2 Important Reasons Travel Marketers Need a Cross-Device Strategy

September 6, 2017

A “cross-device strategy” allows marketers to deliver a consistent message across devices, based on user interests. It enables marketers to correctly identify where and when they were engaged by an ad. This also enables correct attribution and marketing spend for future campaigns.

Cross-device targeting is complex. But don’t let it intimidate you. Having a strategy in place is a big step forward. This includes thinking through how users will interact with your messaging, where they come from, and how they purchase.

Understanding Cross-Device behavior is important for relevant marketing

Think about your daily behavior. How often do you begin a search on mobile, continue on a work desktop, and book on a home laptop? Does that search to book path last a day, a week, or over a month? Now, what if a brand could understand that path, and serve you relevant and engaging messaging?

Consumers increasingly want relevant content that speaks to their interests and needs. And marketers need to see where those consumers are coming from and how they’re engaging in order to create it.

Gain Insights and Understanding into Consumer Behavior

Accounting for cross-device in your marketing campaigns will allow you to correctly attribute marketing spend and gain an accurate view into your customer’s journey. Since 30% of global travel bookings are now completed on mobile devices, and the consumer owns on average four devices, travel marketers must take the first step to have a cross-device strategy in place. Without cross-device, you’re losing visibility into a lot of your traffic.

Gaining a holistic understanding of your customers across devices enables you to effectively refine your campaign messaging and spend. Luckily, cross-device is becoming easy to measure and more accessible, with a number of tools and partners to help travel marketers.

Cross-device targeting is an integral part of the Sojern Traveler Platform. It allows our clients to find the right person, at the right time, on the right device to optimize their marketing spend. Our clients also gain a strong understanding of travelers as they research, plan, compare, and book their travel experience across various devices.

Get in touch with us today to see how we can bring cross-device expertise to your campaign.


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About Myla Tutt

Myla is the Director of Marketing and one of Sojern's first San Francisco employees. In addition to leading sales enablement, video strategy, and Sojern's Global Conference, Myla also co-founded Sojern Gives Back (the company's global CSR program) and the Sojern Women’s Group. She holds a BA in Communication Studies and Theatre from Southwestern University and hails from the great state of Texas.

Myla Tutt About the author

Myla is the Director of Marketing and one of Sojern's first San Francisco employees. In addition to leading sales enablement, video strategy, and Sojern's Global Conference, Myla also co-founded Sojern Gives Back (the company's global CSR program) and the Sojern Women’s Group. She holds a BA in Communication Studies and Theatre from Southwestern University and hails from the great state of Texas.