The marketing magic happens when you can turn a challenge into an opportunity. Stephen Taylor, Sojern’s SVP, shares how travel marketers today can do just that.
Targeting consumers at the correct place during the perfect time of their buying cycle is a challenge for many travel marketers—especially as device usage and channels are growing everyday.
Many see the sheer number of choices a consumer has available today as one of the top challenges for travel marketers. However, Stephen Taylor, Sojern’s SVP of Enterprise Solutions, views this growth as a huge opportunity.
In this video, Stephen Taylor explains the top challenges faced by travel marketers today and how to turn them into opportunities:
[Sojern] Where are challenges for travel marketers coming from?
[Taylor] The challenge for travel marketers in many ways is certainly increasing. The sheer number of amount of choice that the consumer has is just growing and growing. And you add on top of that the different devices that people can use, so the challenge is you just go dark in between all these different devices, different touch points.
[Sojern] How can travel marketers use this to their advantage?
[Taylor] At the same time, the opportunity for marketers I think is also growing. There’s an increasing number of channels where data can be really used in a very powerful way—programmatic display advertising as we’ve seen, now across mobile across video, you can really start to use the power of data.
[Sojern] What can travel marketers do to stay ahead?
[Taylor] So I think the real aim has to be able to look at your own first-party data, but then, to be able to work with somebody who’s seeing the sheer breadth of data that travelers are doing everywhere that isn’t on own website. If you can start to match first-party data and then the breadth of travel data, third-party data, that’s when the magic can really start to happen.