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Travel & Hospitality investing in content marketing 63% more than other industries

  • Creating a more personalized customer experience: 51% of respondents said this was their top-ranked opportunity. “When it comes to personalization, data is paramount,” said Judd Marcello, EVP of Global Marketing for Cheetah Digital. “Customer data is typically underused or used inefficiently. It tells brands, especially retailers, so much about where they can improve or what their customers want, and they can use that data to make a big impact on their business.”
  • Increasing budgets to invest more in multichannel: The survey found that this year alone, marketing budgets are increasing on average by 18%, with multichannel solutions as the top technology for investment. Respondents reported investing 26% more in multichannel than any other technology.
  • Sending more behavioral-based messages: 54% of respondents ranked email as the top ROI-driving channel, mostly because it remains the cheapest to implement and consistently produces the highest engagement. Respondents plan on sending 30% more behavioral emails compared to mass newsletters. Yet, millennials only want 1-3 marketing emails per month, but brands are sending 8-10, and they plan on sending even more emails in the future. “Marketing teams are often short on resources,” said Carl Sednaoui, Director of Marketing for MailCharts. “A great way to launch your email personalization efforts it to understand what the best players out there are doing. By seeing exactly how the best companies nurture browse abandoners, cart abandoner, and recent purchasers, you’ll get a feel for what’s right for your own email program.”
  • Implementing strategies to compete with Amazon: 95% of Retail marketers said the giant has significantly impacted their marketing plans. However, marketers in other industries aren’t as concerned, or in some cases concerned at all, by Amazon. With Amazon already moving into Financial Services, Food Delivery, and Healthcare, it’s only a matter of time before they tackle other industries, too. “The most powerful weapon in any marketer’s arsenal is ‘activated’ customer data,” said Justin Foster, Co-founder and VP of Market Development for Liveclicker. “Activated data is not only the key to unlocking personalization potential; it provides every marketer with truly unique customer insights – insights that can’t be accessed by Amazon or any other competitors.”

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