Some Thoughts on Mobile
Lorna McNamara, Marketing Director
There is no denying that the percentage of visits and bookings to hotels from mobile devices continues to grow and as relevance increases. In turn, so does the discussion on what constitutes best practice for mobile marketing. In1 Solutions has been providing both mobile websites and mobile booking engines to hotels for a number of years. We have included some of our findings below, together with some industry tips:
- Minimal Mobile Design – Keep the colour schemes simple and the mobiles sites uncluttered. You can read more on minimal mobile design on the Econsultancy blog and read about how keeping it simple can often work best within the restricted space of a mobile environment.
- When to be Responsive – Decide when a responsive solution is best for your property, and when to default to a mobile designed site for mobile devices. We have found that in some cases, defaulting to a mobile device can work best when the market is looking for a quick and easy way to book accommodation online, rather than looking to browse through multiple pages concerning various products and services on offer at a hotel. However, when promoting weddings or destination spas, it can be more suitable to provide the full website in a responsive format for mobile devices. An example of this is our responsive site for the Shelbourne Dublin wedding site.
- Keep it Fresh – When offering a dedicated mobile website as opposed to a responsive site, it is just as important to keep the content relevant and interesting. Updating the information and offers on a regular basis will ensure that your mobile site delivers.
- Mobile PPC – When devising your Pay Per Click campaign you need to ensure that you research your market and understand their online habits, with regard to the various devices they use – and which they are most likely to make online purchases on. You then need to ensure you have the right allocation of your monthly budget to mobile devices, keeping a close eye on the conversion rate, geo-targeting and particular objectives for each campaign.
All companies who offer their product for sale online are operating in the mobile marketplace. Mobile acts as another device option for viewing or purchasing online, so should always be considered as a part of a success integrated online marketing strategy. That being said, there are two key elements that warrant paying particular attention to the mobile element of your strategy – size and data. With a well designed responsive website, there is no real difference between viewing a hotel site on a desktop, laptop or tablet. In general they are viewed using an internet connection. A responsive site can help to alleviate the issue of viewing a website on a smartphone. If the user is viewing without a WiFi connection, then the size of the content on a site can be an issue. Fully understanding your market and their online preferences, thus adapting your mobile strategy to best meet their expectations will ensure that you have an effective mobile strategy that delivers.
Tuesday, February 25, 2014