Navigating Personalization in Travel Marketing and Beyond
This episode explores the importance of personalization in travel and tourism marketing, highlighting strategies like tailored recommendations, social media engagement, targeted emails, dynamic web content, and personalized offers to enhance customer engagement and increase conversions. It details the shift towards a data-driven approach to understand customer behavior and preferences, emphasizing the use of technology to automate and scale personalization efforts. This episode also delves into the impending deprecation of cookies and the emergence of alternatives like Google Pair, LiveRamp Identity Link, Trade Desk's Unified ID 2.0, and others for privacy-compliant retargeting. Additionally, it discusses segmentation in marketing to different generations, particularly focusing on the shift from baby boomers to younger demographics in luxury adventure travel. The episode concludes with a spotlight on Progressive Insurance's 'Becoming Your Parents' campaign as an example of creative and effective marketing that leverages personalization and segmentation.
00:00 Welcome to the World of Travel Marketing Trends
00:13 Diving Deep into Personalization in Travel Marketing
03:53 Exploring the Future of Personalization in Travel
05:27 Tech Spotlight: Navigating the Post-Cookie World
13:13 Research Roundup: Segmenting for Success
19:42 Campaign Spotlight: Creativity and Personalization in Action
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Pat (00:00):
Hey everybody.
It's time to think about traveland tourism marketing trends
today.
I'm going to share a little bitof information with you about
personalization and travelmarketing.
We're starting to hear a lot ofdiscussions around
(00:20):
personalization, a lot ofquestions and trying to figure
out how we can leverage some ofthe opportunities that do exist
currently and will exist in thefuture in regards to the
personalization of our marketingmessaging.
So this is a strategy that Ifeel will revolutionize how
travel and tourism businessesengage with their customers.
(00:43):
And at its core, personalizationand marketing means tailoring
your marketing messages andoffers to match the individual
preferences And their behaviorsand just utilizing the
information that we're able tolearn about the content that
they interact with thetransactional types of things
that we may have access to.
And so I wanted to just quicklytouch on five things related to
(01:07):
personalization and travel andtourism marketing.
So tailored recommendations,just think about the impact of
suggesting the perfect lodgingfacility, the room type or an
unforgettable experience.
All based simply.
On the data that your customershave shared with you and their
past interactions is probably amore appropriate way of saying
(01:29):
that this level ofcustomization, not only enhances
the booking experience, butsignificantly increases that
likelihood of converting.
In addition to that, socialmedia has been around for a long
time and utilizing social mediaplatforms to interact with your
audience is a very personal,engaging tool from targeting ads
through paid social, um, To justgeneral responsiveness and
(01:53):
customer service that everyinteraction is an opportunity to
further strengthen that brandrelationship with the customer.
With your potential travelerstargeted emails, you've heard
this being talked about for avery long time, but it's going
to become increasingly importantthat we are able to leverage the
power of data to send emailsthat your customers actually
(02:14):
want to open personalized emailsthat are based upon their very
specific preferences and pastbehaviors can really
dramatically increase theeffectiveness of your email
marketing campaigns.
And there's some reallyexciting.
Tools that are available now tohelp with the timing and the
content type and those targetedemails.
(02:36):
I know quite often when we talkabout emails, it seems like an
antiquated type of tactic, butit's not.
It's very effective and the morethat you can target and tailor
the messaging, the more benefitthat you will see in the
results.
Dynamic web content.
Again, this is nothing new.
But, you know, as we begin toleverage new ways of accessing
(02:59):
behavioral data and things likethat, it's going to allow us to
enhance the user experience bycustomizing the content that is
presented to them in real timebased on data for each
individual user.
And this dynamic approach isgoing to ensure that every user
find exactly what they'relooking for.
And it's going to make yourwebsites better.
(03:19):
A far more effective sales toolonce we are able to put that
technology to work for you.
Lastly is personalized offers.
This is very special offerstailored to an individual's
taste and preferences and candramatically increase the appeal
of not only your promotion, butjust driving higher conversion
(03:40):
rates.
And again, you know, buildingupon customer loyalty.
So that's all well and good,right?
That's a very top level look atsome of these things that are
related to personalization andour travel and tourism marketing
efforts.
But the real crux of this ismaking your data actionable.
For travel and tourism marketingprofessionals looking to
(04:01):
implement these strategies, itstarts with data.
You know, and analyzing yourcustomers behaviors, their
preferences, their feedbackacross all the different touch
points that you have had withthem.
And then leveraging thattechnology to automate and scale
your personalization efforts andalways test, refine your
approach based upon theperformance and customer
(04:22):
feedback.
But personalization is not justa strategy, it's an approach to
customer engagement that canreally set you apart in a very
competitive travel marketinglandscape.
And by focusing on thoseindividual needs and preferences
of your customers, you cancreate a more meaningful and
memorable travel experience.
Interactions leading toincreased loyalty revenue for
(04:43):
your business and just overallpositive outlook upon their
experience with you.
And so we're going to dive intosome more things related to
personalization, and there'sgoing to be some new tactics,
new strategy ideas that aregoing to come from this, and it
really just boils down to thedata.
And how you are collecting andmanaging and frankly slicing and
(05:07):
dicing it so that you canextract as much valuable
information from it as possible.
