4 things every travel marketer must keep in mind for display advertising
Display advertising is an increasingly useful channel for marketers in the travel and tourism sector as the different options for advertisers keep on improving.
There are many ways that businesses in the travel and tourism sector can improve how their products are promoted across the globe, but it is important that they do not make simple mistakes that can ruin campaigns.
Errors such as poor translation and offensive imagery can have a negative impact on the effectiveness of display advertising campaigns. Here are four vital considerations that marketers must keep in mind whenever they are planning an international display marketing campaign:
1. Make sure all advertising campaigns are localised
It is important that all advertising campaigns are properly localised in order to ensure they have the best possible chance of engaging readers and improving their exposure across different markets.
For the travel and tourism market, it is especially important that advertising campaigns are properly appropriated for every region they are shown in. After all, it may be the case that an image may be viewed positively in one culture but seen as disparaging in another.
A report by Tnooz.com has highlighted how TripAdvisor has approached its localisation process, with the site launching local domains for Venezuela, Peru, Chile and Colombia. By including easily understandable pages for readers, companies will expand their target audience and increase their chances of growth.
2. Make sure your translations are reliable
This is an obvious consideration to remember, but is still something that marketers struggle with. In many cases, companies rely on automated tools that do not offer an accurate translation, which can lead to significant reputational damage.
Research from Flurry Analytics found that eight of the top ten largest international smartphone markets are non-English speaking regions, which highlights exactly why companies should invest substantial time and money into translation services.
The Translation of Culture-loaded Tourism Texts from Perspective of Relevance Theory journal from the Changchun University of Science and Technology representatives Yining Zhang and Chunhua Feng looked into the importance of efficient translation.
“Basically, what the translator does is to take an object rooted in one culture and transfer it into a product of the code of another culture. Thus, part of the cultural knowledge the translator must deal with is knowledge of cultural models, but the translator must also know about the cultural values associated with language itself,” the journal read.
3. Keep track of market trends
The travel marketing sector is in a constant state of flux with a variety of different channels and platforms available for companies to use, and the technology is changing all of the time.
In recent years, video marketing has grown into one of the most important channels in the industry, with recent research from the Internet Advertising Bureau (IAB) showing that video ad spend grew 56 per cent in the first half of 2015, representing 22 per cent of all display revenue.
Travel/transport was found to be the highest spending sector for display ads in the first half of the year, ahead of consumer goods (16.1 per cent) and finance (13.4 per cent). As marketing becomes increasingly visual, it is crucial that travel businesses keep the latest trends in mind and ensure they do not fall behind the competition.
4. Optimise all content for mobile
With smartphone adoption now much higher than ever before, it is imperative that brands optimise all of their content for the handsets. This is even more important in the travel sector, where high numbers of travellers will rely on their phone in order to keep up to date with news back home and plan their trip.
A study from the Pangaen Network looked into mobile use across the globe, explaining how mobile has now become a key part of the buyer’s cycle for travel customers. The report listed Premier Inn and Monarch Airlines as two brands who integrate the channel successfully.
“New brands like Hotel Tonight don’t have a website at all. They are fully mobile and aimed at people on the move looking to book that day,” the report explained.
With display advertising becoming a key part of the mobile channel and customers opting for larger screen sizes, it will be interesting to see how more brands approach the media in the coming years.