Throughout the 2020 holiday season, brands needed to continually pivot to serve customers’ fluctuating needs — and holiday 2021 is shaping up to be no different. But while it’s vital to drive sales during the remainder of the fourth quarter, a more pressing concern is the future, as you look toward 2022 and a rapidly evolving landscape.
The pandemic accelerated a shift to a more digital world and created changes in consumer shopping behavior that will have a lasting effect. This playbook highlights the five strategies, last-minute insights and optimizations that will supercharge your digital marketing to drive sales growth today—and into 2022—including how to:
Prepare for the demise of third-party cookies
Collect the information you need to retarget consumers
Foster engagement to ensure visitors become browser and browsers become buyers
Customer retention is one of the most important KPIs at the center of every business. Research shows that, on average, you can convert 5-20% of visitors into customers, but it’s six to seven times cheaper to nurture returning customers than to acquire new ones. Brands that focus on customer retention strategies increase ROI, boost loyalty, and drive more repeat purchases.
In this article, you’ll learn:
Which KPIs matter for customer loyalty
Why SMS is a crucial channel for engaging and retaining loyal customers
How to integrate SMS into your customer retention strategy, loyalty programs, and customer service platforms
Discover what consumers think of personalized messages (and why marketers aren’t delivering) in Cordial’s new cross-channel marketing study filled with insights from consumers & marketers, examples of brands getting it right, and exclusive eCommerce benchmarks.
Marketers can improve performance by sending fewer, yet better messages
89% of marketers feel they are creating a unique experience for each customer, but only 34% of American consumers who shop in response to emails from brands, say that most of the emails they have received from brands in the past 6 months have been personalized
With the recent release of the iPhone 13 came the usual hype about its camera capabilities. For years, Apple has been marketing itself as offering the regular person the tools to shoot photos and videos like a pro. While the iPhone costs a fraction of a professional camera, does using it in place of a professional camera really mean that your production costs go down?
What’s in the iPhone camera?
The latest iPhones have three camera lenses; wide, ultra-wide, and telephoto. Wide is ideal for regular use, and the ultra-wide lens offers you more space and components to fit into one picture. A telephoto lens is ideal when you want to focus on a close-up of an object. With three lenses available in one device, there is no longer a need to lug around heavy lenses and swap them back and forth.
The iPhone 13 also features cinematic mode, a technique that involves shifting focus from one subject to another to guide the audience’s attention in their movies and sensor-shift optical image stabilisation to offset shakiness and camera blur, time-lapse, and night modes to support shooting in low-light conditions.
Films shot on the iPhone
The tech specs sound impressive enough but Apple has gone a step further by asking professional filmmakers to test the camera’s capabilities. To commemorate this year’s Chinese New Year, Apple collaborated with acclaimed director Lulu Wang, to shoot a short movie, Nian, using only the iPhone Max 12 Pro.
Full Bloom highlights the features of stop motion, where a series of photos are taken in different positions and subsequently strung together to make an animation. The slo-mo feature will slow down your film and give moving objects a ‘dreamlike’ quality.
You need more than an iPhone
The truth is you need more than just an iPhone. In Nian, Wang still used a gimbal to prevent the camera from shaking even though the iPhone comes with a stabiliser feature. The Full Bloom filmmakers conceptualised how to capture the flowers blooming over eight hours by putting them in water and light to allow them to grow overnight, then edited to create a cohesive video.
When using an iPhone, the basics of filmmaking still apply. You have to make a storyboard consisting of each frame to guide you on the shoot. This still requires a professional who has the expertise to do so. Afterwards, you have to think about props, wardrobe and styling, set design, lighting and sound.
What did you pay for that video?
A lower budget doesn’t mean lower quality. When it comes to videos, the final cut doesn’t always reveal the true cost. Check out these videos by Jaguar and Microsoft.
Both are established companies with big marketing budgets. But if you made a guess on which was more expensive, you’d probably pick the Jaguar commercial. Hiring A-list Hollywood stars to go on a wild chase using flashy cars and helicopters surely comes with a much heftier price tag… Right? Wrong! As it turns out, both videos had the same budget of US$8 million.
