• NEWS
    • PODCASTS
    • SUBSCRIBE TO OUR NEWS
    • ADVERTISE WITH US
  • EVENTS
    • EVENT PHOTOS
    • EVENT VIDEOS
    • THIRSTY THURSDAYS
    • CONFERENCES
    • NETWORKING
    • TRAINING & WORKSHOPS
  • JOBS
    • FOR JOB SEEKER
    • FOR EMPLOYER
  • COMMUNITY
    • SEARCH PEOPLE
      • Create a profile now
    • SEARCH COMPANIES
      • Create a profile now
  • EVERYTHING TD
    • About TD
    • What is Native Content?
    • Advertise with TD
    • Connect with Tory (Director of Sales)
    • Connect with Anthony (Sales -AU/NZ/SP)
    • Connect with Paul (BDM-Global)
    • Connect with Crystal (BDM-Singapore)
    • Connect with Washira (BDM-Thailand)
  • SELF SERVICE
    • ONLINE SERVICES
    • POST A TRAVEL BLOG
    • UPLOAD YOUR EVENT

Travel Daily Travel Daily - Informing, connecting and developing the world’s travel industry professionals.

  • MARKETS
    • Asia
      • Cambodia
      • Indonesia
      • Laos
      • Malaysia
      • Philippines
      • Singapore
      • Vietnam
      • Australia
    • Thailand
    • China
    • India
    • Middle East
    • UK & Europe
    • USA
  • SECTORS
    • Air
    • Appointments
    • Business Travel
    • Cruise
    • Hospitality
    • HR & Careers
    • Luxury Travel
    • MICE
    • Technology
    • Tourism
    • Travel Agents
  • FEATURES
    • Sponsored
    • Travel Guides
    • Interviews
    • Podcasts
    • Guest writers
    • Competitions
    • Incentives
    • Reviews
    • By the Way
    • PR Newswire
    • BusinessWire
    • Mergers & Acquisitions (M&A)
      • Hotel & Travel businesses for sale
  • TRAVEL GUIDES
    • Ponant Yacht Cruises and Expeditions
    • South Australia Tourism Guide
    • The Residence by Etihad Airways
    • Encore Tickets (Chinese Guide)
    • Affordable Luxury in Thailand by Centara Hotels
    • Rising Above the Oridinary by Conrad Bangkok
    • The Best of Thailand
  • FREE TRAINING COURSES
    • Traveluni Online Courses
Travel Daily
FeaturesSpecial ReportsGlobal

To promote or not to promote: The best content strategy in the midst of a crisis

By Kristin Mariano On Mar 15, 2020
TD Editor
Share

With the rapid increase of reported cases of coronavirus reaching more than 100,000 and resulted to over 4,000 deaths so far, people took several steps back down Maslow’s hierarchy of needs and consumerism took a backseat to survival.

Our desire to travel is dampened by lockdowns and travel restrictions and fear of infection. Because of the coronavirus, thousands of flights were cancelled, hotels suffer low occupancy rate, few go onboard a cruise, some attractions are closed, and travel agents lose money.

When it comes to marketing, there are two very opposite trains of thought out there in the market place.

STOP all marketing activities, or

With sales decimated to nothing, companies want to save money by stopping all promotions. Some think that promotion at this time is futile for there are fewer customers saving the budget for later.

Travel companies also have this “wait-and-see” attitude. Coronavirus outbreak is still on its peak. If the recovery from this novel coronavirus follows a similar timeline to SARS, many are predicting that retail will start getting back to normal in April and May, with a full rebound in June with help from the annual 618 shopping festival.

BE AHEAD of the competition

Surprisingly, there are those companies who think far ahead and continue with their marketing campaigns. Planning and executing one’s content strategy during a crisis so that by the time the market picks up, your company will be ahead of your competitors.

During this time, people having more free time to kill. This year, with people being confined to their homes for weeks on end due to the virus, internet usage is going up. In China, according to QuestMobile, daily time spent with mobile internet rose from 6.1 hours in early January to 6.8 hours during Lunar New Year. It rose even further to 7.3 hours after the holidays when workers were placed in self-quarantine.

With that being said, brands should strengthen their digital marketing and increase their online presence and there is a higher chance that your target market will see your content. Those who are holed in their homes, plan their next dream trip.

Why Native Content?

One way to increase your online presence is through native content, which is a type of marketing where in a paid ad matches the look, feel and function of the media format in which they appear. Native content is a great alternative to display ads. With the rise of social media platforms, native content is one of the best ways for brands to reach online consumers. According to a report by Dedicated Media, native content and advertising generate an 82% increase in brand lift.

The primary objective of native content is to convey brand messages organically, in a non-intrusive way. Success is based on relevancy, engagement, and shareability. Traditional marketing uses “interruption” like pop-up ads, strategic placement of ads, and other in-your-face forms of advertising, which proved to be ineffective as approximately 200 million people installed ad-blocking software worldwide to combat display ads. Native content is the best way to get around ad-blocking programs.

Native content also bested press releases sent to all media outlets. Here are the three advantages of the former:

It is original – Native content is an “unduplicated” original content with carefully researched and embedded long-tail keywords. This is important as Google downgrades duplicate content.

It includes subtle promotion – Since native content follows the format and style of the website it appears to, readers are oblivious that they are reading an ad.

