A Case for Mobile Display Marketing in the Hospitality Industry
By Lucas Cobb VP, Integrated Planning, MMGY Global | January 06, 2013
It's been said enough that "mobile" is a ripe landscape for travel marketers.
Statistics abound detailing who, what, why, where, when, and how consumers are leveraging devices to plan, buy, experience, and share their travels.
I don't think we need to revisit those statistics now, but what we do need to explore is how these new interfaces and resulting behaviors are opening up a new channel for digital marketing. This channel is a twist on traditional digital marketing (if such a statement can be made), which leverages the constructs of mobile websites and device-native applications for the delivery of targeted display advertising.
Definition: eMarketer defines mobile display advertising as banners, rich media and video ads on WAP sites, mobile HTML sites, and embedded in-application/in-game advertising. These placements are viewed via smartphone or tablet devices.
Our mission today will be to explore the mobile advertising landscape and the resulting opportunities that exist for hospitality marketers, as well as to offer up some best practices collected from our experiences at MMGY Global.
Mobile Marketing Landscape