And we'll continue to touch onthese different things, but just
resurfacing the personalizationpiece and look forward to
continuing to find ways that wecan improve.
Our marketing strategies andtactics.
Today's tech spotlight.
(05:28):
We're going to be piggybackingon our segment about travel
trends and as it relates topersonalization, we're going to
be taking a look at Google pairfor just a moment, but then some
alternatives to Google pair,such as live ramp and things
like that.
So what is Google pair?
It is the publisher advertiseridentity reconciliation.
(05:51):
Pair, not to be confused withanother Google product called
pair, which stands for peopleplus AI research.
And this particular example, weare looking strictly at this
publisher advertiser identityreconciliation technology.
It's developed by Google tofacilitate privacy compliant
(06:11):
retargeting campaigns.
That matches encrypted firstparty data between advertisers
and publishers.
We have been talking for a verylong time about the deprecation
of cookies within the Googleecosystem amongst others that
have already deprecated cookies.
They started phasing this inJanuary 1st of 2024 with about
1%.
(06:32):
Of all the traffic that's outthere with the goal of cookies
being completely phased out byJune of 2024.
So it really makes it crucialthat we all are understanding
how these different tools.
We'll work in light of thedeprecation of these cookies
once and for all.
(06:52):
And so again, the pear is aGoogle product that allows us to
retarget and do things likethat.
This is only within the Googleecosystem, a walled garden, if
you will.
So we're just going to talkabout a couple of alternatives.
This is really just to surfacethese things so that When the
conversations are taking placethat these are going to become a
(07:16):
more familiar topic for you,that you feel more confident
speaking about, I would highlyencourage you to spend a little
bit of time just researchingthis topic because it is very,
very important.
So, LiveRamp Identity Link.
This is a data connectivityplatform.
It enables companies to leveragefirst party data for marketing
(07:36):
purposes in a privacy compliantway.
You'll hear the term clean room,okay?
LiveRamp.
It's, it uses anonymizedpseudonymous, I can't even
pronounce this, identifiers tomatch data across different
platforms and devices.
And this allows for targetingadvertising without directly
identifying individuals.
And that's, again, the wholecrux of this is privacy concerns
(08:00):
and the anonymization of thedata.
That we as individuals sharewith technology partners, such
as Google, so forth, but unlikeGoogle pair again, which is
specifically designed forGoogle's advertising platform,
this live ramp identity linkworks across various platforms.
(08:21):
And it is not limited to justGoogle's ecosystem.
It gives a broad range ofidentity resolution capabilities
beyond just advertising.
LiveRamp has been around forquite some time and it's a
fantastic product and theycontinue to get better.
Another one to just kind of,again, surface for you.
We talked about this in aprevious episode, but is the
Trade Desk's Unified ID 2.
(08:44):
0.
So a digital relativity.
We do have a seat with the TradeDesk.
That is a primary platform thatwe utilize.
I mean, this unified ID 2.
0 is an open source frameworkthat's developed by the trade
desk.
It aims to create a common quoteunquote currency for digital
identity across the ad techindustry, across all the
(09:05):
different types of tools thatcan be used, and it uses
encrypted and hashed emailaddresses to enable identity
resolution and audiencetargeting.
So as a comparison to Googlepair, unified ID 2.
0 is designed to be acollaborative effort across the
industry with many ad techcompanies contributing to its
development.
(09:26):
This is a really encouragingthat that's the case because in
my opinion, it creates a betteropportunity for adoption here,
but this, it does contrast againwith Google pair.
Which is a proprietary solutionthat Google uses within their
own, again, quote unquote, thewalled garden of their
ecosystem.
The unified ID 2.
0 also emphasizes transparencyand consumer control over their
(09:49):
data.
So I'm a big fan of the TradeDesk Unified ID 2.
0, but again, there's othertools that are available to us
with these types of things.
Now, InfoSum is another one.
This is the one that I'll bevery upfront with you.
I'm not that familiar with.
That is not part.
Of our stack, but I still wantto surface it for you just so
that this is something that ison your radar.
(10:11):
But InfoSum is a decentralizeddata collaboration platform.
This allows companies to matchand analyze customer data.
Without sharing the raw datawith each other and uses a non
movement of data to ensureprivacy and security of
consumers information.
And InfoSum's decentralizednature sets it apart from Google
(10:33):
Pair, which relies on encrypteddata matching between parties.
InfoSum allows for a broaderrange of data collaboration and
use cases.
Uh, beyond just advertising,such as insights and analytics.
And lastly, there is ID5.
This is another one, again, fulltransparency.
I am not overly familiar withbecause it's not part of our
(10:54):
stack, but I really just want toshare this with you.
But ID5 is an identity solutionfor digital advertising.
It provides a universal IDsimilar to the universal ID that
is from the Trade Desk, but itis to approve user recognition
across different platforms.
And it aims to replace thirdparty cookies with a privacy
(11:15):
compliant identifier.
So, you know, when we look atNot really just alternatives to
Google pair, but similar toolsand understanding just how
they're going to fit into thisnew environment that we are all
going to find ourselves in verysoon.
It's just important to evaluateand understand each option
that's based on your specificneeds, the platforms that you
(11:37):
use, frankly, your commitment touser privacy.
