A cookie-less future is nigh.

The landscape of online advertising is evolving and the shift towards a more privacy-focused ecosystem of marketing is dawning. 

It may feel that there’s no escaping the prying eye of the web today as location services, fingerprinting and cookies keep tabs on our every search; however Google has found a solution to monetise our browsing habits using a less invasive system. Google’s Privacy Sandbox project, announced by Chrome in August of 2019, aims to ‘build innovations that protect anonymity while still delivering results for advertisers and publishers’. Step one meant the phase-out of third-party cookies by the end of 2021 and introducing a less invasive advertising tool which is safer and more secure. 

Federated Learning of Cohorts, or FLoC, aims to protect the individual user’s identity and data while allowing publishers to continue to provide personalised, data-driven advertising.  An alternative to cookies, FLoC analyses your browsing behaviour to group you with like-minded people (a cohort). The individual user continues to experience targeted and relevant advertising whilst remaining shielded in a sea of similarity and anonymity. 

Google’s preliminary data shows that advertisers ‘can expect to see at least 95 per cent of the conversions per dollar spent when compared to cookie-based advertising’. Specific results will be dependent on the ‘strength of the clustering algorithm’ as Google calls it, and the specific cohort targeted. 

So, how will it work exactly? Chrome uses algorithms to assign an individual user a cohort ID based on the sites visited. For example, users who regularly search for real estate and puppy videos are grouped in one cohort and those who search for real estate and cars are sorted into another. 

Your cohort is calculated from your scrolling history over the past seven days, and comprises only a few thousand people at a time, allowing publishers to present advertising content which is specific enough to be relevant to the cohort but not as direct or invasive as individually tracked data. 

Chrome has begun trialling the technology in the United States, Australia, Brazil, Canada, India, Indonesia, Japan, Mexico, New Zealand and the Philippines so far and plans to go globally in the coming months. 

If you have blocked third-party cookies or disabled personalisation in your Google Ad settings, you won’t be included in the trial otherwise Google will use your Chrome login as the first step to include you.  

While it might seem counter-productive to provide advertisers with less specific evidence-based information, rising community awareness on the lack of privacy online is threatening the industry and blocked cookies are costing businesses revenue. 

FLoC is only one of the privacy preserving alternatives that Google is launching that will allow individuals the privacy we all desire while advertisers continue to gather data to inform marketing decisions.  

Source

Drop the Datisan team an email to discuss how best prepare for a cookie-less future.

In exciting news, Datisan is now partnering with innovative technology platform Fivetran to provide even better and more efficient outcomes for our clients and their technology needs.

This partnership complements Datisan’s other marketing and technical relationships, as the first full stack sales partner for Google in Australia and New Zealand across Google Cloud and Google Marketing Platform.

Matt Daniels, Chief Technology Officer of Datisan, said of the partnership,

Data integration and pipelines have always been seen as a necessary evil, but often take an inordinate amount of time to deliver. Partnering with Fivetran allows us to extremely rapidly deploy production ready pipelines for our clients. This in turn allows them to get to the real value generation from their data – insights and activation – in weeks, not months or even years!

Fivetran provides reliable access to analysis-ready data for analysts to query at any time. They currently offer over 150 fully managed, automated connectors for databases, applications, events, files and functions, allowing businesses to extract data from any source. They are known for delivering zero-maintenance pipelines and ready-to-query schemas.

Read more about Fivetran here.

Datisan CEO Chris Rozic agreed that this was an exciting addition to Datisan’s existing partnerships, stating,

Fivetran enables Datisan to help our customers meet the personalisation needs of their customers. Data freshness and the ability for marketers to rely upon an integrated, real time ecosystem is only as good as the data quality, and the speed it gets there.

If connecting multiple data sources and data freshness are important to your business, speak with our team today about how we can support your digital marketing, data or cloud objectives.

If it hasn’t already, artificial intelligence (AI) is coming to a contact centre near you – and not just in the form of the ubiquitous chatbots that pop up with their friendly greetings on sites you visit. 

Industries are always looking to up their game when it comes to their marketing, customer service and experience, and one way many are doing this is by integrating contact centre AI, with 20% of all customer service requests expected to be handled by AI by 2022.

