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Todd Wilson

Member since April 2011Contact Todd

Articles by Todd All articles by Todd

  • Creating Optimal Travel 'Journeys' In Email in Marketing: Travel on 01/12/2015

    I help companies create customer journeys - cross-channel communication strategies that (ideally) reach customers how and when they want to be reached with relevant, useful, and timely information. Email is one channel we spend a lot of time with in particular, because for many clients it's the core of their customer journey. For many industries - like Retail, for example - these email journeys can be fairly straightforward. For Travel, however, the ideal email customer journeys are often far more complex.

  • Improving The In-Flight Experience With Mobile in Marketing: Travel on 12/08/2014

    Several years ago, I had the opportunity to talk with the CEO of a major low-cost airline. As we were discussing their in-flight customer experience, he stopped for a second and bemoaned the fact that the airline had spent so much on seat-back entertainment (the headrest video screens that some carriers provide on flights). "I've been on so many flights in the last several months," he said, "but I haven't seen a single person watching them. They're all watching their laptops instead."

  • Bringing Cause Marketing Forward  in Marketing: Travel on 11/10/2014

    Marketing can be a fierce competition around the holidays, but for some companies the holiday season brings out their more humanitarian sides as well. As consumers start planning get-togethers with family and friends over long weekends, marketers tap into their customers' sentimental feelings and bring their chosen causes to the forefront of their campaigns (those marketers who have causes, anyway).

  • 'Frictionless' Purchasing And Marketing Opportunity in Marketing: Travel on 10/13/2014

    By now, just about everyone has read about Apple Pay and how this time things will be different - people will actually have the ability to easily use their phones to pay for products and services everywhere, and the masses will finally embrace "plastic-free" (or "frictionless") transactions. I agree with those who think Apple Pay will be a game-changer - because of the security it provides, the partnerships with major banks and credit cards, and the scale only Apple can offer.

  • Email For Travel - Building A Better Program in Marketing: Travel on 09/08/2014

    In the past year, I've written about the importance of Social, Mobile, and even wearables, and the role they're all playing in travel marketing today. I haven't spent much time discussing email, however - the foundation of any digital strategy that continues to deliver year after year, despite being declared dead more often than disco. Every time the bloom falls off the promise of a new, "sexier" channel or strategy, email is still there - innovating, driving tremendous revenue, and proving again and again that a smart email program can deliver results like no other.

  • Making Your Airline Experience Exceptional in Marketing: Travel on 08/11/2014

    Ah, the glamour of air travel. Wide, spacious seats and aisles with smiling passengers, good food, and quiet, uninterrupted time to ponder the miracle of traveling in comfort at 30,000 feet.

  • Content Marketing, Social Media, And Travel  in Marketing: Travel on 07/14/2014

    As a former editor and content strategist way back when the internet was still shiny and new, I'm absolutely thrilled by the renewed focus on content marketing today. Back in the late '90s, those of us who specialized in content often found ourselves repeatedly trying (and often failing) to describe to marketing and IT clients - especially the IT clients - what exactly our jobs entailed.

  • Adapting To The Changing Social Landscape in Marketing: Travel on 06/09/2014

    Oh, Facebook, you've changed. The decreased organic reach of the Social Media bell cow has been well documented for some time now; brand likes and follows (and the ability to generate them) have slowed to a trickle with the enhancements to Facebook's interface and the changes to their business model.

  • Experience Vs. Privacy - The Marketer's Dilemma in Marketing: Travel on 05/12/2014

    As marketers, we tend to get very excited by new technologies - and the opportunities they create for us to get closer to our customers. Sometimes these new ideas and channels provide astounding opportunity (such as mobile); sometimes they're just distractions that never come to fruition (how's your Second Life avatar these days?).

  • The Changing Face (Or Screen) Of Customer Experience  in Marketing: Travel on 04/14/2014

    The importance of the mobile experience in travel marketing can't be understated. As I've written about before, the inspiration to travel (and the need to book it!) strikes at all times of day, in all environments - and with our mobile devices always on, always nearby, and constantly in use (the average person checks their phone 150 times a day), inspiration usually starts becoming action via the mobile channel.

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