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The 2019 Skift Global Forum brought together some of the travel industry’s top executives for a series of thought-provoking conversations about the future of travel around the world.
One of the key themes at this year’s event was the continued evolution of digital marketing in the travel industry. Industry marketers today face a number of important challenges. Today’s consumer booking journey is complex, involving multiple devices, dozens of research sessions, and frequent shifts in travel intent. At the same time, advertising technology, strategies, and analytics continue to evolve, requiring constant education and experimentation. Last but not least, marketers must figure out how to contend with growing consumer privacy regulations, with new safeguards now in effect in locations like Europe and the United States.
How can travel marketers make sure they deliver the right messages to consumers at the right time, ensuring the content is relevant, while still respecting users’ privacy? In this conversation between Stephen Taylor, chief revenue officer at Sojern, and Jeremy Kressmann, research editor for SkiftX, we learn more about how travel marketers can navigate these tricky questions, and do so in a responsible way.
Watch the video above to see the full discussion.