The School of Mobile Vol. 2 - The Detail
Some considera�ons with respect to travel companies and mobile adver�sing
As a mobile adver�sing ver�cal, Travel companies have not yet run many campaigns in the mobile
space. This has largely been due to lack of any decent research or case studies appearing. However,
it is important to realise the unique opportuni�es available through mobile
Making mobile work for Travel
The mobile internet is typically used by mobile users as a stop-gap, �me filling ac�vity that offers
convenience on the go. However, these ‘opportuni�es’ to fill-�me on the mobile internet are
becoming more and more frequent for mobile users. The majority of mobile users also do have
access to a fixed line computer & ul�mately as now, this is where they will probably do the majority
of their travel research, planning and bookings, at least for the foreseeable future.
The mobile space can excel in two key areas for adver�sing:
1. The ability to complement any internet ‘above the line’ adver�sing and marke�ng ac�vi�es
and;
2. through its ability to provide a relevant message at any �me of the day to a device which is
always on.
Touching on the mul�-channel
The mobile can be used to extend consumer interac�on with the travel company through the use
of “shortcodes” where further informa�on of an offer can be received via tex�ng a request to a text
number or it can be used as a device to interact with press/poster/TV adver�sements. There is also
a huge opportunity for travel firms to post last minute deals any �me of the day with an immediate
click to call/booking facility included.
Capitalising on the Quick-Fix
The mobile users’ mobile phones may be used to provide “quick fix solu�ons” such as sport
headlines, train �metables, entering a compe��on, accessing a map to show a loca�on or, to find
the phone number of a business.
Therefore, it is important that any travel company looking at the mobile space builds a simple to
navigate, mobile specific, WAPsite that provides essen�al company details & phone numbers to
ensure they have presence when mobile users are hun�ng for ‘quick-fix’ solu�ons. In terms of
mobile adver�sing, travel companies could seriously consider using the mobile channel to offer late
or last minute travel deals or special offer promo�ons with a rela�vely short lead �me.
The power of Click-to-Call
Another feature that is important to include would be “click to call” func�onality. This would mean
that any user that clicks a banner or text link is then offered an op�on to be put through to the
travel company’s telephone sales line directly. One complica�on with incorpora�ng this feature is
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