10 MUST-HAVE MARKETING TECHNOLOGY STACK FOR YOUR B2B TECH

Still think your current martech stack doesn't need an upgrade? Think again. 2019 is gradually coming to a close and marketing channels have shown no signs of slowing down. If you’re a marketer who’s part of a technology-dominated industry, you know well that it’s no longer a bonus to be technologically savvy in this day and age. To ensure customers don’t just drop out of your funnel you need to test drive every efficient alternative to get the job done. A study by Gartner reveals that marketing technology is now the largest portion of the total marketing budget. Putting together a modern technology stack is no joke – especially when every business varies in shapes and sizes. It’s crucial to realize that as marketing departments, we each have functions, needs, and goals. To ensure that your performance scales in 2020 and beyond, you need a proper stack and a diverse set of tools that are perfectly aligned with your marketing structure.

Spotlight

Travel Concepts Inc.

Travel Concepts, Inc., is a woman-owned, full-service travel consulting and management company, based in the Kansas City Metro area, servicing clients globally for over 20 years. Denise Canon is the president and owner of Travel Concepts and has spent over 25 years in the travel industry, committed to developing and providing her clients with unique and innovative concepts and travel destinations and experiences.

OTHER ARTICLES
Hospitality Management

Which Technologies Are Transforming Travel in 2020?

Article | June 20, 2023

Like most industries, the travel and tourism sector is experiencing a tech revolution. Innovative new technology is disrupting old methods and transforming the shape of the industry. In fact, the travel and tourism sector is in a significant growth period, mostly driven by tech advancements. Certainly, tech has been the driving force behind making it easier for people to access travel. Of course, the notion of technology reshaping industries is something that is happening across sectors. When looking at how tech is changing travel, we can also see similar movements in other areas of business. For example, the gambling industry is being driven into interesting new areas by technology, with sites like bet-ny.com providing a full casino experience online. This push has allowed people to access betting in innovative new ways and from anywhere at any time, provided they have an internet connection.

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Hospitality Management

Why tourism providers are still working on travel personalisation

Article | June 29, 2023

It should come as no surprise that even as we enter the new decade, industries such as retail and travel are seeing continued investments in digital platforms and solutions aimed at delivering hyper personalisation. The reason is that millennials have risen in purchasing power, becoming the dominant driver of business and growth. Any business that market its products or services to this audience must adapt and develop innovative approaches to address dramatic shifts in customer behaviour, as well as the demands for mobile and social media.

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Hospitality Management

Travel tech pros put sustainability behind economy as key challenges for 2020

Article | July 24, 2023

Economic uncertainty is deemed to be the biggest challenge facing the travel industry, ahead of climate change and sustainability issues, according to new research. A survey by Travel Technology Europe, sister brand of PhocusWire, reveals that 53% of those polled put economic conditions at the top of the list of concerns followed by sustainable travel at 45% and climate change at 44%. The study was carried out in the run-up to the United Kingdom's general election in early December 2019, so the challenge of economic uncertainty is not that surprising.

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FlightHub & JustFly on robots and travel

Article | February 10, 2020

Over the past decade the travel industry has seen waves of technological trends: mobile booking, voice search, augmented reality, and more. The use of robots in travel is one such trend. It’s changing the way people travel and taking the world literally by storm. The potential impact of robots on the tourism and hospitality sector can’t be understated. Chatbots, programmable suitcases, and security bots are a few examples of how robots may be changing the way travelers navigate the globe forever. FlightHub and JustFly discuss why robots are a technological trend the travel industry should look forward to.

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Spotlight

Travel Concepts Inc.

Travel Concepts, Inc., is a woman-owned, full-service travel consulting and management company, based in the Kansas City Metro area, servicing clients globally for over 20 years. Denise Canon is the president and owner of Travel Concepts and has spent over 25 years in the travel industry, committed to developing and providing her clients with unique and innovative concepts and travel destinations and experiences.

