Travel trade leads the way in ‘moment’ marketing
The travel industry is leading the way in the new marketing buzzword, ‘moment’ marketing, according to research.
A recent Warc and Deloitte 2016 Toolkit highlighted ‘moment’ marketing – where data and technology are used to identify brief marketing opportunities – as the number one trend for next year.
And moment marketing firm TVTY claims the travel sector is already using the most sophisticated ‘moment’ marketing strategies.
Online ‘moment’ marketing campaigns are triggered by offline events including sport, TV programmes, adverts, financial events and the weather.
TVTY says it’s about connecting with people at the key moment when they reach for their phone or laptop or use social media.
Its research found that 64% of digital marketers in the travel industry were going to allocate more budget to moment marketing in 2016.
It also found 29% use both their own TV and competitor’s advertising to trigger campaigns and 43% use travel metrics (such as public transport delays) to launch ‘moment’ digital campaigns.
Antoine de Kermel, UK MD of TVTY, said: "Travel is a highly competitive space online. There is a lot of innovation in digital marketing, and travel has been an early adopter of moment marketing. We see travel marketers using a lot of triggers to target consumers, but, as you might expect, weather is a very popular trigger.
"People are much more likely to book a getaway when the weather suddenly turns bad, or when another transport delay drives commuters to pack their bags for a carefree week in Barbados.
"An interesting trend we’re seeing, specifically from travel companies, is a desire to use new sources of data – like flight delays – as a trigger for digital campaigns. For example, a popular airline might want to launch a campaign, which highlights its own punctuality whenever its nearest competitor is facing delays."
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