Marketers need to understand campaign nuances and nuisances

It can be dangerous to assume anything in marketing. Some people may call this ‘going with your gut’, but when research proves otherwise a missed opportunity can be hard to swallow. 

Mindi Chahal

Two new pieces of research have sparked this statement: a study looking at travel industry nuances in terms of which channel to target and a report which shows that the daily deals sector might not be so much of a nuisance in email inboxes after all – as consumers continue to spend.

Nearly half of those people searching for travel-related terms on their smartphones then go on to buy, according to the study commissioned by mobile-location based advertising network, xAd and call measurement provider Telmetrics. Nearly one in three make those purchases on their mobile devices, says the study which was carried out by Nielsen.

The study also shows that 62 per cent of mobile travel searchers use a PC to supplement their online research and 28 per cent use their mobile devices exclusively for a mix of research and purchase activity.

It’s vital to understand the habits of the increasing number of consumers using mobile devices to conduct travel-related plans and purchases. With the explosion of the mobile consumer, it is becoming clear that if the travel industry’s mobile advertising campaigns are to be successful, they must be tailored to distinct device and travel industry nuances.

The second piece of research comes from daily deal aggregator Bownty. It suggests British consumers are spending as much as £475 million every year on deals and offers from companies such as Groupon, Living Social and Wowcher.

Bownty collects deals from all of the biggest providers in the UK and it shows that in just one day in June Brits spent more than £1.3 million on deals, buying over 56,000 offers in 24 hours, suggesting that the deals industry is not slowing down.

Basing judgement on consumer behaviour data from a trusted source with a decent sample can give a marketer a truer image of an industry.

When you know where consumers are spending and how, it’s easier and wiser to base a judgement on whether or not to use the channel or technique in question, especially in times where investment needs to be smart and return maximised.

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