Travel marketing science is the answer to sustainable growth for travel brands
With more than 2 billion monthly active users, Facebook’s position as one of the most powerful companies and social networks in the world is not news to anyone in tech. Yet, over the course of 2017, we’ve seen that many large brands are still unaware of the true power of advertising on Facebook.
Marketing teams that are particularly fluent in other channels seem to demonstrate resistance in shifting ad dollars to Facebook. What’s causing this disconnect? We’ve pinpointed three main sub-stories that many of these advertisers are missing out on.
Time Spent on Facebook
Users are spending nearly one hour every day on Facebook. As Facebook expands its suite of products and features, that number is only increasing. For advertisers, this means more opportunity to reach more users. We encourage travel advertisers to evaluate whether their current ad spend on Facebook reflects this user engagement.
People-Based, Cross-Device Targeting
Targeting the right user at the right time is the key to conversion. However, the consumer journey is becoming increasingly difficult to track, as users are active on multiple devices. This makes Facebook’s vast network of logged-in users an invaluable asset. Facebook is the most equipped platform to truly achieve people-based, cross-device targeting and measurement.
Connecting the World
Facebook is realizing its vision of “bringing the world closer together”. Whether it’s AR, VR, distributing free internet to the unconnected world, Facebook is consistently investing in the future. Therefore, it will be crucial for advertisers to think about their longer-term strategies for Facebook.
The past few years in Facebook has brought with it a plethora of new ad products and innovative features. For an advertiser, this has meant navigating among a growing breadth of campaign structures, creatives, targeting options, bidding options, optimization decisions, feeds, integrations, and the list goes on. The world is also becoming more flat, where each advertiser has access to the same set of products and features. In such an environment, we believe the most significant competitive advantage is the speed of learning.
At Adphorus, we have made this our mantra. We are building an all-in-one platform that enables our clients to run scientific experiments at scale. This is what we mean by “travel marketing science”.
Travel marketers must be able to stay ahead of the rapidly changing dynamics in travel. They must have a methodology for continuous learning. A true scientific methodology embraces clear A/B test roadmaps for every hypothesis and objective. It enables marketers to test the various dimensions in a highly structured way and ensure that all decisions are backed by data and drive performance. Speed of learning implies the ability to monitor in real-time, separate signals from noise, transparently analyze results, and visualize insights to ultimately take action as quickly as possible.
While focusing on vertical-specific solutions and data science are both major trends, developing the skills and resources to continuously scale performance in such a highly-commoditized ad universe is a huge challenge. We have brought science to the center of both our service and product. Our data scientists and analysts work closely with clients to develop a methodology for continuous learning while the platform makes it easy to execute meaningful experiments. We are confident that an ongoing structured testing strategy is the only way for advertisers to lead competition. As you are finalizing your 2018 marketing plans, it’s not too late to re-evaluate whether your investment in Facebook is backed by a truly scientific approach.
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