a 56% lower AOV and takes over 250% longer to convert a user than on average. Across multi-channel conversion paths, when email is the last exposure, it results in a 36% lower AOV and 100% more time to convert than on average.
- When email is the first exposure, it results in a 39% lower AOV and takes a user almost 150% more time to convert than on average. This can be explained by email campaigns being traditionally very promotional in nature, which lowers the AOV.
- Email campaigns are also more heavily dominated by existing customers who may not be currently in the market for travel and/or are more discerning among promotional offers.
- Display is an effective channel for retail, especially early in the conversion path, feeding the top of the funnel. Even on its own, display drives a 29% higher AOV than other single channel paths.
- Combined with search channels (both paid and organic), it drives a 16% higher AOV when it’s at the top of the path and converts users 43% faster than other multi-channel paths. At the end of the path, latency tends to be higher but AOV is 36% higher than other multi-channel paths.
“By better understanding how different media interact and assist along the path to making a purchase, marketers can more efficiently leverage advertising dollars,” said Roger Barnette, president of IgnitionOne.
“These types of insights are possible when marketers take advantage of advanced attribution models and move away from last-click models.”
This report is the latest in a series of reports from IgnitionOne reviewing trends across the online advertising landscape.
This and previous reports can be downloaded athttp://bit.ly/ignitiononeresearch
Tuesday, April 10th, 2012
While iPad3 crushed sales expectations, traffic levels were small compared to prior device versions, according to Jumptap, a targeted mobile advertising provider.
According to iPad traffic on the Jumptap network of over 107 million monthly mobile users, iPad3 use in the first six days after launch was heavy, but represented just a small percentage of overall iPad use that week.
iPad3 traffic represented .52 percent of total iPad network traffic on the day of launch, peaked at 2.28 percent by day three, and closed out the week at 1.92 percent. iPad and iPad2, on the other hand, each maintained 45 percent or more of the total iPad traffic throughout the week.
“A very early read of the data would suggest that iPad3 is stealing traffic from the iPad2,” said Paran Johar, Chief Marketing Officer, Jumptap.
“This trend suggests that iPad2 users may be more inclined to switch to the iPad3 than original iPad users.”
Additional March MobileSTAT Findings:
iPhone Users Love Wi-Fi: Data from the Jumptap network showed iPhone users as more likely to use Wi-Fi than Android and Blackberry device users.
Fifty-eight percent of iPhone users utilized Wi-Fi, compared to 35 percent of Android users and 41 percent of Blackberry users.
This could have been due to the fact that 4G iPhones didn’t exist, so iPhone owners needed a Wi-Fi connection more often than 4G Android and Blackberry owners.
Advertisers take note: iPhone users are ripe for geo-targeted campaigns because Wi-Fi offers strong location data.
Angry Birds was one of many mobile apps that saw downloads peak during the holidays.
Two Popular Games, Two Very Different Players: Based on third-party data that Jumptap uses to gain insights about its network audience, the characteristics of Angry Birds players vs. Words with Friends players proved to be very different.
Angry Birds players were more likely to be Republican than their Words with Friends counterparts (45 percent vs. 23 percent). They were also twice as likely to be on a tablet as the average mobile user. Words with Friends players were more likely to have an income over $100K (40 percent).
In short, Angry Birds offers advertisers a way to reach a broad demographic and to leverage tablet adverting, while Words with Friends has a higher income, smartphone-centric fan base.
Mobile Travels South for Spring Break:
Data from the Jumptap network, sampled during a small window of spring break, revealed that mobile device owners from across the U.S. visited Mexico and Florida this March.
A look at the states of origin of these devices showed that North Dakota residents were 80 percent more likely than the average American device owner to be in Mexico, and Maine residents were 103 percent more likely to be in Florida.
New Jersey represented the state least likely to visit Mexico or Florida during the sample window.
MobileSTAT (Simple Targeting & Audience Trends) is a monthly view of the top targeting and audience trends in mobile advertising. Jumptap strives to better understand mobile audience and educate the entire mobile ecosystem through its insight reports. MobileSTAT contains analysis of hundreds of gigabytes of log data, run through Jumptap’s analytics technology. To download a full copy of the Jumptap MobileSTAT report, visit jumptap.com/STAT.
