Digital marketing is a great way to burn lots of cash, now more so than ever. It used to be that SEO and Adwords were the only game in town. These days we’re scrambling for mobile strategy and attribution models; first we needed a plan for Pinterest, then it was Instagram, now it’s video. Even… continue reading
Good old fashioned email is still a great marketing channel, allowing direct, personalised communication with your customers in a place where they still (for better or worse) spend plenty of time–their inboxes! Automated email (otherwise known as email autoresponders) is a great way to put some of that activity on autopilot. With automation you can… continue reading
The trick to effective content marketing is being in the right place, at the right time, with the right content and messaging. Once you’ve defined your audience you can start planning content campaigns to fit their needs at various stages of the customer journey to purchase. Tactical considerations include how we a) distribute and amplify… continue reading
Understanding the audience is at the heart of all good content marketing. Fundamentally, content marketing is an exercise in empathy: understanding and appreciating the audience’s needs and providing content that they’ll find useful prior to making a purchase. The better you know your audience the better you can serve them great content that nurtures them towards a booking.… continue reading
As every travel business knows, the customer journey begins long before they pack their suitcase and head to the airport. A typical traveller could have been planning their trip for weeks, months or even years prior to making a booking. People draw on a vast amount of online information while they research, plan and eventually… continue reading
Moves from the web’s two biggest giants to shake up mobile publishing have been causing waves among mainstream publishers. Two features, Facebook’s Instant Articles and Google’s Accelerated Mobile Pages (AMP) were launched last year, ostensibly to improve speed and overall experience for mobile users. The initiatives are part of a broader shift in the tectonics… continue reading
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