The Growing Importance of Mobile Marketing Strategies for Hotels
By Jennifer Dunphy Vice President of Sales & Marketing, Vayu Media | January 05, 2014
Over the past two years, multiple studies have confirmed the importance of mobile marketing and the improved performance metrics of mobile vs. other avenues of digital advertising, especially as it pertains to the hospitality industry and hotels. Now, newer studies are starting to reveal more subtle insights into mobile consumer behavior. One study even revealed that an overwhelming 50 percent of travel-related mobile queries result in a purchase.
With society's hyper-connected mentality and with over 75% of the world having access to mobile phones, and over 50 million people using tablets in the US alone, the possibilities of where mobile is poised to go is infinite.
So why is it that mobile communications are able to yield such tremendous returns for marketers? It is because effective mobile campaigns allow you to speak to your guests personally, targeted to the right time with a sense of urgency when they are ready to book their accommodations. Studies have shown that up to 42% of US consumers prefer to get offers delivered via text and 97% of mobile subscribers will read a text within 15 minutes. Can you imagine the power this could have to turbo charge your current marketing efforts?
The number of smartphones in use worldwide has now exceeded the 1 billion mark. To put things into perspective, last year, more people purchased smartphones than PCs. Even with the glaringly obvious potential for marketers to capitalize on this skyrocketing growth of mobile device adoption, only a dismal 15% of companies have a mobile optimized site. To further magnify marketers' mobile sense of urgency, Google estimates that there will be more Web traffic via mobile, than through PCs this year.
With infinite ways to chop and dice data, the one thing all the results have in common is that the numbers are all in favor of mobile' role in the future of hotel marketing. For good reason, the mobile travel behavior and mobile usage of hotel guests have been receiving a lot of attention over the past few years. Millennial Media published data showing that the travel category has moved from ninth to third position in terms of mobile ad spending in the course of one year from 2011-2012.
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