Related News

Travel Technology,Industry Outlook

Sojern and PUSHTech Contribute to First-party Data Strategies of Partners

Sojern | January 11, 2023

On January 10, 2023, Sojern, a pre-eminent digital marketing platform developed for travel, and PUSHTech, a multichannel platform including CRM, marketing automation, sales, and support, announced a partnership to assist hotel partners in making the most of their first-party data. Sojern and PUSHTech will help the travel industry with data strategies in the cookieless age. Around 81% of hotels increase revenue using first-party data. However, staying ahead of digital landscape changes requires a well-planned strategy. Sojern's travel marketing platform offers unparalleled visibility into travel demand and intelligence to assist partners in augmenting their budgets and establishing long-term plans. With the aid of PUSHTech, hotels may improve client relations, control their database, and boost direct sales. "Our mission is to help businesses generate more effective, efficient and valuable communications with their customers through the use of automated and intelligent solutions. With a collective goal of better serving the hospitality industry we are pleased to announce our partnership with Sojern, Working together means we can better maintain our philosophy of continuous innovation in the development of an automated marketing, sales and management platform." -David Ezquerro, Chief Revenue Officer, PUSHTech (Source: PR Newswire) First-party data is fundamental to the hotelier's toolkit. This unification will help integrate Sojern's innovative travel marketing and PUSHTech's platforms while taking a privacy-forward approach to the safe and guarded management of partner data. As a result, hotel partners will achieve escalated campaign performance, solid customer relationships, and boosted revenue, leading to direct sales growth and driving profitability. About Sojern Sojern is a top digital marketing tool for travel marketers. Multichannel marketing from the company boosts direct demand. AI and traveler intent data enable these solutions. It is the leading travel marketing tool designed to help marketers overcome travel buying cycle challenges. It provides unparalleled traveler information and automatic optimization to match its clients with the right travelers. In addition, the company optimizes across the platform to help clients grow and profit.

Read More

Travel Technology

New Sojern Report Shows Travel Marketers' 2021 Plans for Digital Advertising

Sojern | August 25, 2021

Sojern, a leading provider of digital travel marketing solutions, today published a new report titled, “How Travel Marketers Are Activating Digital Advertising in 2021.” Worldwide Business Research (WBR) Insights surveyed senior decision makers in Asia-Pacific, Europe, North America, and Middle East and Africa who own the marketing budget for a hotel, attraction or tourism brand. These 300 travel marketers shared key challenges faced as a result of the COVID-19 pandemic, which has led them to test new solutions, innovate with new messaging, and generally do more with less. “The last 18-months have been quite the rollercoaster for travel marketers navigating the global pandemic, but one thing is clear: travel marketers are more focused than ever before on effectively and efficiently spending precious resources to drive a business return,” said Noreen Henry, Chief Revenue Officer, Sojern. “In this environment you need to be agile, data-driven and optimistic—travel is coming back and it’s a great time to take part in that recovery.” Key findings of travel marketers surveyed include: 56 percent agree that the current environment is ideal for direct response campaigns. Travellers are booking directly because of clearer cancelation or refund policies, coupled with their frustrating experiences navigating online travel agency (OTA) reimbursements for cancelled trips. 88 percent have increased or kept their digital advertising strategy budget the same since COVID-19. 87 percent tightened spending on brand campaigns and increased spending on performance campaigns in 2020. 84 percent rated machine learning and artificial intelligence as top priority for personalisation across channels. Consumers are eager to travel, and with the increasingly widespread administration of COVID-19 vaccines, the hard hit travel, media, and entertainment industries are all expected to rebound in 2021. The upward swing is already under way, with a surge in domestic and regional tourism, as newly vaccinated consumers exercise the option to travel within their own borders.

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TripAdvisor debuts self-service ad platform

Mobile Marketing Magazine | November 20, 2019

TripAdvisor has launched its first self-service advertising platform, enabling small and medium-sized businesses and agencies to take control of their cross-platform ad campaigns on the travel and restaurant reviews platform. The TripAdvisor Media Manager enables advertisers to build their ads directly within the platform, where they can upload their own creative, set their own campaign budget and schedule, and monitor results and adjust as they see fit. Businesses can also utilise three targeting options – including user location, browsed locations, and recent travel planning activities – to reach consumers with their content. “We’re excited to enable local and small businesses to easily and quickly create and upload their own campaigns that they can push live on TripAdvisor in a streamlined way. The real benefit is the ability to quickly grow a business by reaching nearly 460m loyal, engaged and connected travellers who want to hear from brands that are relevant to them,” said Christine Maguire, vice president of advertising revenue for TripAdvisor.

