Innovation spiral
The presentation by Coredon/Adlatic focused on conversion attribution, the analysis of conversions (transactions) along various sales channels and the mutual influence of channels within the media mix. Software and algorithms play a leading role in this field. Data is becoming increasingly fine-grained. Analyses are becoming increasingly advanced. Technological development creates an innovation spiral in itself. Because with the increase in data, the need for software to interpret that data also grows. That software in turn automatically leads to more data.
The hope and expectation behind this development is (or seems turkey mobile phone number list to be) that with all that data, consumer behavior will become increasingly predictable. And that as people we will eventually all fit into clear persona grids, such as those used by KLM for example to develop more effective websites.
If there is one theme that fits travel and especially vacation, it is 'unburdening', that you can do and arrange something with ease. Simplicity, or the elimination of complexity, is a theme that we see in software, site and app development. This principle works for both the customer (for whom booking becomes easier) and for a provider such as KLM, for whom the process becomes more efficient.
The focus is shifting from websites to (tablet) apps. The expectation (expressed by Breakwell) is that in three years most web usage will be via mobile carriers telephone and tablet. Anyone who wants to anticipate this should ask themselves today: “do I need a website (at all)?”
Usability
The fact that usability is still a main event theme in 2013 means nothing less than that in ten years time perhaps not as many significant steps forward have been taken as you would wish. Because the ergonomic recommendations, such as 'eliminate complexity', that were made left and right, are of course far from new. Here too, between the lines you can hear the struggle of an entire sector with a major change. The change that gnaws at the beads-and-mirrors tradition in marketing communication. That tradition is founded on the power of the (formal) sender and its narrative offer. The digital revolution has been announcing the increasing power of the (social) customer and his demand for ten years now.
facebook_etravel13Facebook is a disruptor in conventional marketing communication par excellence. The traditional focus in marketing no longer works here. Online measurements show that you should look at the main topic in e-marketing (the shopping path) from the consumer perspective instead of from the advertiser perspective. For example, the advertiser still assumes that the customer already knows what he wants and makes his offer based on that assumption.