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Lonely Planet’s Cross-Channel Journey

Lonely Planet’s Cross-Channel Journey

By   September 22nd, 2014

Traveling to Timbuktu? Venturing off to Venezuela? Chances are good you’ll have a Lonely Planet guidebook in tow – maybe even a copy you purchased online.

Lonely Planet is the world’s most successful travel publisher, printing over 120 million books in nine different languages. We are proud to be partners in their success, and thank the team for allowing us to share their story in a brand-new case study.

There are many takeaways from the case study, but here’s one of the biggest – with automation comes time-savings, and with time-savings comes the opportunity to optimize and adopt a cross-channel strategy. This is crucial, especially at a time when 67% of marketers say their priority is for all marketing activities to be integrated across channels (eMarketer study).

Lonely Planet started out with a small team focused on day-to-day management, reducing costs, and maintaining volume. After onboarding with Marin, they now spend the bulk of their time focusing on strategic management, making quick optimization decisions, and expanding campaigns to include Bing, Facebook, Twitter, and retargeting programs across geographies. The added bonus? Marin pays for its monthly cost every 2.7 days, and profit is up 50%. You can learn more about their campaign management strategy, data and analytics integrations, and financial improvements here.

Third-party platforms like Marin clearly make an impact for marketers looking to bolster their cross-channel strategy. Plus, it may give you a little extra time to plan that trip to Bali…