Luxury travel website Secret Escapes recently came onboard the IgnitionOne DMS in order to manage and optimise all its digital marketing channels. We sat down with Gareth Griffiths, who is the Head of Digital Marketing for SecretEscapes.com to ask him about some of his thoughts on the digital industry as well as who he would love to have lunch with… dead or alive.
What do you do?
A little bit of everything digital. Primary focuses are paid and organic search and affiliate marketing. We also have a large customer database so email marketing is a big source of traffic.
What is your background?
Moved from a sales and analyst background into digital marketing
What does Secret Escapes do?
We negotiate exclusive rates for luxury hand-picked hotels and holidays in the UK and abroad, at up to 70% off the price you’d pay by booking anywhere else. These special rates are only available to our members so signing up for free is the only way to get them
Which digital marketing channels do you see as being most important for your particular industry?
Email and paid search are very important. For customer acquisition paid search is key, whereas email marketing is number one for sales generation.
From your perspective what is the single biggest change in the digital industry in the last 10 years?
The biggest change in the last 10 years has to be the rise of Social Media. Whilst the race to utilise Social networks as a sales channel has a long way to go, the access to potential customers with specific interests is a big opportunity. With the use of sites like Pinterest and StumbleUpon increasing at such a rate, there is definitely scope for a luxury travel business like Secret Escapes to source new customers whilst engaging existing members and promoting our brand.
What was your main reason for choosing IgnitionOne?
Management and optimisation of search campaigns can be very time consuming, especially for a small team across multiple channels. IgnitionOne allows us to optimise and analyse multiple campaigns from one place, making it easier to implement a coherent multi-channel strategy and increase time efficiency. The use of predictive bid optimisation should see campaign performance increase and make intelligent budget allocation far easier.
How do you see the digital marketing arena shifting over the next five years?
Mobile has to be the next big shift for digital marketing. The advancements in smart phones and tablet technology will see more and more sales being made via mobile devices. Mobile devices now make up a big percentage of our visits, especially from email and search. I see the computer focussed domination of digital strategy in past years moving through a period of a more even focus and into mobile being the greater focus.
If you could have lunch with anyone, who would it be…dead or alive?
Leonardo da Vinci. Described on Wikipedia as “perhaps the most diversely talented person ever to have lived”. As a painter, sculptor, architect, musician, scientist, mathematician, engineer, inventor, anatomist, geologist, cartographer, botanist, and writer I doubt that the conversation would be boring.
What is your favourite travel destination?
Kenya. Going on safari is an amazing and unforgettable experience.
What is your favourite film and why?
Silent Running. It’s a futuristic science fiction film from the early 1970’s. I first watched it when I was little and the three robots (Huey, Dewey, and Louie) were my instant favourite.