Digital ad spending by travel marketers is poised to increase by double digits this year and next. This growth is being driven by competition between large travel marketers. While big companies like Priceline.com, Expedia and Orbitz have been spending heavily on paid search, eMarketer analysts say more consumers are clicking on ads through mobile devices instead of PCs. This trend may prompt the travel marketers to make some changes.
Enterprises have many reasons to drive consumers to their websites. Some marketers want to sell directly to shoppers through their sites, while others want to entertain and inform. Which promotional tools work best to drive consumers to a site? According to Forrester Research, it's all about search.
More hospitals in the U.S. are merging and forming partnerships in order to achieve economies of scale. As they do so, these institutions must also reach out to a larger patient base – in some cases this means a regional or national market. While most consumers are aware of the strengths of their local hospitals, they’ll soon be hearing messages from facilities offering specialized care on a national basis.
Consumer goods (CG) manufacturers face a challenging market. Retailers partner with them in some cases, but also compete with their private label products. And, consumers want more information when they’re making purchases which can lead to a doubled-edge marketing sword.
As the summer season begins, more marketers are likely to connect with consumers through events like music festivals. But do these expenditures make a difference? Havas has been researching this topic and shared some encouraging findings.
The economy may be straining household budgets, but there is still a group of consumers determined to travel. While these travelers are becoming ‘resourceful’ in planning their trips, marketers can connect with them and tap their loyalty through several media channels. For the most part, the definition of value is not linked to price, a trend that is good news for travel operators.
Cruise lines and travel agents are eyeing a lucrative market as more consumers say they plan to take an initial or repeat cruise. Despite increasing capacity by over 8% last year, operators reported bookings at 103% occupancy. To generate continued consumer interest in this form of vacation, marketers will be targeting key demographics with unique promotions this season.