Unlock the Potential of Funnel stages marketing for Travel Industry

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[Music] welcome everyone to rethinking digital marketing and sales for the travel industry after one of the toughest here in history for the entire leisure hospitality and travel industry businesses are starting to see the light at the end of the tunnel it's during this time of gradual return to normal that there are new opportunities to reflect on and if necessary to rebuild and reinvent digital experiences during this keynote we will talk about how companies can use modern marketing and sales channels to better interact with people and maximize revenue please welcome pablo monge global head of digital sales globant thank you [Applause] thank you thank you for the introduction um hello everyone good morning everyone it's a pleasure for me to to have you here today and um today we are going to talk about uh digital marketing we are going to talk about digital sales and actually i don't know what why this is the last slide okay can we go to the first one please because okay perfect now it works fine um so today we are going to talk about digital sales today we are going to talk about digital marketing and today of course we are going to talk about data and technology because data and technology is the link between digital marketing between digital sales and of course between a lot of things that are important today for for marketers so basically a little bit of context first what we are seeing in in the industry is that in last year we have seen a huge internet traffic increase we have seen a lot of changes in consumer behavior when it comes to interact and engage with digital channels no matter if they are digital sales channels detailed marketing channels websites landing pages and so on but what happens a lot of marketers are saying that they are not able to take the most of that traffic increase they are not able to convert all that traffic into qualified leads and into uh sales so basically why this happens so why this happens and it happens because a lot of marketers are saying that only a few of them only a few companies are prepared to collect the data properly to activate that data properly to have a proper um governance model for all that data for activating all that campaigns and to do all that whole customer journey management so what we are seeing in the in the industry is that digital marketing is not just about managing media and campaigns anymore it is more about managing a whole customer journey to take into account all the data sources and the data points that are relevant not only for the campaigns but for understanding uh the people that is interacting with our brands and to get all that efficiencies that all of us are looking and actually one thing that is really interesting is that the role of the cmo is getting more and more closer to the role of the cto and the cio of companies because digital marketing and digital sales as something really technological and that's something that we are going to see through this presentation so what companies need in our opinion companies need what we call a sustainable approach to increase and to achieve that goals in terms of digital sales and how we compose that sustainable approach with three main pillars first pillar is with data second pillar is with the technology to capture and manage all the data and third pillar is defining and managing the customer journeys with the power of that data and that and that technology so data and technology are the enablers and the management of the customer journeys generate that business impact so we are going to deep dive in every point first point data what we need we need to define a process we need to define a governance model that allows us first of all to capture the data that is relevant for our company second to enrich that data with more attributes third manage the data so we are able to match all the data sources to match all the data points and understand and get a 360 customer view after that we will be able to model that data and run propensity model charm prevention models and all the models that we can imagine and after that we need to activate that data the data is not the purpose of doing all that process is not only to have analytical capabilities but activation capabilities we need to activate that data into every digital channel no matter if we are talking about paid media no matter if we are talking about our media channels like email marketing or whatever and no matter if we are talking about sales channels like for example a contact center we need to activate that data and with all that approach we will be able to evolve and to scale with that governance methodology so first step around the data reflect on what data we can we want to capture how we can enrich that data how we can manage all the data to be activated into the different channels to do all of this of course we need technology we need to detect we need technology first of all to collect that data we want to so here you can find an example of an architecture where we can collect first party data we can connect third-party data from data marketplaces and we can collect as well zero party data which is the kind of data that a user proactively shares with us in exchange of a service in exchange of whatever we can give them as a service so we'll have a lot of different data sources and the first thing we need to do is to put a unique data collection layer that allows us to integrate all the data points once we do that we will be able to use that data access all that data and maybe use that include all that data in for example a data lake or a big data environment that will allows us data activation which was one of the most important points i mentioned before if we have all that data consolidated into a single source of truth we will be able to connect with the rest of the tools of our marketing technology and advertising technology environments like for example all our marketing automation tools like the email marketing tool the push notifications uh sms and so on but we'll be able as well to activate all that data into paid media campaigns so thanks to technologies like for example cdp's customer data platform we'll be able to build segmentations based on the data that we collected before and activate all that segmentation so we are able to personalize the whole customer journey to work with different audiences and so on and one thing that is really really interesting is what we can do with all that data how we can manage a customer journey with an end-to-end approach and this is for me one of the most relevant things so if you think about a lot of companies a lot of companies have been doing huge efforts to implement tools they they have spent a lot of money in licenses in implementation teams but they haven't thought about how they will be managing the customer journey and this is one of the most important things here because we need to think about the use cases we need to think about what is the usage that we will be giving to that data and to that technology so as i said first we need to reflect on the data second we need to reflect on the technology and third we need to reflect on how to manage the customer journeys here you can see an example of an airline it's just a generic customer journey but where you see all the stages of the customer journey integrated into a single management let's say so we start with when the user plans the trip so we can anticipate his needs or her needs and we can give visibility to our set of products destinations and so on so since that first stage that early stage of the customer journey we need to capture data and we need to use our tools because this will be a key aspect in terms of collecting proper variables how to enrich all that all that attributes and so on and after that we'll be able to work in the rest of the customer journey so then it will come the booking it will come the check-in it will come the take-off the flight and and the landing and the state and we can use all the stages to continue interacting with the users and to continue using the different digital channels to continue collecting data and continue generating value so for example what we can do if we collect all the data in all the stages of the customer journey we can build really powerful cross-selling and upselling strategies so for example let's say that this user that is part of this customer journey is a super valuable client for our company and we have the user identified in our crm but we are not able to activate a specific email campaign because uh the crm tool is not connected with your email marketing tool so we need to reflect on the architecture and in and we need to reflect into the data that we are collecting so we are able to work very specific users and find look allow audiences and find other valuable clients so we can work with a personalized approach through the whole customer journey so my key message here will be first of all reflect on the data that you want to collect second reflect on the technology you need to collect that data and third reflect on what are your customer journeys what are the customer journeys you want to manage with all that data and with all of that information and with all that tools and with that mix of things you will be able to take the most of your digital campaigns and to take the most of your digital sales channels that being said thanks a lot for your time thanks a lot for having me today and here if you want you can scan your qr this qr code because we have prepared an assessment kind of an assessment and hospitality readiness assessment so you can assess your capabilities around digital cells and your capabilities around digital marketing and how to enhance all the capabilities through data and technology thanks a lot and i hope you enjoy this this congress today [Applause] [Music] you