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Whatever way you look at it, this really isn’t a good time for the travel industry. With the credit crunch in full swing, fuel prices back on the rise and a potential global pandemic to contend with, it’s little wonder that their annual PPC ratings are looking a little bedraggled
Whilst many industries have been able to protect themselves against the continuing economic crisis, it seems travel has been one of the major losers in all of this. Their paid search results have fallen right across the board over the last 12 months, as perfectly illustrated in Robin Goad’s Hitwise blog. With fewer people searching and clicking, it is inevitable that sales suffer as a result.
This helps further highlight just how important the Internet remains in modern marketing strategies. With the results available for all to see, there really is nowhere to hide when it comes to online successes and failures. When the purse strings are being universally tightened, businesses in all sectors have to adapt to succeed. Unfortunately for travel agents, there isn’t a great deal of flexibility in what they are able to offer.
Despite these findings, the Internet still remains the most accessible advertising medium available. Unfortunately with fewer customers around, some industries need to be more innovative how they go about finding their potential clients. Nobody can afford to stand still in this competitive environment. Whether you’re an SEO Company like us or a major multi-national travel operator, getting noticed by your target audience and delivering on service remains paramount to success.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.
When it comes to building a content marketing campaign, it can be difficult to know where to start. You may have an initial idea but bringing it to life and getting your message seen are always harder than initially thought.