Personalised marketing take off at travel firm
Flythomascook.com uses software to target customer preferences
Flight website Flythomascook.com is using automated marketing software to create advertising personalised to individual customers.
The software allows the company to perform highly targeted campaigns based on customer preference and other intelligence captured on its site.
The aim is to provide prospective customers with relevant information and thereby drive new business, says Flythomascook.com director Tony Milson.
‘Our market is extremely competitive, so we need to ensure that our campaigns are not just adding to the noise that our customers and potential customers receive,’ he said.
‘By delivering marketing messages tailored to customers’ interests, we can enhance the overall customer experience. Our campaigns also have a much greater likelihood of convincing recipients to act on the information they receive.’
The relevant customer information is captured using the company's existing RightNow Service and uses RightNow Marketing create personalised sales material, says Milson.
The software automates the creation, execution and tracking of different marketing campaigns, allowing organisations to deliver relevant communication to targeted recipients. It also provides reporting for monitoring and improving campaign effectiveness.
Flythomascook.com is a web site subsidiary of Thomas Cook UK and Ireland.
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Further reading
Flythomascook.com books RightNow for business growth