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Organic Search and Email Marketing are the most effective channels for driving customer acquisition for Travel Brands

Author's avatar By Robert Allen 10 Nov, 2016
Essential Essential topic

Chart of the Day: Travel Sector finds earned & owned media like organic search and email marketing the most effective for gaining new customers.

We all know customers don't like ads, and have got especially good at ignoring them or blocking them when they're online. Now this is really starting to filter through into the channels driving results online - Organic is rated as more effective than Paid Search or Affiliate marketing, at least when it comes to acquisition for travel brands.

The travel industry involves single big-ticket purchases - with customers only occasionally engaging in repeat business.  This makes it very different to many other industries, especially FMCG, where it's low margins and repeat purchases that are the name of the game. Therefore I'd be very wary about applying these findings outside of the travel industry. But the implications for travel brands are clear - invest in exceptional content to build organic visits, and develop an email marketing team with the ability to target customers with personalized content.

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Author's avatar

By Robert Allen

I was the Editor of Smart Insights between 2015-2017. I managed the blog and you will find blog articles on a range of subjects- Marketing Technology trends and latest tech developments are a regular focus, as well as exploring key marketing concepts. You can get in touch with me on Twitter and connect with me on LinkedIn. The new Editor is Carolanne Mangles.

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