The Digital Tourism Think Tank has consistently stated the importance of mobile, not just in the future, but now, as consumers are increasingly getting used to having information accessibility on the go. Tony Costa, senior analyst at Forrester Research, shared this observation that technology is now always with us as opposed to something consumers had to go to to use. In line with this trend, he outlined some key recommendations for next-generation mobile experiences that marketers will need to master going forward, to keep up with their competitors, as reported by Mobile Marketer.
The User Experience
According to Costa, the first factor that will lead to mobile success for marketers is developing strong mobile and user experiences; that is taking into account features that are mobile-centric such as touch and navigation, which have a very important role in the future. The next factor is creating contextually relevant experiences. Understanding the user, what they are doing and how to best enhance their experience by making content relevant and more targeted is key.
A Range of Devices
The third factor mobile marketers need to keep in mind when developing content is the multi-device landscape which mobile occupies. This is particularly important as it is not only the younger, tech-savvy consumer who access content across a range of devices, but over 60% of adults own over two devices. Additionally, consumers are using this range of devices to complete individual tasks; for example, 38% of travel planning activities started on a PC are finished on a smartphone or tablet, as reported by Mobile Marketer. Each of these mobile devices warrants its own tailored user experience.
Despite the range of devices available and used by consumers, the consumers do not differentiate screens; they carry out one task across all, expected a unified experience throughout. As such, the next factor is to create a consistent and unified view of the customer when designing mobile content and experience. Finally, Costa’s last point was to look to start-ups; whilst they are small, many have mastered the post-PC era as they have been able to tune in to their consumer’s behaviour patterns and understanding what they are seeking.
Going forward into developing mobile marketing strategy, destinations and tourism organisations can learn a great deal from these tips, with the strongest takeaway being to understand the consumer, and to design the mobile user experience from the experience of them, the users.
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