Microsoft vs Jaguar
When you look at the Jaguar commercial, it’s straightforward. It was storyboarded and filmed the way you saw it — three A-list actors being villains using Jaguar cars and other modes of transport. The commercial appeal is apparent.
Meanwhile, the Microsoft video has lots of different moving footage stitched together to show the various advantages of technology from video conferencing to robotics and AI. Much more thought and precision editing was required to achieve that final snappy look. With so many different cuts and moving parts, it’s likely that any little bit of feedback would have resulted in multiple revisions and edits that increased the production cost.
It just goes to show what truly defines powerful storytelling — not just action-packed flashy aesthetics or star power but making your story stick in the minds of your audience.
The technicalities matter too:
The first stage of any video production is conceptualisation. We like to joke that this thinking process itself is sometimes worth $19,000 alone. And that’s because it’s the seed, and arguably the most crucial step in making a good video.
During this stage, there are many components that you should consider, including equipment, props, crew, talent, and location permits. Also, how many people will be involved? From the director to lighting crew, to sound technicians and on-screen talent — the more people involved, the higher your budget.
After you get all your video assets, the post-production process kicks in. The editor will take the footage and lay it out accordingly, before handing it over to a motion graphics artist. Licensing requirements apply not just to the design software needed (such as Adobe Creative Cloud) but also to the music used in your video. The same goes for images or footage. It’s either you capture it yourself for B-roll needs, or you license stock images from sites such as Getty.
As you can see, it all adds up and the end results can be wildly different.
Interesting Marketing Video and Report
It may resonate more with Singaporeans but Benjamin Kheng has managed to make something cool out of corporal punishment aka caning.
You’re working too dang hard. Marketers everywhere are feeling the burn, and Sailthru has the guide to help you use automation and data-driven strategy to manage your workload with less stress. Learn how you can be less reliant on big companies, all while moving at the speed of your customers, capturing trends, and staying relevant.
Use data and automation to get more from your marketing strategy this holiday season — while doing less.
This might not be directly related to travel but.. uh… thought it was interesting to share with you this piece on how the coronavirus will reshape the spaces around us. “In recent months, we have arrived at a new juncture of disease and architecture, where fear of contamination again controls what kinds of spaces we want to be in. As tuberculosis shaped modernism, so covid-19 and our collective experience of staying inside for months on end will influence architecture’s near future.”
They might be only six years old but has just raised $275 million, at a valuation of $7.25 billion. It’s impressive to see how TripActions brought new products to the market, opening up new business and presenting fintech solutions for their clients. They are now looking for European companies to acquire and work with, since the continent only represents 30% of their business. Seems like their ability to adapt through the pandemic was key to bring them where they are now – impressive!
Airalo has raised $5.4 million in Series A funding to make travelers stay connected to mobile networks around the world through digital SIM cards.The startup offers local rates without the need to exchange a physical SIM card.
Game design (not gamification) to build great products. Rahul Vohra is the founder and CEO of Superhuman, a startup whose mission is to make the fastest email experience in the world. He uses game design to make email feel less like work and more like play. As a result, Superhuman customers get through their inbox twice as fast as before, reply to their important emails sooner, and many see inbox zero for the first time in years. Rahul shares his theory of game design for building satisfying products in any industry to retain and delight users. He distills elements of psychology, storytelling, mathematics, and interaction design into seven principles that will give users an experience that’s rewarding, fun, and productive. Read more.
Travel insights by Google. As a way to support the travel industry during and post Covid, Google has now made public a few travel and destination insights tools that used to be only available to their largest clients. Using drop-downs (origin country, destination country, trip type, demand category, date range) to drill down on what’s relevant for you. Some of the tools available include:
Destination insights: explore how tourism demand is changing. You’ll see how travel demand has changed for your selected location(s) over time, which places are top destinations with the highest travel interest, which places experienced the highest growth in demand over the selected time range, which travelers are interested in your selected location and how inbound and outbound flight and accommodation demand compares in your selected countries.
