A most recently published study by search engine giant Google reveals some interesting insights behind the ever growing complexity of travellers’ web-journeys. Online purchase decisions are a complex construct, in which a customer might interact with a brand through different online channels and multiple media devices. Google has analysed accumulated data from 36.000 analytics accounts in 11 different industry sectors (incl. travel) to understand the role played by the different channels in the purchase decision making process.
NATIONAL DIFFERENCES IN MARKETING CHANNELS
In the purchase path of consumers the study generally differentiates between two types of marketing channels, namely
- Assist interaction: Assisting interaction are channels that play a role in the early stages of the marketing funnel, i.e. during the formation of awareness, consideration and intent
- Last interaction: Those are the channels that act as the last point of contact before a purchase is carried out
In the travel industry, social media is mainly an awareness channel, email marketing works well in the consideration stage and referrals and paid advertisement are channels that are most likely to convert customers. However there exist interesting differences on a country basis. For instance in Brazil Email marketing is a pure awareness channel and social media assists customers during the intent stage. On the contrary in UK display click advertisements work as an awareness tool and and in Japan email marketing bears no relevance at all. Thus, the study highlights the importance of the national differences in the role and functionality of online marketing channels.
LENGTH OF CUSTOMER JOURNEY
The study also provides insights into the length of customers journeys, that is how many days or steps the customer needs to move through the sales funnel to making a purchase. It is no surprise to find that in most countries surveyed, the customer journeys in travel are considerably longer than the overall average. This is due to the fact that travel after all is considered a high involvement product.
More from #DTTT
In May we present:Sustainability Opportunities for Destination Recovery with Dr Cara Augustenborg – Weekly Tourism Impact Call: Week 10
Sustainability is a key issue for the industry as it prepares for recovery. The fast-moving pandemic has been severely disrupting tourism and its impact will change the industry, academic engagement, and customer behaviour. The question many destinations are now asking is how can we be sustainable post COVID-19? We dedicate our tenth Tourism Impact call […]#ecotourism #recovery #COVID-19 #sustainability #industry #tourism
In May we present:Digitalisation and Sustainability solutions for recovery – Weekly Tourism Impact Call: Week 9
As part of our efforts to react and support the industry, the #DTTT began hosting our popular Tourism Impact calls 2 months ago. Now going into the ninth consecutive week, we reflect on what has been an interesting and insightful journey so far. In many lively discussions, we’ve shared perspectives about COVID-19 impact, destination strategy […]#recovery #COVID-19 #sustainability #digitalisation #industry #tourism
In May we present:The Nordics COVID-19 Response
How have the Nordic countries responded to the crisis? At the #DTTT, we have seen different approaches throughout the Nordic region and wanted to find out more. In a highly insightful interview we brought together the Tourism boards representing the capital cities of Norway, Sweden, Finland and Denmark to discuss their response to the COVID-19 […]#The Nordics #Response #COVID-19 #DMOs #marketing #strategy
In May we present:What travel will look like in the future with Doug Lansky – Weekly Tourism Impact Call: Week 8
In our highly anticipated eighth Tourism Impact call, we discussed the different approaches of destinations who are at various stages of the recovery process. Recovering destinations are now looking for innovative product solutions as restrictions begin to ease and businesses start to re-open. Whilst for other destinations their recovery plans are still at the research […]#Doug Lansky #COVID-19 #DMOs #industry #strategy #tourism
In April we present:Designing the Future of Tourism – Weekly Tourism Industry Impact Call : Week 6
At the #DTTT, we are working closely with destinations to find out what’s going on behind the scenes. A different week brings different perspectives. This week on the #DTTT’s sixth Tourism Impact Call, we discussed the role of technology and innovation as a solution for the industry, as well as featuring innovative community initiatives, and […]#COVID-19 #industry #product #strategy #technology #tourism
In April we present:Digital as the ‘new normal’ – Weekly Tourism Impact Call: Week 7
In Week 7 of our Tourism Impact Call series, we have seen a shift in industry reaction from impact to innovation. Destinations are now fully focused on recovery. This week we discussed how tourism going digital is a key part of recovery. The strategy for many DMOs going digital, is to offer more virtual experiences and online resources, […]#COVID-19 #digital #DMOs #industry #strategy #tourism