Tourism marketing strategies come in all shapes and sizes. What works for one destination may not work for another. Different places call for different messages. That’s why targeting is such an essential part of any tourism marketing campaign. Getting the right message to the right audience makes for a more effective use of ad dollars. With the exponential growth of mobile device usage and the new technologies that come with it, mobile marketing has become a powerful player in the tourism marketing space. Here are 3 ways mobile advertising can help with tourism marketing.
Target With Location-Based Tech
One of the biggest benefits of marketing on mobile is the ability to target users based on their specific location. Marketers can use geofencing to set up a digital perimeter around a location and serve ads to anyone who enters that area. This is perfect for marketing a tourist destination or attraction. Imagine being able to deliver a message to everyone that visits the airport closest to your attraction. A ski shop could geofence its closest competitor on the mountain or a surf shop could geofence a particular beach. A vineyard could geofence a local wine store or a theater could geofence a local museum. The options are as unlimited as your imagination and the more specific the targeting the more effective.
The seasonal nature of travel also makes strategic timing a great way to use mobile advertising. Marketers can send ads for their beach getaway deals on the coldest days of the year or their ski trips on the hottest. They can also use data from past buying behavior to target users during the time of day, week, month, or year that they are most likely to book travel. By marketing to consumers at the time that they are most likely to book, you increase your chances of making a sale and boost the ROI of your campaign.
What’s better than advertising to tourists with a stunning image? Advertising with a jaw-dropping video. By using mobile video advertising, you can tell a more compelling story and give the potential customer a much better understanding of what you have to offer. Consider the difference between a picture of a family whitewater rafting versus a video of it. The video does a much better job of capturing the adrenaline factor. The same goes for a cruise ship or a theme park. Whether it’s the beauty of a particular location or the fun of a specific activity, adding video draws tourists in and gives them a greater desire to learn more.
When it comes to tourism marketing, finding the best ROI can be an adventure. By adding mobile advertising to your arsenal, you can be more strategic with who you target, when you target them, and how your message showcases your product or service.
See our Case Studies on tourism and other industries.