Hotel insights: learn where interest for your hotel and your region is highest right now, where new guests are coming from, and explore booking trends.
Stepping on the marketing accelerator pedal. Expedia Group, Booking Holdings and Airbnb all saw significant revenue increases in Q2 2021, although still below Q2 2019 levels. What was above 2019 levels in Q2 2021 was marketing as % of revenue for Booking and Expedia.
SoftBank commits $3 billion more to investing in Latin American tech companies. SoftBank announced the launch of its Latin America Fund II with an initial $3 billion commitment. The new fund builds upon SoftBank’s $5 billion Latin America Fund, which was first announced in March 2019. That fund has generated a net IRR of 85% — with SoftBank having invested $3.5 billion in 48 companies (15 of which are unicorns) with a fair value of $6.9 billion as of June 30. Read more.
Latin America’s mega-fundraising rounds and new unicorns reflect a tech expansion catalyzed by the pandemic but at a pace beyond any projections. The Latin America Digital Transformation 2021 report tells a story of massive acceleration and significant room to grow, detailing the surprising changes the pandemic has brought to consumer preferences, workplace dynamics, business models and the geopolitical influence on the fast-changing tech sector. The report includes 200 slides of data-rich analysis, primary research, private company data and case studies.
The 10 commandments of salary negotiation. Niya Dragova, co-founder of Candor, has helped hundreds of people negotiate their compensation at all of the top tech companies and she has great insights into the process. She wrote a very useful post highlighting 10 basic rules to a successful salary negotiation, addressing many myths (such as needing a competing offer) along the way. Read more.
Communication tests.Tim Ferris interviewed General Stanley McChrystal, retired US Army 4-Star General, founder of the McChrystal Group and senior fellow at Yale University’s Institute for Global Affairs. One of the topics discussed was communication as a basic key to an effective team. But be successful at effective communication, your organization must pass four tests:
The physical ability to pass the information (can or can’t)
The willingness to pass it (will or won’t)
The quality of the message (accurate, complete, timely, relevant)
The receipt of the information (able or unable to digest and understand the message)
Airline passenger volume recovery projection. Bain & Company projected G20 countries’ total airline passenger volume in July 2022, as percentage of July 2019. Highest in their projections are China (100%), Indonesia (87%) and the US (83%). On the other end are Japan (55%) and India (56%). Europe is projected at 73%. Read more.
Cities, offices and business travel. Many claimed that the pandemic and remote work would mean that big offices in big cites were on the way out. That’s still a valid argument, but Google just announced the purchase of a New York office building for $2.1 billion (one of the priciest office building sales in US history), a clear signal that big technology companies still have an appetite for office space, even as these firms embrace remote work. “We know that our employees, in order to really be happy and productive, need to collaborate. Because of that need to collaborate, we’ve been investing more and more in office space” said Google’s director of public policy and government affairs. Well, these same arguments can also apply to business travel, so let’s hope that the reports of the death of business travel have been greatly exaggerated :-).
Insurance technology startup Cover Genius secured a Series C investment of $72 million to help expand into new markets in Europe. It has now raised $95 million in total funding. Founded in 2014, Cover Genius enables travel partners such as Booking Holdings, Skyscanner, Despegar, and Etraveli to customize, add on and embed insurance offerings.
Spotahome, the Barcelona-based mid and long term rental platform, closed a €25 million (news in Spanish) round, with a total of €80 million raised since its founding in 2014. Investors include Kleiner Perkins, Seaya Ventures and 14W. The proptech company reached profitability in Q3 2021 and expects to close the year with €150 million in bookings.
Latin American highly digital hotel chain Ayenda closed a $10 million Series B round led by 500 Global. Ayenda was founded in 2018 in Colombia as a tech platform to help boost revenues of small hotels.
