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Tuesday, January 29, 2019

The State of Marketing Technology in Travel 2019: New Skift Research

国产伦视频电影网站The role of so-called martech in travel is robust, but so are the challenges that come with marketing technology. The trend is toward greater spend, increased adoption, and positive business outcomes. And the engine that will drive that trend is greater investment, deeper-bench teams and skill sets, and an openness to working with consumers to ensure that martech creates only the most relevant and meaningful experiences, before, during, and after every trip.

With that in mind, Skift Research is publishing Tueseday our latest report, The State of Marketing Technology in Travel 2019.

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In this report, a proprietary Skift survey opens vistas onto the state of marketing technology (martech) solutions in the travel industry in 2019. While 72 percent of Skift’s respondents said martech is critical to their competitive edge, significant attention is still required to bring the technology at work into its true and central role. This report delves into key areas that can impact the outcomes of martech solutions.

What You’ll Learn from This Report:

  • An overview of the current state of martech solutions in the travel industry
  • The roles, outcomes, and next steps of martech
  • Martech use cases for airlines, car rentals, cruises, destinations, and hospitality
  • Structural and skill needs for optimal martech execution
  • Vendors and in-house dynamics within martech
  • The artificial intelligence equation
  • Data challenges and regulatory developments

Subscribe to Skift Research Reports

This is the latest in a series of monthly reports aimed at analyzing the fault lines of disruption in travel. These reports are intended for the busy travel industry decision-maker. Tap into the opinions and insights of our seasoned network of staffers and contributors. Over 200 hours of desk research, data collection, and/or analysis goes into each report.

After you subscribe, you will gain access to our entire vault of reports conducted on topics ranging from technology to marketing strategy to deep dives on key travel brands. Reports are available online in a responsive design format, or you can also buy each report a la carte at a higher price.



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How Brands Like Starbucks Engage Consumers With Experiential Storytelling


In this excerpt from PSFK's 2019 New York Retail Innovation Guide, learn how retailers from Casper to Starbucks are using physical space to create a narrative around their brand, further engaging and entertaining their consumers

In the age of ecommerce, the role of the physical store is changing. Retailers in New York are creating inspirational environments to build shopper confidence and create an emotional connection, with the experience they offer being as important as the good they sell. By injecting theater, storytelling and uniqueness into the physical footprints, the store is positioned as a marketing channel as much as a place to buy.

Retailers are creating inspirational environments to build shopper confidence and create an emotional connection, with the experience they offer being as important as the goods they sell. As detailed in PSFK’s recently launched 2019 New York Retail Innovation Guide, here’s how five trending retailers are enabling dynamic and memorable retail experiences:

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This toy store has been designed as a ‘family experience store’ that combines merchandise, play, and media to recreate the feeling of going to summer camp. Each section of the space is dedicated to a different camp activity, such as arts and crafts or the mess hall, with a curated selection of merchandise. The store hosts events and activities several times a day and aims to serve as a gathering place for families to play and explore together.

Casper Dreamery
The Dreamery is a playful activation that not only promotes Casper mattresses but also positions the company as a sleep brand. The napping lounge invites guests to take a 45-minute nap inside one of its nine sleeping nooks furnished with Casper products.

Gentle Monster
The New York flagship store of Korean eyewear brand Gentle Monster is designed to be an immersive experience that evokes the feeling of interstellar travel. A massive media wall entices passersby to look inside, while a series of kinetic sculptures and installations created in collaboration with artists encourage shoppers to engage with the gallery-like space.

Burrow House
The newly opened showroom of high-end direct-to-consumer furniture retailer Burrow reflects another direct-to-consumer brand’s attempt to connect to market by supporting social sharing of its experience: Burrow House visitors are invited to lounge in its screening room and have fun with an interactive GIF-generator that can be linked to their social media channels.

The North Face Prototype
The outdoor retailer’s premium retail concept in Williamsburg serves to engage the local community through an in-store event space that hosts artistic, musical and culinary events. The merchandise has also been curated to reflect the taste and needs of customers in the surrounding area, and will change from month to month, with North Face using heat mapping to further refine which installations and merchandise resonate most with customers.