And then of course, you know,there are concerns that we need
to look at in terms of justbudget because some of these
tools are quite expensive,frankly, not all of them are.
Each alternative offers adifferent approach to identify
resolution and datacollaboration so that you can
(11:58):
consider factors such as.
Interoperability, the industrysupport and the ease of
implementation.
But no matter what solution thatyou choose, ensure that you have
the necessary consent from usersto collect and use their data in
compliance with privacyregulations.
This is not going to go away.
And when we talk about thepersonalization as we just did
(12:21):
in our travel trends, this is akey component to being able to
personalize content.
Personalized delivery of emailsand all the different types of
things that come with that.
And so it's just reallyimportant.
I think that we all.
Continue to educate ourselvesand just become familiar as this
landscape is rapidly changing.
(12:42):
And again, we are approachingthe June, 2024 complete
deprecation of Google's cookieecosystem.
And again, while this hashappened in some other platforms
and it's already gone, Google ofcourse is going to be the big
one.
So just take a few minutes tofamiliarize yourself with this.
I encourage you to do a coupleof searches.
Go to chat GPT and ask it toexplain it to you like you're a
(13:05):
fifth grader, and it'll reallyhelp you break down some
barriers and understanding howthis all works.
Hey everybody.
Welcome to the research roundup.
And today, I'm not going to lie,this is probably more trend than
research, but still somethingthat caught my eye.
I wanted to share with you, Icame across an article at a
venture marketing that's A V E NT U R marketing.
(13:29):
com.
The links will be in the shownotes.
If there was one little segmenthere and I'm going to scan it
real quick for you and then justdive into some different types
of things, but.
It got me thinking aboutsegmentation in this, we're
having conversations aboutpersonalization, we're having
conversations about targetingand moving to a cookie less
environment and still being ableto utilize behavioral data and
things like that.
(13:50):
Again, this really just made methink about the segmentation.
In this article, this headlinesays boomers are aging out.
The luxury adventure travelmarket has traditionally been
dominated by baby boomers.
Here I'm talking about high endfishing lodges, safaris, and
polar expeditions.
It continues to say, but acommon refrain I, the author,
(14:12):
keeps hearing from thosebusiness owners is that their
guests keep getting older andthere's not enough new blood
coming in.
So naturally, what worked forboomers isn't necessarily going
to work for Gen X and his olderfluent millennials.
And so this, again, is where thesegmentation comes into play.
Referring back to the babyboomers, the marketing to the
(14:33):
boomers and the travel andtourism industry has
traditionally focused on thosehigher end types of things.
But, you know, to restate whatthe article said, there's a
growing concern among businessowners and travel and tourism
that their clientele is agingout to the, and there's a
noticeable lack of youngertravelers to enter the market
and kind of fill that back in.
(14:55):
And this demographic shiftreally indicates.
That the marketing, thestrategies that were effective
for bandy boomers may notresonate with a subsequent
generations earth shattering,right?
But it just really is trulysurprising to me how often do
you just see those same types ofthings applied, and even though
(15:15):
we are in the midst of agenerational shift.
And so to address thosechallenges, it's really crucial
in the travel and tourismindustry that we adapt our
marketing approaches.
And this involves segmentationof audiences more effectively to
ensure that we are targeting theright guests.
(15:35):
Simply relying on the samestrategies that appealed to baby
boomers.
It's going to result inattracting the wrong demographic
or just frankly, failing toattract anyone at all.
And so thinking about howbusinesses need to focus on
creating content that resonateswith these individual groups, it
really means understanding theirpreferences, their values, the
(15:56):
types of travel experiences thatthey are seeking.
And so to successfully market toyounger demographics, businesses
need to focus on creatingcontent that resonates with
these different groups.
So again, this is a common themein this episode, but we're
trying to understandpreferences, values, and the
types of travel experiences thatthe different groups are seeking
(16:18):
and then using that informationand the data points to tailor
marketing messages, offerings,specials, different types of
programs, if you will.
That we're going to meet withthose interests that they're
exhibiting.
I'm going to just kind of runthrough some ways to
differentiate between audiences.
(16:38):
And again, this is just spitballing, but all begins with
taking time to analyze yourdata.
And if you don't have data, goget some, all right.
Not meaning like, well, go tothe store and say, Hey, give me
some big data.
I mean, you start to thinkingabout how you're going to
collect information.
So that you can betterunderstand what your current
(16:59):
visitors and your prospectivetravelers are actually looking
for.
So travel and tourism businessescan differentiate between
audiences by tailoringspecifically strategies to cater
to those needs, preferences, andbehaviors.
And just here's a couple ofexamples of how businesses can
look at this and segment theiraudiences.
And the first one, justdeveloping unique value
(17:22):
propositions.
So for adventure seekers, youcould highlight the unique
experiences like off the beatenpath destinations or eco
friendly accommodations forfamily travelers.
On the other hand, emphasizingsafety, the family friendly
activities, the accommodationsand amenities like childcare
services, working to creatememorable experiences by
(17:43):
offering personalized welcomeamenities.
Please.
Unique, guided tours for luxurytravelers who seek exclusivity
or, you know, everybody lovesthat feeling of being behind the
scenes, if you will, but withmillennials creating experiences
in line with their values, suchas sustainable practices, local
cultural immersion.
(18:05):
Those are two trends that we'llcontinue to talk about.
