Most respondents to “Marketers Are on a Mission: The State of B2C Marketing” 82.8 percent, are investing in data and analytics followed by 68.5 percent in email deliverability and 66.7 percent in content marketing. The survey by SmarterHQ, Cheetah Digital, Liveclicker, and MailCharts found that marketers travel and hospitality industry invested in content marketing 63 percent more than other industries.

ONLINE CONTENT MARKETING is a major focus for the travel and hospitality industry, according to a new survey by SmarterHQ, Cheetah Digital, Liveclicker, and MailCharts. “Marketers Are on a Mission: The State of B2C Marketing” found that businesses in that industry, along with higher education and financial services, invested in content marketing 63 percent more than other industries.

The survey of B2C marketers also found that 63 percent of travel and hospitality businesses cater their messaging to individual customers as opposed to mass marketing. This may be wise, considering  70 percent of millennials are frustrated by receiving irrelevant emails, according to the study.

“While ‘personalization’ has been a buzzword with marketers for years, it’s clear that brands have yet to master tailored messaging, as consumers are growing increasingly frustrated by generic communications that don’t align to their specific tastes, interests, or behaviors,” said Michael Osborne, SmarterHQ CEO.

Osborne said the survey asked about 2018 marketing budgets and the tools used. It found that 51 percent of the participants prioritize creating a personalized experience for the customer. “When it comes to personalization, data is paramount,” said Judd Marcello Cheetah Digital’s executive vice president for global marketing. “Customer data is typically underused or used inefficiently. It tells brands, especially retailers, so much about where they can improve or what their customers want, and they can use that data to make a big impact on their business.”

Also, 18 percent of participants are increasing their marketing budgets this year with a particular focus on multichannel marketing (marketing via direct and indirect channels such as e-mail, social media and mobile apps). The marketers are investing 26 percent more in multichannel advertising than in other single channel approaches.

Email marketing offered the most return on investment for 54 percent of respondents, due to it being cheap to implement and consistent in engaging customers. They also plan to send 30 percent more behavioral emails, which target consumers based on data gathered about their online activity.