For us as a company social media has become a far more important part of our marketing strategy.
Three takeaways worth carrying forward.
- 01
So it becomes a little difficult to differentiate yourself in that scenario but that's an area which again is something that lends itself well to virality and therefore a lot of unpaid media which you know as a brand we're always looking for.
- 02
I think the challenge always lies in you know how you're able to connect it back to the brand because often you know that's a little tenuous and there are a lot of number of brands also who are doing the same thing.
- 03
So you know we have a tremendous amount of data because people visit our site they you know look at various different products and you know pages on the site access different content.
Connected to the DMAasia operating frame.
Proof
This episode connects brand purpose to credible evidence, leadership archives and field-tested marketing practice.
Access
This episode connects brand purpose to routes into communities, councils, juries and senior conversations.
Ascent
This episode connects brand purpose to learning, recognition and the next generation of marketing leadership.
AdChoices / DAA
This episode connects brand purpose to privacy-first marketing, consumer trust and responsible data use.
Unfinished Business
This episode connects brand purpose to open industry problems that still need senior participation.
Durable lessons from the record.
- Start with the consumer problem, not the channel.
- Treat digital transformation as a behaviour change, not a software purchase.
- Measure effectiveness without losing the brand story.
If brand purpose is now table stakes, what will make the brand genuinely harder to ignore?
Take it into Unfinished Business →READABLE TRANSCRIPT1,408 words
understand what's really you know this customer is looking for the next new experience and therefore being able to provide that ahead of what you know a regular travel agent would do for you You know there is a rising trend among millennials you know to experience the local culture of a place you know to travel like a local so as a travel company how do you view this trend and what are the options that you offer?
Right so we've definitely you know seen this as a trend that has been increasing over the last few years where we have an increasing number of travelers who are looking at very specific you know experiences which are far more immersive than the run-of-the-mill packages product that you know we used to sell a few years back there's certainly a market for those cookie cutter packages but increasingly we're seeing a segment of people who are looking for specific experiences
So from a product point of view what that has led us to do is to actually create you know a set of products which are very very differentiated in fact we've also seen a lot of interest in you know small groups where there is an expert in that particular area traveling with the group so for example we you know have done groups where you have a culinary expert a chef or a chef or a chef or a chef or a chef or a chef or a chef or a chef or a chef or a chef or a chef or a chef or a chef or a chef or a chef or a chef or a chef or a chef or a chef or a chef or a chef or a chef or a chef or a chef or a chef or a chef or a chef or a chef or a chef or a chef or a chef or a chef or a chef or a chef or a chef or a chef or a chef or a chef or a chef or a chef or a chef or a chef or a chef or a chef or a chef or a chef or a chef or a chef or a chef or a chef or
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So I think you know what we've seen Paytm has been in the business now for a couple of years and what we've seen is that it's only led to an expansion in the online segment. I think Paytm has a tremendous reach which goes far beyond you know the tier one cities of the country and hence they are kind of helping to expand the reach of online into tier two and tier three markets which otherwise were probably you know going to their local travel agent in those markets. So that way it's been good for the overall ecosystem.
So you know millennials are very influenced by social media their travel experiences they curate their travel experiences based on what they see on social media. So what is Yatra's social media strategy? For us as a company social media has become a far more important part of our marketing strategy. We are you know dedicating a far higher percentage of our marketing spends to social media advertising.
Clearly platforms like Instagram and Pinterest are platforms that maybe few years back we really weren't focusing on but today there's a lot of focus on them. They are very visual in nature they lend themselves you know excellently to the travel space. Being topical is very important and catching on to trends and you know especially from a social media branding point of view that's something that you know we look to leverage.
I think the challenge always lies in you know how you're able to connect it back to the brand because often you know that's a little tenuous and there are a lot of number of brands also who are doing the same thing. So it becomes a little difficult to differentiate yourself in that scenario but that's an area which again is something that lends itself well to virality and therefore a lot of unpaid media which you know as a brand we're always looking for.
So how can travel companies leverage big data to offer more enriching experience to millennial travelers? Right. So you know we have a tremendous amount of data because people visit our site they you know look at various different products and you know pages on the site access different content. You were able to track that back and you know feed that back into our system for us to be able to get a better understanding of what the person's interests are.
And hence when you visit our site for the next time you get a different experience rather than you know what somebody visiting for the first time gets. Because if I know that you know you have been booking let's say Delhi Bombay flights and you've typically been looking for five star hotels in Mumbai in South Mumbai. So when you do a search for hotels I will show you five star hotels on top I will show you South Bombay hotels on top and things like that.
So that's how we use big data and the knowledge about the customer to actually personalize our results and help the customer reach their final destination as to what they're looking for quicker. But sometimes you get lost in the maze and I think big data helps us to personalize that and make it a more customized experience for the traveler.
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