I&I Travel Media

[...] TURNED THIS SMALL TRAVEL COMPANY FROM A HUMMINGBIRD INTO AN EAGLE appeared first on I&I Travel Media. [...]

[...] now. The post Brands that blog well: Roundtheworldflights.com appeared first on I&I Travel Media. [...]

[...] businesses fail at content marketing (and how they can succeed) appeared first on I&I Travel Media. [...]

[...] together? The post Case study: Content marketing on the wild side appeared first on I&I Travel Media. [...]

[...] (and on different devices) before finally making a purchase decision. This is called the customer journey, and in the travel industry it can be a very long and winding journey indeed. [...]

[...] moves prospects through your marketing funnel, encouraging and reassuring them along the customer journey until the final point of conversion.  But high value content is expensive and needs to [...]

[...] a booking and re-marketing gives brands an opportunity to stay relevant throughout that customer journey. This is especially powerful in the content marketing context: Re-marketing gives you the [...]

[...] implementation. Start with an understanding of your audience, where they are in the customer journey and what the desired outcome is that you’re trying to achieve.  Few content campaigns [...]

[...] to dramatically expand the role of your Twitter activity across the travel marketing funnel. Like most social media, Twitter has long been most effective further up the marketing [...]

[...] such as organic and paid search: [Click to enlarge] See more detailed analysis of the travel marketing funnel here It’s easy to see how this could be problematic for travel brands. Consumers [...]

[...] creator to curator High value content is the lubricant that moves prospects through your marketing funnel, encouraging and reassuring them along the customer journey until the final point of [...]

[...] newsfeed ads, etc. The goal here is simply to put more people into the top end of your marketing funnel.  Audience targeting options vary by the platform, and again you’re unlikely to convert many [...]

[...] a piece on influencer outreach exploring some of the most common hurdles to working with consumer influencers, and the problem of quantifying real impact on consumer purchase decisions (leads, [...]

[...] , has been a hot topic for a while now, and understandably so: the idea of having consumer influencers tout your brand or product direct to their audiences is certainly alluring. Alas, as with [...]

[...] the marketing funnel, inspiring and engaging audiences and building connections with consumer influencers, but much less effective at generating actual leads or revenue further down the funnel. ( [...]

[...] us to a welcome side-effect of effective curation: putting your brand in front of other consumer influencers and content creators.  Content creators love being shared and promoted to new [...]

[...] ;re aiming for, and via each particular channel. These are all data points that many “digital influencers” (particularly the pro-am variety) are often bad at providing. Most “ [...]

[...] engagement (followers, impressions, re-shares etc). Although it certainly is possible for digital influencers to play an effective role in earned media strategies, getting it right is tricky and [...]

[...] marketing efforts. Further reading:  Smarter remarketing with Google Analytics: Google Analytics Blog, 9 April, 2014 Google Analytics Adds “Smart Lists” To Automate [...]