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Why targeting by “Origins” is important for brands?

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As an online travel platform, understanding and capitalizing on the nuances of diverse origins has become pivotal in fostering meaningful connections with their audience. Targeting by origins enables travel brands to home in on specific demographic groups with pinpoint accuracy. By leveraging through our Agoda 1^st party proprietary insights, brands can tailor their advertising campaigns to resonate with the unique preferences, behaviors, and interests of audiences from different regions. Such origin targeting ensures that marketing messages are relevant and compelling to the intended audience.

In this blog post, we delve into the importance of targeting by origins for brands within the travel industry.

Enhanced Relevance and Engagement

Customizing marketing efforts based on origins enhances the relevance and resonance of brand messaging, leading to increased engagement and interaction with the target group. By speaking directly to the aspirations, values, and cultural nuances of diverse audiences, travel brands can capture attention, evoke emotions, and foster meaningful connections. Whether it’s showcasing dream destinations, exclusive offers, or curated experiences tailored to specific cultural preferences, personalized messaging drives higher levels of engagement and interaction, ultimately driving brand awareness and affinity.

Campaign Effectiveness

By focusing advertising efforts on specific target groups, travel brands can optimize their marketing spend and maximize return on investment (ROI). Instead of employing a one-size-fits-all approach, targeting by origins allows brands to allocate resources more efficiently, concentrating efforts on channels and platforms that are most effective in reaching the desired audience. This strategic allocation of resources leads to higher conversion rates and ultimately, greater campaign effectiveness.

Unlocking New Market Opportunities

In addition to strengthening connections with existing audiences, targeting by origins also opens doors to new market opportunities and untapped segments. By identifying emerging markets, niche demographics, and cultural trends, brands can diversify their customer base and expand their reach beyond traditional markets. Whether it’s tapping into the growing middle class in Asia, capitalizing on the rise of solo travelers in Asia, or catering to the digital nomad community worldwide, targeting by origins empowers brands to stay ahead of the curve and seize new growth opportunities.

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Let’s see from Duty Free Retailer case study

Challenge: With previous campaigns, this client didn’t effectively capture potential customers at the right moment.

Solutions: Building multiple audiences across all the client’s chosen major airports and targeted known travelers via Agoda’s proprietary data.

Using Social Media Audience Extension to optimize campaign engagement. This ensures effective social media ads, reaching targeted audiences and maximizing engagement levels.

Results:

50% Click-Through-Rate (CTR) higher than benchmarked.
10% increase in sales online and in-store.

Key Achievements:

Usage of Agoda’s audience extension on advertiser’s social media account to capture the right target audience’s attention, thereby boosting click-through rates.

This case study exemplifies how Agoda Media Solutions effectively addressed the challenge faced by a duty-free retailer. By leveraging Agoda’s proprietary data through their origins on social media, the client achieved remarkable results, including significantly higher click-through rates and increased sales both online and in-store. This demonstrates how Agoda Media Solutions can help brands to effectively target potential customers and drive exceptional performance in their advertising campaigns.