We've just published a news release publicising our latest mobile advertising case study which shows how Bristol International Airport increased the average spend in its Tax and Duty Free store by 50%.
You may recall an earlier case study we published showing how TTT Moneycorp achieved a 10.5% redemption rate with a mobile advertising campaign.
Together, these studies show that if an advertiser has a relevant departure day message for travellers, then mobile is an excellent vehicle through which to reach this audience to raise awareness and drive action.
Relevance works for advertiser and recipient.
Ian Hughes, MD of Consumer Intelligence, writing in DMI News picks up on this theme (and thanks, Ian, for mentioning easyJetText!):
"SMS marketing, done well, is not an unwelcome intrusion but actually a, ‘Hmm, thanks for that; I’ll check it out’ tool.
The trick is to get the context right; to align the receipt of the message with an opportunity for the recipient. Make it meaningful, relevant, useful, timely and accurate. If you know I have to be in a certain place at a certain time, then you know it’s timely and accurate. It has a high chance of meaning, relevance and usefulness."
When it comes to creating an opt-in dialogue with travellers, whether you're providing marketing offers or travel assistance, it's essential to engage in a relevant dialogue. And, a relevant dialogue in travel is: time-sensitive, location-based, and context-aware.
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