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The School of Mobile Vol. 2 - The Detail Chapter 2 - Mobilising the Travel Buying Cycle
Mobilising the Awareness Crea�on Phase
el Buying Cy
T
rav
Summarising this stage of the cycle
Capturing Dreams
This can be described as the point in the
Inspira�on
the travel buying cycle where people are
dreaming, thinking or flir�ng with the
idea of taking a trip or engaging in a travel
Awareness
Ingra�ate
experience and they are open to being
Crea�on
influenced and being made aware of the
various op�ons that are available to them.
Always on
Awareness may be about offering compelling
Immediacy
deals on price but many other quali�es also
create awareness and mobile can allow your
Instant Interac�on
company to tap those other factors that lead
into the process of awareness crea�on.
Possible Mobile Technologies/Solu�ons
A mobilisa�on scenario to create awareness
• SMS Shortcodes on inspira�onal posters/
magazine adverts/billboards etc to create
engagement with a travel brand
• The use of 2D barcodes on various
offline media where travellers can
Max the mobile jetse�er is walking along the
receive compelling content to help raise
street dreaming of going somewhere warm,
awareness (both of these op�ons relate
drinking piña coladas and swimming in azure
to crea�ng a digital return path)
waters and taking the girl who he has just
been on a date with… Just then he is rudely
• Strategic placement of adver�sments on
awakened from his pleasant daydream when
websites where travellers, dream, think
he is shoved by a scowling passer-by. At just
and plan with ‘send to/go to’ mobile
that moment, across the street he no�ces
func�onality to link the travel brand into
an outdoor billboard adver�sing a special
the process of awareness crea�on
deal to the Maldives. Tantalisingly, there
• Create an advergame or other type
is a call-to-ac�on entrea�ng him to SMS:
of mobile applica�on that creates
Paradise to 54321. So he does, he receives
awareness and engagement with your
by MMS a picture of beau�ful Maldivian
travel brand, creates a viral effect and
local and a link to a website. He clicks the
drives the prospec�ve customer to your
link and then that product gets added to
mobile website/ online website
his mental list of poten�al holidays (and
companies) to choose from… Awareness
•
Downloading a mobile travel guide
has been created and a poten�al customer or taster from a website where you
drawn to your brand. requested addi�onal des�na�on/deal
informa�on be sent to your phone
Go to Table of Contents Return to Travel Buying Cycle Overview Go to Table of Contents
18 © EyeforTravel Research. All rights reserved. © EyeforTravel Research. All rights reserved. 19
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