Contact Centre AI can help to provide a more effective and efficient customer experience, while saving businesses time and money by simplifying and easily integrating into their current workflow systems.

This is one of the most important ways businesses respond to and meet customers needs

It does this by providing human-like conversations via virtual agents. This increases time and cost efficiency, by minimising the time live agents are online and providing answers to simple, frequently-asked questions, to which solutions can easily be applied. 

So how are real businesses utilising Contact Centre AI and what are the benefits of its implementation? 

Marks and Spencer is one company that successfully integrated Google Cloud’s Contact Center AI (CCAI) with their workflow, enabling them to report an improvement of more than 10 seconds in its average handling time. Live agents are more satisfied as they no longer have to redirect calls and can work on more complex customer inquiries. Customers are also happier and in turn, brand loyalty has increased significantly. 

GoDaddy has had a similar success rate by using Virtual Agent, powered by Dialogflow CX, a chatbot component of Google’s CCAI, which enhances the customer experience by allowing the business to create virtual agents that are able to handle all enquiries and offer simple solutions to frequently asked questions, meaning that more complex issues are passed on to live agents. 

Tell me more about Dialogflow

Popular US streaming service Hulu has also integrated this technology, by using Contact Centre AI to respond quickly and efficiently to customer enquiries. With quick responses to frequently asked questions, and automatic responses that help customers get the best experience possible.

With AI becoming more progressive and the future of marketing leaning into new technologies, is now the time to invest in Contact Centre AI?

Marketsandmarkets predicts that the market for AI technology in contact centres will increase from $800 million in 2019 to $2.8 billion by 2024. From increased customer satisfaction rates, to reducing live agent chat time, to automating business workflow, the proof is in the pudding.

When asked to share his thoughts for future trends in Datisan’s latest Digital Marketing Maturity Growth Report, Xpon Technologies Founder and Group Managing Director, Matt Forman says,

2021 will be one of the most exciting years yet for marketers that have invested in getting their data in order and ready to take advantage of the change and automation that modern cloud based AI and ML will deliver.

What else did our 2020 Digital Marketing Maturity Growth Report find? Download your free copy here.

Contact Centre AI will not only have a positive impact on customers and clients, but also on the cost effectiveness of business and on contact centre staff, with reduced live agent time and the ability of Contact Centre AI to handle smaller enquiries and complaints.

Watch Google’s video below on Contact Center AI:

To find out how you can drive call centre efficiencies with Google Cloud, get in touch with Datisan today.


What is Dialogflow?

Part of Google Cloud Platform, Dialogflow is a lifelike conversational AI with state-of-the-art virtual agents. It is available in two editions: Dialogflow CX (advanced), Dialogflow ES (standard). 

Powered by Google’s leading AI, it supports rich, intuitive customer conversations in one comprehensive development platform for chatbots and voicebots. It’s goal is to improve the customer experience while increasing operational efficiency. Some of the key benefits of using Dialogflow include:

A Dialogflow agent is similar to a human call center agent. You train them both to handle expected conversation scenarios, and your training does not need to be overly explicit.

 Introducing Stephanie Ahfuni 

The new year has brought with it an exciting new start for the Datisan team.

Stephanie joins Datisan in our Brisbane office from Oh My Agency, where she honed her specialist skills in client relations/communications and task automation. Stephanie has over 2 and a half years of experience in the online marketing industry, working for the likes of Credit One Group and boutique digital marketing agencies.

When asked about her passion for the industry Stephanie commented,

I love being given the opportunity to really evaluate and examine data related to client journeys. To see where, when and why people do the things that they do online and how we as marketers can make their decision making process easier. It’s exciting to take information on how users interact with websites and other platforms and then use this to create simpler pathways to assist businesses and users in achieving their shared goals.

Datisan’s Head of AdTech Bharat Tarachandani said,

Stephanie is a valuable addition to the rapidly growing GMP AdTech team at Datisan on the back of new client growth. Her agency activations background puts her in a great position to understand challenges our client and agency teams are facing and how we can help better collaborate and implement solutions unlocking new growth opportunities for our clients.

