22: Customer tactics and planning

What this episode covers

When Google produced a study into the travel industry it found that the average user spends 419 digital moments while researching a trip over a 2 month period. They watched 5 videos, visited 380 web pages and searched 34 times. It’s no surprise that 87% of these happened on mobile. If you want to capture customers you need to know what they are looking for at the planning stage and optimise your content appropriately.

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