Travel Industry Marketing Conversations

by the folks at ITI Marketing, Inc.

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Posts Tagged ‘technology’

Apple’s iPad: Exploring The Massive Mobile Marketing & Advertising Potential

Posted by TeamITI on February 1, 2010

[tweetmeme source=”itimarketing”]

The announcement of the Apple iPad ushered in a new wave of mobile technology unlike anything we’ve seen in a long time, and with it came unrivaled potential for mobile marketers and advertisers to explore new possibilities.

Apple has taken the same initiatives with the iPad- bringing the simplistic approach of the iPhone, combined with the processing power of larger laptop computers, to create a device that would appeal to just about anyone.  The iPad, and tablet devices in general, are an entirely new segment of mobile technology, and with it comes endless opportunities for brands to engage users in brand new ways.

The iPhone opened new possibilities in the areas of mobile advertising, branded mobile apps, in-app advertising and content distribution in general.  Adding iTunes-based payments to the mix created the vibrant ecosystem we see today, and that success will parlay into the iPad as well- with a larger screen to engage users further.

The large screen provided by the tablet allows for the display of much richer media.

It can display hi-res videos and other content that’s always been cumbersome for users on smaller screens- this aspect is one of few hurdles mobile marketers and advertisers needed to overcome to make their content standout and bring the best of both worlds: the relevancy and location aspects of mobile devices, with the large-screen vibrancy of desktop and notebook computers. Video will be a huge asset to marketers on the iPad- the iPhone opened up the possibility of truly “watchable” video on mobile devices, and the iTunes store made access easier than ever.  With the iPad, that concept is taken to yet another level, and marketers will put it to good use.

Read the original article here.

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

Five-minute interview with Jonathan MacDonald

Posted by TeamITI on January 26, 2010

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” The key to a successful mobile strategy is identifying and meeting the needs of citizens, through interactive and utility-based mobile services”, says MacDonald.

As an entrepreneur, consultant, blogger and all-round evangelist for mobile, it’s easy to see why Jonathan MacDonald is impressed by mobile services that help make the lives of busy people easier and more productive. With a background at Ogilvy, Blyk (a pioneer in permission-based mobile advertising), super-club Ministry of Sound and Sky TV, MacDonald is now currently involved in a wide range of mobile initiatives all coordinated through JME.net. He blogs at jonathanmacdonald.com and regularly speaks at mobile events – catch him at M-Football on January 21 2010, London, UK.

Excited about..
I think it has to be the potential to provide utility and convenience for citizens. I am a big fan of things that increase productivity and make our lives easier. I am also excited about ways in which we can express and interact more instantly. All in all, it’s the mobile facilitation of more valuable experiences.

Who is the new kid on the block?
Keep a close eye on Tungle. This is a fairly new service that allows you to book meetings with people without constant back and forth emails. You simply indicate which times you are free and anyone else, regardless of whether they have a Tungle account, can pick times that also work for them.

Furthest sector ahead
My version of exceptional mobile Web and mobile marketing is the provision of outstandingly useful information or content. The sectors that nail this, in my opinion, are navigation and travel.

In travel, Lufthansa and Austrian Airlines are great examples, having trumped bigger operators with their mobile executions. With these, checking in takes just a few clicks and your boarding pass is actually a barcode on your screen, readily accepted by airport staff. As handset capability improves, you should expect to see this type of utility re-defining transport logistics. When it comes to navigation, companies like TomTom charge a fair whack for the service, but deliver excellent extreme value, so there’s good ROI. Take the TomTom app, it links to your address book and provides the ability to plan routes when not in your car – attractive options, if you can afford the premium price.

Successful mobile services
Generally I find countries that have skipped evolutionary technology and gone straight to mobile the most exciting. In these developing countries the usage and concepts for mobile are far more utilitarian and increasingly ubiquitous.
Citizen acceptance and adoption is not necessarily based on persuasion, or even seduction, but by basic need. The developed world would do well to learn that successful mobile services are rooted in meeting the needs of the citizens.

Maximum effect
I am absolutely convinced that the ability to have two-way interaction in contextual real-time will revolutionize mobile Web/marketing. For this to happen though, we must learn how to communicate with citizens in a non-patronizing and non-intrusive way. Brands that empower and earn trust from customers are first reap the rewards from mobile.

Resources
For a start I would recommend resources that are less to do with technology (including mobile), and more to do with psychology. Listening too much to people ‘inside’ the industry risks a mass circle-jerk of justification rather than increased understanding of how people interact.

This interview is published by Mobi Thinking, read the original article here.

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