When asked about joining Datisan Stephanie said,

I’m so excited to become a part of the team here, getting to work with some of the brightest minds in our industry and absorbing knowledge from them like a sponge! I’m keen to be able to take the time to really make a difference for my clients and assist them in making a difference for their customers.

Welcome to Team Datisan Stephanie!

Interested in working with Datisan? Check out our Careers Page for open roles or apply through our Talent Pool.

Get in touch to find out how we can help transform your business by booking a consultation with Mike Cornwell, here. 

The global education sector is no exception to the industry trends and adoption we have seen in the past 12 months.

There’s no denying that COVID-19 arriving on the scene has made a massive impact on our world. It’s required many industries to undergo quick digital transformation.

The immediate implication on education is obvious – that schools and campuses emptied and classes moved online very quickly. While we’ve all become quickly familiar with the concept of Zoom learning, many haven’t considered is COVID-19’s impact on marketing education to prospective students, both for schools and tertiary and vocational institutions.

Before the pandemic, many educational institutions were in the beginning stages developing their digital marketing efforts and investing in areas such as online counselling, virtual campus tours, and educational webinars. 

In Datisan’s 2019 Digital Marketing Maturity survey, we found that two-thirds of tertiary education providers were focusing their marketing efforts on upper-funnel targeting at the time. This meant that just one-third of all educational institutions surveyed were utilising full-funnel strategies to engage with their targeted audiences at different stages of the student journey.

What else did our 2019 Digital Marketing Maturity Growth Report find out?

In the same survey, only 15% of education providers responded that they confidently knew who they were talking to and when.

Additionally, a huge 85% of education respondents were not consistently using a combination of first and third-party data to deliver more tailored messaging to niche and targeted online audiences, instead opting to speak to broader markets.

This is only exacerbated by the fact that our report found that 75% of respondents in education don’t link their online and offline customer journeys to their digital marketing activities. 

In the wake of the pandemic and lockdown, entire schools and universities have transitioned to online learning, streaming classes onto screens in the homes of students across the world. Other essential aspects of the student experience have also moved online in the pandemic, such as graduation ceremonies and campus tours. 

What does the pandemic and remote learning mean for the marketing of education, and can it pivot as quickly as its service delivery?

With no clear end to the pandemic in sight, and while travel restrictions keep international students at home, education providers will need to turn their attention to the domestic student market. 

Education providers ought to turn their attention to refining and targeting niche audiences in order to direct their messaging to the right prospects. 

The future of marketing for education institutions may still be a little foggy, but by investing in deep-dive customer journey research and infusing that data into intelligent, targeted online performance marketing campaigns, the marketing of our educational institutions will be in good stead.

To find out how your education institution can utilise data-driven online marketing, get in touch with Datisan today.

To find out how you can set your brand up to create, target and refine online and offline audiences, get in touch with Datisan today.

Our team shares their picks for marketing trends next year.

The pandemic has shaped 2020 and impacted every organisation differently. Businesses have managed to adapt to the crisis in a variety of ways and one of the biggest changes we have seen is an increased demand for digital transformation. 

Off the back of this, we asked some of the Datisan team what their thoughts are on top trends for 2021…

The price of artificial intelligence and machine learning solutions will continue to fall, driving hyper-automation and unlocking the full power of predictive analytics for marketers.

Matt Forman, Group Managing Director & Founder, Xpon Technologies

2021 will be one of the most exciting years yet for marketers that have invested in getting their data in order and ready to take advantage of the tsunami of change and automation that modern cloud based artificial intelligence and machine learning will deliver.

Due to the flywheel effect of AI and ML, time is running out for those marketers yet to act, and they need move swiftly to avoid being left behind.

The pandemic has impacted many aspects of how we do business, but it hasn’t diminished the impact AI is having on our lives. In fact, it’s become apparent that self-teaching algorithms and smart machines will play a big part in the ongoing fight against this outbreak as well as others we may face in the future.

“AI undoubtedly remains a key trend when it comes to picking the technologies that will change how we live, work, and play in the near future.” – Bernard Marr, Forbes.com

Companies who aren’t heavily invested in analytics in 2020 and 2021 probably won’t be in business by 2022.

