Digital marketing is a great way to burn lots of cash, now more so than ever.
This is a viewpoint by Matthew Barker, head of strategy at I&ITravelMedia. He makes some really valid points:
- Acquisition costs are ridiculously high
- The customer journey is ridiculously long
- Purchase frequency and customer retention are ridiculously low
- What to do
The key to all these activities is providing as much value and quality as you can afford, and not prematurely forcing people towards bookings.
They’ll book when they’re ready, not because you’ve filled their inbox and Facebook feed with promotions.