By contrast, in US and European markets, while direct response marketing remains important, efforts to define broader metrics that contribute to overall brand lift are intensifying. One of the reasons for this stronger focus on ROI is that local firms often don’t have as deep pockets as international players. Another is that Asian consumers tend to be more price-conscious than Western counterparts. It is also especially true in travel where the cost of customer acquisition is high – about two to three times more than it is in US or European markets. For this reason there is growing recognition that branding efforts are crucial, especially for aggregators because of the high cost of paid search. Aggregators rely mostly on SEO and retention mechanisms like email subscription, mobile app installs, Facebook likes. Get the full story at EyeForTravel