In the midst of almost constant chatter about PPC and ROI during a downturn, it's actually rather heartening to hear about a hefty chunk of online ad spend which does not rely on paid-for search marketing.
Thomas Cook's major deal with Microsoft uses all the tools in the marketing stable - homepage takeovers, behavioural targeting, paid search and display advertising.
It ticks the boxes in terms of what the experts have been saying for a long time - a consolidated approach to online marketing.
The whole deal comes across as more of a creative partnership with Thomas Cook gaining maximum exposure across a number of channels, while MSN Travel moves towards a much more consumer-orientated approach.
The virtual agent/travel inspiration tool, created by Microsoft, is simple and clever and Thomas Cook is already thinking it might like something similar on its website going forward.
Microsoft hinted at more partnerships like this in the weeks to come
and it makes sense - more bangs for your buck at a time when there are
fewer bucks around.
Leave a comment