HF Holidays highlight winter breaks

HF Holidays highlight winter breaks

Tuesday, 25 October 2016 14:00

HF Holiday...

Flybe puts more summer 2017 routes on sale

Flybe puts more summer 2017 routes on sa…

Tuesday, 25 October 2016 11:00

Flybe has put more early release routes on sale as part of its preliminary summer 2017 schedule.

YHA submits plans for London’s first ‘Super Hostel’

YHA submits plans for London’s first ‘Su…

Tuesday, 25 October 2016 08:00

A planning application has been submitted by YHA (England and Wales) to open its first Super Hostel in London.

£2.3million immigration hall upgrade plans at Bristol Airport

£2.3million immigration hall upgrade pla…

Monday, 24 October 2016 14:00

Following a major overhaul of the security search area for departing passengers, Bristol Airport has unveiled plans to address congestion in arrivals.

Intrepid targets socially conscious Gen Z with new Geckos age-range

Intrepid targets socially conscious Gen …

Monday, 24 October 2016 11:00

30 year olds will be ‘too old’ for Geckos Adventures next year, as the Intrepid Group has announced that it will cut the age range to meet a growing demand...

New survey reveals just one in 12 Brits manage to wangle an upgrade

New survey reveals just one in 12 Brits …

Monday, 24 October 2016 08:40

New research from Jetcost.co.uk has revealed that only 8% of British travellers have actually managed to secure a free upgrade for their holiday, with flight upgrades and hotel room upgrades...

Just You launches travel trade solo experience

Just You launches travel trade solo expe…

Friday, 21 October 2016 14:00

Just You has announced its largest investment to support the travel trade with the launch of 200 joint marketing events to promote solo travel.

Spontaneous people are happier according to Snaptrip survey

Spontaneous people are happier according…

Friday, 21 October 2016 11:00

Spontaneous people are often believed to lead more exciting or glamorous lifestyles and a new study has confirmed that they are happier in all aspects of their lives.

Top Brighton attractions on Combi-Saver tickets for half term

Top Brighton attractions on Combi-Saver …

Friday, 21 October 2016 09:00

Visitors to Brighton this October half term can save up to 20% on its top three paid-for attractions with combination tickets now available for British Airways i360, SEA LIFE Brighton...

Free cabin upgrades with Cosmos Tours

Free cabin upgrades with Cosmos Tours

Thursday, 20 October 2016 14:00

There still’s time for agents to book a Croisieurope river cruise for their customers with a free cabin upgrade on a range of river cruises throughout Europe, when booked with...

Last minute autumn breaks available at Haven

Last minute autumn breaks available at H…

Thursday, 20 October 2016 11:00

Agents can still give their customers a last minute family break this autumn from £99 when booking a Haven holiday between now and November 5.

Skiers urged to head east for best piste costs reveals new report

Skiers urged to head east for best piste…

Thursday, 20 October 2016 08:00

Cash-conscious skiers can avoid the slippery slope of higher prices for their annual downhill trip by heading to ski resorts in Eastern Europe.

Design an anniversary poster for DFDS competition

Design an anniversary poster for DFDS co…

Wednesday, 19 October 2016 14:00

Ferry operator, DFDS, is putting out a call to professional and amateur artists to create a poster that will be used in their 150th anniversary celebrations this year.

Savings on worldwide adventures with Explore

Savings on worldwide adventures with Exp…

Wednesday, 19 October 2016 11:00

Explore has launched a new collection of worldwide adventures with a launch offer of up to 10% discount on all new trips booked by November 7.

New route to Seattle makes it one to watch for 2017

New route to Seattle makes it one to wat…

Wednesday, 19 October 2016 09:12

Seattle is expected to be one of the fastest growing US destinations for UK travellers next year with a Virgin Atlantic direct non-stop daily flight launching March 2017, new hotel...

Air Transat launches 2017 programme with increased connections across Canada

Air Transat launches 2017 programme with…

Tuesday, 18 October 2016 14:04

Air Transat has expanded its programme of flights from the UK to Canada with increased capacity and connections for travel in 2017.

Organisations recognise that a growing majority of customers interact via mobile rather than desktop. Most are aware of the need to adopt a new way of tracking these mobile customers, using single sign on solutions that exploit either social media or telephone number identities. Few, however, have made the essential mind set move from the desktop digital marketing model to accommodate the now dominant Generation Y that has a fundamentally different way of interacting.

The mobile is the way this generation interacts with the world: friends, family and brands. They only go online via mobile. And they don’t watch traditional television. So why are CMOs still investing in improving the desktop experience and online advertising? Why are they still dithering between Responsive Design and Mobile Apps? The model has changed fundamentally and organisations need to stop playing with mobile and create a mobile first strategy that truly reflects and supports the behaviour of the increasingly influential Generation Y.

