Why it matters
The travel industry has suffered during the COVID-19 pandemic, but can also utilize the crisis as an opportunity to reassess the business fundamentals. For marketers, that may involve looking beyond the channels and strategies they previously relied on.
Takeaways
- Understanding how marketing can impact an entire portfolio of brands is useful for making strategy and measuring the impact of communications.
- Performance marketing offers short-term results, but may not help brands in the long term, not least if a crisis hits.
- Erecting silos between brands, and the data at their disposal, may limit overall growth opportunities.
Expedia Group’s...