Travel marketing: 10 reasons your travel brand needs to go mobile:

October 28, 2011
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Travel marketing: Are travelers searching for a mobile site you haven’t built yet?

August 15, 2011

8 out of 10 Google advertisers report they haven't built a mobile site yet.

Several studies confirm that travelers are adapting to the mobile platform faster than the brands they are trying to access.

  • In a recent survey by Frommer’s, 52% of respondents said they are most likely to access travel information from their mobile devices when traveling, up from only 27% a year ago.
  • Google just reported that mobile traffic is growing at about 20% quarter over quarter.
  • eMarketer reports that 50% of all new internet connections worldwide are coming from mobile devices.
  • Yet Google  found that almost 8 in 10 of their top advertisers have not built mobile-specific websites.

Mike Putnam, Director of Mobile Product at TripAdvisor discussed that growth in an interview with Ritesh Gupta from Eye for Travel.

“We’ve seen tremendous growth in site usage across mobile platforms over the course of the past 12 months. When we launched (our mobile site) in March (of last year), we had roughly one million unique monthly visitors.

Fast forward one year, and we’re now seeing more than five million unique monthly visitors.”

Rob Torres, managing director of travel at Google says that people searching for travel information using Google Mobile is growing exponentially.

  • According to Rob, “The percentage of queries coming from mobile devices now makes up 19.5% of all hotel queries.”
  • In the same interview, Torres also reported that the number of mobile travel bookings has increased 10 fold from 2008 to 2010, from $20 million to $200 million.

So what do these experts advise?

“Travel companies that do not invest in the mobile web may be left behind in the years to come as smartphones and tablets become even more ubiquitous,” says Putnam.

Torres concurs, “We see mobile websites as a no-brainer opportunity for marketers…Travel queries coming form mobile devices make up more than 15% of all queries.

Yet most travel advertisers are allocating less than 5% of their search budgets to mobile search. So there is certainly room for growth.”

Have you created a mobile landing page or website yet?  If not, when?  If so, how’s it going? Talk to us.


Leisure marketing: The mobile shopping revolution is here. Is your leisure brand ready?

January 12, 2011

33% of respondents in a new survey said they had used their smart phone to shop, and another 26% plan to in 2011.

The numbers are in and the percentage of  people using their mobile phones to shop is growing exponentially.

Foresee Results just published a new survey of 10,000 visitors to the top e-tailer websites.  The results are startling.

  • Almost 6 in 10 shoppers are either already using their mobile phones or plan to use their mobile phones to shop in 2011.
  • 3 in 10 shoppers had used their mobile phones to compare product details, look up prices or find store locations this past holiday season.
  • 11% of respondents reported making a purchase with their mobile phone this past holiday season compared to only 2% last year.
  • 56% of mobile shoppers compare prices, 46% compare products, 35% look up product specs, and 27% read customer reviews.
  • 7 out of 10 visitors to bricks and mortar stores say they use their mobile phones to access the store’s website while in the store.
  • 5 in 10 of those same visitors to bricks and mortar stores say they use their mobile phones to access the store’s competitors’ websites.
  • 3 in 10 respondents said that a good mobile site increases their chances of purchasing online and another 3 in 10 say they are more likely to buy from that store’s bricks and mortar location.

Major e-tailers reported significant growth in mobile sales this year.

  • Amazon is bringing in $1 billion annually from its mobile sales.
  • eBay reported that online shopping using its mobile app increased 134% this year.
  • ABI Research reported that mobile online shipping in the U.S. increased from $396 million in 2008 to $1.2 billion in 2010.
  • ABI predicts mobile sales will reach $119 billion by 2015.

“This finding indicates a huge opportunity for retailers with sophisticated, user-centric mobile sites and apps,” says Kevin Ertell, vice president of retail strategy at ForeSee Results and author of the study.

The study’s authors make a number of recommendations leisure marketing pros should follow:

  • If you haven’t already, develop an app to make shopping and researching easier for your mobile shoppers.
  • Optimize your current site for mobile users or  develop a special mobile site.
  • Make sure your mobile site makes it easy to research your products and compare them to your competitors.

You can read more about the results of Foresee’s research here.

What are you doing to get ready for the mobile revolution?  Tell us about it.


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