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Posts Tagged ‘iPhone applications’

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.

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

Pizza anyone? Order via iPone application…

Posted by TeamITI on July 17, 2009

pizzahut

Here is an example of how iPhone apps (applications) can be an important and far-reaching marketing platform for your business!

When it comes to trying to harness social media to get an edge in the increasingly brutal fast-food wars, Pizza Hut certainly isn’t alone. But Pizza Hut is somewhat unusual both because of the intensity of its social media focus and because it’s specifically seeking to promote its profile as a social media innovator.

The chain has promoted its hiring of a “twintern” to manage its Twitter and social media presence, as well as the twintern’s first tweet, which was devoted to announcing free stuffed pizza rolls on July 4, to celebrate Pizza Hut’s Facebook fans reaching 1 million.

Pizza Hut has also reported that it has the most-searched food/restaurant site on the Web, and that its average of nearly 4 million visitors a month is by far the largest in the pizza category. The online and social media buzz not only provide a cost-effective means of announcing and marketing product launches and promotions, but is serving the crucial function of getting out the word that Pizza Hut is “the leader in new and emerging ordering formats in the pizza category.”

Pizza Hut’s easy-ordering platforms already included its site, a widget on Facebook, and text messaging. And now, the chain has officially announced the launch of a new iPhone and iPod Touch app, which has been in beta since July 8.

Read entire article here.

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Posted in Articles & Research, Social Media | Tagged: , | 1 Comment »

Applications are the new Web sites

Posted by TeamITI on July 15, 2009

corytreffilettiInteresting article by Cory Treffiletti. Key lesson for tourism marketers:

Marketers need to be cross-platform at this point and this seems to be the wave of the future.

Think about it; in a distributed media environment where syndicating content is the core of a user interaction strategy, applications can become as important, if not more important, than your actual Web site. This is especially true when you consider that mobile is rapidly growing in importance as it becomes standardized on three primary platforms: iPhone OS, Android and Windows Mobile.

As more and more people are becoming familiar with the various app stores from Apple and the phone carriers, more people are downloading and installing apps that provide them with access to their favorite content and services. If you peruse the Apple App Store on iTunes, you see some very familiar brands taking advantage of this new environment. Facebook , Google, Yahoo, Wells Fargo, Bank of America, The New York Times, The Wall Street Journal; all of these big brands are establishing a regular user base with applications. And when people start using these applications, they dramatically reduce their time spent with the brand’s central Web site.

As a focus group of one I can tell you there are a number of brands and experiences that I only view on my phone through an app, never having visited their actual site. FML is a funny site that I’ve only viewed through my phone. Twitter and Facebook are viewed evenly through my phone and through a browser, but when it comes to Twitter I tend to use TweetDeck more than the actual site. All of these are examples of companies that have embraced the syndication of their platforms and recognize that consumer behavior is changing.

What this means for marketing is clear.

Marketing in this kind of environment requires more fragmentation and the addition of more tactics to clearly execute a strategy. In Web 1.0 and Web 2.0 it was possible for brands to focus their digital marketing efforts on two to three fundamental tactics. You could focus on search, display and one other component to execute effectively, but that doesn’t work as well anymore. You need to pick partners and work with them to execute across all of their platforms in order to sustain targeted reach. As a byproduct, you most likely achieve frequency as well. That means applications are even more important and potentially crucial as a vehicle for interacting with a consumer.

Back in the olden days of the Internet, brands did multiyear upfront deals with the major players like Yahoo, Excite and Lycos and they locked in multiple avenues to get their messages to the right target audience. In recent years those deals became fewer and far between because networks came into play and provided broad reach by aggregating many smaller publishers together. As fragmentation increases, I foresee those larger package deals coming back into vogue as marketers identify key partners and look to use those partners across multiple platforms, with the platforms including Web, mobile, apps and video.

Google apparently has already gone down this route and is including mobile and in-app advertising with its AdSense product. For me as a marketer, this provides a great way to start testing other platforms, but I can see how some marketers would get upset with this if they weren’t aware it was happening. As always, a policy of full disclosure tends to take care of any issues, but where Google is headed seems very logical to me. Marketers need to be cross-platform at this point and this seems to be the wave of the future.

If you aren’t examining the application space yet, you should get started very soon. It’s heating up quick, and the players with the most reach and the strongest units that can drive impact will win that race.

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