Especially with thesustainability piece, not to be
divergent.
Some of the other things that wecan look at here is embracing
niche marketing by specializingin culinary experiences for food
enthusiasts.
Offering food tours, cookingclasses with local chefs and
(18:25):
ingredients.
So other things that we can lookat targeting solo travelers.
This is an emerging trend thatwe see with tailored experiences
that promote the opportunitiesfor quote unquote self discovery
that comes with solo travel andthe opportunities to meet new
people.
Looking at the different typesof technology, this seems pretty
(18:47):
common sense, but reallythinking about the technology
usage among different groups,like user friendly websites,
duh, right?
But mobile apps withpersonalized recommendations
that are something that is justsecond nature to a lot of
younger travelers.
And there's a number of otherdifferent types of ways to
continue.
I just wanted to throw a fewthings that I had kind of put
(19:08):
together on a list here, butunderstanding the unique
characteristics and thepreferences of each of these
target audiences.
The travel and tourism industrycan craft our marketing
strategies that'll moreeffectively appeal to and engage
with these different types ofgroups.
Again, a common theme here ispersonalization, understanding
(19:31):
behaviors and understanding theway that folks interact with
technology and things of thatnature.
Is where the real gold lies.
Hey everybody, it's time for thecampaign spotlight today.
We are going to be looking at acampaign that has nothing to do
with traveling tourism, but itis just an outstanding example
(19:53):
of great creativity,implementation, and great
results.
And I think that it dovetailsvery nicely into some of the
things that we've talked aboutin this episode.
In regards to personalization.
And segmentation, and thiscampaign that I want to just
share some insights with youabout is the Progressive
Insurance Becoming Your Parentscampaign.
(20:14):
This campaign prominentlyfeatures the character of Dr.
Rick.
And it's a multifaceted campaignthat is aimed at addressing and
employing humor to mitigate thephenomena of quote unquote
parentamorphosis.
This term, made up byProgressive, but based upon some
research.
Describes the process by whichnew homeowners begin to adopt
(20:37):
behaviors and treats reminiscentof their parents.
This campaign, this was built byArnold Worldwide, just a
outstanding global agency wasbuilt upon the insight that a
significant life event such asbuying a home triggers a grown
up switch, if you will, thatleads individuals to start
(20:57):
emulating their parents.
This insight was discovered byProgressive's chief marketing
officer, Jeff Charney, who.
After consulting with behavioralscientists and psychology
researchers, identifiedhomeownership specifically as a
critical moment when individualsbegin to exhibit parental
(21:19):
traits.
And so the character of Dr.
Rick, uh, portrayed by actor andcomedian Bill Glass, was
introduced as a parent lifecoach, parental life coach, to
help new homeowners avoidbecoming their parents.
Dr.
Rick's character has evolvedfrom an initial documentary
(21:39):
style to commercials to moredirect just interventions in
various daily situations.
And it just offers some reallyfunny advice to prevent the
onset of parental likebehaviors.
And so the execution and thestrategy of this campaign, it
utilized lots of different mediatypes, including, you know, TV,
(22:01):
of course.
For anybody following MarchMadness, you've definitely seen
these spots in digital, but italso extended to a book, and the
book was titled Dr.
Rick Will See You Now.
This was legitimately availablein hardcover and in ebook
formats on Amazon and lots ofother places.
In fact, Uh, the book sold outin five weeks, but the book
(22:24):
launched and was supported bysome videos on YouTube.
There was even press interviews,paid placements on Amazon and
Goodreads.
And it sold out in just a matterof weeks.
And in fact, right now, as oftoday, there is almost 2000
reviews, almost five stars forthis book.
So just really creative tactic,if you will.
(22:48):
The progressive targeted firsttime homebuyers in that age
range of 25 to 44, they did, andI'm, I'm trying to pinpoint
exactly how they came aboutthis, but they did pinpoint the
age of 31 to be their sweet spotand just were trying to position
themselves as a relevant choicefor their insurance needs amidst
(23:09):
the very stout competition thatexists.
But the impact of this campaign.
Well, it was just reallyfascinating.
It achieved significant successwith that.
The Dr.
Rick book that I was justdescribing sold out in five
weeks.
Again, with those really highstar ratings on Amazon, there
was a 93 percent lift in word ofmouth conversations for
(23:33):
progressive amongst those whorecall the Dr.
Rick book, and it led to a 74%.
Positive sentiment rating andword of mouth, 75 percent
increase in purchaseconsiderations for home
insurance.
Just amazing, really.
And Dr.
Rick quickly becameProgressive's just most beloved
(23:54):
character among their targetaudience and contributes to the
campaign's overall goal ofdriving that positive brand
sentiment and creatingdifferentiation in the market as
well.
The Dr.
Rick ads are noted for therelatability.
across different generations andreally taps into that universal
experience of recognizingourselves in our parents.
(24:17):
You know, comically, as I waswatching basketball the other
evening, I took our dog out andI caught myself yelling at a kid
driving his car too fast down myroad.
And just really, again, thisrelatability piece was so funny.
I felt like I needed to go putmy members only jacket on and
turn around and take my selfiewith LL Cool J, but I digress.
(24:40):
The campaign's humor, it'srooted in the traditional
comedy.
