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Life has changed dramatically over the last few weeks—especially for destination marketers and hoteliers. Government regulations, coupled with traveler fear and anxiety, have brought the industry to a standstill. Many of our customers have questioned when and how to promote their brands during this time, and how to strike the right tone in this uncharted territory.
Personalization strategies can help answer some of those questions and ease a bit of the burden that many destination marketers feel. Below are a few tips to implement personalization strategies on your destination website during the COVID-19 crisis.
1. Prevent Information Overload.
The most important thing...
Brand experiences are stronger when they work together. Each touchpoint a potential customer has with your brand should build off the previous interaction, and guide customers to the next.
That’s why it’s important for your digital advertising and website personalization strategies to align. With the ability to alter your website experience based on a customer’s specific level of familiarity with your brand—and personal preferences—you can connect them to the most relevant content you have to offer, faster.
Read on for three ways to integrate your digital advertising and personalization strategies.
Using Personalization to Amplify Media and Email Marketing Campaigns
Marketing teams invest heavily in email deployments and digital media buys. From building creative to choosing targeting parameters and setting up A/B tests for subject lines and ad copy, the bulk of this investment is spent with one goal in mind: drive clicks. With a hyperfocus on CTR as the magic metric of success, investment often—unfortunately—doesn’t support ongoing, personalized brand experiences after an initial touchpoint.
It’s a huge missed opportunity for marketers. Investing in personalized experiences post-click helps build brand love and drive potential customers down the funnel.
Combine These Two Marketing Strategies for a More Impactful Customer Experience
Marketing teams are inundated everyday with scary statistics about subpar digital experiences and wasted marketing dollars. Often, the answer to these issues is to personalize or optimize content on your online channels. But what do these two strategies really mean? When should one be used over the other? Or are personalization and optimization complementary strategies meant to be used together?
Our take: Personalization and optimization are the new peanut butter and jelly. Together they help destination marketers succeed in this new era of customer experience.
Many companies are eager to begin personalizing content on websites, email newsletters, digital marketing channels and more. But before you jump into campaign creation and management, set yourself up for success by following a few simple guidelines. If you're considering implementing personalization into your digital marketing strategy, let us know- we'd love to help!