Delegates at eTourism Summit in past years who have caught one of Tania’s presentations will already understand why we’re pleased to publish her contribution to the 2019 series: “Thought Leaders See Tomorrow.”
Twelve years after founding Ad+genuity Marketing Solutions, Tania joined Miles Partnership as Senior Vice President (The Travel Vertical, 4/16/2019) earlier this year following the acquisition of her firm. Ad+genuity will continue as a full-service media agency with expertise in omni-channel media planning and comprehensive cooperative marketing development and execution.
Thought Leaders See Tomorrow
Q: Digitally-speaking, what keeps you up at night?
Just keeping up with all of the changes in the digital landscape. New data usage laws, new ad tech stacks, over-saturation, new ways to better reach your customer.
Q: What will the successful DMO model look like in five years? What are its main differences to the current model?
I believe that DMOs will not be a hub-and-spoke model. I believe that they will be more of a point-to-point model. They own the creation of all of their content and then they create distribution relationships with publishers, but are able to control and monitor the overall engagement with their content no matter where their content lives.
No longer will their website be where they direct traffic to as a primary source of information.
Q: Where will DMOs be able to add value? And especially, how can we create trust and deliver on it?
If DMOs move to this point-to-point model, they will provide value in being the content creation engine to control the content that is being distributed and have a view of how people are engaging with that content no matter where it lives.
Today, they are getting bombarded with so many publishers who are charging them to create content for them. That content lives on each of those channels and reporting on engagement needs to happen at the publisher level vs. a network of content to be viewed by one dashboard.
Q: Outside of travel, which marketing work impresses you and are there lessons that can be applied to tourism marketing?
CPG (consumer packaged goods) brands do a great job of understanding their audience and developing a comprehensive marketing automation platform that extends across all digital touch points (personalized website experience, personalized / emails and trigger emails, personalized retargeting, social retargeting, social targeting, addressable TV, etc.
Although tourism does not have the same level of data on customers since they do not own the customer (the product suppliers do), there still needs to be a way to figure out how marketing automation can more effectively be built into their overall marketing plan. The issue is also that travelers may be one-time travelers, bucket list travelers, infrequent travelers—so how to figure out who you are speaking to and how to make sure you don’t continue to message individuals that are not going to travel frequently.
Q: Looking glass: What will the digital travel marketing landscape look like five years from now?
Omni Channel marketing will all be digitally driven. TV, OOH, Audio, Print have already been added to the landscape, but still at a small percentage of overall inventory for those tactics. Those tactics will all be driven from a data engine and a true Omni Channel approach (maybe not print) will be executed to be able to truly evaluate the overall traveler journey.
Q: How can data drive better creative?
Currently, there are many ways to dynamically have creative speak to consumers in a more personal way. Evaluating Search, Browse, and Share behaviors along with key search terms purchased via Search Engines, you can have your creative dynamically built to have specific imagery, calls to action, dynamic feed functionality, etc. to make your ad creative relevant to the person being exposed. Real-time data, as opposed to third-party data, is best to inform dynamic- and people-based creative execution.