53% of the conversions were driven via Mobile News Feed
23% lower CPA on Mobile News Feed versus Desktop News Feed targeting
99% lower CPA on Android devices versus Desktop News Feed targeting
About TUI Netherlands
TUI Netherlands is the local Dutch tour operator brand and is a part of the TUI Group, the world’s number one tourism business—with 1,800 travel agencies and leading online portals, six airlines with more than 130 aircrafts, over 300 hotels, and 13 cruise liners. This integrated offering enables TUI Group to provide 30 million customers an unmatched holiday experience in over 180 regions around the globe.
TUI Netherlands collaborated with Storm Digital to achieve their digital advertising objectives more efficiently, by leveraging Marin Social to implement an intuitive remarketing strategy. Scaling Remarketing Campaigns on Mobile
With Marin Social, we are able to advertise the right destination offer to the right person when he or she is in the market for a package holiday of tickets to a certain travel destination. We were able to effectively target non-converting traffic of people who browsed specific sections of our website through the Website Custom Audience pixel and turn them into customers.
Arjen De Mik
Manager Digital Performance Marketing at TUI Benelux
Scaling Remarketing Campaigns on Mobile
TUI Netherlands was interested in remarketing on Facebook. However, they were skeptical about remarketing due to all the possible combinations of intent that can happen when someone’s browsing their website for various destinations.
Achieving Scale While Still Meeting the CPA Goal
Storm Digital took advantage of several Marin Social features that allowed them to create precise audience segments, effectively build out campaigns, and accurately report on performance with this new ad type. By implementing the Facebook pixel, Storm Digital was able to accurately track the specific destinations each person browsed and deliver the relevant creative based on that particular destination if they didn’t convert. Marin was uniquely positioned to support their requirements due to expertise with remarketing and pixel deployment for travel advertisers with a diverse global offering.
At-A-Glance:
Dynamic Tags to deploy unique naming conventions and ensure accurate reporting
Bulk Editor to make adjustments to audiences across hundreds of ad set iterations in seconds
Rule Manager to automatically pause campaigns that weren’t meeting goals
Pivot table reports in the UI to capture performance rolled up to a creative ad placement
Resting Assured and Looking Ahead
TUI Netherlands is keen to build and optimize more campaigns through Marin Social, due to the seamless campaign creation workflow and automation capabilities. Going forward, they hope to drive continued efficiency at scale through a tiered approach to their audience segmentations based on level of intent, where a higher focus is placed on recency of traffic. The campaign’s efficiencies and results include:
53% of the conversions were driven via Mobile News Feed
23% lower CPA on Mobile News Feed versus Desktop News Feed targeting
99% lower CPA on Android devices versus Desktop News Feed targeting
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White paper
PPC for B2B: a Performance Marketing Survey Report for 2023
To help you stay on the leading edge of performance marketing, we surveyed over 300 B2B marketers to uncover actionable insights that will help you improve the performance of your PPC investment. Through a Marin and LinkedIn partnership, we sought out to understand what B2B marketers face right now and how they are dealing with a complicated market. Read the full report to get a better understanding of how B2B marketers are changing their approach this year.
What You'll Learn from the Report:
How budgets have changed through the years 2020 to 2023 and how budgeting complexities affect the work of advertisers this year.
What challenges are most prevalent this year and how other marketers like you are adapting.
The critical role audience targeting plays in your success, especially during a recession, and some interesting trends relating to targeting techniques.
The types of content and campaign management techniques are currently helping advertisers move buyers through the sales funnel.
What paid social or PPC channels are providing the best ROAS or conversions for B2B right now.
AI-powered social listening is revolutionizing how companies gather insights from the vast expanse of social media content. Social listening means analyzing social media posts to understand how customers perceive and discuss brands.
By leveraging artificial intelligence, businesses can tap into platforms like Twitter, Facebook, and Instagram to uncover valuable trends and sentiments. In this blog post, we will explore the power of AI-driven social listening and how it is reshaping the marketing landscape by providing actionable insights derived from social media data.
6 Ways to uncover customer sentiment and trends with AI
AI can decipher and categorize customer feedback, reviews, and online discussions using natural language processing and machine learning algorithms.
1. Automate sentiment analysis
AI-powered sentiment analysis tools can analyze social media posts, reviews, and customer feedback and summarize the sentiment behind them. Marketers can use this information to gauge customer satisfaction, identify trends, and make data-driven decisions.
You can incorporate sentiment analysis into your daily workflow by setting up dashboards that monitor and report the sentiment of mentions across social platforms in real-time. React promptly to negative sentiments with customer service efforts, and leverage positive sentiments in your marketing campaigns. Check out these tools to help you automate sentiment analysis:
Brandwatch: Offers extensive sentiment analysis capabilities, allowing marketers to monitor and analyze conversations about their brand across the internet. It provides insights into whether those conversations are positive, negative, or neutral.
