For Interactive Marketing Professionals

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	March 16, 2007 Travel and Online Advertising Tactics and Trends Among Travel Industry Advertisers by Diane Clarkson with David Daniels, Emily Riley

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Executive Summary

Travel marketers are highly engaged in online advertising, but many are missing opportunities by not aligning metrics with objectives and by using simplistic optimization tactics.

Key Questions

• What are travel marketers' online advertising objectives?
• What optimization techniques are travel marketers using, and how do they compare with those deployed in other industries?
• Which online advertising tactics are travel marketers likely to experiment with in 2007?

This is an excerpt

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