Digital marketing in the age of coronavirus - what travel brands need to know
As markets around the world reel from the turmoil of the COVID-19 coronavirus, companies of all sizes are feeling the effects - perhaps none more so than those in and adjacent to the travel industry.
The crisis is forcing companies to reevaluate many aspects of their financial plans for the foreseeable future and - particularly for those operating in the B2C space - to reassess their digital marketing strategies such as paid search.
After all, does it make sense to pay for traffic if consumers aren't buying travel?
Analysts are anticipating the impact on publishers: Loop Capital Markets' Rob Sanderson told Seeking Alpha Tuesday he expects Google parent company Alphabet to suffer a 15% year-over-year decline in travel ad revenue in the first quarter of this year and a 20% drop in Q2.