Crazy Marketing Lesson We Learned From Expedia # 2512

Marketing School - Digital Marketing and Online Marketing Tips

Eric Siu and Neil Patel

Careers, Business, Marketing

4.6 • 1.3K Ratings

🗓️ 18 July 2023

⏱️ 6 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

In this episode, Neil Patel shares a crazy marketing lesson they learned from Expedia. The surprising finding was that when Expedia adopted an omnichannel approach, integrating multiple channels like SEO, television ads, and radio ads, the ROI per channel increased by approximately 10%. This approach was especially effective for smaller brands, leading to significant lifts in their ROIs across all channels. TIME-STAMPED SHOW NOTES: [00:00] Expedia, where an omnichannel approach led to a 10% increase in ROI per channel. [00:39] Expedia conducted an experiment leading to improved results [01:41] Omnichannel marketing had a greater impact on smaller brands, with increased ROI [03:04] Examples of other companies, adopting omnichannel strategies are discussed [04:13] Importance of being open to new marketing approaches to achieve better marketing efficiency and ROI. [05:04] That’s it for today! Don’t forget to rate, review, and subscribe! Go to https://www.marketingschool.io to learn more! Links Mentioned in Today’s Episode: Don’t forget to help us grow by subscribing and liking on YouTube! Leave Some Feedback: What should we talk about next? Please let us know in the comments below Did you enjoy this episode? If so, please leave a short review. Connect with Us: Single Grain << Eric’s ad agency NP Digital << Neil’s ad agency Twitter @neilpatel Twitter @ericosiu

Transcript

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0:00.0	All right, here's a crazy marketing lesson that we learned from Expedia.
0:05.9	So years ago, one of our mutual friends, Tony Ty, worked at Expedia.
0:10.4	And I remember I was in the Canada Expedia office.
0:13.2	It was based in Toronto.
0:14.2	They may have more than one, but I was in their Toronto office.
0:18.4	And he was showcasing and sharing some stats with me.
0:20.5	One of the crazy ones that he shared with me was, he said, hey, do you know when Expedia
0:24.5	does omnichannel marketing?
0:27.0	So he's not just talking about like Expedia, everyone knows Expedia, but most people don't
0:31.1	realize they have hotels.com, travelosity, they used to have TripAdvisor.
0:35.0	I think they own a large chunk of Travago and the list goes on and on.
0:39.6	But what he was saying is they did experiment.
0:42.1	And what they did as experiment is let's say if they're normally just running paper, click
0:45.4	ads, then they started mixing like SEO and television ads and then radio ads.
0:50.7	When they took an omnichannel approach and the campaigns integrated with each other,
0:54.9	they were doing multiple channels, four, five, six, seven, et cetera.
0:59.3	When they started adding more channels, the results started getting better per channel.
1:04.7	And on average, they saw uplift of around 10%.
1:08.4	Like now think about that.
1:09.8	Everyone already knows Expedia or even if you're talking about their smaller brands like
1:12.7	hotels.com, at least in the United States, which is one of the large markets, even though
1:17.5	they run TV commercials, everyone already knows what hotels.com is.
	...

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