Page 18 - AeM_Dec_2017

BEST PRACTICES & STRATEGIES

Retargeting to right where your customer’s

holiday trip really begins

In today’s world, there is no place on Earth too far This is especially meaningful in the travel sector, where
away to visit. While everyone is busy planning their thousands of variables must be calculated quickly to
year-end travels, there is often one very important meet the demands of a rapidly changing environment.
consideration – wanting to get the best value in travel From the moment a user inputs their destination, the
prices. algorithm generates a ton information which can help us
understand how they will get to a final purchase.
As we know, the number of digital travel touchpoints
for customers has grown rapidly. Travelers are now Product category segmentation is one of the most
looking for better offers via search engines, booking robust segmentation types. It builds upon products
apps, online travel agencies, and deal sites. According viewed by a potential buyer like flights, cruises, hotels,
to a recent Expedia Media Solutions Report, some cars to rent or sightseeing trips. Each of these products
consumers visit up to 38 sites before booking travel. is usually set in specific period of time, so even more
Online marketing agency, Fuel, further reported that granular segmentation can be achieved by adjusting the
nearly half (48.4%) of these consumers said they used offer to the client’s calendar.
search engines when beginning to research for a trip.
Potential and existing user segmentation identifies
With the majority of travellers using digital platforms to users based on their unique customer journey. Factors
kickstart their research, the travel industry must learn such as if they are an existing customer or a high-
to adapt to how it reaches its potential customers. potential buyer enables travel agencies to learn about
Delivering ultra-precise targeted content is the key to the kinds of behaviours these users have. Such
success, and personalised retargeting is what makes it segmentation can even boil down to:
possible.
Whether a user looks for first or last-minute offers?
User segmentation: Fulfil user needs Does the user purchase packaged hotels with flights?
Is the user a frequent or rare flyer?
Segmenting users is made possible by tracking an
endless stream of new customer touch points. A These are the important questions that predictive
precisely-targeted advertising campaign can reach modelling can answer when trying to deliver accurate
users like never before, finding specific users at messages. Experienced retargeting provider can help
various points in their purchasing journey. you define these goals for each group and individually

18 December 2017 - Digital Commerce & Customer Experience