Chris Rozic, CEO & Co-Founder, Datisan

COVID-19 has only brought the deadline closer. 2020 has shown everyone just how important it is to have confidence in your data and analytics, and demonstrated the consequences of not investing in business critical foundations that drive your business reporting and customer activations. 

Using big data and analytics has always been on a growth trajectory and has made the need for data even greater. I anticipate that continued investment from companies into data and analytics capabilities that power faster, leaner and smarter organizations.

An interesting prediction globally from Gartner on this topic is that 25% of organisations will amalgamate marketing, sales and CX into a single function. 31% of corporate boards of directors and CEOS are considering complete digitally-driven transformations of their business models, with 27% of CEOs saying multiple business functions are already being redefined or merging based on business data. 

Organisations that feel confident about their data are able to rely upon it to make decisions, highlight opportunities and identify and manage risks. They will be more agile, as they are comfortable that their data is fit for their business needs.

Remote and flexible work is here to stay

The need to improve the digital resiliency of the workforce during and after the COVID-19 pandemic has drastically accelerated trends in digital workplace technology.

Rachel Ellison, Marketing Support Manager, Datisan

When employees were sent home from their offices en masse amid the global onset of COVID-19, many businesses scrambled to adopt technology solutions to enable their teams to work remotely. 

The pandemic rapidly elevated many digital workplace technologies from nice-to-have to must-have status.  The future of flexible work  will be a blend between home, offsite and work spaces as new ways of designing workflows are designed.

Revelian’s 2020 Hiring Benchmark Report stated that of the organisations that did transition to remote work this year, 54% view remote work more positively now; 42% say their view is unchanged, and just 4% view remote work more negatively.

Trend-leader Google this week announced that they were delaying returning to the office until September 2021.

Sundar Pichai, chief executive of Google’s parent company, Alphabet, said the company was testing the idea of a ‘flexible work week’ once it is safe to return to the office. Under the pilot plan, employees would be expected to work at least three days a week in the office for ‘collaboration days’ while working from home the other days. Other companies may take their cues from Google, which has been a pioneer for many aspects of work life, especially at technology companies.

Microsoft similarly offered all of its employees the chance to work from home less than 50% of the time without advanced approval. Uber, American Express and Airbnb have all extended their remote work policies. 

Source

What other digital marketing and data analytics trends do you think will be a priority in 2021? Drop the Datisan team an email to have a chat about strategy and trends in the new year.

Consolidating back-to-back wins from 2018 & 2019.

We’re excited to announce that Datisan has been named Google’s Emerging Star as well as the Maturity Megastar Partner of 2020 at this year’s Google Marketing Platform Partner Awards for Australia and New Zealand.

In a virtual event for 2020, the Datisan team gathered and celebrated together while engaging with Google Partner Managers and other Partners, while enjoying some excellent catering from Google to replicate the experience in other years.

The Emerging Star award is new to the awards for 2020 and one that was awarded at the discretion of the GMP judges. 

Emerging Star highlights Datisan’s ability to connect marketing and IT stakeholders on projects we work on. It also touched on our ability to facilitate connection and foster conversations and relationships across Google and particularly called out the strong growth in clients, projects and individual and team certifications we have experienced in the past 12 months.

Maturity Megastar is awarded to the Partner who submitted the best customer user case that highlights progression up the digital marketing maturity scale with positive client results.

GMP judges noted that as well as providing an excellent use case, Datisan’s winning submission highlighted the work and efforts that had gone into Digital Maturity as a business and how it underpins every Datisan engagement.

It highlighted our proactive work leveraging past maturity studies to build our own Annual Digital Marketing Growth Report . It also mentioned the expertise we were building as a result of the industry benchmarking we’ve been able to present to the market off the back of three years worth of data from the region.

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Head of Business Development, Mike Cornwell says of the work that Datisan has done in digital marketing maturity:

Maturity plays a key role in all of Datisan’s engagements with our clients. We want to help clients to understand what it means to move up the maturity scale, and help them do so. 

