Getty Images #HOLIDAY · travel revenue for providers. For travel marketers, Facebook and Instagram...
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July 7, 2019 26 #HOLIDAY Volkan Çağsal, CEO of Adphorus, explains why travel marketers are winning with full-funnel marketing on Facebook and Instagram S ocial media platforms such as Facebook and Instagram have given travel marketers unprecedented access to consumers. From general demographics to interests and daily activities, consumers are putting their lives on the internet – and giving marketers robust insights in the process. In theory, these insights should make for easy targeting, but that hasn’t always been the case. In fact, social media channels have traditionally been used for brand awareness and perception. However, in 2019 that’s all changing. According to a recent report by Sojern, in 2019, 55 percent of global travel marketers plan to spend more on social advertising to reach and influence their audiences. As Facebook and Instagram continue to launch advertising products, such as Travel Ads, to help travel marketers and address their specific needs, that spend will only continue to grow. Travel Ads utilises Facebook travel data and has date-specific availability and pricing with options for not just retargeting but also prospecting to during a specific point along the path to purchase is still the biggest pain point for 45 per cent of global travel marketers. And it’s because they’re only seeing snippets of that journey. If travel marketers are looking at fragments of customer behaviour data but don’t have the context to know where exactly they are in the sales funnel, it’s impossible to serve up the right ad at the right time. However, when social channels are viewed as demand-generation tools in and of themselves, travel marketers can move beyond awareness and design strategies that send passengers on their way to paradise. THE KEYS TO SUCCESS According to survey results, travel marketers are successfully using Facebook and Instagram across multiple marketing objectives, and it’s because they’re looking at social platforms in a much more holistic way. While respondents rate both as effective for targeting new audiences, Facebook is perceived as having a slight edge driving reach, brand awareness and personalisation. Due to its visual nature, Instagram is viewed as better for showcasing a property or travel experience. With that in mind, they’re combining search behaviour and social media data to stitch together a social sales funnel for both platforms. If we look back to five years ago, Facebook and Instagram were generally considered as only useful for brand awareness, but not necessary channels that could drive direct conversions. However, over the past several years, they have introduced new ad products designed for higher-funnel objectives such as brand awareness and lower-funnel objectives such as driving conversions via remarketing. Ultimately, Facebook has evolved and can now not only work for the full funnel but is also becoming the most effective way to influence travellers at each stage of their journey from dream to destination. With this comprehensive view, travel marketers are seamlessly moving consumers through the funnel by dishing up personalised, targeted ads every step of the way. FULL THROTTLE ON FULL-FUNNEL While some travel marketers are already seeing success, this is only the beginning. Facebook and Instagram currently offer marketers a holistic solution, with the upper- funnel products adding a layer of optimisation to Facebook’s traditional targeting options. This allows marketers to show relevant ads at scale to travellers in any stage of the planning process. However, as Facebook expands its ad capabilities, more and more travel marketers will adopt a full-funnel strategy across both platforms, generating additional travel revenue for providers. For travel marketers, Facebook and Instagram present wide-open opportunities to sell more inventory through effective targeting. While the nuances of that effectiveness will continually change as adoption rates increase, one thing will always remain: By embracing all that Facebook has to offer, travel marketers will be able to inspire and engage with travellers throughout their path to purchase. By Volkan Çağsal, CEO of Adphorus people who want to travel – whether they’ve been to your site or app or not. Why will ad spend continue to grow? Because travel marketers are deploying full-funnel strategies on Facebook and Instagram using rich behavioural data—and they’re finally realising ROI. THE VISIBILITY CHALLENGE Social media provides marketers with an influx of information about consumers. In spite of all that intelligence, targeting travellers Gey Images CAM262_P26_Sojern.indd 26 7/4/19 5:05 PM
Transcript of Getty Images #HOLIDAY · travel revenue for providers. For travel marketers, Facebook and Instagram...
July 7, 201926
#HOLIDAYVolkan Çağsal, CEO of Adphorus, explains why travel marketers are winning with full-funnel marketing on Facebook and Instagram
Social media platforms such as Facebook and Instagram have given travel marketers unprecedented access to
consumers. From general demographics to interests and daily activities, consumers are putting their lives on the internet – and giving marketers robust insights in the process. In theory, these insights should make for easy targeting, but that hasn’t always been the case. In fact, social media channels have traditionally been used for brand awareness and perception. However, in 2019 that’s all changing.
According to a recent report by Sojern, in 2019, 55 percent of global travel marketers plan to spend more on social advertising to reach and influence their audiences. As Facebook and Instagram continue to launch advertising products, such as Travel Ads, to help travel marketers and address their specific needs, that spend will only continue to grow. Travel Ads utilises Facebook travel data and has date-specific availability and pricing with options for not just retargeting but also prospecting to
during a specific point along the path to purchase is still the biggest pain point for 45 per cent of global travel marketers. And it’s because they’re only seeing snippets of that journey. If travel marketers are looking at fragments of customer behaviour data but don’t have the context to know where exactly they are in the sales funnel, it’s impossible to serve up the right ad at the right time. However, when social channels are viewed as demand-generation tools in and of themselves, travel marketers can move beyond awareness and design strategies that send passengers on their way to paradise.
THE KEYS TO SUCCESSAccording to survey results, travel marketers are successfully using Facebook and Instagram across multiple marketing objectives, and it’s because they’re looking at social platforms in a much more holistic way. While respondents rate both as effective for targeting new audiences, Facebook is perceived as having a slight edge driving reach, brand awareness and personalisation. Due to its visual nature, Instagram is viewed as better for showcasing a property or travel experience. With that in mind, they’re combining search behaviour and social media data to stitch together a social sales funnel for both platforms. If we look back to five years ago, Facebook and Instagram were generally considered as only useful for brand awareness, but not necessary channels that could drive direct conversions. However, over the past several years, they have introduced new ad products designed for higher-funnel
objectives such as brand awareness and lower-funnel objectives such as driving conversions via remarketing. Ultimately, Facebook has evolved and can now not only work for the full funnel but is also becoming the most effective way to influence travellers at each stage of their journey from dream to destination. With this comprehensive view, travel marketers are seamlessly moving consumers through the funnel by dishing up personalised, targeted ads every step of the way.
FULL THROTTLE ON FULL-FUNNELWhile some travel marketers are already seeing success, this is only the beginning. Facebook and Instagram currently offer marketers a holistic solution, with the upper-funnel products adding a layer of optimisation to Facebook’s traditional targeting options. This allows marketers to show relevant ads at scale to travellers in any stage of the planning process. However, as Facebook expands its ad capabilities, more and more travel marketers will adopt a full-funnel strategy across both platforms, generating additional travel revenue for providers.
For travel marketers, Facebook and Instagram present wide-open opportunities to sell more inventory through effective targeting. While the nuances of that effectiveness will continually change as adoption rates increase, one thing will always remain: By embracing all that Facebook has to offer, travel marketers will be able to inspire and engage with travellers throughout their path to purchase.
By Volkan Çağsal, CEO of Adphorus
people who want to travel – whether they’ve been to your site or app or not. Why will ad spend continue to grow? Because travel marketers are deploying full-funnel strategies on Facebook and Instagram using rich behavioural data—and they’re finally realising ROI.
THE VISIBILITY CHALLENGE Social media provides marketers with an influx of information about consumers. In spite of all that intelligence, targeting travellers
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CAM262_P26_Sojern.indd 26 7/4/19 5:05 PM