ROI increases over time – Once published, it sits in Google FOREVER and is working for the brands 24/7! Therefore when people search for information about the brand, they will stumble across the content.

These are challenging times, but all crises pass. With people spending so much time online, this is an excellent opportunity to concentrate on building brand equity by engaging with consumers and providing them with quality content.

Want to learn more about Travel Daily’s native content offerings? Send us a message at gary@traveldailymedia.com.

native contentcontent strategy
Share
You might also like
Features

To promote or not to promote: The best content strategy in the midst of a crisis

Comments are closed.

LATEST STORIES

  • COVID-19 updates: Indonesia travellers can now enter UAE

    Reopening updates: Seychelles will open up to the world from 25 March irrespective of vaccination status

    Maldives launches new tourism developments for 2021

    Etihad Airways reports staggering USD 1.7 billion loss

  • India adds Uzbekistan and Seychelles as newest entrants in travel bubble list

    Why International Women’s Day is particularly important this year

    Why a July reopening is ideal for vaccinated tourists to travel freely in Thailand

    Accor signs three new hotels in Vietnam

  • Things we should know about IATA’s Travel Pass app

    Lufthansa may be operating vaccine flights to Moscow

    Qantas launches Mystery Flight Experiences

    Australia extends international travel ban for three more months until 17 June

Vaccination Updates

Lufthansa may be operating vaccine flights to Moscow

Madeira opens up to vaccinated tourists with ‘green…

Thailand may waive quarantine for COVID-19 vaccinated…

Bali’s reopening within reach as island ramps up vaccination…

Prev Next 1 of 27

Re-opening updates

COVID-19 updates: Indonesia travellers can now enter UAE

Reopening updates: Seychelles will open up to the world from…

Maldives launches new tourism developments for 2021

India adds Uzbekistan and Seychelles as newest entrants in…

Prev Next 1 of 8
STAY UPDATED WITH THE LATEST TRAVEL NEWS, JOBS & EVENTS!
Join over 180,000 travel agents, professionals and executives subscribed to our daily newsletter.
You can unsubscribe at any time

Popular Posts

COVID-19 updates: Indonesia travellers can now enter UAE

Podcast: NOX Dine in the Dark Singapore

Podcast: Taronga Zoo Roar & Snore

No testing, no quarantine: New Philippine travel protocols…

Prev Next 1 of 15
Search
Follow Us

Menu
  • News
  • Events
  • Jobs
  • Community
  • Subscribe
About
  • About Travel Daily (TD)
  • Advertise with Us
  • Privacy Policy
  • Terms of Use
© 2021 - Travel Daily. All Rights Reserved.
X
Travel Daily
GET THE LATEST TRAVEL INDUSTRY NEWS, JOBS AND EVENTS STRAIGHT TO YOUR INBOX!
Join over 180,000 travel agents, professionals and executives subscribed to our daily newsletter.
You can unsubscribe at any time
Subscribe to our newsletter
Sign up here to get the latest news, updates and special offers delivered directly to your inbox.
You can unsubscribe at any time
Close

Welcome, Login to your account.

Forget password?
No account? Sign Up
Sign in

Recover your password.

A password will be e-mailed to you.

LOG IN

Welcome back, Log in to your account.

Continue with Facebook
Continue with Google
Continue with Twitter
Continue with LinkedIn

OR
Log in using your email
Forgot password?
Not a member yet? SIGN UP FOR FREE
Sign in

Recover your password.

Sign in

SIGN UP FOR FREE

(New User)

Be part of our community of seasoned travel and hospitality industry professionals from all over the world.

Continue with Facebook
Continue with Google
Continue with Twitter
Continue with LinkedIn
I want to
Only letters and numbers are allowed
Please enter a valid email address
Must be between 6-8 characters
Must be the same with Password
Already have an account? LOG IN
  • LOGIN / SIGN UP
  • NEWS
    • MARKETS
      • Asia
        • Cambodia
        • Indonesia
        • Malaysia
        • Myanmar
        • Philippines
        • Laos
        • Singapore
        • Vietnam
        • Australia
      • Thailand
      • China
      • India
      • Middle East
      • UK & Europe
      • USA
    • SECTORS
      • Air
      • Appointments
      • Business Travel
      • Cruise
      • Hospitality
      • HR & Careers
      • Luxury Travel
      • MICE
      • Technology
      • Tourism
      • Travel Agents
    • FEATURES
      • Sponsored
      • Travel Guides
      • Interviews
      • Podcasts
      • Guest writers
      • Reviews
      • Competitions
      • By the Way
      • PR Newswire
      • BusinessWire
      • Mergers & Acquisitions (M&A)
        • Hotel & Travel businesses for sale
  • EVENTS
    • Webinars
    • Thirsty Thursdays
    • Photos
    • Videos
    • Conferences
    • Networking
    • Training & Workshops
  • JOBS
    • For Job Seeker
      • Create a profile now
    • For Employer
      • Create a profile now
  • COMMUNITY
    • Search community profiles
    • Search Companies
  • TRAVEL GUIDES
    • Ponant Yacht Cruises and Expeditions
    • South Australia Tourism Guide
    • The Residence by Etihad Airways
    • Encore Tickets (Chinese Guide)
    • Affordable Luxury in Thailand by Centara Hotels
    • Rising Above the Oridinary by Conrad Bangkok
    • The Best of Thailand
  • FREE TRAINING COURSES
    • Traveluni Online Courses