Starbucks Reserve Roastery
Starbucks’ 23,000-square-foot location in Chelsea is designed to be a high-end, immersive coffee experience. Beans are roasted in house, with Willy Wonka-esque tubes in the ceiling that transport beans from the 30-foot copper roasting silo to the coffee bar.

Experiential storytelling is just one of the ways in which New York retailers are creating memorable experiences in brick and mortar stores. For more trends, download PSFK’s 2019 New York Retail Innovation Guide.

In the age of ecommerce, the role of the physical store is changing. Retailers in New York are creating inspirational environments to build shopper confidence and create an emotional connection, with the experience they offer being as important as the good they sell. By injecting theater, storytelling and uniqueness into the physical footprints, the store is positioned as a marketing channel as much as a place to buy.



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How Understanding The Power Of Marketing Helped This Brand Strategist Deliver Success


SVA's year-long Masters in Branding program helps strategists and creatives like Phillip Lauria hone their skills while building new understanding of the industry

Photo via @ximib_photography

Before attending SVA’s year-long Masters in Branding program, Phillip Lauria was working with media and technology, using data to understand consumer sentiment and behavior. His continuing education experience at SVA added context and a philosophical understanding to his approach to advertising and marketing. Now employed as a strategist with creative agency RoAndCo, Phillip applies his skills and experience to deliver thoughtful, innovative work for clients across categories.

In the third interview of a series in partnership with SVA, PSFK spoke to Phillip about how his experience in the Masters in Branding program informs his current work. SVA’s Masters in Branding program allows students to create frameworks to guide brand, design and business development, critically evaluate brand, business, marketing and design strategies and master the intellectual link between leadership and creativity.

PSFK: Where did your interest in branding begin, and what led you to choose SVA’s Masters in Branding program?

Phillip Lauria: My interest began at a young age. I grew up in a religious home which gave me an interesting perspective on the power of a story well told. The ability to create realities out of words and symbols were initially used by the church to build faith. Those sample methods were adapted to foster patriotism, and most recently adapted to generate loyalty for consumer brands. I am no longer religious; however, my background did lead me to explore how historically we’ve used stories to encourage human cooperation.

The father of public relations, Edward Bernays, famously observed that the power of propaganda during wartime to build an army could be adapted in peacetime to sell products. My pursuit of branding was less about possessing the capacity to wield this power, and more a way to avoid being manipulated by it.

What surprised you most while you completed the one-year graduate degree?

I wouldn’t say surprised, but something that came into fuller view is the increasing rate of change in my lifetime. We are still in the early days of the digital revolution; only half the world has the internet so far. We are in for geopolitical and commercial changes in the next decade that will require complete systems redesign and solutions that can be rapidly tested and implemented at scale. This is completely antithetical to the way governments and large organizations function. The result of this will be large-scale disruption, and our field needs to be prepared for that outcome.

You currently work as a strategist at RoAndCo Studio. What are some of the lessons from the branding program that helped prepare you for it?

The course curriculum and readings around the power of inquiry left a big impression on me. Through the SVA Branding program, I was also introduced to brilliant mentors in my field whom I have learned a great deal from. One of the most powerful lessons for me was how we think about the time we spend on a problem. Most of us think of progress and time as having a direct linear relationship. The more time you spend on a problem, the more progress you’ll make. This isn’t necessarily true. A period of inquiry must happen before one can start designing solutions. This may not result in any output at first, but it’s necessary to make sure you’re asking the right questions to solve that problem.

Returning to school also provided me a free space for inquiry and the time to think deeply about problems. I think this is important for anyone in their career. We tend to get wrapped up in our roles, forced to multitask so often we can lose our ability to work deeply, free from distraction and guilt. Allowing myself time to ask seemingly extraneous questions is an important function of my role as a strategist. Depending on the demands of the day, this can be as simple as closing my laptop and pulling out a sketchpad.

What made you choose to pursue branding and how does your previous experience inform your work?

My previous work was in media and technology. For a number of years, I helped grow a data and research startup based in London. We tracked consumer sentiment, predicted major political outcomes and much more. Working in that field gave me an interesting perspective on human behavior and in some ways our individual sense of agency.

