1. A mobile-friendly email marketing campaign
Today, a large number of users already use their smartphones as their primary device for most of their online activities or searches, including checking email.
Did you know that 65% of emails are opened from a mobile device before a computer? Therefore, one of your objectives should be that your emails have an attractive and usable design also on mobile screens. In this way, we will offer the user not only the best content, but also a better visual experience.
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In this link you can read an article by Aaron Beashel, Director of Content and Community at Campaign Monitor. In this text we find some tips to work an optimal mobile email marketing strategy:
“The key is structuring your email to appeal to scanners, using elements like headlines and images to capture their attention as they scan and draw them into reading your copy in more detail.”
Aaron Beashel
Beashel stresses that the email should be divided into small paragraphs, each of which should have its own headline and supporting image. One of the most important features he mentions is that each paragraph should highlight a single topic, making the idea we want to convey very clear.
We will also prioritize our messages, placing the most important ones in the first and last paragraphs. It has been proven that the first and last messages of an email are the ones that will be remembered the most. You could also, for example, use a postscript (PS) to capture the user’s attention in a final key message.
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2. Messaging Apps
When was the last time you made a call? What about the last time you sent a message through a mobile app? Currently, text messages are the main means of communication for many users. In fact, many customers are already accustomed to contacting companies through these mobile messaging applications.
So, here are some strategies to follow to use these messaging apps to put into practice between your hotel and your guests.
Improve communication and service for your customers. Instant messaging makes it much easier to follow up and improve customer service. You will get 40% more responses if you use text messages instead of phone calls. Instant messaging also gives you the opportunity to communicate in a more informal way and create a more friendly relationship with your customers.
Marketing and promotional strategies can also be complemented with messaging applications to deliver your best offers to your guests. How? Using one-to-one platforms for direct communication.
Experts in this area suggest that messaging apps be used to connect with loyal (repeat) customers rather than to attract new guests. But, as we already know, content is king. Therefore, by offering quality content to your customers, we will ensure that they remain interested in our brand and want to continue receiving communications about our products.
Use the chatbots. As Sujan Pate, Growth Marketer & So-founder of Web Profits, defines in Forbes:
“A chatbot is a computer program that mimics intelligent conversations with humans, usually through audio or text. The goal is that, rather than just searching for information on your website, a customer can interact with a chatbot to find what they need.”
Sujan Patel
You can use chatbots to let your customers know about your best offers or promotions, to share new ideas or experiences about your destination or to answer frequently asked questions in a fast, effective and automated way. Chatbots will save you a lot of time.
3. Mobile SEM strategy
According to Google, more and more searches are being conducted on mobile devices, surpassing Internet use on computers and even tablets. What’s more, mobile searches that are related to activities to do during a trip increased by 25% in 2016 compared to the same data in 2015.
In mobile marketing, text ads and display ads work differently. In May 2016, Google announced a redesign to its AdWords tool “to help marketers succeed in the mobile-first world.” The most important changes have been implemented in text ads, the responsive design of display ads, the adjustment of each type of advertising (responsive) and the ‘promoted pins’: the new local search ads through Google.com and Google Maps.
According to Criteo’s Travel Report, the majority of travelers who make a last-minute booking do so from a mobile device. That is why it is important that you keep up to date with the latest SEM trends and adjust your last minute bookings with this online advertising strategy in mind.
4. Mobile social media
It goes without saying how important social networks are today. But it is worth noting that almost 80% of the time users spend on social networks, they do it from their mobile devices (according to these data from Greg Sterling published in Marketing Land).
It is important to keep in mind that social networks already ensure that our content is resized to adapt to different screen sizes. But the possibilities in social networks related to the mobile-first world go far beyond that:
Use live videos and 360º videos on Facebook and Instagram Stories. You can also work with streaming videos (live) from Youtube. With this type of real-time content you will be able to target your customers in a much more impactful way, improving their experience as online users.
To succeed in the mobile-first world, you will need to adjust your Inbound Marketing strategy to the new trends and it is not enough to just keep up with the new trends or new tools that your competitors implement, you will also need to develop your own.
