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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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