A recent study by marketing analytics company Bizible sheds light on the role of different marketing tactics in a variety of industry sectors, including travel. By using attribution models, Bizible examined the level of “marketing touch” with different disciplines, such as social media, search, display, referral and direct marketing (Tnooz).
SEARCH STILL LEADS
Bizible looked amongst other, at the “first touch”, this is the “very first online marketing touch”, tracking visitors before they complete a form, or carry out any further action. It is no surprise to find that this measure is dominated by search (65%), as search engines are essentially the starting point for many consumer journeys. This was followed by direct marketing (26%) and referrals (8%). However surprisingly, social media plays no role as a “first touch” channel, accounting in travel for a mere 1% (and across all industry sectors for 5%).
IS SOCIAL OVERRATED?
The “first touch” is obviously only the starting point for a customer journey, and there are numerous touch-points between this first contact and a final conversion. However, the analysis of the findings reveals that social media plays almost a negligible role on the road to conversion. The low return from social media reinforces the worries of many travel brands that social media does not deliver a good return on invest, as we have reported only recently. In addition it reflects the concern that social media campaigns are very much hit and miss.
Nevertheless, social media is a building block of contemporary marketing campaigns, and despite the low contribution in the road to conversion, it is a powerfull customer engagement tool, which helps companies to build and maintain valuable customer relationships. A value that is difficult to quantify, but nonetheless important
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