Just You launches travel trade solo experience

Just You launches travel trade solo experience

Friday, 21 October 2016 14:00

Just You h...

Spontaneous people are happier according to Snaptrip survey

Spontaneous people are happier according…

Friday, 21 October 2016 11:00

Spontaneous people are often believed to lead more exciting or glamorous lifestyles and a new study has confirmed that they are happier in all aspects of their lives.

Top Brighton attractions on Combi-Saver tickets for half term

Top Brighton attractions on Combi-Saver …

Friday, 21 October 2016 09:00

Visitors to Brighton this October half term can save up to 20% on its top three paid-for attractions with combination tickets now available for British Airways i360, SEA LIFE Brighton...

Free cabin upgrades with Cosmos Tours

Free cabin upgrades with Cosmos Tours

Thursday, 20 October 2016 14:00

There still’s time for agents to book a Croisieurope river cruise for their customers with a free cabin upgrade on a range of river cruises throughout Europe, when booked with...

Last minute autumn breaks available at Haven

Last minute autumn breaks available at H…

Thursday, 20 October 2016 11:00

Agents can still give their customers a last minute family break this autumn from £99 when booking a Haven holiday between now and November 5.

Skiers urged to head east for best piste costs reveals new report

Skiers urged to head east for best piste…

Thursday, 20 October 2016 08:00

Cash-conscious skiers can avoid the slippery slope of higher prices for their annual downhill trip by heading to ski resorts in Eastern Europe.

Design an anniversary poster for DFDS competition

Design an anniversary poster for DFDS co…

Wednesday, 19 October 2016 14:00

Ferry operator, DFDS, is putting out a call to professional and amateur artists to create a poster that will be used in their 150th anniversary celebrations this year.

Savings on worldwide adventures with Explore

Savings on worldwide adventures with Exp…

Wednesday, 19 October 2016 11:00

Explore has launched a new collection of worldwide adventures with a launch offer of up to 10% discount on all new trips booked by November 7.

New route to Seattle makes it one to watch for 2017

New route to Seattle makes it one to wat…

Wednesday, 19 October 2016 09:12

Seattle is expected to be one of the fastest growing US destinations for UK travellers next year with a Virgin Atlantic direct non-stop daily flight launching March 2017, new hotel...

Air Transat launches 2017 programme with increased connections across Canada

Air Transat launches 2017 programme with…

Tuesday, 18 October 2016 14:04

Air Transat has expanded its programme of flights from the UK to Canada with increased capacity and connections for travel in 2017.

Oceania Cruises reduces single supplement fares

Oceania Cruises reduces single supplemen…

Tuesday, 18 October 2016 14:02

Oceania Cruises has launched a reduced single supplement promotion for solo travellers, with guests offered single supplements fares from 25% on seven itineraries, booked before December 31.

Mall of America welcomes arrival of MythBusters

Mall of America welcomes arrival of Myth…

Tuesday, 18 October 2016 14:00

Running throughout autumn until January 15, 2017, visitors can ignite their curiosity and discover whether they can really huff and puff to blow a house down; if running in the...

Emirates to launch new daily service to Fort Lauderdale

Emirates to launch new daily service to …

Monday, 17 October 2016 11:00

Emirates has announced that it will launch a daily service between Dubai and Fort Lauderdale-Hollywood International Airport, on December 15, serving the South Florida area, including Fort Lauderdale, Miami and...

New tours in UK & Europe from Back-Roads Touring

New tours in UK & Europe from Back-R…

Monday, 17 October 2016 08:42

Small group tour specialist Back-Roads Touring has launched its summer 2017 brochure to reveal a unique line up of new itineraries in Switzerland, Scandinavia, the Baltics, France, Iberia and Russia.

Star studded cruise line up from CMV in 2017

Star studded cruise line up from CMV in …

Friday, 14 October 2016 10:16

Cruise & Maritime Voyages has announced five star-studded cruises for 2017 following the arrival of its new main brochure.

Non-stop flights to Manchester from SIA

Non-stop flights to Manchester from SIA

Friday, 14 October 2016 10:11

Singapore Airlines will fly non-stop between Singapore and Manchester from October 30 as part of its northern winter schedule.

 New Internet Advertising Bureau (IAB) research reveals startling new insights into how different online formats (eg online display advertising, email marketing, affiliate websites and paid-for and natural search) have very distinct roles in how they contribute to a successful customer conversion journey.

A customer seeing a display ad at the start of a purchase process is not necessarily prompted to buy as a result of that ad; our research reveals that a combination of online formats ultimately lead to a conversation.

A display ad may fuel a customer journey, but the conversion may actually come from elsewhere, for example a natural search link or affiliate website. Understanding this process and the interplay between formats will enable marketers to create more successful online campaigns.

The study examines the nature of the online customer journey and considers the impact various digital communications have on consumer behaviour, highlighting ways in which brands can make their communications work together to forge a consistent, effective online experience.

Research was conducted among major travel brands bmi, British Airways and Virgin Atlantic, but its results are intended to provide a digital marketing benchmark for brands in any sector.

Integration Works

The research found that consumers are more likely to purchase when exposed to a variety of online advertising such as search, online display and email marketing.

Such tools have a branding effect that supports offline activity, enhancing brand awareness across all platforms.

For one of the brands studied, 78% of users that made a purchase had been exposed to online marketing activity. However, results also show that up to 46% of those that see an online ad, and visit the site within a week of seeing it, have not been exposed to any other online marketing activities (search, affiliates, email etc), suggesting that online display advertising has a positive, branding effect as well.

Take Away Points

  • Online activity is working. Individuals who make purchases on websites are more likely to have been exposed to a variety of online advertising formats.
  • The study found that click-through metrics may no longer be the best way to assess the impact of display advertising. Click-through metrics call for immediate action, while the customer journeys analysed took on average a few days, from initial exposure to purchase. 
  • It’s time to start thinking about online display advertising in an new way, the traditional way of assessing online display advertising – the click through rate – isn’t an adequate way of expressing how effective it is
  • Different online elements work together, playing different roles at different stages of the journey – for example display advertising at the start of the journey to raise awareness of brands and their products and affiliates to drive the sale at the end of the journey. It’s not only the final click in the journey that matters 
  • It’s unrealistic to always expect people to act as soon as they have seen an ad (this doesn’t happen for TV ads), so it’s important to consider the actions of those that see an online ad and then act at some later stage.
  • The customer conversion journey is not a simple linear path. Users are exposed to lots of different online elements in their journey to becoming customers and come into contact with multiple campaign elements on multiple occasions – up to nine display ads, three organic click-throughs, two sponsored click-throughs and two emails over a period of up to seven days to make their first purchase
 For the full report contact Mark Terry-Lush or Dave Barton on 01452-760147 or email iabuk@renegademedia.net
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