Again, Dr.
Rick is.
In real life, an actor and acomedian, but the specific use
of satire parody and justeffectively using physical
humor, the witty dialogue toengage with the audience is just
something that.
(25:00):
Really captures the attention ofmany.
In summary, the progressiveinsurance becoming your parents
campaign has leveraged theinsights and consumer behavior
research and put that into thecreative execution of the
campaign.
And again, trying to address thephenomena of parentamorphosis.
And so this mix of media, humor,relatable content, the campaign
(25:24):
has undeniably been successfulin engaging with its target
audience and driving positivebrand sentiment and the
differentiation in thatcompetitive insurance market.
Hey everybody.
It's time to think about traveland tourism marketing trends
today.
I'm going to share a little bitof information with you about
personalization and travelmarketing.
We're starting to hear a lot ofdiscussions around
(00:20):
personalization, a lot ofquestions and trying to figure
out how we can leverage some ofthe opportunities that do exist
currently and will exist in thefuture in regards to the
personalization of our marketingmessaging.
So this is a strategy that Ifeel will revolutionize how
travel and tourism businessesengage with their customers.
(00:43):
And at its core, personalizationand marketing means tailoring
your marketing messages andoffers to match the individual
preferences And their behaviorsand just utilizing the
information that we're able tolearn about the content that
they interact with thetransactional types of things
that we may have access to.
And so I wanted to just quicklytouch on five things related to
(01:07):
personalization and travel andtourism marketing.
So tailored recommendations,just think about the impact of
suggesting the perfect lodgingfacility, the room type or an
unforgettable experience.
All based simply.
On the data that your customershave shared with you and their
past interactions is probably amore appropriate way of saying
(01:29):
that this level ofcustomization, not only enhances
the booking experience, butsignificantly increases that
likelihood of converting.
In addition to that, socialmedia has been around for a long
time and utilizing social mediaplatforms to interact with your
audience is a very personal,engaging tool from targeting ads
through paid social, um, To justgeneral responsiveness and
(01:53):
customer service that everyinteraction is an opportunity to
further strengthen that brandrelationship with the customer.
With your potential travelerstargeted emails, you've heard
this being talked about for avery long time, but it's going
to become increasingly importantthat we are able to leverage the
power of data to send emailsthat your customers actually
(02:14):
want to open personalized emailsthat are based upon their very
specific preferences and pastbehaviors can really
dramatically increase theeffectiveness of your email
marketing campaigns.
And there's some reallyexciting.
Tools that are available now tohelp with the timing and the
content type and those targetedemails.
(02:36):
I know quite often when we talkabout emails, it seems like an
antiquated type of tactic, butit's not.
It's very effective and the morethat you can target and tailor
the messaging, the more benefitthat you will see in the
results.
Dynamic web content.
Again, this is nothing new.
But, you know, as we begin toleverage new ways of accessing
(02:59):
behavioral data and things likethat, it's going to allow us to
enhance the user experience bycustomizing the content that is
presented to them in real timebased on data for each
individual user.
And this dynamic approach isgoing to ensure that every user
find exactly what they'relooking for.
And it's going to make yourwebsites better.
(03:19):
A far more effective sales toolonce we are able to put that
technology to work for you.
Lastly is personalized offers.
This is very special offerstailored to an individual's
taste and preferences and candramatically increase the appeal
of not only your promotion, butjust driving higher conversion
(03:40):
rates.
And again, you know, buildingupon customer loyalty.
So that's all well and good,right?
That's a very top level look atsome of these things that are
related to personalization andour travel and tourism marketing
efforts.
But the real crux of this ismaking your data actionable.
For travel and tourism marketingprofessionals looking to
(04:01):
implement these strategies, itstarts with data.
You know, and analyzing yourcustomers behaviors, their
preferences, their feedbackacross all the different touch
points that you have had withthem.
And then leveraging thattechnology to automate and scale
your personalization efforts andalways test, refine your
approach based upon theperformance and customer
(04:22):
feedback.
But personalization is not justa strategy, it's an approach to
customer engagement that canreally set you apart in a very
competitive travel marketinglandscape.
And by focusing on thoseindividual needs and preferences
of your customers, you cancreate a more meaningful and
memorable travel experience.
Interactions leading toincreased loyalty revenue for
(04:43):
your business and just overallpositive outlook upon their
experience with you.
And so we're going to dive intosome more things related to
personalization, and there'sgoing to be some new tactics,
new strategy ideas that aregoing to come from this, and it
really just boils down to thedata.
And how you are collecting andmanaging and frankly slicing and
(05:07):
dicing it so that you canextract as much valuable
information from it as possible.
And we'll continue to touch onthese different things, but just
resurfacing the personalizationpiece and look forward to
continuing to find ways that wecan improve.
Our marketing strategies andtactics.
Today's tech spotlight.
(05:28):
We're going to be piggybackingon our segment about travel
trends and as it relates topersonalization, we're going to
be taking a look at Google pairfor just a moment, but then some
alternatives to Google pair,such as live ramp and things
like that.
So what is Google pair?
It is the publisher advertiseridentity reconciliation.
(05:51):
Pair, not to be confused withanother Google product called
pair, which stands for peopleplus AI research.
And this particular example, weare looking strictly at this
publisher advertiser identityreconciliation technology.
