The School of Mobile Vol. 2 - The Detail
you are si�ng on the terrace with a Gin and Tonic or a glass of Pinot Grigio on a beau�ful sunny day,
the sun is going down and you are thinking, you know, I would really like a holiday… you check your
Blackberry to check emails etc and there is a targeted ad about a holiday deal to Costa Rica. Mobile
allows you to tailor offers to a very fine art.
mMarke�ng allows laser targe�ng and constant refinement
Mobile allows travel companies to capture opportuni�es that are o�en missed via other media
due to inaccessibility to the customer when they are most amenable and open to a par�cular offer.
It is not just about the footloose consumer, it is about how they are thinking at a par�cular �me.
Of course, this kind of marke�ng is extremely economical and it is easy to determine the ROI on a
par�cular day or within a par�cular week. If something is not working then mobile gives you the
ability to change the offer and refine it depending on context and results. Mobile is very adaptable.
There is no need to sign up to something that will leach your marke�ng resource for no percep�ble
return. There is the ability to constantly tweak and op�mise and adjust un�l the desired results are
forthcoming.
The key is that you have to be prepared to experiment with what works in terms of mobile marke�ng
for your company. It will probably take a while to hit on the right customers. Refine and tweak un�l
it is right. This makes it crucial that you work with a technology/solu�ons company that is a genuine
partner and holds the same perspec�ve with respect to mobile marke�ng. You really have to take
a li�le leap of faith and trust that the results will speak for themselves
The old adage holds: You have to spend money to make money
It is important to note though that although experimen�ng is important, you do have to invest in a
somewhat significant way in order for the campaign to garner the expected results. Flir�ng is not
the same as experimen�ng. It is necessary to buy into the idea and actually commit to it. A half-
hearted engagement combined with a lack of understanding of mobile marke�ng is likely to be a
failure. In order for you to maximise the learnings from an ini�al campaign to apply to your next
one, some minimum level of investment is required. With mobile marke�ng, like anything else, you
have to spend money to make money.
Exci�ng areas of development in mMarke�ng
In terms of the developments of mobile marke�ng, some of the most exci�ng developments are
not related to a par�cular technology, but rather about how to bring concurrent developments
together in a compelling package. This is combining search, loca�on, video and so on. In terms
of travel there are some really exci�ng developments with respect to direc�onal search and
augmented reality (these will be discussed in the future of mobile in travel sec�on).
Japan and Korea are using mobile in very imagina�ve ways and learnings from their experience can
be applied to developing innova�ve solu�ons within other markets.
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