Mobile marketing is turning out to be the main focus of digital marketing in most industries, and the travel industry is not an exception to this. The number of smartphones is expected to grow up to 3.8 billion this year1. At the same time, mobile content consumption is taking over TV content consumption. This year, the average US adult is projected to spend 3 hours and 54 minutes a day on a mobile device compared to 3 hours and 22 minutes watching TV2. Advertising. In the coming years, by 2023, we are likely to see increased expenditure on digital advertising equaling more than two thirds of the current expenditure for both traditional and digital ads combined. 2 60% of consumers click on mobile ads at least once a week, while 20% make weekly purchases based off digital ads, and 66% remember a specific brand they have seen advertised on their mobile device 3 Bear in mind the growing banner blindness, the tendency to overlook online ads, some of which interrupt the user navigation. One way to overcome this is through ad placement in new areas of the screen, such as on the left side of the page above the fold. Using Apple search ads to advertise your app in the IOS app store is also a good idea. Email also works for mobile devices. With 92% of online adults using email and 99% of them checking their email every day, email marketing is expected to be as important as it has been so far. The key difference is an increased focus on personalization and mobile friendly optimization. At present, more than 50% of emails are opened on mobile devices, and 42,3% are likely to delete an email that is not optimized for reading on the mobile 5 Gamification consists of introducing game playing elements in the marketing strategy. By integrating fun activities with incentives to continue playing, you can drastically improve engagement and create a bond with your customers. Video is the king. Video is becoming the king content in the internet, also on mobile devices. They are not only more fun and engaging, but also a powerful way to educate consumers about your products and tell your brand story in the most compelling manner. Further, they drive traffic to your website, foster brand loyalty and influence purchasing decisions. At present, videos account for the 63% of all mobile traffic and experts expect than 75% of all mobile-friendly content will come in the form of videos by 2025 6 Moreover, mobile is expected to be the dominant channel by which viewers consume video. 7 Needless to say, it is essential that you define well the purpose of your video with a call to action, the audience you want to reach and the message you want to convey. Make your videos informative, entertaining, mobile-friendly and consistent with your brand identity. Make a sale. Since travelers invest so much more time using apps than mobile websites, it’s no surprise that the majority of purchases and bookings coming through mobile devices occur in apps rather than mobile websites. Beyond the standalone benefit of increasing market access, mobile apps allow travel businesses to target a very attractive type of audience: impulse buyers. By promising users timely information whenever they need it, mobile apps allow travelers to delay booking or purchasing decisions until they are ready to make a transaction, whether it’s finding an airport hotel for a delayed flight or looking for an activity provider for a rainy day. In addition to targetting impulse buyers, integrating online booking functionality into their mobile apps enables travel businesses to more effectively manage their inventory, compile market intelligence and reduce transaction costs.  At the very least, travel businesses should integrate an inquiry form on mobile apps that allows the app to generate sales leads that can be closed through traditional, offline channels. Provide offline functionality. Spotty mobile coverage and prohibitively expensive roaming charges compel many travelers to keep their iPhones on airplane mode when traveling internationally. The need to provide offline functionality is one of the most distinct characteristics of travel-related mobile apps. For years, the strongest criticism of Google Maps was that it required an internet connection to work. Google responded by allowing international travelers to download regions of its comprehensive global map before they left, ensuring that travelers avoided those dreaded roaming charge horror stories. Other leading travel apps like Tripomatic and Triposo have followed suit. For businesses in the travel industry, it is important to consider the unique needs of their audience. Providing a resource like a destination guide or map of attractions is a great way to provide travelers with relevant and valuable content without having to search out the nearest wifi hotspot. 1https://www.statista.com/statistics/330695/number-of-smartphone-users-worldwide/ 2https://www.oberlo.com/blog/mobile-usage-statistics 3https://www.businesswire.com/news/home/20180725005997/en/Opt-In-Video-Advertising-is-Preferred-Ad-Choice-for-Consumers-According-to-New-Nationwide-Survey-Adoption-May-Deter-Ad-Blocking 4https://neilpatel.com/blog/your-ads-are-getting-ignored-5-smart-strategies-to-overcome-banner-blindness/ 5https://optinmonster.com/email-marketing-statistics/ 6https://builtin.com/expert-contributors/mobile-marketing-trends 7https://www.thedrum.com/opinion/2020/04/06/why-mobile-app-advertising-the-future This blog post is taken and updated with permission from www.solimarinternational.com/resources-page/blog/itemlist/tag/Social%20Media%20Marketing?start=20 Normal 0 false false false EN-CA JA X-NONE
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Mobile marketing is turning out to be the main focus of digital marketing in most industries, and the travel industry is not an exception to this. The number of smartphones is expected to grow up to 3.8 billion this year1. At the same time, mobile content consumption is taking over TV content consumption. This year, the average US adult is projected to spend 3 hours and 54 minutes a day on a mobile device compared to 3 hours and 22 minutes watching TV2.

