Data is like gold to a marketer. . . Yet 76% of marketers don’t make use of data in their online marketing and targeting. As visitors returned in 2021 to pre-pandemic levels, destinations had an opportunity to capture post-COVID travel data that will pay dividends in 2021.
While basic data maintenance may not be “sexy”, it’s a critical function that drives increased ROI for your marketing. After performing data hygiene, appending and enhancement you are ready to communicate with your inquirers and visitors at a personal and informed level. According to McKinsey & Co “Seventy-one percent of consumers expect companies to deliver personalized interactions. And seventy-six percent get frustrated when this doesn’t happen.”
2021 should represent a learning year for all of us – You can throw those 2018-2019 strategies away. While some facets of your pre-pandemic marketing plan has merit, the travel world shake-up will have lasting impact over the next few years.
Put your new enhanced data to work for you in 2022 and watch your visitation rates increase.
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