Travel Publishers – You Need To Think Mobile
The mobile platform has completely revolutionized the way people act while “on-the-go” in a wide range of different ways. It’s never been easier to keep in touch with friends, family members and colleagues – even if you’re stuck in traffic during your morning commute at the time. If you’re in an airport waiting for your plane to board and suddenly find the need to get some urgent work done, you can easily do so from your mobile phone, tablet or similar personal device.
Based on this, it should come as absolutely no surprise that mobile has also been a godsend to travelers all over the world. One of the most important things to keep in mind is that this also extends to not just the travelers themselves, but the companies publishing the material these travelers are consuming: namely tourism magazines, brochures, guides, pamphlets and more. As more and more people are increasingly turning to mobile as a means of consuming content, it makes all the sense in the world (no pun intended) that the future of travel publishing relies on a strong mobile content strategy.
Why Travelers Love Mobile
All of the benefits of the mobile world for people like personal users and business professionals also extend into the world of travelers. If you’re in a place you’ve never visited before, the last thing you want to do is carry dozens of travel brochures and guides around with you. Not only can this quickly prove difficult to manage, but it also makes you look like what you are – a tourist. Depending on the area you’re visiting, this could make you a prime candidate for someone willing to take advantage of that natural “fish out of water” state that you’re in.
In that sense, mobile makes literally everything easier, both for the people publishing travel materials and the people consuming them. Distribution is both simple and lightning fast, as guides, magazine issues and more can be accessed from any location on Earth where the reader has an active Internet connection. Content optimized for the mobile platform isn’t just easier to transport, but also easier to navigate – scrolling with your finger through a mobile optimized travel guide is always easier than trying to find real-time information in the print version
Making Mobile the Foundation of Your Marketing Strategy
If travel publishers want to take advantage of the benefits that the mobile platform offers and make the medium as a whole the true cornerstone of their marketing strategy, they need to keep a few important things in mind.
One of the best techniques to pursue involves SMS delivery of materials like brochures and pamphlets. SMS delivery, as its name suggests, makes getting content into the hands of readers as easy as sending a text message, and with an open rate of 99%, SMS is by far the most effective means of getting your voice heard. Not only does this dramatically cut down on printing costs, but it gives readers the immediate access to the information they need, when they need it the most. It’s also a great way to boost the discoverability of your content, as it’s as easy for readers to share that information amongst themselves as it was to receive it in the first place.
In terms of mobile travel publishing, publishers also need to be willing to think outside the box. SMS can’t just be used in their marketing plan – it needs to be used creatively. One savvy travel publisher might allow readers to text a keyword to a particular number to receive more information on a particular topic. If a reader is in Cleveland and wants to know where to go to dinner, they could text the word “dinner” to a particular number and instantly get back a list of results in response.
SMS can also be used to automate certain responses of the publisher’s choosing, helping to further guide the reader down the sales funnel. SMS is also a great way for travel publishers to enhance their current ads by making their efforts more targeted, run surveys to use to guide future content creation, link to additional content on relevant topics and more.
Make no mistake about it: we are currently living in a mobile world and if you had to make a list of all the people who stand to benefit from this fact, the travel industry is undoubtedly right at the top. Mobile is one of the most powerful tools to come along in a publisher’s arsenal in quite some time. The goal for publishers is to ensure that it is used effectively and creatively to help not only increase the quality of the content that they’re putting out into the world, but also to get that content into the hands of readers where it belongs.