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The School of Mobile Vol. 2 - The Detail Chapter 3 - Mobile Technology and Solu�ons
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that many mobile internet users access the mobile internet outside of standard working hours; i.e.
a�er 7pm & at weekends. Therefore, it is important that the travel company is able to offer 24hr (or
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late night & weekend) telephone response.
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Insights from Automo�ves:
The Automo�ve industry can provide great insight into how to use the mobile internet space.
The majority of automo�ve adver�sing across TV, Press, & Outdoor now carry “short-code”
ads. These o�en carry messages such as text “car” to 8333. This works in two ways; firstly, by
providing an ROI model for the individual piece of media booked and secondly by collec�ng
customer data through the acquisi�ons of the respondent’s phone number, name & address
details. Some automo�ve manufactures have even built specific WAPsites that inform the user
where their local dealership is and will even book a test drive for them there and then. Great
stuff!
(Source: Adapted by EyeforTravel Research based on a contribu�on provided by Yodel Digital)
Mobile as part of a mul� channel adver�sing strategy
By combining mul�ple media channels, including mobile, marketers and adver�sers can boost their
overall effec�veness substan�ally. This is key and relates to thinking about mobile as the glue that binds
together all the varied channels within an individual travel company’s marke�ng & adver�sing mix.
Adver�sers are finding ways to generate impact through integra�on of tradi�onal off-line media
such as; print, broadcast media, billboards, digital signage and email, with social media, mobile
and other new-fangled technologies and channels. This increases the possibility of marke�ng
campaigns going viral.
For example, if you have an ad in the physical world, i.e. a newspaper ar�cle, it is embedded with
one of a series of ‘media tags’ which allows it to be linked to a mobile device thus ‘converging’
different types of media. Such as:
• SMS Shortcodes
• 2D Barcodes
• Mobile Search
• Image Recogni�on
• A Direct URL entry (to online or mobile website)
This is about enhancing interac�vity and allowing the consumer to have a ‘digital return path’
(Source: Mobile Discovery) so as to gain informa�on, have an interac�on with a brand or perhaps
even purchase something. Three types of interac�on are iden�fied by Mobile Discovery:
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