Price Glomski Talks to Hospitality Technology
In many organizations, the first step toward advancing a more durable measurement roadmap is educating stakeholders on how the privacy-first digital media ecosystem works, what’s changing, and outlining clear best practices and next steps for building durable data and measurement programs.
Last month, PMG’s Price Glomski spoke with Hospitality Technology’s senior editor Michael Christine Escobar about how SEM remains an important channel for hotel marketers looking to connect with guests during the pandemic. The wide-ranging interview covered specific tactics like radii bidding modifiers, and the importance of flexibility and testing during these uncertain times.
Among Glomski’s advice for hotel brands is that while learning from best practices is useful, the reality is that because of the pandemic, the “travel market has removed many of the previous data points that allow for proper goal setting.”
Stay in touch
Subscribe to our newsletter
By clicking and subscribing, you agree to our Terms of Service and Privacy Policy
He added, “Brands should also evaluate core targeting strategies using Google Customer Match as a way to directly engage a previous guest with cohorts being broken out by audience type and affinity (group, golf, day-tripper, general business, day-of, etc).” The benefits go beyond SEM, though, and he recommended “pairing this targeting method with custom emails to the same segments, Facebook/Instagram CRM activation to said segments, and low budget programmatic coverage using a third-party data connector, like LiveRamp.”