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As the UK (hopefully) starts to close the door on COVID-19 restrictions on June 21st, financial brands are gearing up for a much-anticipated return to normalcy. While the timeline for a full recovery is unknown, mass vaccination efforts are gaining momentum with the Health Secretary, Matt Hancock, declaring this week that the UK government has administered at least one shot of the vaccine to 72% of the adult population.

As COVID-19 vaccinations become more widely available, countries around the world have started to announce the easing of travel restrictions. The UK has unveiled its traffic light system, France has said that it is going to open its border to tourists in May, and the media has recently talked up the possibility of the UK/US travel corridor this summer.

I recently joined Adara after more than a decade at Visit Savannah, where I was most recently Director of Data Intelligence. If you’re a destination marketer, you know that our community is relatively tight-knit. If you heard any of the rumors in the past year that I did, you might be wondering why I made the switch.

This year’s National Tourism Week has a theme of Recovery, which is more meaningful than it has ever been. Personally and professionally, everyone’s focus and values have truly recalibrated.  The old adage “business as usual” has evaporated, for everyone.

Personalization is critical for financial brands, both in acquiring new customers and driving further value from existing ones. As the financial market becomes increasingly competitive following the emergence of digital challenger banks like Monzo and Starling, alongside digital payment solutions such as Klarna, it’s clear that financial institutions need to personalize messages in order to compete. 

Financial institutions have long used data to target customers with marketing messages. Credit card businesses, for example, have utilised spending data to identify customers most likely to be interested in a certain type of credit card.

Agencies and brands can quickly activate Adara audience segments for performance marketing during a time of major...

Many destination marketers have been operating in a state of waiting. Waiting for the pandemic to subside, for travel...

Google announced that it would not support personal ad IDs as an alternative to third party cookies. In a move that...

PART III - How Adara can help your prepare for Data-Privacy in the post third-party cookie world As the world is...