Are you marketing for the digital consumer?

In the age of digital marketing and social media, the use of smartphones and tablets are rapidly increasing. In Australia alone a Deloitte Media Consumer Survey in 2015 on adults 18-75 revealed:

• 89% owned a smartphone
• 60% owned a tablet
• 53% of respondents owned a smartphone, personal computer and tablet

The tourism industry has been forced to switch from traditional marketing to digital marketing where consumers are making travel plans and making bookings over the internet. A change of marketing strategy to focus on digital marketing and the way it is delivered has become the new challenge for e-marketers in order to satisfy consumer demand and behaviour.

What needs to be considered by e-marketers for travel products?

• Email marketing
• Travel apps
• Sites suitable for access from multiple types of devices such as smartphones and tablets
• Social media engagement such as Facebook, Twitter, Instagram
• E-commerce

Smartphones and tablets


Research has shown that two-thirds of all emails are being read on smartphones and tablets. Travel companies need to think about the content and ability to link emails directly to their sites for quick bookings and enquires. Digital marketing needs to be designed for viewing on these devices and ensure efficiency and visual content

Travel Blogs and Reviews

Travelers are using sites such as Trip Advisor, travel blog sites and social media to read and post reviews and plan trips. It is essential that travel companies understand the trend of blogging and reviews. They can use these sites to understand travel patterns, travel spending habits and global travel trends. They can utilize these digital channels to engage with their customers by responding to forums and feedback.

 

 

Statistics for digital travel

Marketers cannot ignore the trend of digital channels and the influence it has amongst travllers. Below is a chart from a TripAdvisor’s TripBarometer survey in 2013

 

 
 

Marketers are able to connect with customers faster and more engaging than ever before through online digital channels. Statistics are showing a massive decrease in the use of face to face retail stores, choosing online travel services. Marketers need to ensure they consider in their digital marketing plan - efficacy of your content, real-time engagement, and personalization efforts. This will assist in an effective CRM system.