Los Angeles-based hospitality technology startup Jurny raised $9.5 million, bringing its total raised to date to $12.5 million. Founded in June 2020, Jurny provides SaaS and hardware solutions for independent hotels and vacation and short-term rental properties.
Meetings management platform Troop raised $8 million in Series A. Troop uses data analysis and an algorithm to consider such factors as attendee origination points, flights, travel time, safety risks, costs and carbon footprint to help users find the optimal location and time for meetings and events. The Madrid-based startup was founded in 2017.
Argentina-based travel search engine Turismocity raised $6 million and made its second acquisition in less than a year, acquiring Brazil-based Quanto Custa Viajar. In December 2020 it acquired Dallas-based FareCompare enabling it to expand beyond its initial focus on Latin America to the US and Europe.
Bangladesh OTA Go Zayaan raised $2.6 million in a seed round led by Wavemaker Partners and Airbnb executives.
European Altacasa raised €2 million in pre-seed funding. The proptech company was founded in 2021 with the goal of making it easier to own second homes, by allowing customers to buy a part in a limited company that owns the entire property.
SmartRyde, a Japanese pre-booked airport transfers platform connecting travelers to local transportation operators and OTAs announced a a $1.6 million Series A.
Singapore-based Vouch raised a $1.1 million seed round led by Forge Ventures. Vouch provides artificial intelligence and chatbot-based solutions for hotels to streamline operations and enhance the guest experience.
Oyo filed the paperwork for an IPO, in which it is seeking to raise about $1.16 billion. Oyo is seeking a valuation of over $12 billion in the IPO.
Alex Cruz (former chairman and CEO of British Airways) joined Caravelo as investor and board member. Read more.
Grapevine won the 2021 business travel innovation award at Business Travel Show Europe. Grapevine, launched in early 2020, partners with TMCs to improve ancillary attachment rates and capture in-destination spend.
The LA-based startup Jurny brings SaaS to the hotel industry, letting travellers have an “Uber-like” experience, where they get to do everything from an app, saving time and resources for both hotels and guests. Earlier this week, the startup announced that they raised $9.5 million to accelerate their global expansion.
Spanish startup Troop secured €6.8 million to expand their solution to new markets. Their tech tool uses big data to plan meetings and events and help companies find the best location according to their needs. Great timing as business travel increases and remote teams look for the best spots to meet in person.
“Culture is an essential vector for tourism and audiovisual contents can serve as a mirror of the culture of a given community. This is the greatest value that Netﬂix and other streaming platforms can offer by producing and distributing content all over the world: promoting the human side of tourism and bringing people with different cultures together.”
Starting this week, every time someone looks for a flight in Google Flights, results will also display a carbon emission estimate – both for specific flight and specific seat. This new feature aims to show users the environmental impact of flights, labelling with a green badge those flights with lower emissions.
Founded in 2017, Smartryde has raised $1.6 million. The Tokyo-based marketplace for airport transfer services currently operates in 700 airports, connecting taxi and other transportation operators to online travel agencies so travelers can book their ground services at the time they book air and hotel.
More eco-friendly business travel: this is what Travelperk will deliver to its clients after acquiring the travel sustainability consultancy Susterra. By the way, are you still on track? Just this year, Travelperk also bought NexTravel and ClickTravel.
FutureTravel have opened the applications phase for the FutureTravel Pitch Competition. I’ll keep it short: we are looking for promising ideas from anywhere around the world. Seed and pre-seed stage. Ready to pitch. Not older than 3 years. On a personal note, I’d love to see a big variety of applicants – so it would be awesome if you could support by spreading the word about the FutureTravel Pitch Competition.
The Argentina-based travel search engine Turismocity has raised $6 million and makes its way to the Brazilian market by acquiring the travel platform Quanto Custa Viajar – their second acquisition in a year.
Founded early last year, the premium long-term rentals startup Ukio has raised $9 million to expand their business. The Spanish startup aims to expand from 100 to 700 apartments in the upcoming year, distribute among six capitals. Their target? Remote workers.