{"id":5858,"date":"2021-01-18T17:15:21","date_gmt":"2021-01-18T16:15:21","guid":{"rendered":"https:\/\/aliciavalero.com\/the-martech-phenomenon-in-the-tourism-sector\/"},"modified":"2021-07-26T11:26:31","modified_gmt":"2021-07-26T09:26:31","slug":"the-martech-phenomenon-in-the-tourism-sector","status":"publish","type":"post","link":"https:\/\/aliciavalero.com\/en\/the-martech-phenomenon-in-the-tourism-sector\/","title":{"rendered":"The Martech phenomenon in the tourism sector"},"content":{"rendered":"<p>In recent times, the<strong> Martech<\/strong> <em>(marketing technology) concept<\/em>applied to the tourism sector has begun to receive the attention it deserves. Marketing and technology applied to tourism are increasingly linked because potential <strong>travellers have moved into the digital world.<\/strong> &nbsp; Here&#8217;s why the MARTECH model is impacting tourism companies and their benefits:<\/p>\n<p>Martech consists of a fusion of marketing and technology. Basically, it&#8217;s the use of technology tools like digital analytics or Big Data to improve marketing strategies. In this way, through the measurement of very detailed results <strong>it is possible to create opportunities to improve the products or services offered to tourists.<\/strong><\/p>\n<p>In the words of John Koetsier, mobile economist at Tune, a mobile analytics and performance company:<\/p>\n<blockquote><p>&#8220;Every piece of technology a marketing specialist uses to reach a potential customer is martech. From an eMail system like MailChimp to a social media marketing platform like HootSuite.&#8221;<br \/>\n<cite>John Koetsier (TUNE Mobile Economist)&nbsp;<\/cite><\/p><\/blockquote>\n<p>Some of the factors that Martech focuses on are the optimization of the offer and the search and research that tourists carry out before and during the trip. The <strong>personalization of the offer<\/strong> and the use of the customer <strong>journey<\/strong> are the main objectives of this practice.<\/p>\n<h5><strong>Tour providers who use Martech in their business&nbsp;<\/strong><\/h5>\n<ol>\n<li><strong>Transport<\/strong> (such as airlines to control information flows)<\/li>\n<li><strong>Accommodation Providers<\/strong> (social media monitoring of hotel experience)<\/li>\n<li><strong>OTAS &#8211; Online travel agencies <\/strong>(chatbots and mobile shopping experience)<\/li>\n<\/ol>\n<h5><strong>Main areas where Martech applies in tourism&nbsp;<\/strong><\/h5>\n<ul>\n<li><strong>Mobile usage: <\/strong> Experience and analysis of mobile device usage.<\/li>\n<li><strong>Automation: <\/strong> Use software to automate marketing processes, such as customer segmentation, data integration, and campaign management.<\/li>\n<li><strong>Social media monitoring: <\/strong> Measurement of content, noise <em>and engagement<\/em> created on the various social media platforms.<\/li>\n<li><strong>Data Storage: <\/strong> In professional ERPs or CRM.<\/li>\n<li><strong>Website analysis and measurement: <\/strong> Web analytics software allows you to attract more visitors, retain or attract new customers.<\/li>\n<li><strong>Retargeting: <\/strong> Impacting users who had previously interacted with our brand.<\/li>\n<li><strong>Artificial intelligence: <\/strong> Applying &nbsp; robotics, chatbots, virtual agents.<\/li>\n<\/ul>\n<p>Martech&#8217;s purpose is to help marketers do their job and facilitate their interactions with their target audience. Therefore, it is involved in every stage of the customer&#8217;s journey, ranging from awareness, interest, consideration, intent, evaluation, to decision and satisfaction. <strong>Investing in Martech allows you to get better ROI data and <a href=\"https:\/\/aliciavalero.com\/en\/5-trends-in-travel-marketing-for-this-2021\/\">evaluate our marketing strategies more<\/a><\/strong> tightly.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Marketing and technology applied to tourism are increasingly linked because potential travellers have moved into the digital world.<\/p>\n","protected":false},"author":1,"featured_media":5829,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[76],"tags":[249,248],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Martech phenomenon in the tourism sector | Areas of 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