While paid search retained the highest portion of online budgets with an average of 37% in 2009, followed by search engine optimisation at 18% and display at 17%, indications for the next year suggest that this pattern is set to change. While overall PPC spend is likely to grow, some 60% said they would either maintain or decrease pay-per-click spending over the next 12 months, instead focusing their efforts on a blend of SEO of Online PR. While only 7% of online marketing spend was devoted to social media in 2010, 60% of the travel companies responding said they would be increasing their social media and search engine optimisation budgets next year. Interestingly, however, almost half said that they saw engaging with social media as one of the biggest challenges facing the industry in 2010.
As a clear majority of firms indicating that they see engaging with social media as a major challenge, it seems that many in the industry are struggling to develop effective strategies for these emerging channels. Doing social media badly is worse than not doing any social media at all, so next year’s big challenge will be for travel companies to work out strategies for engaging in social media.
According to the survey, the biggest online marketing opportunity awaiting travel companies in the year ahead are the savings and benefits to be had from driving synergies between the full range of online channels.
While many of the travel companies surveyed said that the economic climate was the greatest challenge facing the industry, today's difficult financial circumstances have played a major part in driving change. Digital marketing's transparency and measurable ROI makes it an extremely attractive option to companies that need to ensure every penny of their spend is both justifiable and worthwhile.
The bigmouthmedia 2010 Travel Report can be downloaded at: http://www.bigmouthmedia.com/live/articles/online-travel-report-2009.asp
Posts
