First Published on 20th June, 2017
Selling ancillaries isn’t a new phenomenon for airlines, but counting on data to step up the same for maximizing revenue or even delivering personalized, contextual experiences is a work in progress. So be it for analyzing the available data related to online behavior, coming up with relevant offers or improving upon areas like email retargeting, there is room for better results, says Justin Steele, VP, Product, Switchfly.
It is time airlines move on from mundane moves, such as generic retargeting, and look at advanced retailing or digital marketing tactics to produce better results.
The area of ad targeting is becoming increasingly sophisticated.
In the ad tech space, one can target profiles based on data (non-personally identifiable information such as browser, time of the day, location etc.) and such inputs are being used programmatically to place a bid on ads with a better possibility of a conversion. As for content, one needs to measure how the same is impacting performance online. For instance, if a user is searching for car rental options in a city, how can a marketer make the display ad or a video exciting rather than showing one image post abandonment. Can I be shown an ad that is relevant to my online behavior, including on site browsing? Data is key to all this, and how it drives conversion.
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