Datisan’s maturity assessments and roadmaps are the starting point for all business engagements as they provide the strongest indication of where an organisation is starting their digital journey and also highlights where they need to develop in order to best support their key objectives.

We wouldn’t have been able to be awarded these honours without the support of our Google Marketing Platform Partner Managers, as well as our exceptional clients whose projects allow us to provide work like what has been recognised here.

More to come as well as team pictures once the awards are delivered.

This comes with the news that Canstar is extending their partnership with Datisan across the full Google Marketing Platform stack.

Sara Tweedly, Group Executive, Digital & Marketing at Canstar, says about working with Datisan, 

Datisan has been a great partner for us over the past 12 months in the analytics space. We’re looking to them to support our alignment of media, tech and analytics and can’t wait to get started.

This will include the addition of Display Video 360, Search Ads 360 and Campaign Manager to the existing Google Analytics 360 engagement.

Mike Cornwell, Datisan’s Head of Business Development said,

“It’s great to see Canstar make the move to leverage the wider capability across GMP; they’ve done some really cool things in the analytics space this year and we can’t wait to get going on the program of work associated to the full stack.

In particular, I’m excited about the value we can add to their measurement and audience strategies.

This is the latest in a surge of client wins for Datisan, representing one of four companies who have engaged Datisan for AdTech solutions immediately following their Google Marketing Platform certification announcement in October.

Datisan’s Head of AdTech, Bharat Tarachandani, is enthusiastic on how quickly Datisan is scaling in this space.

We are excited to have multiple full stack clients plus keen interest from several others so early in our journey into the AdTech space. It demonstrates the value we bring to the market with combined Analytics, GMP and GCP capabilities.

Along with their Certified Partner status in Google Cloud Platform (GCP) as well, this makes Datisan Google’s first full stack Google Marketing Platform and Cloud Platform sales partner across Australia and New Zealand. Different to a traditional media agency with full stack capabilities, Datisan’s expertise with both sets them apart as a Platform Enablement Partner.

Winning work with Canstar has been the cherry on the top of what has already been a strong year for Datisan in Financial Services.

In November, Datisan added Google Cloud Partners Financial Services Expertise to their growing list of expertise on this platform. This expertise is awarded to partners who demonstrate customer success and leverage the Google Cloud Platform to help deliver competitive and compliant solutions in rapidly changing global markets with powerful, scalable technology, including secured multi-cloud and hybrid solutions for the financial services industry.

Chris Rozic (L), CEO & Co-Founder, Datisan & Bharat Tarachandani (R), Head of AdTech

Datisan CEO Chris Rozic agrees,

It’s satisfying to see that the strong work Datisan has delivered in the financial services and insurance sector being rewarded with continued business as well as recognition from our partners at Google.

So if you’re looking for advanced solutions and services in a particular area, speak with our team today about how we can support your digital marketing and cloud objectives.

Grow together is one of Datisan’s core value statements and this guiding principle has been applied to our approach to industry certification and advancement.

As well as our recently announced full stack certifications with Google Marketing Platform, we have been busily showcasing our client success and technical know-how as a Google Cloud Platform Partner, and have been awarded five expertises by Google Cloud. 

Google Cloud Platform Partner Expertise allow partners like Datisan to highlight success in product/technology, solution/workload, and industry specific work, and is evaluated based on unique requirements for each Expertise. As well as customer examples, the awarding of Expertise requires individual team member technical certification or credentials.

Datisan’s Head of Cloud & MarTech, Tom Sowerby, states

It’s satisfying to see that the strong work Datisan has delivered for our clients being recognised by our partners at Google Cloud. Partner Expertise is a great way for us to validate the work we have been doing day-to-day with customers as they directly reflect our engagements with them.

Expertise also promotes Datisan’s capabilities to potential businesses, helping them identify a partner that would be the most relevant for their technical and business needs.


Datisan has been recognised across the following five Expertises in 2020:

Datisan’s Head of Business Development Mike Cornwell adds, 

It’s great to see our expertise broaden across Google’s Cloud platform. The FSI certification is particularly pleasing – we’ve done some really innovative work in that space this year so it’s great to be recognised for it by GCP.