It's developed by Google tofacilitate privacy compliant
(06:11):
retargeting campaigns.
That matches encrypted firstparty data between advertisers
and publishers.
We have been talking for a verylong time about the deprecation
of cookies within the Googleecosystem amongst others that
have already deprecated cookies.
They started phasing this inJanuary 1st of 2024 with about
1%.
(06:32):
Of all the traffic that's outthere with the goal of cookies
being completely phased out byJune of 2024.
So it really makes it crucialthat we all are understanding
how these different tools.
We'll work in light of thedeprecation of these cookies
once and for all.
(06:52):
And so again, the pear is aGoogle product that allows us to
retarget and do things likethat.
This is only within the Googleecosystem, a walled garden, if
you will.
So we're just going to talkabout a couple of alternatives.
This is really just to surfacethese things so that When the
conversations are taking placethat these are going to become a
(07:16):
more familiar topic for you,that you feel more confident
speaking about, I would highlyencourage you to spend a little
bit of time just researchingthis topic because it is very,
very important.
So, LiveRamp Identity Link.
This is a data connectivityplatform.
It enables companies to leveragefirst party data for marketing
(07:36):
purposes in a privacy compliantway.
You'll hear the term clean room,okay?
LiveRamp.
It's, it uses anonymizedpseudonymous, I can't even
pronounce this, identifiers tomatch data across different
platforms and devices.
And this allows for targetingadvertising without directly
identifying individuals.
And that's, again, the wholecrux of this is privacy concerns
(08:00):
and the anonymization of thedata.
That we as individuals sharewith technology partners, such
as Google, so forth, but unlikeGoogle pair again, which is
specifically designed forGoogle's advertising platform,
this live ramp identity linkworks across various platforms.
(08:21):
And it is not limited to justGoogle's ecosystem.
It gives a broad range ofidentity resolution capabilities
beyond just advertising.
LiveRamp has been around forquite some time and it's a
fantastic product and theycontinue to get better.
Another one to just kind of,again, surface for you.
We talked about this in aprevious episode, but is the
Trade Desk's Unified ID 2.
(08:44):
0.
So a digital relativity.
We do have a seat with the TradeDesk.
That is a primary platform thatwe utilize.
I mean, this unified ID 2.
0 is an open source frameworkthat's developed by the trade
desk.
It aims to create a common quoteunquote currency for digital
identity across the ad techindustry, across all the
(09:05):
different types of tools thatcan be used, and it uses
encrypted and hashed emailaddresses to enable identity
resolution and audiencetargeting.
So as a comparison to Googlepair, unified ID 2.
0 is designed to be acollaborative effort across the
industry with many ad techcompanies contributing to its
development.
(09:26):
This is a really encouragingthat that's the case because in
my opinion, it creates a betteropportunity for adoption here,
but this, it does contrast againwith Google pair.
Which is a proprietary solutionthat Google uses within their
own, again, quote unquote, thewalled garden of their
ecosystem.
The unified ID 2.
0 also emphasizes transparencyand consumer control over their
(09:49):
data.
So I'm a big fan of the TradeDesk Unified ID 2.
0, but again, there's othertools that are available to us
with these types of things.
Now, InfoSum is another one.
This is the one that I'll bevery upfront with you.
I'm not that familiar with.
That is not part.
Of our stack, but I still wantto surface it for you just so
that this is something that ison your radar.
(10:11):
But InfoSum is a decentralizeddata collaboration platform.
This allows companies to matchand analyze customer data.
Without sharing the raw datawith each other and uses a non
movement of data to ensureprivacy and security of
consumers information.
And InfoSum's decentralizednature sets it apart from Google
(10:33):
Pair, which relies on encrypteddata matching between parties.
InfoSum allows for a broaderrange of data collaboration and
use cases.
Uh, beyond just advertising,such as insights and analytics.
And lastly, there is ID5.
This is another one, again, fulltransparency.
I am not overly familiar withbecause it's not part of our
(10:54):
stack, but I really just want toshare this with you.
But ID5 is an identity solutionfor digital advertising.
It provides a universal IDsimilar to the universal ID that
is from the Trade Desk, but itis to approve user recognition
across different platforms.
And it aims to replace thirdparty cookies with a privacy
(11:15):
compliant identifier.
So, you know, when we look atNot really just alternatives to
Google pair, but similar toolsand understanding just how
they're going to fit into thisnew environment that we are all
going to find ourselves in verysoon.
It's just important to evaluateand understand each option
that's based on your specificneeds, the platforms that you
(11:37):
use, frankly, your commitment touser privacy.
And then of course, you know,there are concerns that we need
to look at in terms of justbudget because some of these
tools are quite expensive,frankly, not all of them are.
Each alternative offers adifferent approach to identify
resolution and datacollaboration so that you can
(11:58):
consider factors such as.
Interoperability, the industrysupport and the ease of
implementation.
But no matter what solution thatyou choose, ensure that you have
the necessary consent from usersto collect and use their data in
compliance with privacyregulations.
This is not going to go away.
And when we talk about thepersonalization as we just did
(12:21):
in our travel trends, this is akey component to being able to
personalize content.
Personalized delivery of emailsand all the different types of
things that come with that.
And so it's just reallyimportant.
I think that we all.
