thechapel.social delivers performance driven digital marketing services and consultancy for travel, holiday and cruise brands. If you are a travel, holiday or cruise brand needing to reach more people and book more guests, get in touch with us.
What is the Reach and Results Social Media Marketing Model?
The Paid Social Media “Reach and Results” Social Media Marketing Model is an adaptive technique to grow the audiences of travel, holiday and cruise brands.
This combative approach is optimised to overcome the challenge of an overall decline in reach and engagement for travel, holiday and cruise companies whose primary objective is sales.
The success of DPA (Dynamic Prospecting Ads) has eclipsed the traditional Conversion campaigns in both performance and budget efficiency.
Dynamic Retargeting, Up-sell, Cross-sell and Custom Combination ads are a veritable minefield of complexity but are a far more effective alternative to standard retargeting ads.
How does the Reach and Results Social Media Marketing Model work?
Significantly improved results are achieved through the process of Discovery Commerce.
The Facebook Discovery Commerce System uses AI Machine Learning to anticipate traveller needs and serve them the most relevant ads.
Discovery Commerce offers a highly personalised product marketing experience for users who are potentially outside of your existing targeting audiences, but who have been identified as more likely to buy your travel products, holiday or cruise experiences.
Travel brands can therefore achieve the best possible results for their budgets by only having their ads served on the platform and placement where their prospective bookers show up, at a time when they are currently planning or intending to travel, and even what vacation they are already known to be interested in booking.
Why is the Reach Objective now so important?
Essentially, Facebook are travel hopping everyone back to refocus on creating great video content to engage, entertain and introduce new users in to their brand worlds.
There are too many ads on Facebook and not enough places to serve them effectively so travel, holiday and cruise advertisers are now being flagged with Audience Fragmentation, Ad Limits, Learning Phase and Learning Limited warnings to scale back on the number of ads and focus on the quality of their ads.
More so for the travel, holiday and cruise industries who have endured an almost complete factory reset beset with cancelled holidays, rebooked holidays cancelled, ever-changing rules, policies and guidelines regarding safe travel following the devastating impact of pandemics.
The Facebook Discovery Commerce System has taken the heavy lifting out of selling holidays to their users but this has resulted in a huge top of the funnel drop in general traffic and engagement.
The dreamers, browsers and planners researching for next level inspiration consume vast amounts of content in their quest for unbeatable holiday experiences and travel companies need to build an ever present brand presence in growing their audiences to achieve their future growth plans.
Depending on your business objectives and marketing strategy Reach incorporates many KPIs (Key Performance Indicators) so in this context it is more of a generic term for generating and increasing Impressions at an efficient CPM (Cost Per thousand).
Rather than depending on a Reach campaign to also deliver passengers for travel, holiday and cruise brands, the main objective is to simply reach new users.
Why move to a Reach and Results Social Media Marketing Model?
This is Social Simplification, whereby you are stripping back on all of the manual optimisations and time consuming tweaks that are no longer effective.
Travel, holiday and cruise companies can purely focus on building their brands, growing their audiences and re-learn how to engage new users with purpose.
Paid social marketers can improve their campaigns by targeting deeper audience segments to increase bookings with a more focussed and robust ad strategy.
The Reach and Results Marketing Model frees up more time for travel, holiday and cruise marketing teams to align their business objectives and campaign plans to the same level of fluidity as consumer trends, audience behaviours and their real-time peak booking periods.
If you are a travel, holiday or cruise brand needing to reach more people and book more guests, get in touch with us.