So if you’re looking for advanced solutions and services in a particular area, look for a Google Cloud partner with an Expertise – look for Datisan

Speak with our team today about how we can support your digital marketing and cloud objectives.

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Streaming Data Analytics Workload Expertise

Partners who demonstrate customer success by helping companies ingest, process, and analyze event streams in real time. Built on the autoscaling infrastructure of its core components—Cloud Pub/Sub, Cloud Dataflow, and BigQuery—Google’s streaming solution reduces complexity by provisioning the exact resources needed to ingest, process, and analyze fluctuating volumes of real-time data.

Data Warehouse Modernization Workload Expertise

Partners who demonstrate customer success by leveraging Google BigQuery to streamline the data warehouse modernization path with a comprehensive migration offer, easy-to-use tools, and ecosystem that manages your complete migration so customers can get started with ease.

Google Cloud Analytics Product/Technology Expertise

Partners who demonstrate customer success in the following areas: BigQuery, Google Cloud Data Studio, Cloud Composer, Cloud Dataflow, Cloud Datalab, Cloud Dataprep, Cloud Dataproc, Cloud Data Fusion, Cloud Pub/Sub, Cloud Spanner, Cloud IoT Core, Data Catalog, Cloud Life Sciences, Genomics, Google Marketing Platform, Looker, Cloud Dataprep

Google Cloud ML & ML APIs Product/Technology Expertise

Partners who demonstrate customer success in the following areas: Cloud AutoML / AutoML Tables, Cloud Natural Language API, Cloud Jobs API, Cloud Translation API, Cloud TPU, Cloud Video Intelligence API, Cloud Vision API, Places API, Cloud Speech-to-Text API, Cloud ML Engine, TensorFlow, Dialogflow

Financial Services Industry Expertise

Partners who demonstrate customer success and leverage GCP to help deliver competitive and compliant solutions in rapidly changing global markets with powerful, scalable technology, including secured multi-cloud and hybrid solutions for the Financial services industry.

The roller coaster of 2020 has had far-reaching impacts on many industries, and most certainly on the financial services & insurance industry.

‘Pivot’ along with (along with ‘unprecedented’) may have become yet another 2020 buzzword, but with our lives and habits changing so dramatically in such a short period of time, the financial services industry has been forced to iterate incredibly quickly.

COVID-19 has rapidly changed customer expectations and needs – pushing the vast majority of financial service providers (banks, insurers, lenders etc) towards new technologies to be integrated seamlessly into the customer experience.

Prior to the pandemic, the industry was in a unique position of change, moving swiftly towards a heavy focus on personalisation and targeting. Datisan’s 2019 Annual Digital Marketing Maturity Growth Report identified the financial services industries as being on a more mature trajectory to many industries, as the FSI average was seen as ‘Connected’, compared to the Australian average of ‘Emerging’.

What else did our 2019 Digital Marketing Maturity Growth Report find out?

Econsultancy.com surveys conducted in mid-late 2018 found that while 37% of financial services firms say that ‘targeting and personalisation’ was a top priority for their organisation, surprisingly 94% of banks said that they hadn’t quite figured personalisation out yet.  

Our 2019 Digital Maturity report also discovered that only 15% automate their digital marketing optimisations. Our report also found that 85% of financial services businesses didn’t leverage automated media optimisation and bidding tools, relying instead of manual bids updated weekly or rarely.

For a ‘connected’ industry, one disconnect we found in our Report was that only 15% automate their digital marketing optimisations.

Customers are no longer satisfied with being told that ‘everything is okay’ by a faceless corporation, and trust has become more crucial in the customer decision-making process (especially with regards to financial matters). 

The use of data-based personalisation in fostering emotional trust is new to many financial services companies and can be a tricky area to navigate.

Use not enough personalisation, and customers may find their experience to be inconsistent, generic and confusing. Use too much personalisation and it can get overwhelming. In fact, according to Gartner:

38% of consumers have stated that they would stop doing business with a company if they found personalisation to be ‘creepy’. 

The challenge is striking a balance of personalisation in the customer experience.

Through setting up systems to gather customer intelligence and acting on this data in a contextual manner we can hope to create the desired journey.

