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Posts Tagged ‘campaigns’

Commit To Mobile Instead Of ‘Testing’

Posted by TeamITI on January 14, 2010

[tweetmeme source="itimarketing"]

Do you have a mobile strategy, or are you just winging it?

Participating in the mobile landscape is like any relationship: to be effective, you have to know what you want going into it. You have to be willing to commit and to compromise in order to have success.

Mobile is growing in importance; the recent acquisitions by Google and Apple of mobile ad networks, as well as the recent announcement of the Google Nexus One, demonstrates that fact. The problem is that too many people come at it from the wrong perspective. Mobile is first and foremost a communications vehicle, and the smart marketers are the ones that are using it in that way. Mobile is built on apps and ads, but all these do is provide an easier means of expanding the communication between a brand and the consumer.

Mobile should be used as a support and extension vehicle for other media campaigns by embracing that communications role.

It is not something to be planned in a vacuum, because it doesn’t perform well as a stand-alone effort. The ads in the mobile space are too small and un-engaging, and the applications that some companies develop are always an extension of an application from somewhere else. Customer service apps are an extension of traditional customer service. Mobile Web sites are a repurposing of existing content. No brand would begin with the mobile platform as its primary means of interacting with the consumer, because the reach and the experience are too limited. Mobile is rather a medium that is well used for continuing a conversation that was started somewhere else.

Mobile is a means of extending the conversation and going beyond the browser, the printed page or the television commercial. By integrating a mobile component for follow-up, you can provide a measurement element for other campaigns. Text messaging can be used for additional information. Mobile search can be used to get information on the fly. Location-based services can provide similar efforts.

To do mobile right, you need to be proactive and plan out the goals for your campaign, and you need to integrate it into your entire effort.

Don’t plan mobile as a “test” buy in your media plan, because it will be just like “testing” a relationship. If you don’t commit to a relationship, it can’t work. You can build a beautiful application but if you don’t promote it and integrate it into your overall effort, it will fail.

If you’re going to commit to a mobile integration in your efforts, be willing to compromise. You have to work within the parameters of where the industry is now, not plan for where it will be in a year. Your audience may not be at the forefront of technology yet — not ready for apps as advanced as you may want to try — but you have to respect them where they are (plus the industry changes so rapidly that you may not be correct on your bets). So reach out to your audience, get them interested, and then take them where you want to go.

This article was written by Cory Treffiletti on MediaPost Blogs. Read the original article here.

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Posted in Articles & Research, Mobile Marketing | Tagged: , , , , | Leave a Comment »

Predictions for “The Top 10 in ’10”

Posted by TeamITI on December 21, 2009

Millennial Media presents a new annual report: Millennial Media’s Top 10 Mobile Predictions for 2010. Based off of a compilation of observed consumer behaviors, advertiser and industry data, technology and device trends and campaign analysis pulled from their network, the predictions prove 2010 to be a defining year for mobile advertising.

Millenial Media states:

“2010 WILL NOT BE THE “YEAR OF MOBILE.” The proverbial “Year of Mobile” came and went. There was no cataclysmic tipping point that shocked industry-watchers into acknowledging mobile as a highly effective and efficient advertising medium.

While some were taking a wait-and-see approach, innovative advertisers were in market with creative, relevant and impactful mobile campaigns. They were building mobile sites and branded apps, and they were implementing longer-term mobile strategies.

In 2010, brand advertisers will increasingly allocate larger portions of their digital media plan towards mobile to further capitalize on this truly personal consumer medium.”

Millenial Media gives these Top 10 for Mobile in 2010:

  • The U.S. Mobile Web Will Reach Nearly 100M Unique Users Per Month in 2010
  • Advertisers Invest Signi­ficantly in Site and Application Mobile Destinations
  • New Entrants to the Mobile Market Emerge
  • Location x Relevancy x Immediacy = Mobile Triple Play in 2010
  • Advertisers Will Increasingly Buy Audiences over Buying Media Properties
  • Mobile Will Be Called to Task on Privacy
  • Mobile Retail Activity and Commerce Proliferates
  • Demand Will Exceed Supplyin Some Areas; Supply Will Exceed Demand in Others
  • Competition in the Application Space Increases
  • Agencies Demand Frequency Capping & SOV

Click here for a free Download of the entire article and more detailed information on Millenial Media’s Top 10 in 2010.

Posted in Articles & Research, Facts, Figures & Trends, Mobile Marketing | Tagged: , , , , , , , , , | Leave a Comment »