Businesses are becoming increasingly dependent on digital technologies in their marketing efforts, and the travel industry is no different. Data from a number of sources can be used in marketing campaigns and when used well, can have a huge impact on the success of your travel business. However, creating the perfect digital marketing campaign is no mean feat – it needs to be highly targeted and specific to the audience. Here are some tips to help you make the best use of the data available.

Building a story

The data gleaned from a customer relationship management (CRM) system gives valuable insight to marketers and better still, it's free. This data has long been used to inform offline marketing, and now it can be synced with browsers and devices to give valuable intelligence to your digital campaigns too. It allows your business to adjust its messages to distinct customer groups identified by your CRM system.

Reaching people at the right time

People use a variety of means with which to research their holiday. This planning phase of a trip is all part of the excitement and anticipation of a vacation away. Holidaymakers like to discover new places to eat and sights to visit before they physically arrive at their end destination, and the majority of this research takes place online.

Customers like to decide on a location then make plans for travel and accommodation. As a travel brand you need to make yourself known to potential customers at the time they are making these decisions. Using information collected from behavioural web browsing data or keyword-targeted ads, you can present your audience with inspirational images and useful information at precisely the time they are looking for it. It allows you to reach new audiences and build a new customer base.

Making use of mobile inventory

Customers are becoming far more reachable via mobile devices than their desktop computers. Using collected mobile inventory data you can gain valuable location information and tailor messages according to their physical location. For example, a passenger killing time waiting for a flight at an airport might be inclined to respond to an advert for a hotel. Reaching someone via their mobile device with information that is relevant to his or her needs and location can generate great results.

Planning the perfect travel marketing campaign takes time, effort and careful consideration of data usage. The key to engaging users and creating new customers is knowing what they need and when they need it – and offering it to them before your competitors do.