Monday, May 23rd, 2011
CLEARWATER, FL – The top five industries vulnerable to cybercrime include travel, education, financial services, government services and IT services, according to Clearwater, FL-based Internet Security Awareness Training firm KnowBe4.
KnowBe4 sent out a simulated phishing email to employees at more than 3,500 companies. Individuals who clicked the link were directed to a landing page that informed them they had just taken part in phishing research. The emails were successfully delivered to about 29,000 recipients at 3,037 businesses; and in nearly 500 of those companies, one or more employees clicked the link. Because of the potential for Internet security breaches among these businesses, KnowBe4 dubbed them the FAIL500.
“Any business that provides access to email or access to its networks via the Internet is only as safe from cybercrime to the degree that its employees are trained to avoid phishing emails and other cyberheist schemes. The more employees within an organization that use email or go online, the greater the risk of exposure to cybercrime,” said KnowBe4 founder and CEO Stu Sjouwerman (pronounced “shower-man”).
KnowBe4 conducted a comprehensive data analysis of its FAIL500 study results, which included categorizing the companies into 25 industry sectors. The findings revealed that some industries are particularly vulnerable to cybercrime. Based on the percentage of companies in each sector that responded to the phishing email, the most Phish-prone industries are:
- Travel – 25%
- Education – 22.92%
- Financial Services – 22.69%
- Government Services – 21.23%
- IT Services – 20.44%
“Our cybercrime statistics should serve as a wake-up call to SMEs nationwide,” noted Sjouwerman. “Not only are these businesses at risk for financial loss through a cyberheist, but their susceptibility to phishing tactics could compromise sensitive customer data such as credit card, bank account and social security numbers.”
Sjouwerman cites a “false sense of security” as the primary reason companies are vulnerable to cybercrime. “Most people assume that antivirus software and an in-house IT team provide sufficient data security. But considering that IT is among the most Phish-prone industries, it’s clear that’s a very dangerous assumption to make.”
He adds, “Many of the top Phish-prone industries are regulated and subject to compliance rules, so well-meaning employees can be tricked into clicking a link if they believe an email was sent by a government or law enforcement agency, or by someone they know and trust. And with just one click, malware can be instantly uploaded to a system – bypassing both antivirus software and IT firewalls. A cyberheist can be underway within minutes.”
To help SMEs combat the growing threat of cybercrime, Sjouwerman recently published his fourth book,Cyberheist: The Biggest Financial Threat Facing American Businesses Since the Meltdown of 2008. In addition to highlighting the results of the FAIL500 project, Cyberheist explores the business of cybercrime, examines a number of cybercrime cases and empowers readers with effective strategies for countering cyber attacks.
For more details on the KnowBe4 phishing study – including the Phish-prone percentages for all 25 industry sectors – visit www.knowbe4.com/fail500.
Thursday, July 29th, 2010
cRESTON, VA – Not much is surprising in comScore’s Media Matrix figures for online activity in June. Travel sites saw a surge in activity in June as travelers browsed hot summer deals and booked vacation getaways. Americans also turned to online gaming and teen sites to occupy themselves with online leisure pursuits as the school year ended.
Travel site categories experienced a gain in activity in June as Americans entered the heat of travel season. More than 100 million Americans visited the category during the month, affecting the following travel sub-categories: Transactions, Hotels/Resorts, Ground/Cruise, and Airplanes.
Travel sites grew 32 percent during June to 5.2 million visitors.
Hotels/Resorts sites also saw strong growth during the month with 36.6 million Americans turning to these sites for lodging options. Marriott ranked as the top property, growing 16 percent to 6.5 million visitors. Hilton Hotels attracted 6.0 million visitors (up 13 percent), followed by InterContinental Hotels Group with 5.1 million (up 14 percent), Wyndham Worldwide with 4.0 million (up 9 percent), and Disney Travel with 3.6 million (up 5 percent).
Activity flourished at Teen sites as students on summer vacation looked for ways to spend their free time. The category attracted more than 40 million Americans in June, representing a 21-percent increase.
Americans looked to online gaming for entertainment in June, attracting nearly 103 million visitors during the month. WildTangent Network took the top spot with 17.3 million visitors, up 6 percent versus May. GSN Games Network And CPMStar came next with 16.9 million, followed by Nickelodeon Casual games with 15.3 million (up 14 percent), EA Online with 15.1 million (up 2 percent), and Disney Games with 14.9 million (up 15 percent).