Behavioral research is an essential tool of any strategist, and the methods of extracting that data are getting increasingly sophisticated. Most people in branding shy away from this characterization, but the core of our work is predicting and changing behavior. We use research to understand behavior as it exists, uncover the human truths or drivers behind that behavior, and then use that knowledge to intercept consumers with words and symbols designed to change behavior.

Could you tell us briefly about your process? What do you particularly like about the work that you are doing now?

I wouldn’t say I have a set process. I’ll paraphrase what Mark Kingsley, SVA lecturer, told me last year. Strategy is context. We analyze an object’s existing context—its function, cultural context and historical context—and then propose a new context.

Interestingly, context is something traditional behavioral research often fails to consider, instead taking a more mechanistic approach to human behavior. I try and take a more philosophical approach.

This is something I love about what Roanne, founder and chief creative director of RoAndCo, and Rebecca, managing director at RoAndCo, have built into the culture here. I think we’ve developed a really elegant way of observing the world and individual lived experience with empathy, and I believe you can see this come through in the work we do.

What’s one thing you wish more people understood about branding?

That the tables have turned. That if we start using our devices as tools rather than escape portals we’d realize we not only have the capacity to inspire change but the means to organize around new stories. We are more connected now than ever before in human history. It’s no longer necessary for an idea to have a large media budget, it just has to resonate.

#BlackLivesMatter, #MeToo and #NeverAgain are all branding exercises consistent with this new order. They arose as the medium of communication evolved, with little funding, but because they resonated with so many people they made an impact that will endure. We are witnessing a manifestation of this new reality as consumers are increasingly spending with brands that share their values and punishing brands that do not.

To learn more about the Masters in Branding program, email branding@sva.edu.

This article is paid for and presented by the SVA Masters in Branding program

Photo via @ximib_photography

Before attending SVA’s year-long Masters in Branding program, Phillip Lauria was working with media and technology, using data to understand consumer sentiment and behavior. His continuing education experience at SVA added context and a philosophical understanding to his approach to advertising and marketing. Now employed as a strategist with creative agency RoAndCo, Phillip applies his skills and experience to deliver thoughtful, innovative work for clients across categories.



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The Ultimate SEO Tool: Ubersuggest 3.0

ubersuggest

In 2018, I promised you I would release a better version of Ubersuggest for free, and I did that.

But there was one big issue: Ubersuggest only worked on a keyword level. When you put in a keyword, you get a list of more keyword ideas and content ideas.

And then when you put in a URL, nothing happened.

Well, that was before.

You can now get domain level metrics!!!!

So let’s dive into the new Ubersuggest.

Traffic Analyzer Overview

The traffic analyzer is broken down into 3 main sections: overview, top pages, and keywords.

The overview looks like this:

overview

The first section breaks some basic stats and a graph of the domain’s search traffic.

domain metrics

As you can see from the screenshot above, you’ll see how many keywords a domain ranks for, the total estimated search traffic from that region, the number of paid keywords a site is bidding on, and how much they are spending on Google Ads.

In addition to that, you’ll see a traffic graph that shows estimated search traffic a site receives over time.

And of course, a domain level overview won’t be complete without data such as backlinks, referring domains, the number of .edu and .gov links, and how much the organic traffic is worth if you had to pay for it.

Now, before you head over to Ubersuggest and type in a domain, there is one thing you need to keep in mind… Ubersuggest treats subdomains as a separate site. So if you enter in store.nike.com you will get different results than if you typed in nike.com. By typing in nike.com, you would NOT see any of the data from their store unless you typed in store.nike.com.

We did this on purpose as it allows you to analyze sites more thoroughly.

Also, within the traffic analyzer, you’ll see bar graphs that contain the overall positioning of the keywords you rank for over time.

keyword rankings

The chart above shows how many keywords a domain ranks for that are in the top 3 positions in Google, the top 10 positions, the top 50 positions, and the top 100 positions.

You already know no one clicks beyond page one, but over time you’ll want to see your site climbing the ranks. Hence, we track how many keywords are ranking in the first 100 positions.

