As a child of the ‘70s, I grew up watching Underdog. I was fascinated by that elusive mouse, Savoir Faire. He “is everywhere,” impossible for Klondike Kat, one of Underdog’s entourage, to pin down. Marketers these days may feel a lot like Klondike Kat trying to find customers. They really are “everywhere,” as research continues to point to ubiquity in the media space. Case in point: the travel industry.
With the economy showing some signs of improvement, it’s not surprising that consumers are feeling more positive about travel in 2011. Spending is projected to be up for both business and leisure trips, and the deeply discounted prices that have cut into travel company margins are expected to stabilize. Yet travel customers aren’t where marketers found them even a few months ago. Google claims “travel consumer purchase intent is five times higher with mobile ads versus desktop ads.” I think this statistic is right on -- do you agree?
Ready or not, convergence of media channels -- in particular mobile and social -- are leading consumers to research, share, evangelize and buy in ways they didn’t before. They have become Savoir Faire, and worse, they’re only paying attention if they find something relevant to them. This is true across nearly every single segment.
But marketers can save the day by arming themselves with a few tools Klondike Kat lacked:
1. Segmentation. Marketers must go deeper into the data to learn more about their current and potential customers. To know them is to engage them -- and stopping at demographics is not enough.
2. Testing. Putting the data to work by testing relevant combinations of offers, messages, and platforms will mitigate risk. Tactics alone don’t tell a complete story.
With 2011 offering a chance to rebound in revenue, marketers can’t afford to be like the bumbling Klondike Kat. Embracing ubiquity head-on, armed with smart segmenting and strategy, will save the day.