Turning consumer signals into campaigns that work, with Kayak's senior VP of brand marketing
カートのアイテムが多すぎます
カートに追加できませんでした。
ウィッシュリストに追加できませんでした。
ほしい物リストの削除に失敗しました。
ポッドキャストのフォローに失敗しました
ポッドキャストのフォロー解除に失敗しました
Turning consumer signals into campaigns that work, with Kayak's senior VP of brand marketing
-
ナレーター：
-
著者：
An idea isn't a strategy. Kayak's marketing team gets plenty of raw material—search behavior, trending topics, notions floating around a meeting room—but treats none of it as ready for creative until research confirms it's real. That process turned a theory about group travel into "Bookboards": 84% of travelers have watched a group trip stall in the chat, and 90% blame one friend who won't commit.
The travel brand's senior VP of global brand marketing Carolina Montenegro walks through how Kayak separates a real consumer pattern from a passing one, how the brand teases familiar behavior without punching down, and what that discipline looks like for marketers outside travel.
Dig deeper:
~Kayak's 'Bookboards' let friends shame a holdout who won't commit to a trip
~Millennials get thrashed in Kayak's biting booking campaign
~How brands can separate passing fads from valuable consumer insights
~Circana's Cara Pratt on inventory versus insight, and why more data isn't the answer