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Share ad spends to rise by 25-30% this year: Animesh Kumar has been on its toes with creating several advertising campaigns on all platforms to promote travel, and the brand. In an exclusive interaction with exchange4media, Animesh Kumar, Head- Marketing and Alliances,, says majority of spends to focus on digital marketing with festive season being high on demand. Excerpts from the interview: has done some really impressive advertising over the past years, what kind of spends have been planned for the year?

At Yatra, we strive to keep our advertisements simple and conceptualise them with a view to connect with our customers across categories. One such example, we observed that people are now looking at staying in hotels and book their own accommodation instead of lodging with friends and family during vacations; hence our ad- “Ehsaan mat lo, discount lo” was built. While we do not disclose our spends, we are expecting a 25 per cent-30 per cent increase from the spends last year.

Please share the festive season plans for this year in terms of marketing and advertising?

Festive season is a high demand season for us. Traditional media does become a tad bit expensive and hence our focus will be on performance led advertising and digital marketing. While we cannot disclose percentage divisions, majority of our spends will be focussed towards digital marketing.

How has marketing and advertising evolved in the travel e-commerce space over the past decade?

Marketing and advertising in the travel sector has definitely evolved over the past decade. E-commerce have now moved from traditional marketing channels to digital channels. We did use offline measures to build our brand in the past however with customers being available online, there is a clear focus on digital marketing. It also helps us measure our performance matrix in a more systematic manner. With the penetration of internet across the nation, there is also an emphasis on mobile and social marketing. Content marketing has also grown because technology has helped generate specific content for various mediums.

What are the key learnings of the past decade?

The past decade has been a game changer and we have learnt a lot during the journey. Technology has evolved tremendously and it helped us filter out users and various segment of customers. Our approach then became more streamlined as we reached out to specific target groups with products that were best suited to that category. Our products became more customer centric and adaptable to changes and filtrations as per the desires of the consumer.

What are the top trends in the e-commerce travel space which will shape the industry?

Flights has been seeing a steady growth in our sector. The disruptive growth is now expected to come from the non- air business and hotel bookings. Technology will continue to play a critical role in the travel space as it helps develop tools to collect and distribute data effectively. Advancements and specific generated content for different mediums is the key to the future.

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