When two people visit Amazon’s website, they get two different experiences based on their past histories with the retailer. This "Amazon effect" has changed consumer expectations, and puts pressure on travel suppliers to deliver personalization and relevance at every touchpoint. Imagine the following examples:
Those examples are provided by Signal, a technology-based marketing company that emphasizes consistent and personalized messages across all devices and channels. With travelers using multiple devices not only to plan and book travel but to plan and book activities when they are on the road, it’s crucial for marketers to reach them on all those devices at the right times and with the right message.
The challenge, said Mike Sands, CEO of Signal, is “to recognize travelers as they move across devices and create seamless, one-to-one experiences that will drive loyalty and conversions. Travel marketers have an opportunity to use the rich customer data at their fingertips to deliver meaningful, relevant experiences everywhere consumers are interacting.”
To that end, Signal recommends travel marketers consider these strategies:
Kathy Menis, senior vice president of marketing for Signal, says, “It’s about helping brands recognize customers on any digital platform in real time. With consumers’ attention spans as short as eight seconds, we give brands the opportunity to take the incredible data they have and put it together into a consumer profile that has contextual relevance.”
As an example, she said that one travel company used CRM data that enabled marketers to recognize loyalty customers, in a 300% lift in conversion. “It’s not just about keeping loyal customers happy but reducing wasted ad space,” she said.
“The key thing is to recognize the customer,” said Menis. “That might even mean they made a phone call into a call center or looked at a website for price comparison or they’re at an airport deciding to do what to do next. It’s the same person but on multiple devices for multiple purposes – and bringing that all together for a powerful marketing message.”
The takeaway: Left to their own devices, consumers will use them all.