According to PwC,

We expect that the ‘new normal’ operating model will be customer- and context-centered.

“That is, companies will change the way they interact with their customers based on the context of the exchange. They will offer a seamless omnichannel experience, through a smart balance of human and machines.”

Personalisation and trust should be working together in these times. Marketing news site ‘The Drum’ notes:

“There’s an element of politeness which should sit alongside personalisation in finance, whereby people need to agree (beyond just accepting cookies) before brands can go ahead and get friendly. When approached sensitively – which is especially important in these uncertain times – personalisation will help finance brands set themselves apart from competitors; not just other banks, but fintech start-ups too.”

To find out how you can set your financial services brand up to foster more personalised and trusted customer experiences, and make the leap to cloud for marketing technologies, get in touch with Datisan today.

It’s clear that the events and restrictions of 2020 have sent shockwaves through the global travel industry. 

Prior to 2020, travel across the globe was booming – in 2018 there were a record 1.4bn international tourist arrivals, with tourism as a whole accounting for approximately 2% of the total global GDP.

Following the onset of the COVID-19 pandemic, however, global air travel has decreased 85% from this time last year, and Google searches for phrases such as “can I travel” or “safe to fly” have skyrocketed. At least 27 airlines have filed for bankruptcy, with hundreds of others clinging on to life as restrictions continue to extend.

On a more micro level:

We have all seen the impacts of travel restrictions on our own networks. If not ourselves, we all know someone who has had their travel plans dashed. As a result, we are seeing decreased tourism spend globally, but increases in local travel where would-be travellers are staying closer to home. Google searches worldwide for “staycations” have increased by 100% since 2019, and searches for “beach open” have exploded by over 3,000%.

Road trips have also seen a resurrection in mainstream popularity during the pandemic – the American Automobile Association estimates that 97% of all trips taken over the summer in the U.S. will be via car.

#vanlifeaustralia has over 69,000 posts on Instagram but has a while to catch up to the global hastag, which has over 8.5 million.

Unsurprisingly this has been popular in Australia as well:

There has been a raft of content regarding the resurgence of classic road trips in Australia in recent weeks, timely with borders opening imminently – #vanlife and #vanlifeaustralia are trending terms on social media as well.

So, what does this mean for businesses as we look ahead to the future of travel in a post-pandemic landscape?

As consumer behaviour surrounding travel shifts, businesses must remain agile and adopt innovative measures to continue driving the tourism industry forward. 

With so many travellers stuck at home pondering their wanderlust, there is a natural opportunity within the travel industry for the use of virtual reality to be utilised more often. Not only can VR give a sense of being physically within a destination and allowing you to ‘get away from it all’, it is also a valuable ‘try-before-you-buy’ tool for both travellers and travel agents. 

With less disposable income, travellers will be more selective in their choices for holidaying. To ensure they receive the best value within their budget, demand for ‘try-before-you-buy’ will likely surge. 

Check out an example from Holoscribe – this VR experience of Barnard Castle in the UK. This tool allowed viewers to explore the castle and the surrounding area.

Ben Fogarty, CEO and co-founder of Holoscribe, said:

Using readily-available content like Google Maps Street View, 360-degree imagery and free-for-commercial use imagery, we were able to pull together and publish this 360 interactive experience in a matter of minutes using our XR Publishing software. It means consumers can explore and discover attractions like Barnard Castle and the surrounding area from their home and plan their visit when it is safe to do so again. 

But when will it be safe to do so? Perhaps the most prominent change to travel has been in hygiene expectations from travellers. This presents a unique challenge in that hygiene standards (and what is perceived as ‘safe’) differs largely between countries.

As a result, companies must employ precise data in their customer profiling to understand how each consumer will interpret booking considerations – and tailor the customer experience accordingly. 

 Our 2019 Australian Digital Marketing Maturity survey responses told us that:

3 in 5 travel & leisure industry businesses already use a range of 1st and 3rd party data sources to target their audiences for digital marketing campaigns.

And what’s more:

2 of those 3 are doing so at a high level, and are able to create a complete view of the customer from different data points.

Not only this, but 80% of respondents reported partial linking of online customer data (e.g. ad server, DSP, web analytics), with 20% having significant offline to online linking, meaning they are able to link customer journeys to digital marketing activities.