Continue to educate ourselvesand just become familiar as this
landscape is rapidly changing.
(12:42):
And again, we are approachingthe June, 2024 complete
deprecation of Google's cookieecosystem.
And again, while this hashappened in some other platforms
and it's already gone, Google ofcourse is going to be the big
one.
So just take a few minutes tofamiliarize yourself with this.
I encourage you to do a coupleof searches.
Go to chat GPT and ask it toexplain it to you like you're a
(13:05):
fifth grader, and it'll reallyhelp you break down some
barriers and understanding howthis all works.
Hey everybody.
Welcome to the research roundup.
And today, I'm not going to lie,this is probably more trend than
research, but still somethingthat caught my eye.
I wanted to share with you, Icame across an article at a
venture marketing that's A V E NT U R marketing.
(13:29):
com.
The links will be in the shownotes.
If there was one little segmenthere and I'm going to scan it
real quick for you and then justdive into some different types
of things, but.
It got me thinking aboutsegmentation in this, we're
having conversations aboutpersonalization, we're having
conversations about targetingand moving to a cookie less
environment and still being ableto utilize behavioral data and
things like that.
(13:50):
Again, this really just made methink about the segmentation.
In this article, this headlinesays boomers are aging out.
The luxury adventure travelmarket has traditionally been
dominated by baby boomers.
Here I'm talking about high endfishing lodges, safaris, and
polar expeditions.
It continues to say, but acommon refrain I, the author,
(14:12):
keeps hearing from thosebusiness owners is that their
guests keep getting older andthere's not enough new blood
coming in.
So naturally, what worked forboomers isn't necessarily going
to work for Gen X and his olderfluent millennials.
And so this, again, is where thesegmentation comes into play.
Referring back to the babyboomers, the marketing to the
(14:33):
boomers and the travel andtourism industry has
traditionally focused on thosehigher end types of things.
But, you know, to restate whatthe article said, there's a
growing concern among businessowners and travel and tourism
that their clientele is agingout to the, and there's a
noticeable lack of youngertravelers to enter the market
and kind of fill that back in.
(14:55):
And this demographic shiftreally indicates.
That the marketing, thestrategies that were effective
for bandy boomers may notresonate with a subsequent
generations earth shattering,right?
But it just really is trulysurprising to me how often do
you just see those same types ofthings applied, and even though
(15:15):
we are in the midst of agenerational shift.
And so to address thosechallenges, it's really crucial
in the travel and tourismindustry that we adapt our
marketing approaches.
And this involves segmentationof audiences more effectively to
ensure that we are targeting theright guests.
(15:35):
Simply relying on the samestrategies that appealed to baby
boomers.
It's going to result inattracting the wrong demographic
or just frankly, failing toattract anyone at all.
And so thinking about howbusinesses need to focus on
creating content that resonateswith these individual groups, it
really means understanding theirpreferences, their values, the
(15:56):
types of travel experiences thatthey are seeking.
And so to successfully market toyounger demographics, businesses
need to focus on creatingcontent that resonates with
these different groups.
So again, this is a common themein this episode, but we're
trying to understandpreferences, values, and the
types of travel experiences thatthe different groups are seeking
(16:18):
and then using that informationand the data points to tailor
marketing messages, offerings,specials, different types of
programs, if you will.
That we're going to meet withthose interests that they're
exhibiting.
I'm going to just kind of runthrough some ways to
differentiate between audiences.
(16:38):
And again, this is just spitballing, but all begins with
taking time to analyze yourdata.
And if you don't have data, goget some, all right.
Not meaning like, well, go tothe store and say, Hey, give me
some big data.
I mean, you start to thinkingabout how you're going to
collect information.
So that you can betterunderstand what your current
(16:59):
visitors and your prospectivetravelers are actually looking
for.
So travel and tourism businessescan differentiate between
audiences by tailoringspecifically strategies to cater
to those needs, preferences, andbehaviors.
And just here's a couple ofexamples of how businesses can
look at this and segment theiraudiences.
And the first one, justdeveloping unique value
(17:22):
propositions.
So for adventure seekers, youcould highlight the unique
experiences like off the beatenpath destinations or eco
friendly accommodations forfamily travelers.
On the other hand, emphasizingsafety, the family friendly
activities, the accommodationsand amenities like childcare
services, working to creatememorable experiences by
(17:43):
offering personalized welcomeamenities.
Please.
Unique, guided tours for luxurytravelers who seek exclusivity
or, you know, everybody lovesthat feeling of being behind the
scenes, if you will, but withmillennials creating experiences
in line with their values, suchas sustainable practices, local
cultural immersion.
(18:05):
Those are two trends that we'llcontinue to talk about.
Especially with thesustainability piece, not to be
divergent.
Some of the other things that wecan look at here is embracing
niche marketing by specializingin culinary experiences for food
enthusiasts.
Offering food tours, cookingclasses with local chefs and
(18:25):
ingredients.
So other things that we can lookat targeting solo travelers.
This is an emerging trend thatwe see with tailored experiences
that promote the opportunitiesfor quote unquote self discovery
that comes with solo travel andthe opportunities to meet new
people.
Looking at the different typesof technology, this seems pretty
(18:47):
common sense, but reallythinking about the technology
usage among different groups,like user friendly websites,
duh, right?
