How Smart Brands Are Leaping Over Cookie Barriers in Travel
- Digital Marketing, Experience Marketing, Tourism Marketing Blog
- Attractions Marketing, Content Marketing for Tourism, Digital Tourism Marketing, Marketing For Experiences Insights & Articles, The Tourism Marketing Approach, Tourism Marketing Strategy
- February 2, 2024
Welcome to the digital marketing frontier, where the once-reliable cookie has crumbled, leaving brands in search of new strategies to connect with their audience.
Try not to see it as a setback, but rather a golden opportunity to forge deeper, more meaningful connections with travelers. But can confirm: yes, it’s a pain.
These days, it’s about navigating the new terrain with a map drawn from data insights, privacy respect, and a huge dash of marketing know-how.
A Not-So-Sweet Era for Tourism Marketers
So here’s what’s happening: There is an industry-wide move away from third-party cookies, led by giants like Google, signaling a significant shift to a more privacy-focused digital ecosystem.
Sounds great, right? Sure, but there’s a lot more to it.
On one hand, this change is reshaping how brands interact with their audience, emphasizing the need for transparent, privacy-focused strategies. It’s a call to action for marketers to BE CREATIVE and explore innovative ways to enhance user experience without infringing on privacy.
On the flipside, audience targeting abilities are dwindling, and many performance marketers are circling the drain when it comes to feeding top of funnel campaigns. It’s also making conversion tracking initiatives – and thus data-based triggers dependent on them – much less clear.
What we have at play is more privacy protection but less dynamically automated opportunity.
Creative marketers have nothing to worry about, but many are wondering, “Where do we go from here?”
Biting into First-Party Data
Be prepared to feed that top of funnel in so many more ways.
In the absence of third-party cookies, first-party data becomes the cornerstone of effective marketing strategies. This data, collected directly from one’s interactions with target customers, offers a goldmine of insights into their preferences and behaviors.
Think of it as networking. You have to “put yourself out there” before you can work the room and get leads. Google 3rd party search history, that beautiful go-to friend who makes THE BEST introductions, is no longer here to walk you straight up to the whales.
You’re going to need to suit up and get chatting.
A few places to start the conversation:
- Adjacent Interest-Based Ads Targeting
- Influencer Marketing
- Video Content: Go big on Tiktok or Youtube like never before. Now would be an excellent time for that new travel podcast, yall.
- Email Campaigns: Use newsletter engagement metrics to understand what content resonates with your audience, then optimize your approach to increase engagement and conversions. (23% of Adweek marketing experts are upping the ante here.)
- Thought Share & Community: Facebook groups can be the new “bread and butter.”
- SMS Marketing
The end of cookies doesn’t spell the end of personalization.
On the contrary, it’s an opportunity to change up how you personalize the customer journey. Utilizing AI and machine learning to analyze first-party data helps you deliver tailored experiences for your customers without relying on invasive tracking methods.
As they say, it’s all relative. Or in this case, contextual.
Contextual advertising is making a big comeback, allowing brands to align their messaging with relevant content the user already has a knack for. Deliver your message along with content your audience already consumes to create a natural harmony. Tools like GumGum can be your go-to for making it happen.
Transparency is Key
In this new era, trust is the currency, and transparency is the mint.
Brands that openly communicate their data practices are building Fort Knoxes of customer loyalty.
It’s about turning the fine print into the large print, rolling out privacy policies, and ensuring that data usage is as clear as a Caribbean sea. Think GDPR and CCPA. They aren’t just regulations – they’re the blueprints for building trust in a privacy-first world.
Foundational Marketing Principles
To convert audiences these days, you have to a person better than they know themselves.
Smart tourism marketers utilize psychological targeting, test out various evolving affinities, and harness behavioral indicators from company data to develop the perfect message that leaps over every hurdle in a person’s decision making journey.
At its most simplistic form, you’ll need a marketing funnel.
Get Out There. Adapt. Innovate. Go!
The key to thriving in this landscape is adaptability.
Embrace the change and test new things.
Being open to differing approaches, learning quickly from the outcomes, and continually refining your strategies will keep your marketing agile and effective.
While we know that the transition to cookieless is a significant pivot for digital marketing, it’s far from insurmountable. By embracing first-party data, prioritizing trust and personalization, and remaining true to the ethos of marketing, brands can adapt quickly and navigate changes successfully.
The future of marketing in the travel industry is ripe with opportunity for those ready to embrace something new!
And at Von Mack Agency, we’re more than ready. Just reach out to learn more.