Changed Behaviour
Marketers increasingly recognise the importance of mobile platforms and the need to track a customer journey across multiple channels. Yet, while the industry has spent far too long debating how best to extend the traditional browser experience to the mobile platform, the consumer – most notably the Generation Y consumer – has moved on, radically.

With the number of smart phones sold in 2013 exceeding one billion and some 260 million tablets expected to be sold in 2014¹, growing numbers of organisations are waking up to the fact that the vast majority (upwards of 70% in some cases) of web site traffic is coming from mobile devices.

But this shift from desktop to mobile model is about more than device for the younger generation that now dominates the global population. Representing 50% of the population across the Commonwealth, the Generation Y mobile revolution is not just a different way of accessing the Internet; it is a fundamentally different way of thinking, acting and interacting.

Generation Y doesn’t think of it as a mobile phone: it is the way they interact with the world. From pictures to social media, apps to texting, the phone has become an essential extension of every Generation Yer.

Wasted Investment
So what does this mean for the digital marketing strategy? Essentially, it means that most CMOs are not yet investing in the right areas. Why continue to build even more desktop functionality and  invest in online advertising when this Generation rarely uses a desktop? Or television advertising when they only watch Netflix?

Mobile is not a natural advertising platform – and as yet, brands have not embarked on the mobile advertising deluge that dominates the desktop experience. So just how will a brand engage with this generation? How should marketing realign the budget to drive a direct relationship?

Organisations need to stop dabbling at the edges of mobile strategies, with debates about the merit of Responsive Design or apps. Such considerations are still desktop centric, with a mobile add-on. Today’s reality is that mobile is the dominant platform – and that is what organisations need to understand.

What is the best way to engage with viewers, users, followers, fans and readers who have a fundamentally different way of interacting with brands and with each other?  It means changing attitude and thinking about Mobile first.

New Thinking
Identification is clearly a concern for digital marketers who have relied on cookies to support consumer interaction for the past 15 years. A fragmented device landscape, with different tracking issues across Android, IOS and Windows phones, as well as desktops, creates the need for new and better ways to track users. But rather than getting hung up on the challenges, this is fairly straightforward using the new identity providers.

From social sites such as Facebook to the telcos who can enable the use of a mobile telephone number as an individual identifier, the mobile identification challenge is being rapidly addressed. Indeed, the telcos offer an additional advantage for brands by being able to add context to the identity and differentiation between the customer with a strong track record of regular bill payment and the one using a disposable phone.

At the very minimum, organisations today need to be offering consumers the option of single sign on via a social identity, such as Facebook or Twitter. There are a number of benefits to the social login approach – not least the ability to respond to the different expectations of Generation Y. This generation is more than happy to share personal information – but they want something in return, namely a far better experience, whether that is an improved service to exclusive access to content.

Lost Opportunity
Right now, however, with the current marketing engagement methodologies made available by brands they find it difficult if not impossible to be recognised by the brand from their many different devices. Having shared their information, if these individual don¹t get the personalised brand experience they expect, they will become rapidly disillusioned with the brand and likely vote with their feet and go to a site where they are recognised across their devices, carried or in-situ.

This is a massively wasted opportunity. Not only by continuing to focus on desktop development are brands looking in the wrong direction; they are also overlooking the compelling value of a mobile device. The way Generation Y uses the mobile creates a perfect opportunity to deliver custom experiences that reflect each individual’s interests and activities.

This is a not a trend set to reverse: the mobile will continue to dominate the way individuals of every age interact with brands – and the younger generations will increasingly have never even used a desktop platform. This is a turning point where major brands risk a significant decline as a result of failing to engage the Generation Y consumer.

At the same time, there are massive opportunities for new entrants who do understand the market to make a significant and swift impression, taking both a market and mind share of the new consumer.
Relevant Experience
Brands can exploit social sign on approach to deliver a far slicker mobile experience. And yet most are oblivious to the type of experience now required, an experience that recognises that a user may be near a store, or in a competitor’s store looking at a product and delivers a relevant response or offer in real-time.

The reality is that there are two fundamental changes that marketers need to address: technical and cultural. In their panic regarding the former, too many are completely ignoring the latter – which is far more critical.

Yes, device fragmentation is a challenge. Yes, it is harder to track consumers on mobiles – and getting more so given the latest announcements from Apple. But that is not the issue. Using solutions such as single sign on or using the mobile number as an identifier, the technical issues can be addressed and solved today. The far, far bigger issue that marketers appear completely oblivious to is one of culture. So just how does a brand plan to engage with Generation Y?

¹ IDC. http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats/a#mobiletablet

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