How to get your brand in front of buyers, not daydreamers

Tourists in Valencia having lunch and using credit card to buy airplane tickets

By Alexandra Coulton

We get it – targeted advertising is not the sexiest topic.

But you know what is sexy? Knowing your dollars are working as hard as possible to put your message in front of the right people.

To make targeted ads your best friend, you need the right data from multiple marketing channels.

That means you can’t rely on big players like Facebook and Google to be your only channels without overlaying them with specific data.

This attitude sabotages your reach and your return on spend – and that ain’t sexy.

A narrow approach to marketing will limit your campaigns’ ability to grow your business.

You can broaden your approach by using multiple touchpoints and undertaking regular evaluation to narrow down your targeted clients and boost your sales results.

How does that work?

Traditionally, the success of online ads has been boiled down to the consumer’s last touchpoint – the ad they encountered before they booked.

We know that’s not how people book travel. They don’t see a single ad and then buy the product it’s selling straight away. It would have to be a bloody convincing pitch to do that.

What is key in pushing sales is trust, brand recognition and the ability to meet a consumer’s specific needs.

You need to offer consumers multiple touchpoints of exposure to your brand and your products to give your business as many opportunities to interact with potential clients as possible.

How to achieve the best results

One of the most important parts of an effective marketing plan is deterministic data that gives you factual and transparent information about how consumers are searching for travel products.

Read our handy explainer on deterministic data HERE.

The more data you have, the more you come to understand consumers and how they find your brand and other travel vendors.

More data leads to a stronger understanding of how they search for your business and businesses like yours.

But that’s not all. We also know that people’s behaviours around media changes all the time, so it’s essential to understand how consumption shifts over time and tweak your marketing program accordingly to target your precious advertising dollars effectively.

The most effective way to get the right data is by partnering with the right data partner.

Audience360 can deliver additional data about your potential customers through its partnerships with well-known travel brands like Webjet.com.au and bring its partners accurate and up-to-date information on their target audience using deterministic data.

As your local transparent, verified and real-time activated Australian travel data vendor, Audience360 delivers transparent, accurate and up-to-date information by using deterministic data.

To learn more about how you can make your advertising dollars work harder, go HERE.

Featured image source: iStock/martin-dm

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Email the Travel Weekly team at traveldesk@travelweekly.com.au

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