Read More

Travel Technology,Industry Outlook

Sojern and PUSHTech Contribute to First-party Data Strategies of Partners

Sojern | January 11, 2023

On January 10, 2023, Sojern, a pre-eminent digital marketing platform developed for travel, and PUSHTech, a multichannel platform including CRM, marketing automation, sales, and support, announced a partnership to assist hotel partners in making the most of their first-party data. Sojern and PUSHTech will help the travel industry with data strategies in the cookieless age. Around 81% of hotels increase revenue using first-party data. However, staying ahead of digital landscape changes requires a well-planned strategy. Sojern's travel marketing platform offers unparalleled visibility into travel demand and intelligence to assist partners in augmenting their budgets and establishing long-term plans. With the aid of PUSHTech, hotels may improve client relations, control their database, and boost direct sales. "Our mission is to help businesses generate more effective, efficient and valuable communications with their customers through the use of automated and intelligent solutions. With a collective goal of better serving the hospitality industry we are pleased to announce our partnership with Sojern, Working together means we can better maintain our philosophy of continuous innovation in the development of an automated marketing, sales and management platform." -David Ezquerro, Chief Revenue Officer, PUSHTech (Source: PR Newswire) First-party data is fundamental to the hotelier's toolkit. This unification will help integrate Sojern's innovative travel marketing and PUSHTech's platforms while taking a privacy-forward approach to the safe and guarded management of partner data. As a result, hotel partners will achieve escalated campaign performance, solid customer relationships, and boosted revenue, leading to direct sales growth and driving profitability. About Sojern Sojern is a top digital marketing tool for travel marketers. Multichannel marketing from the company boosts direct demand. AI and traveler intent data enable these solutions. It is the leading travel marketing tool designed to help marketers overcome travel buying cycle challenges. It provides unparalleled traveler information and automatic optimization to match its clients with the right travelers. In addition, the company optimizes across the platform to help clients grow and profit.

Read More

Travel Technology

New Sojern Report Shows Travel Marketers' 2021 Plans for Digital Advertising

Sojern | August 25, 2021

Sojern, a leading provider of digital travel marketing solutions, today published a new report titled, “How Travel Marketers Are Activating Digital Advertising in 2021.” Worldwide Business Research (WBR) Insights surveyed senior decision makers in Asia-Pacific, Europe, North America, and Middle East and Africa who own the marketing budget for a hotel, attraction or tourism brand. These 300 travel marketers shared key challenges faced as a result of the COVID-19 pandemic, which has led them to test new solutions, innovate with new messaging, and generally do more with less. “The last 18-months have been quite the rollercoaster for travel marketers navigating the global pandemic, but one thing is clear: travel marketers are more focused than ever before on effectively and efficiently spending precious resources to drive a business return,” said Noreen Henry, Chief Revenue Officer, Sojern. “In this environment you need to be agile, data-driven and optimistic—travel is coming back and it’s a great time to take part in that recovery.” Key findings of travel marketers surveyed include: 56 percent agree that the current environment is ideal for direct response campaigns. Travellers are booking directly because of clearer cancelation or refund policies, coupled with their frustrating experiences navigating online travel agency (OTA) reimbursements for cancelled trips. 88 percent have increased or kept their digital advertising strategy budget the same since COVID-19. 87 percent tightened spending on brand campaigns and increased spending on performance campaigns in 2020. 84 percent rated machine learning and artificial intelligence as top priority for personalisation across channels. Consumers are eager to travel, and with the increasingly widespread administration of COVID-19 vaccines, the hard hit travel, media, and entertainment industries are all expected to rebound in 2021. The upward swing is already under way, with a surge in domestic and regional tourism, as newly vaccinated consumers exercise the option to travel within their own borders.

Read More

TripAdvisor debuts self-service ad platform

Mobile Marketing Magazine | November 20, 2019

TripAdvisor has launched its first self-service advertising platform, enabling small and medium-sized businesses and agencies to take control of their cross-platform ad campaigns on the travel and restaurant reviews platform. The TripAdvisor Media Manager enables advertisers to build their ads directly within the platform, where they can upload their own creative, set their own campaign budget and schedule, and monitor results and adjust as they see fit. Businesses can also utilise three targeting options – including user location, browsed locations, and recent travel planning activities – to reach consumers with their content. “We’re excited to enable local and small businesses to easily and quickly create and upload their own campaigns that they can push live on TripAdvisor in a streamlined way. The real benefit is the ability to quickly grow a business by reaching nearly 460m loyal, engaged and connected travellers who want to hear from brands that are relevant to them,” said Christine Maguire, vice president of advertising revenue for TripAdvisor.

Read More

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