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Tag: mobile marketing strategy

Mobile apps are most appealing to Atlanta airport travelers

Denny | January 16, 2014

A recent mobile device study has revealed that these passengers are the most willing to use m-commerce services.

According to the results of a survey that was recently conducted in worldwide airports, the passengers traveling through the Hartsfield-Jackson International Airport in Atlanta are those who are most willing to use mobile apps for travel purposes.

Among the tasks they were willing to complete via smartphone or tablet is ticket purchasing.

The survey was released by aviation technology consulting firm, SITA. It revealed that more than half (51 percent) of passengers in Atlanta had stated that they would be willing to use mobile apps on their devices in order to purchase tickets. This could open up new doors in m-commerce.

Passengers also stated that they would be willing to use the mobile apps for a number of other purposes.

Mobile Apps - Airport In Atlanta, about 65 percent said that they would use their mobile devices for making flight changes. When compared to the global average of 47 percent, this was clearly a great deal higher. Furthermore, among the respondents in Atlanta, 60 percent stated that they would have been willing to use their smartphones and tablets to pay for seat upgrades and other forms of ancillary services. On the other hand, the global average willing to do the same was only 39 percent.

This represents a massive increase over the results that were brought in during the same survey last year. At that time, only 35 percent of Atlanta passengers said that they would be willing to use their gadgets for these purposes. This information is likely to be interesting to mobile app development companies as well as in the creation of future forms of mobile marketing strategy.

This latest annual survey was the eighth SITA/AIR Transport World Passenger IT Trends Survey. It was conducted with a participation of 2,489 passengers from 70 countries, who made their way through six of the busiest airport hubs around the world. They answered questions and gave their opinions regarding several digital and mobile apps usage topics. Aside from Atlanta, the airports also included Beijing Capital International, Abu Dhabi International, Frankfurt International, Chhatrapati Shivaji International (Mumbai), and GRU Sao Paulo International.

Mobile marketing to play an increasing role in strategies next year, says IBM

Julie Campbell | November 27, 2013

Top execs are starting to increase the role of smartphones and tablets in their campaigns.

According to a survey that was conducted by IBM, which involved the participation of 600 senior managers, the majority of companies plan to boost their investments into mobile marketing over the next year to 18 months.

This research showed that chief marketing officers are becoming increasingly involved in the development of these strategies.

Leaders in mobile marketing strategy – which were defined as companies that have been able to create solid smartphone and tablet based strategies – have stated that mobility has “fundamentally changed how they do business.” Furthermore, the report from IBM went on to reveal that the majority of these leaders have been experiencing “measurable returns on mobile investments”.

Mobile marketing has changed the way in which execs are participating in company strategies.

Mobile Marketing - Businesses For instance, according to the research director for the IBM Institute for Business Value, Eric Lesser, in many enterprises, CIOs are still taking on an important role in the creation of mobile marketing strategies. However, among the leaders in the industry, there are additional people who are also involved in this process, which includes the chief marketing officer.

Lesser explained that “We heard about the importance of getting that voice of the customer into the hands of the engineer because of the importance of the customer experience in the mobile world.” He also pointed out that they have also been discovering “parallels between the mobile environment today and the early days of e-commerce in the late 1990s”. It was explained that in this mobile marketing, there was a considerable amount of activity and that a great deal of it was oriented toward the consumer, but that there was also a notable amount of internal fragmentation in companies.

He stated that various groups are now coming up with different applications, but that there isn’t a large amount of cross-organization coordination in terms of coming up with a coherent and solid mobile marketing strategy which not only takes what people are doing with consumers into account, but also how the channel itself “can be leveraged more effectively internally.”