2012 Strategy Series: Content and conversion challenges for travel marketers
Video 1: In-house or out-sourced? The answer is 'find your own mix'
The old adage that content is king remains as true today as it has ever done.
But developing and managing quality content can be expensive and resource intensive meaning there is always the temptation to find quick fixes by outsourcing content creation.
Listen to what our panel think.
Video 2: Quality and quantity matter, but so does reaching out
Earned media will become a growing force in determining whether brands stand out ahead of their opposition, but how are travel companies dealing with the demands of user-generated content?
Video 3: Get your content right and boost conversion
The trick for retailers is to make sure their carefully curated content attracts eyes at the right point in the buying funnel to optimise the chances of conversion.
Hear the opinions of our panel of marketers as a number of rules of thumb emerge.
Video 4: It doesn't have to be all about price
Developing good content is all about driving up the conversion rate, which in travel remains stubbornly low.
But how can the travel industry drive up conversion, loyalty and ultimately values when price comparison sites reward consumers who shop around to find the best deal?
Panellists agreed it's not always all about the ultra-bargain hunters.
Video 5: Keeping the faith
Establishing the business structures to support the generation and management of content remains as much an article of faith as a rational commercial decision.
But our panel agreed that there are clear opportunities, even if there are no proven systems capable of measuring return on investment yet.
Video 6: Nurturing the digital pioneers
The co-founder of First Tuesday and managing partner of Ariadne Capital said the under-30s do not necessarily see themselves as working for someone else.
While this attitude can cause problems when recruiting, this pioneering spirit is what travel firms can tap into when it comes to developing their digital marketing strategies.