In this context, it is also important to understand that the user's purchasing process is not only non-linear, but also does not take place on a single platform. The relationship with users is increasingly complex, while the tools and technological solutions linked to marketing help us to make this relationship increasingly relevant.
According to a study conducted by McKinsey, in the travel industry, when we analyse the complex cycle of the customer journey, the average customer pivots from channel to channel up to 50 times, interacting from computer, tablet or mobile screens. And thus, up to 100 points of contact are identified.
Aspects to take into account in a mobile marketing strategy
1. The need for a responsive web design
Nowadays it seems obvious, but the reality is that there are sweden phone number data still websites that do not adapt to mobile screens. Therefore, it is necessary to emphasize the importance of our site having a responsive web design , adapted to any mobile device; especially if we want to implement mobile marketing strategies . The latest Google algorithms 'reward' those websites that perform well on mobile devices by making them rise in the search rankings.
Websites that work well on mobile devices use responsive web design; that is, a design that automatically adapts to the size and shape of the screen from which the user connects to the website. As we have seen, creating your website with responsive web design is crucial to positioning yourself well in Google search rankings (and therefore, to being found by potential customers).
Achieving better organic ranking results is one of the reasons why tourism marketing should adopt responsive web design. Another reason is that mobile users will not stay long on your site if it is not responsive. According to ExactTarget , 27% of users abandon a website that is not optimized for mobile and this is what we must avoid at all costs: the longer the user is on our website, the more likely it is to convert them into a customer.
responsive designResponsive design provides a seamless user experience, regardless of the device used. This is important in the travel marketing industry as, according to Think With Google , nearly half of those who use their smartphone to search for leisure travel ideas end up booking through another device. Since many travelers do their research via mobile device before turning on their computer or laptop to book or purchase a travel service, it is vital to ensure that your marketing messages and brand look-and-feel are the same across all devices.