All right here's a crazy marketing lesson that we learned from Expedia.

So years ago one of our mutual friends Tony Ty worked at Expedia and I remember I was in the Canada Expedia office.

It was based in Toronto.

They may have more than one, but I was in their Toronto office.

And he was showcasing and sharing some stats with me.

And one of the crazy ones that he shared with me was, he said, hey, do you know when Expedia does Omni Channel marketing?

So he's not just talking about Expedia, everyone knows Expedia.

But most people don't realize that they have Hotels.ocity they use have trip advisor I think they have in a large chunk of

Trevago and the list goes on and on

But what he was saying is they did an experiment and what they did is experiment is let's say

if they're normally just running pay-or-click ads then they started mixing like

SEO and television ads and then radio ads when they took an omni-channel

approach and the campaigns integrated with each other and they were doing multiple channels four or five six seven etc.

When they started adding more channels the results started getting better per channel.

And on average, they saw uplift of around 10%.

Like now think about that.

Everyone already knows Expedia or even if you're talking about their smaller brands like

hotels.com at least in the United States which is one of the large markets

even though they run TV commercials everyone already knows what hotels

com is but who would I guess that when they ended up running Omni Channel with popular

brands that people are already familiar with the ROI per channel went up by

roughly 10% In other words, even though they were already doing SEO,

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