Source: www.thedrum.com --- Thursday, October 12, 2017
Travel is wonderful. Travel planning is stressful. It’s difficult, occasionally frantic, causes you to pull your hair out, and a long time can pass before you see any success. The same can be said for travel marketing, but on both sides of the coin, it’s worth it. The customer gets to lie on a beach with a Mai Tai, and you get to look over your revenue reports with a smile on your face. You may of course, also enjoy a Mai Tai (depends on which motivates you more). But before we break out the cocktail shaker, we need to understand how to earn it. Loading... What is a ‘window of opportunity’? A ‘window of opportunity’ might sound like just another fancy term for retargeting your users… Well, it is, but I think it deserves its fanciness. I see a window of opportunity as a time when you’re able to retarget users when virtually nobody else is. The tricky bit of course is working out When that is How to take advantage of it. Identifying a window of opportunity The first part is by no means the easiest, unfortunately. Taking a look at your Time to Purchase section of Google Analytics will likely present you with something that looks like this: Loading... The bars might vary in size, but (particularly for travel booking) it’s very likely that you’ll see most purchases happening in the same day. This blog isn’t going to focus on that bar. The zero-day purchase is a bit of a bull run, and everything that can affect it takes place well bef ...
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