Advertising on mobile is an essential part of any full funnel marketing strategy. Learn why being present on mobile is so important to convert travelers with Lina Ang and Ed Stevenson.
Having an optimized mobile experience can make or break a booking. As a traveler moves through their path to purchase, they will search and even book on many different devices. Make sure your brand aligns with customer expectations by providing an optimal mobile experience—from advertising on mobile to booking directly on mobile.
Think through capturing a sale and start from that back point. Particularly if it’s a higher-end luxury property, it’s a more about considering a purchase, so you typically find that mobile sites are more of an information piece. But, you have to also be prepared for converting that customer. So again, make it very easy for the customer to see the path to conversion on their own websites.
Align Your Mobile Advertising Strategy with Mobile Usage
How travelers use mobile can vary, especially when we compare regional data or type of travel booking. According to Sojern’s own data, we see that 31% of searches are completed on mobile in the US, whereas in APAC 45% of searches are done on mobile. We also see that when travelers are looking to book a luxury hotel 45% of searches are done on more than one device, but rarely booked on mobile. Whereas with economy hotel bookings, travelers are more likely to book directly on a mobile device. When expanding to new regions or targeting audiences, make sure that your mobile advertising strategy is prepared for that audience behavior.
Lina Ang, General Manager of APAC, explains why mobile is essential for growth in the region:
Digital travel sales in APAC are expected to be 253 billion dollars this year with a steady growth year-on-year. And, 43 percent of that represents mobile bookings, therefore it is essential to have a desktop and mobile strategy to enjoy a share of that pie.
How to Track Mobile Attribution
Considering that there is no average traveler—each path to purchase is unique to every trip, even when the same person is searching from one trip to the next. By having a solid attribution model in place, you can SPUOP. Sojern give advertisers the opportunity to reach audiences that they otherwise could not accurately see on their own.
Ed Stevenson, VP of Sojern Inside at Sojern explains:
Attribution covers all manner of sins really, I think that often people think about attribution in terms of last-click versus multi-touch and so forth and the truest form of attribution is to understand value and to understand whether or not digital, or media, or any kind of exposure has actually changed the behavior of a user.
With the future of attribution, unfortunately, I think it’s really gonna be more of the same. I don’t see anything which is going to bring Google and Facebook closer together, I think that we’re going to continue to see these two separate universes even get further apart.
Sojern plays a large role in helping advertisers attribute a bit more effectively, and one of the big reasons for that is that our audiences are not behind walled gardens. One of the great things about the Sojern audiences is that we give advertisers the opportunity to reach these massive audiences, get a 10x increase of reach from their current audiences that they’ve got, but then also have full visibility to be able to attribute them correctly.
Get in touch to learn how Sojern can take your mobile advertising to the next level.