We all know customers don't like ads, and have got especially good at ignoring them or blocking them when they're online. Now this is really starting to filter through into the channels driving results online - Organic is rated as more effective than Paid Search or Affiliate marketing, at least when it comes to acquisition for travel brands.
The travel industry involves single big-ticket purchases - with customers only occasionally engaging in repeat business. This makes it very different to many other industries, especially FMCG, where it's low margins and repeat purchases that are the name of the game. Therefore I'd be very wary about applying these findings outside of the travel industry. But the implications for travel brands are clear - invest in exceptional content to build organic visits, and develop an email marketing team with the ability to target customers with personalized content.
By Robert Allen
Rob Allen is Marketing Manager for Numiko, a digital agency that design and build websites for purpose driven organisations, such as the Science Museum Group, Cancer Research UK, University of London and the Electoral Commission. Rob was blog editor at Smart Insights from 2015-2017. You can follow Rob on LinkedIn.
Turbocharge your results with this toolkit containing 7 resources
The Search Engine Optimization (SEO) toolkit contains:
Start your Digital Marketing Plan today with our Free membership.
Recommended Blog Posts
Evaluating technology options for innovation in marketing – do you know your Hype Cycles? If you’re involved in marketing strategy development, you will be constantly making judgments and reviewing with colleagues which digital technology innovations are most relevant to your …..
From B2B to E-commerce to Brands, we’ve got examples of digital marketing plans for early startups through to multinational enterprises Whether you’re starting from scratch, or improving your existing plans, examples of digital marketing plans help marketers see the how, …..
Dr Dave Chaffey’s practical review of the marketing trends that will matter for B2C and B2B marketers in 2025 I’ve been writing reviews of the latest digital marketing innovations for well over 10 years now; spurred on since they seem …..