Now let’s get into my favorite feature of the traffic analyzer.

Top SEO Pages

The second part of the traffic analyzer is a list of the most popular pages for a given domain.

top pages

For each page, you are given the title, URL, the number of visits a page receives from Google on a monthly basis, and the number of times the URL has been shared on the social web.

My favorite part about the top SEO pages report is when you click on “view all” you’ll see a list of keywords a page ranks for.

top pages

This one report will not only list out each keyword a webpage ranks for, but the position, estimated visits, cost per click data if you paid for that keyword, and how difficult it would be to rank for it.

What I love about this report is that I can put in a competing URL and see what’s working really well for my competition and then copy them. Or even better, create a more in-depth page than my competition.

Plus, if you have clients who are global, you can click on the flag at the top and see the top pages for any domain in all of the major countries.

For example, here are my most popular pages in Brazil.

top pages brazil

Top Keywords

The last section in the new Ubersuggest is top keywords.

Whether you put in your own domain or competitors, you’ll be able to see all of the organic keywords and paid keywords a site is going after.

organic keywords

When you click on the “paid” button you’ll see the list of paid keywords as well.

paid keywords

And just like the keyword research reports within Ubersuggest, you’ll have data on URLs, paid difficulty and SEO difficulty.

Conclusion

I hope you enjoy the new version of Ubersuggest. I know there are still some bugs in which the reports don’t load as fast as you want (Top SEO Pages can take up to 20 seconds to load) and you may have to clear your cache to see the new features, but hopefully, you enjoy the updates.

There are also some issues with duplicate keywords and misspellings. The engineering team is continually looking to fix this.

We do know there are many issues with duplicate keywords and misspellings in our Japan database, but we are working on fixing this as soon as possible.

So overall, I know it’s not perfect, but what do you think so far?

And if you haven’t tried it, head over to Ubersuggest and type in a domain.

PS: If you find any bugs, please email carlos@neilpatel.com

The post The Ultimate SEO Tool: Ubersuggest 3.0 appeared first on Neil Patel.



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Three Ss help make consumer insight more effective

by Nigel Hollis | January 28, 2019

Last week I took part in a roundtable with some of our clients in Poland. The conversation, led by Pavel Ciacek ranged from the big picture to the specific, but when it came to making data more meaningful three things stood out.

number-three646x366

As I have commented elsewhere on the fact that cultural fragmentation is undermining the strength of brands but, so too it may be undermining the power of consumer research. As one of the participants in our discussion noted, there is less consistency in people’s behaviour than there used to be. We can no longer safely assume that people will buy a certain type of brand simply because they buy similar ones in other categories.

Maybe this is why we agreed that when it comes to using consumer insight effectively using multiple sources of data is important. These days you cannot rely on any one data source and expect it to tell you everything you need to know to answer a specific problem. Rather it requires multiple data sources that give different viewpoints and help produce a real insight; something that transforms our understanding and helps us identify how to change things to our brand’s advantage. We talked about the fact that mining social media data can be a useful source of insight but that on its own social feedback can be difficult to interpret (never mind analyse).

Which brings us onto the next s: story. Increasingly, when insight comes from different data sources and the requirement is to produce a synergistic understanding. One that takes the different viewpoints and produces a compelling story from them. One that has a clear beginning and end, and which does not lose the audience’s attention on the way between the two. In this regard, we agreed that there was a need for more interaction between client and agency if the story was to be a compelling one. Making more time to discuss findings ahead of a presentation helps ensure that the recommendations from the research are relevant and actionable.

Last but not least we come to simplicity. I would argue that simplicity is an asset in both marketing and consumer insight. Even if people’s ability to focus on a topic has not changed – one person suggested that Millennials have an attention span of less than a second (if so, how come they can binge watch Netflix?) – brevity and simplicity help ensure that people focus on the recommendation and inspire them to take action. One client remembered a presentation done by the Kantar Czech office where the key findings were delivered in the form of posters not PowerPoint and which had made an indelible impression on the minds of those who attended.

Obviously, there is more to producing inspirational consumer insights that Sources, Story and Simplicity but what do you think would make consumer insight more inspirational? Please share your thoughts.



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