What else did our 2019 Digital Marketing Maturity Growth Report find out?

This year’s Digital Marketing Maturity survey is still collecting responses (help us out here), but we have already noted some interesting changes in digital marketing strategy for CMOs, such as a 60% increase in demand for digital transformation within businesses, and an overall 30% reduction in marketing budgets. 

While we are still unsure what lies on the horizon for travel in the coming years, we do know that industry contenders can only remain competitive by remaining agile and embracing digital innovation. 

To find out how your travel or leisure brand can make the leap to cloud for marketing technologies, get in touch with Datisan today.

Datisan is now a full stack Google Marketing Platform Sales Partner & Reseller

With this certification, Datisan is recognised as the first certified sales partner with both Google Marketing Platform and Google Cloud in Australia/ New Zealand.

We’ve been working towards building full stack capability as a business for some time. It is so important for brands to be able to control their data. I’m very excited for us to be the first in the market in ANZ to achieve this milestone

– Chris Rozic, CEO & Co-Founder, Datisan

Being a full stack partner across Google Cloud Platform and now Google Marketing Platform enables Datisan to partner with clients and enable maximum efficiencies and outcomes across our cloud for marketing ecosystem.

With our ability to now offer Google Analytics 360, Display & Video 360, Search Ads 360 and Campaign Manager alongside our existing capabilities & certifications with Google Cloud allows Datisan to solve problems differently. 

Chris Rozic, CEO and Co-founder Datisan (L) and Bharat Tarachandani, Head of AdTech (R)

Chris attributes Datisan’s success to taking a singular, data-driven approach to digital marketing analytics before it became the buzzword it is today. He feels that businesses need to adopt to a new way of leveraging adtech and martech tools.

The industry is undergoing significant change, and I believe we’re at a turning point where businesses have no choice but to embrace it.

Australian brands and agencies continue to grow their investment in digital advertising which is now at $9.1 billion (up 7.1% in the last two years). Illustrative of this, programmatic advertising has reached a new peak in the last quarter to June, with 44% of all advertising on content sites being programmatic and the percentage of inventory bought directly from advertisers decreasing to 15%, according to IAB Australia Online Advertising Expenditure Report (OAER).

Chris added, continuing to say, “Customers have growing expectations to have personalised and efficient experiences with brands – from seeing an ad all the way to a conversion.”

Brands need to take back ownership of their marketing data to enable these experiences and drive transparency into what works for the end user or customer, who increasingly wants their data protected.

By offering first-party data ownership, we help advertisers embark on a journey with their in-house or agency teams in consolidating multiple disparate platforms and supercharging their digital capabilities.

– Bharat Tarachandani, Head of AdTech

Bharat Tarachandani, Head of AdTech, led the effort to certification

Bharat led the effort for Datisan’s certification with Google Marketing Platform and is excited to see how this can now work together with Datisan’s strategic approach to client marketing data across both Google Marketing Platform and Google Cloud.

“The industry has been asking for more transparency, data ownership and a single view of the customer journey. Google Marketing Platform offers that opportunity to adopt a platform built with digital-first focus to deliver for today and the evolving future.” Bharat stated.

Google Marketing Platform will allow for the consolidation of platforms (like targeting, bidding, personalisation and measurement), which can traditionally be a challenge. We believe this will be an opportunity to bring data, analytics and media together. Importantly, this will help to maximise client investments. 

Different to a traditional media agency with full stack capabilities, Datisan’s expertise with Google now sets us apart as a Platform Enablement Partner. For CMOs this means the opportunity to work with a partner that can deliver transformational change to their marketing outcomes.

Chris concluded that Datisan’s success had been built on a relentless focus on a results-driven, optimal client experience.

Datisan is looking beyond the horizon at what technology and culture trends are going to change both ours and our clients’ businesses.

Visit our Google Marketing Platform page to learn more about this exciting range of tools and platforms.

So….want fries with that? Have a chat with Bharat or any of the team at Datisan about Google Marketing Platform, Google Cloud and how we can help transform your business for 2020 and beyond.