Speaking at the Marketing Week Live event in London today (July 1), Thompson says companies need to “test and learn” from marketing activity rather than spend months planning and large sums on marketing campaigns.
“If it is time related and relevant, even if media spend is low then it is surprising how much traffic you can generate”, he says.
Thompson pointed to a recent Lastminute theatre tickets promotion which alerted customers to offers via an email and press campaign just days before the shows, which led to a “massive” increase in traffic almost overnight.
Thompson says all Lastminute marketing and new service innovation is judged against four criteria: That it is personalised, location based as well as relevant and time related.
Separately, Thomson says the effectiveness of Lastminute’s marketing activity is now judged by one metric only – how much did it cost to generate profit, a simplified process which frees marketers up to “test and learn”.