But mobile apps withpersonalized recommendations
that are something that is justsecond nature to a lot of
younger travelers.
And there's a number of otherdifferent types of ways to
continue.
I just wanted to throw a fewthings that I had kind of put
(19:08):
together on a list here, butunderstanding the unique
characteristics and thepreferences of each of these
target audiences.
The travel and tourism industrycan craft our marketing
strategies that'll moreeffectively appeal to and engage
with these different types ofgroups.
Again, a common theme here ispersonalization, understanding
(19:31):
behaviors and understanding theway that folks interact with
technology and things of thatnature.
Is where the real gold lies.
Hey everybody, it's time for thecampaign spotlight today.
We are going to be looking at acampaign that has nothing to do
with traveling tourism, but itis just an outstanding example
(19:53):
of great creativity,implementation, and great
results.
And I think that it dovetailsvery nicely into some of the
things that we've talked aboutin this episode.
In regards to personalization.
And segmentation, and thiscampaign that I want to just
share some insights with youabout is the Progressive
Insurance Becoming Your Parentscampaign.
(20:14):
This campaign prominentlyfeatures the character of Dr.
Rick.
And it's a multifaceted campaignthat is aimed at addressing and
employing humor to mitigate thephenomena of quote unquote
parentamorphosis.
This term, made up byProgressive, but based upon some
research.
Describes the process by whichnew homeowners begin to adopt
(20:37):
behaviors and treats reminiscentof their parents.
This campaign, this was built byArnold Worldwide, just a
outstanding global agency wasbuilt upon the insight that a
significant life event such asbuying a home triggers a grown
up switch, if you will, thatleads individuals to start
(20:57):
emulating their parents.
This insight was discovered byProgressive's chief marketing
officer, Jeff Charney, who.
After consulting with behavioralscientists and psychology
researchers, identifiedhomeownership specifically as a
critical moment when individualsbegin to exhibit parental
(21:19):
traits.
And so the character of Dr.
Rick, uh, portrayed by actor andcomedian Bill Glass, was
introduced as a parent lifecoach, parental life coach, to
help new homeowners avoidbecoming their parents.
Dr.
Rick's character has evolvedfrom an initial documentary
(21:39):
style to commercials to moredirect just interventions in
various daily situations.
And it just offers some reallyfunny advice to prevent the
onset of parental likebehaviors.
And so the execution and thestrategy of this campaign, it
utilized lots of different mediatypes, including, you know, TV,
(22:01):
of course.
For anybody following MarchMadness, you've definitely seen
these spots in digital, but italso extended to a book, and the
book was titled Dr.
Rick Will See You Now.
This was legitimately availablein hardcover and in ebook
formats on Amazon and lots ofother places.
In fact, Uh, the book sold outin five weeks, but the book
(22:24):
launched and was supported bysome videos on YouTube.
There was even press interviews,paid placements on Amazon and
Goodreads.
And it sold out in just a matterof weeks.
And in fact, right now, as oftoday, there is almost 2000
reviews, almost five stars forthis book.
So just really creative tactic,if you will.
(22:48):
The progressive targeted firsttime homebuyers in that age
range of 25 to 44, they did, andI'm, I'm trying to pinpoint
exactly how they came aboutthis, but they did pinpoint the
age of 31 to be their sweet spotand just were trying to position
themselves as a relevant choicefor their insurance needs amidst
(23:09):
the very stout competition thatexists.
But the impact of this campaign.
Well, it was just reallyfascinating.
It achieved significant successwith that.
The Dr.
Rick book that I was justdescribing sold out in five
weeks.
Again, with those really highstar ratings on Amazon, there
was a 93 percent lift in word ofmouth conversations for
(23:33):
progressive amongst those whorecall the Dr.
Rick book, and it led to a 74%.
Positive sentiment rating andword of mouth, 75 percent
increase in purchaseconsiderations for home
insurance.
Just amazing, really.
And Dr.
Rick quickly becameProgressive's just most beloved
(23:54):
character among their targetaudience and contributes to the
campaign's overall goal ofdriving that positive brand
sentiment and creatingdifferentiation in the market as
well.
The Dr.
Rick ads are noted for therelatability.
across different generations andreally taps into that universal
experience of recognizingourselves in our parents.
(24:17):
You know, comically, as I waswatching basketball the other
evening, I took our dog out andI caught myself yelling at a kid
driving his car too fast down myroad.
And just really, again, thisrelatability piece was so funny.
I felt like I needed to go putmy members only jacket on and
turn around and take my selfiewith LL Cool J, but I digress.
(24:40):
The campaign's humor, it'srooted in the traditional
comedy.
Again, Dr.
Rick is.
In real life, an actor and acomedian, but the specific use
of satire parody and justeffectively using physical
humor, the witty dialogue toengage with the audience is just
something that.
(25:00):
Really captures the attention ofmany.
In summary, the progressiveinsurance becoming your parents
campaign has leveraged theinsights and consumer behavior
research and put that into thecreative execution of the
campaign.
And again, trying to address thephenomena of parentamorphosis.
And so this mix of media, humor,relatable content, the campaign
(25:24):
has undeniably been successfulin engaging with its target
audience and driving positivebrand sentiment and the
differentiation in thatcompetitive insurance market.
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