How can travel brands adapt their marketing for mobile?
Mobile marketing is becoming increasingly important for travel and tourism companies, with jet-setters across the world using more apps and mobile sites to keep informed on the latest news.
There are many ways that organisations can improve their marketing to ensure it is more suitable for travellers, but many are not aware of how important the mobile platform is in the grand scheme of marketing.
Thanks to the increasing popularity of smartphones and mobile broadband, the mobile platform is fundamental to any marketing campaign and this is especially relevant for the travel industry, where people are constantly using their handsets to keep up to date with news as they are on the move.
Research from Criteo found that mobile accounts for the majority of the overall growth in travel bookings since 2014, with the share of mobile bookings nearly doubling thanks to a rise from 12 percent to 23 percent between the second quarter of 2014 and the second quarter of 2015.
As well as this, the study found that mobile apps are generating 49 percent of mobile bookings for advertisers who invest in in-app tracking and advertising, rising from only 12 percent a year ago.
With this in mind, it is clear that mobile is absolutely crucial for any companies that are looking to develop a globalised presence, but how does translation fit in?
What needs to be translated?
Travel companies need to make sure that all areas of marketing are translated successfully, including in-app performance advertising, which enables companies to deliver highly personalised ads to consumers depending on their browsing habits.
It is vital that companies use specialised translators to make sure that all advertisements are displayed in the correct language and tone for readers. Showing promotions from other countries is a big no-no and could result in significant reputational damage.
For mobile apps, it is important that companies create different versions that are tailored to each of the major markets they operate in. Rather than using basic online translation tools, analyse the app thoroughly and look at ways you can make it more appropriate for each country in relation to aspects such as images, video and tone of voice.
How are travel companies changing their approach to mobile marketing?
With mobile devices becoming more prominent across the globe, companies have been forced to change their approach to marketing.
A new study from Expedia looked into the market, finding that 94 percent of people bringing at least one mobile device with them on vacation.
Some 76 percent of travellers said that their smartphones are “very important/critical” to their daily lives, while 70 percent say the same about their laptop and 48 percent feel the same about their tablet device.
Dara Khosrowshahi, President and Chief Executive Officer, Expedia, Inc. and President, Expedia Worldwide, said: “Travelers are not only researching and booking trips on mobile, but they’re also complimenting their meals, complaining to providers and capturing every trip detail. This is the new normal when it comes to travel.
“We chose to take a closer look at multi-device habits amongst both leisure and business travelers worldwide to better understand how technology is being used throughout the journey so we can continue to deliver contextually relevant mobile experiences.”
Expedia also found that 35 percent use their smartphones more when they travel than when they are at home.
It is clear that modern marketers need to be aware that travellers are using their mobiles more often than ever before to share their moments from their trip with friends and keep up to date with news from back home.
If marketers do not ensure all elements of their campaigns are properly optimised for global readers, they could fall behind competitors and damage their global reputation. Do it right though and the world is their oyster.