Reactive (rēˈaktiv): Acting in response to a situation rather than creating or controlling it.As digital marketers, we often have the unique ability to react in the moment and make quick, immediate adjustments to a campaign. Whether it’s pausing an advertisement, refreshing ad copy, or changing the target audience, we can react to real-time data or client feedback with the click of a button. Being aware of the benefits and hazards of reactivity before making a change will empower you, as a hotelier or digital marketer, to be more strategic and ensure that all tactics ladder up to the overall marketing plan.
Benefits:
1. Impact Unexpected Soft Dates: Flash-sale campaigns are something we have the luxury of initiating rather quickly in the digital space. For example, a group reservation unexpectedly cancels. How can we react? Screen Piloteers are prepared for the unexpected and are on standby to fire up a tactical campaign with the goal of making an immediate impact. Strategically launching a 72-hour sale, for example, can often generate a boost in website sessions, with the goal of filling in the gaps with leisure bookings within a shorter booking window than that of the typical guest.2. Real-Time A/B Testing: As digital marketers, we have the opportunity to test campaign aspects against each other, gather data, and interpret trends quicker than most other forms of marketing. Whether it’s testing messaging, audiences, creative, or simply the call-to-action (CTA), we are able to understand sooner if one campaign is out-performing another. At Screen Pilot, we’re constantly performing experiments in order to make informed campaign decisions. If we start to see positive trends, we’re able to react in the moment to optimize campaign performance to reach engaged users with the right message at the right time.3. Refreshed Ads: Ad fatigue can often occur, particularly in social pay-per-click (PPC) campaigns, if the campaign isn’t refreshed in some way month-to-month whether it’s copy, creative, or targeting. For this ad type, if we start to see a higher cost-per-click (CPC) than we’re expecting, this could be a sign of declining engagement. Reacting quickly and updating the campaign is one of a few ways to reduce the CPC over time and improve the user experience by eliminating ad fatigue. Screen Pilot’s team of expert content marketers are constantly auditing campaigns to find areas for improvement. By bringing fresh creative and copy ideas to the table, we are able to revamp ads to be as engaged with and relevant to the potential guest as possible.
Hazards:
1. Increased CPCs: As opposed to social PPC, changing and making updates to Google PPC campaigns can result in a higher CPC than campaigns that go unchanged. This is due to Google’s quality score rating; a Google PPC campaign must develop “trust” with Google to prove it should have a good quality score. Google’s quality score rating is determined by multiple factors, an important one of those being allowing campaigns to run without changes. While some changes are inevitable throughout the calendar year, Screen Piloteers review all options before making changes to ensure we are delivering the best campaign recommendations possible in order to make an informed decisions.2. Insignificant Data: Turning off a campaign shortly after launching can make it difficult to gather statistically significant performance data. Here at Screen Pilot, we live and breathe data and regularly use our findings to better understand our audiences and make educated campaign strategies. Starting and stopping campaigns can particularly hinder A/B testing and other experiments - as time is a key ingredient in gathering meaningful, actionable data.3. Loss Of The Birdseye View: If you’re constantly focused on micro-moments and real-time events, you may lose sight of the bigger picture. For example, reacting in the moment and changing the campaign messaging could lead to a confusing user experience. While it’s important to be nimble, it’s crucial to ensure these reactions ladder up to the overall marketing strategy and not lose sight of the big picture.We develop seasonality calendars and look at historical campaigns to help us plan for the upcoming year, but as any marketing team in any vertical knows - there will always be a need for “reactive marketing” necessary throughout a calendar year. Whether it’s a 72-hour sale for soft dates - or a natural disaster, digital marketers strive to remain nimble while still planning for the future. It keeps us all on our toes, and we wouldn’t want it any other way.
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Reactive (rēˈaktiv): Acting in response to a situation rather than creating or controlling it.As digital marketers, we often have the unique ability to react in the moment and make quick, immediate adjustments to a campaign. Whether it’s pausing an advertisement, refreshing ad copy, or changing the target audience, we can react to real-time data or client feedback with the click of a button. Being aware of the benefits and hazards of reactivity before making a change will empower you, as a hotelier or digital marketer, to be more strategic and ensure that all tactics ladder up to the overall marketing plan.
Benefits:
1. Impact Unexpected Soft Dates: Flash-sale campaigns are something we have the luxury of initiating rather quickly in the digital space. For example, a group reservation unexpectedly cancels. How can we react? Screen Piloteers are prepared for the unexpected and are on standby to fire up a tactical campaign with the goal of making an immediate impact. Strategically launching a 72-hour sale, for example, can often generate a boost in website sessions, with the goal of filling in the gaps with leisure bookings within a shorter booking window than that of the typical guest.2. Real-Time A/B Testing: As digital marketers, we have the opportunity to test campaign aspects against each other, gather data, and interpret trends quicker than most other forms of marketing. Whether it’s testing messaging, audiences, creative, or simply the call-to-action (CTA), we are able to understand sooner if one campaign is out-performing another. At Screen Pilot, we’re constantly performing experiments in order to make informed campaign decisions. If we start to see positive trends, we’re able to react in the moment to optimize campaign performance to reach engaged users with the right message at the right time.3. Refreshed Ads: Ad fatigue can often occur, particularly in social pay-per-click (PPC) campaigns, if the campaign isn’t refreshed in some way month-to-month whether it’s copy, creative, or targeting. For this ad type, if we start to see a higher cost-per-click (CPC) than we’re expecting, this could be a sign of declining engagement. Reacting quickly and updating the campaign is one of a few ways to reduce the CPC over time and improve the user experience by eliminating ad fatigue. Screen Pilot’s team of expert content marketers are constantly auditing campaigns to find areas for improvement. By bringing fresh creative and copy ideas to the table, we are able to revamp ads to be as engaged with and relevant to the potential guest as possible.
Hazards:
1. Increased CPCs: As opposed to social PPC, changing and making updates to Google PPC campaigns can result in a higher CPC than campaigns that go unchanged. This is due to Google’s quality score rating; a Google PPC campaign must develop “trust” with Google to prove it should have a good quality score. Google’s quality score rating is determined by multiple factors, an important one of those being allowing campaigns to run without changes. While some changes are inevitable throughout the calendar year, Screen Piloteers review all options before making changes to ensure we are delivering the best campaign recommendations possible in order to make an informed decisions.2. Insignificant Data: Turning off a campaign shortly after launching can make it difficult to gather statistically significant performance data. Here at Screen Pilot, we live and breathe data and regularly use our findings to better understand our audiences and make educated campaign strategies. Starting and stopping campaigns can particularly hinder A/B testing and other experiments - as time is a key ingredient in gathering meaningful, actionable data.3. Loss Of The Birdseye View: If you’re constantly focused on micro-moments and real-time events, you may lose sight of the bigger picture. For example, reacting in the moment and changing the campaign messaging could lead to a confusing user experience. While it’s important to be nimble, it’s crucial to ensure these reactions ladder up to the overall marketing strategy and not lose sight of the big picture.We develop seasonality calendars and look at historical campaigns to help us plan for the upcoming year, but as any marketing team in any vertical knows - there will always be a need for “reactive marketing” necessary throughout a calendar year. Whether it’s a 72-hour sale for soft dates - or a natural disaster, digital marketers strive to remain nimble while still planning for the future. It keeps us all on our toes, and we wouldn’t want it any other way.
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