Digital Trends and Takeaways – April 2018

From the thought leadership team at USDM Digital™

WHAT’S TRENDING… AND OUR TAKE ON IT

TRENDNearly six in 10 (57%) U.S. travelers feel that brands should tailor their information based on personal preferences or past behaviors, according to a recent study Google conducted with Phocuswright.

USDM Take-Away:  Marketers with an engagement strategy that utilizes first and third-party data, analytics tools for segmentation and media optimization, and machine learning that integrates past behavior into more personalized offerings can realize greater response, sales, loyalty, and lifetime customer value.  Many travel and tourism businesses can achieve such impact without breaking the bank by outsourcing this “Strategy as a Service” to a qualified, experienced, digital marketing company that already has invested in the necessary staff, software and relationships. To learn more, contact us at Inquire@usdmdigital.com.

TRENDThe proportion of US and UK homes with voice assistants is expected to grow to 55% in four years, with shopping via the devices reaching $40 billion annually by then, up from the current $2 billion, an OC&C Strategy Consultants study states. The study projects that Amazon will lead the market.  Forecasts continue to point to marketplace dominance fueled by “voice-enabled-search”.

USDM Take-Away:  Are your new and repeat customers search-driven? Is your content and e-commerce mobile friendly?  Does your search strategy include new tactics that drive relevance for voice-search responses?  Is your digital strategy evolving as quickly as consumer expectations?   You may need to consider an updated assessment of your digital marketing relative to new consumer behaviors.

TREND“Assistance is really the new battleground for growth. As expectations of the empowered consumer continue to rise, the most assistive brands will win.”  – Allan Thygesen, Google president of the Americas.

USDM Take-Away:  As more consumers are utilizing digital assistants (Suri, Alexa, etc), voice search, and mobile, table stakes have risen for marketers to competitively meet consumer expectations.  Smart use of data to recognize individual customers and respond faster with more personalized options is now a fundamental requirement.  While much of the process can be handled internally or outsourced to qualified providers, your digital strategy must be carefully customized for your unique circumstances.  You don’t want to pay more or buy less than you need.

TRENDDigital advertising and marketing in the travel industry has moved far beyond yesteryear’s display ads, reach, frequency and cost models.  Today, speed, relevance, personalization, content management, social engagement, and data-driven optimization are driving customer acquisition, retention, and profits. — USDM Digital™

USDM Take-Away:  The increasing influences in social media of images, options, and convenience over long text are driving changes in consumer behavior.  Facebook, Instagram, Twitter, Snap, and Pinterest are constantly updating new offerings to improve engagement.  Marketers must constantly update their marketing strategies to stay competitive.

ABOUT USDM DIGITAL™

Public and private sector brands trust USDM Digital™ to provide current and future insights, develop digital strategy for business, execute digital marketing and advertising, improve customer engagement, and deliver performance that measurably IMPACTS their business.  Visit us at www.usdmdigital.com

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