Even digitally empowered traditional channels can react quickly to align marketing with topical events in a way that was impossible even five years ago.
However, no sector has to react quicker than the travel industry. Not only is it seasonal, but it can be affected by events, such as ash clouds or other crises, like no other.
So travel brands need to be prepared, with creative executions ready for various scenarios. After all, in digital, making immediate change is relatively easy, if you are prepared.
However, travel marketers will need to change the way their messages are distributed, too.
At Google, we've just announced the launch of a 'Flexible Reach' display setting that will allow better control of how marketers target the Google Display network, for instance. It's all about being able to react quicker than before.
Remember, this isn't all about bad news. Travel companies can also take advantage to launch topical offers like never before.
Robin Frewer Director of travel and finance sector, Google UK
For more on reacting to a travel crisis, visit:
Think with Google