As travel brands demand greater transparency into marketing performance data, they are rethinking their agency relationships and moving marketing operations in-house to gain more control over the creative process.
Today, we’re publishing a new eBook by Bannerflow, “The Travel Marketer’s Guide to Mastering Display Advertising,” which explores the current state of digital travel marketing and provides a comprehensive list of capabilities that all travel brands should develop to improve their campaign performance.
Travel brands today have been witnessing an increasing number of challenges as they deal with complex traveler demands, falling customer loyalty, and increasing competition. Just 9 percent of U.S. travelers “always” know which brand they want to book with prior to beginning their research –– unique destinations at reasonable prices are no longer enough to engage customers.
As a result, the travel marketing ecosystem has evolved, too. There has been a distinctive shift in brand-agency relationships to ensure travel brands have greater transparency and are able to be more creative across the entire digital marketing process. A recent report conducted by Bannerflow and Digiday found that a staggering 91 percent of European marketing decision makers has moved at least some –– if not all –– marketing functions in-house.
Nicholas Högberg, CEO of Bannerflow, a creative management platform that enables simple and effective online advertising for thousands of brands working in-house, notes, “When we spoke to our customers and other marketing teams worldwide, they wanted greater transparency, efficiency, and a higher return on investment. In-house marketing has become one of the solutions to these issues. This, along with a platform that enables the use of live data and creative freedom, is transforming digital marketing for the better.”
This eBook highlights challenges that can hinder a travel brand from implementing a successful display advertising strategy. It identifies six roadblocks and provides actionable insights to these challenges. Bannerflow also interviewed Lonely Planet’s lead designer, Zach Keller, about the benefits, learnings, and most critical aspects of display advertising in a creative management platform.
This eBook includes:
- Six effective ways to increase conversion for display advertisements
- Insights into Lonely Planet, Kayak, and Expedia’s display strategies
- Data-led conclusions on the state of travel marketing and the industry’s challenges
- A look at the future of digital marketing with predictions and trends for 2019 and beyond