The School of Mobile Vol. 2 - The Detail
sites. There is a whole new genera�on of people being brought up breathing digital media. Even
though the propor�on of people right now who actually have smartphones is rela�vely small, the
propor�on is growing and the users are becoming more and more savvy and comfortable with the
technology. Now could well be the �me to start experimen�ng with mobile marke�ng so you don’t
end up looking like a dinosaur when the market matures.
Mobile marke�ng is on the up and ROI can be generated but it is in preparing for its explosion
that makes now the right �me to move.
(Source: InsideMobile)
A really good example of where the market is at now is the fact that you can buy a consumer-
focused Blackberry Pearl for the kind of money that many teenagers around the world regularly
spend on a new cell phone. Not to men�on the great deals that can be had on Nokia N series
phones, the HTC G1 and many other phones being offered by up and comers Samsung and LG. This
is game-changing, make no mistake. It seems that it has been the ‘year of mobile’ for every year for
the past five years but now ‘the winds they are a changing’.
What is exci�ng in terms of mobile marke�ng is that the market is dicta�ng the technology available
even at the bo�om end. It is not so much about WOW, look at this latest gizmo with all its bells
and whistles that will do this and that instead, it is about how society is driving the demand for
the underlying technologies. These proac�ve consumers are taking the lead in uploading content,
crea�ng communi�es, engaging in social, mobile lifestyles. It is an interes�ng �me and it shows
that travel companies do have to get involved at some level to prevent the sophis�ca�on and
preferences of their customers and poten�al customers moving too far ahead of them. There will
always be some travel company that will get it and begin to eat into others market share so it is
important not to be le� behind…!
Be Strategic, Be Be strategic
It is very easy to spend a lot of money in mobile without achieving the expected returns so taking
a genuine high-level strategic approach is a must. This is not just strategy about mobile marke�ng
but about the essence of mobile for your business.
Ge�ng inside the minds of your customers…
mMarke�ng is about leveraging new ways of communica�ng with your customers and in some
cases new product proposi�ons. Companies are having to change very fast to account for many
of the new ways that their customers are thinking. This is certainly true in the travel industry; in
the age of the travel comparison site, social media and the user-generated-content led genera�on
that use meta-search sites and are not afraid to flick between brands for a number of some�mes
confusing reasons. Mobile taps into these thought processes and this really is indica�ve of why
travel companies may need to incorporate mobile marke�ng to engage with their consumers as
they move through the travel buying cycle in new ways.
Your strategy should define the route you take in terms of mobile marke�ng, don’t be seduced by
sexy technology, ROI in mobile marke�ng is more than skin deep.
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