Travelers Are Mobile, So Their Marketers Should Be, Too
What’s more logical than realizing travel marketers' audiences may already be on the move and consuming content on smartphones? Not much. That’s why a mobile marketing vendor suggests such opportunities for travel marketers.
Many travel marketers may already be realizing they need to reach consumers on mobile devices, because they’ve used analytics to see how much of their traffic is coming from smartphones and how many sales result. Because of that, eMarketer reports mobile marketing totaled “63 percent of all travel industry outlays in 2016.”
Noting the eMarketer study, Jim Nichols — VP of marketing for Apsalar, a mobile measurement and audiences company based in San Francisco — writes on Feb. 10 on Forbes.com. Nichols lines up all of his suggestions for travel marketers after saying this: “Building a good transaction site and app are only the first steps in what must be an ongoing commitment to mobile innovation.”
While Nichols didn’t list this first, Target Marketing is doing so — because social media may be one of the first places consumers search for travel ideas. Whether they’ve seen friends’ trips or are getting family members’ recommendations, it’s a good place for travel marketers to be to post content and answer questions.
Facebook, Instagram and SnapChat work for this type of marketing.
Twitter does, too. In just nine months, San Franscisco’s Personality Hotels saw $70,000 in hotel bookings after providing non-promotional travel advice to city visitors, comments about local restaurants and whatever else the “young, fun and on-the-run” social media coordinator was doing in 2010, according to Target Marketing.
Just about any social network can host the content marketing Nichols suggests: “Selfies taken in Las Vegas night clubs, for example, have significantly helped increase their luster and popularity. That’s been so important to the city; because as gambling revenue has declined, such clubs have become critical to business success.”
Make Mobile Fast, Easy
While it may not be as pretty as travel marketers like, faster means better SEO and more visitors. So Nichols says to try to avoid the images and go with simple graphics and text; use responsive design; “use Google's AdWords ‘Keyword Planner’ to identify the terms that are relevant to a particular topic” and use them for paid and organic search; and stick to one clear, scannable concept per page.
Nichols says travel marketers should personalize, localize (using the phone's abilities, as well as local search), provide ideas to consumers and solve their problems. For instance, regarding solving their problems, travelers should be able to hand taxi drivers a page with directions in their native languages in order to get to the hotel from the airport.