Dig­i­tal mar­ket­ing set­ting the trend

Dig­i­tal mar­ket­ing strate­gies are known to drive more busi­ness in travel, tourism and hos­pi­tal­ity. Salah Mustafa, Dig­i­tal Mar­ket­ing Di­rec­tor, Wego, en­sures that trav­ellers are kept abreast with the lat­est trends of travel.

TravTalk - Middle East - - TECHNOLOGY - TT Bureau

How im­por­tant is the dig­i­tal mar­ket­ing strat­egy in to­day’s con­text for travel and tourism?

More than ever be­fore, MENA con­sumers are re­ly­ing on brands’ dig­i­tal mes­sag­ing to guide them through pur­chase jour­neys. At Wego, we ad­vise travel ser­vice providers and des­ti­na­tion mar­ket­ing or­gan­i­sa­tions to adopt a 360-de­gree ap­proach, en­gag­ing users at dif­fer­ent stages of the pur­chase fun­nel, across var­i­ous chan­nels such as per­for­mance mar­ket­ing, so­cial me­dia, na­tive and con­tent mar­ket­ing. Brands should also adopt a solid user seg­men­ta­tion strat­egy for op­ti­mal bud­get­ing and mar­ket­ing com­mu­ni­ca­tion to stay rel­e­vant and cap­ture the at­ten­tion of new-age trav­ellers. More so, as busi­nesses are look­ing to cut costs, strate­gic dig­i­tal mar­ket­ing of­fers a cost­ef­fi­cient way to ex­pand au­di­ence base and ge­o­graph­i­cal reach. What are the new find­ings from this part of the world? What do the users re­quire? The sales vol­umes of the ecom­merce in­dus­try in the Mid­dle East is ex­pected to hit $4.3 bil­lion in 2020, ac­cord­ing to a report by BMI Re­search. This statis­tics shows a real ap­petite in the re­gion for shop­ping on­line, be it for fash­ion or travel. In­ter­est­ingly, mo­bile traf­fic has rapidly over­taken desktop for in­ter­net us­age, cre­at­ing a mo­bile-first gen­er­a­tion of shop­pers. This is where Wego comes in to pro­vide a por­ta­ble shop­ping ex­pe­ri­ence to the user.

Has so­cial me­dia be­come an ac­cepted norm in the cor­po­rate field?

So­cial me­dia seem to be driv­ing cus­tomer be­hav­iours. About 48 per cent con­sumers are seen to be en­gag­ing ac­tively in on­line pro­mo­tions through so­cial me­dia while a large sub­set of con­sumers use these plat­forms to read prod­uct re­views. Keep­ing with this cus­tomer be­hav­iour, at Wego, we utilise our so­cial me­dia chan­nels to en­gage with trav­ellers across the globe.

What are the lat­est trends in travel and tourism?

User gen­er­ated con­tent, video con­tent and lo­calised con­tent ap­pear to be the big­gest dig­i­tal me­dia trends in the travel and hos­pi­tal­ity sec­tor. To that ef­fect, we rec­om­mend that ho­tels, OTAs and air­lines boost au­dio-vis­ual con­tent pro­mo­tions and also en­cour­age guests to share their authen­tic travel ex­pe­ri­ences on­line.

What will be the fu­ture of dig­i­tal plat­forms?

In the next two to five years, pro­mo­tions for travel brands will be­come far more lo­calised. We also see real po­ten­tial for dis­rup­tive tech­nolo­gies such as big data an­a­lyt­ics, AI and IoT to help de­liver top-notch travel re­tail ex­pe­ri­ence.

Brands should adopt a solid user seg­men­ta­tion strat­egy for mar­ket­ing com­mu­ni­ca­tion to stay rel­e­vant and cap­ture the at­ten­tion of new-age trav­ellers

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