Advertising. In the coming years, by 2023, we are likely to see increased expenditure on digital advertising equaling more than two thirds of the current expenditure for both traditional and digital ads combined. 2

60% of consumers click on mobile ads at least once a week, while 20% make weekly purchases based off digital ads, and 66% remember a specific brand they have seen advertised on their mobile device 3 Bear in mind the growing banner blindness, the tendency to overlook online ads, some of which interrupt the user navigation. One way to overcome this is through ad placement in new areas of the screen, such as on the left side of the page above the fold. Using Apple search ads to advertise your app in the IOS app store is also a good idea. Email also works for mobile devices. With 92% of online adults using email and 99% of them checking their email every day, email marketing is expected to be as important as it has been so far. The key difference is an increased focus on personalization and mobile friendly optimization. At present, more than 50% of emails are opened on mobile devices, and 42,3% are likely to delete an email that is not optimized for reading on the mobile 5 Gamification consists of introducing game playing elements in the marketing strategy. By integrating fun activities with incentives to continue playing, you can drastically improve engagement and create a bond with your customers. Video is the king. Video is becoming the king content in the internet, also on mobile devices. They are not only more fun and engaging, but also a powerful way to educate consumers about your products and tell your brand story in the most compelling manner. Further, they drive traffic to your website, foster brand loyalty and influence purchasing decisions. At present, videos account for the 63% of all mobile traffic and experts expect than 75% of all mobile-friendly content will come in the form of videos by 2025 6 Moreover, mobile is expected to be the dominant channel by which viewers consume video. 7 Needless to say, it is essential that you define well the purpose of your video with a call to action, the audience you want to reach and the message you want to convey. Make your videos informative, entertaining, mobile-friendly and consistent with your brand identity. Make a sale. Since travelers invest so much more time using apps than mobile websites, it’s no surprise that the majority of purchases and bookings coming through mobile devices occur in apps rather than mobile websites. Beyond the standalone benefit of increasing market access, mobile apps allow travel businesses to target a very attractive type of audience: impulse buyers. By promising users timely information whenever they need it, mobile apps allow travelers to delay booking or purchasing decisions until they are ready to make a transaction, whether it’s finding an airport hotel for a delayed flight or looking for an activity provider for a rainy day. In addition to targetting impulse buyers, integrating online booking functionality into their mobile apps enables travel businesses to more effectively manage their inventory, compile market intelligence and reduce transaction costs.  At the very least, travel businesses should integrate an inquiry form on mobile apps that allows the app to generate sales leads that can be closed through traditional, offline channels. Provide offline functionality. Spotty mobile coverage and prohibitively expensive roaming charges compel many travelers to keep their iPhones on airplane mode when traveling internationally. The need to provide offline functionality is one of the most distinct characteristics of travel-related mobile apps. For years, the strongest criticism of Google Maps was that it required an internet connection to work. Google responded by allowing international travelers to download regions of its comprehensive global map before they left, ensuring that travelers avoided those dreaded roaming charge horror stories. Other leading travel apps like Tripomatic and Triposo have followed suit. For businesses in the travel industry, it is important to consider the unique needs of their audience. Providing a resource like a destination guide or map of attractions is a great way to provide travelers with relevant and valuable content without having to search out the nearest wifi hotspot.

1https://www.statista.com/statistics/330695/number-of-smartphone-users-worldwide/ 2https://www.oberlo.com/blog/mobile-usage-statistics 3https://www.businesswire.com/news/home/20180725005997/en/Opt-In-Video-Advertising-is-Preferred-Ad-Choice-for-Consumers-According-to-New-Nationwide-Survey-Adoption-May-Deter-Ad-Blocking 4https://neilpatel.com/blog/your-ads-are-getting-ignored-5-smart-strategies-to-overcome-banner-blindness/ 5https://optinmonster.com/email-marketing-statistics/ 6https://builtin.com/expert-contributors/mobile-marketing-trends 7https://www.thedrum.com/opinion/2020/04/06/why-mobile-app-advertising-the-future

This blog post is from www.solimarinternational.com/resources-page/blog/itemlist/tag/Social%20Media%20Marketing?start=20

Posted by Jordi Pera

Jordi Pera is an economist passionate about tourism, strategy, marketing, sustainability, business modelling and open innovation. He has international experience in marketing, intelligence research, strategy planning, business model innovation and lecturing, having developed most of his career in the tourism industry. Jordi is keen on tackling innovation and strategy challenges that require imagination, entail thoughtful analysis and are to be solved with creative solutions.

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