Sprout Social: Sprout Social analyzes social media messages and mentions to gauge public sentiment.
Hootsuite Insights: Powered by Brandwatch, Hootsuite Insights offers real-time sentiment analysis across multiple social media platforms, enabling marketers to monitor the emotional tone of conversations related to their brand.
2. Create alerts for emerging trends
Tracking emerging trends helps businesses spot opportunities or threats early on. By staying ahead, businesses can adapt strategies swiftly and mitigate potential crises.
Set up alerts for specific keywords, hashtags, or topics related to your industry. Review these alerts daily to quickly pivot your strategy or content creation to align with emerging trends. These are some of the most common tools that marketers use to keep an eye on emerging trends:
Google Alerts: Allows marketers to monitor the web for new content about specific topics, providing email alerts whenever new mentions are found. It's useful for tracking industry news and brand mentions.
Talkwalker Alerts: A more advanced tool than Google Alerts, offering in-depth insights and alerts for keywords across the internet, including social media platforms. It's powerful for identifying emerging trends relevant to your brand.
Mention: A real-time media monitoring tool that notifies marketers about mentions and keywords across websites and social media. It's useful for tracking brand mentions, competitors, and industry trends.
3. Topic modeling
Artificial Intelligence can uncover prevailing themes and subjects within social conversations, feedback, and online content. AI-driven topic modeling tools go beyond simple keyword analysis, employing natural language processing (NLP) to understand context and recognize nuances that simpler tools might miss.
This facilitates a more granular and accurate understanding of consumer interests, behaviors, and preferences, enabling marketers to tailor their strategies with unprecedented precision. Use topic modeling tools to analyze social media conversations and customer feedback. Segment the data by demographic or channel to tailor your campaigns to different audiences. Integrate findings into your content calendar or R&D briefings for product improvements. These two tools can help you model topics more effectively:
Quid: Visualizes big data by mapping out topics and trends from news articles, blogs, forums, and more. Quid's topic modeling capabilities allow marketers to identify key themes and narratives emerging within their industry.
MonkeyLearn: An AI platform enabling text analysis through machine learning models. Marketers can use MonkeyLearn for topic detection and understanding key themes and sentiments within customer feedback or social media conversations.
4. Image and video analysis
With the rise of video content on social media, image and video analysis tools can unlock insights that text-based tools overlook. This is crucial for understanding how your brand is perceived visually and for monitoring branded content usage.
Use image recognition technology to monitor your brand logo, products, or promotional materials across social media platforms. Use these insights to guide your visual content strategy and enforce brand guidelines. Explore these tools to see if they are right for your brand:
Brandwatch (again): Offers image recognition capabilities, allowing marketers to find and analyze images related to their brand across the internet. This is useful for monitoring brand visibility and the context in which a brand is being discussed or depicted.
Talkwalker (again): Provides video and image analytics, enabling brands to track visual mentions and sentiment. Its AI-powered image recognition technology identifies logos, scenes, and activities in images and videos.
5. Predictive analytics
Almost a fifth of marketers are already using AI for predictive analytics. AI algorithms can analyze historical data to predict future customer behavior and trends. Marketers can leverage predictive analytics to anticipate customer sentiment, identify potential issues, and proactively address customer needs, allowing for more targeted and effective marketing campaigns.
Incorporate predictive insights into strategic planning sessions. Use historical trends to inform future campaigns, product developments, or customer engagement strategies. These tools might be helpful:
Zignal Labs: Offers a predictive analytics suite that forecasts trends and potential crises before they happen. This allows marketers to adjust strategies proactively.
Sprout Social (again): Its reporting and analytics features, including predictive analysis, help anticipate future social trends and consumer behaviors, informing more strategic decisions in marketing planning.
6. Creating customer personas
Segmenting customers is a common use case for AI-based marketing software and is currently being used as such by 44% of businesses. Social listening helps marketers segment their audience and create detailed customer personas based on social media data. Aggregate social media data to flesh out existing personas or to create new ones. Look for patterns in interests, sentiment, demographic data, and engagement behaviors. Use these insights to refine marketing messages, product features, or targeted advertisements.
These tools can help marketers create and manage customer personas easily:
HubSpot: Features analytics tools that can be used to track visitor behavior across your website, social media channels, and more. The insights derived can be used to create detailed customer personas.
Audiense: Specializes in audience intelligence and segmentation, helping marketers discover new target audiences and refine existing customer personas based on social data.
How Marin can offer you greater insight into your customers’ minds
Marin provides a unified platform for all your data and analysis. Data collected by social listening tools can be fed into Marin and associated to specific keywords or audiences to help you understand the full picture when analyzing the performance of your paid media campaigns. Schedule a demo to learn more about Marin’s AI-powered campaign management and optimization suite.