Chinese consumers are complex, confident shoppers, who enjoy purchasing online, while having a strong desire for aspiration brands.
Few markets attract and intrigue marketers as much as the rapidly evolving consumer-driven Chinese market. Despite a slight dip in economic growth, China remains one of the world’s most dynamic markets. But when it comes to identifying consumer preferences, things are not always as straightforward as they seem. Within seven different geographical areas — south, east, north, northeast, central, southwest and northwest — there are varying types of consumers, with different needs and aspirations based on their region’s economic stage of development.
While marketers are looking at China and seeing 1.3 billion potential customers, Theresa Loo, national director of strategic planning, analytics and insight for MEC, says even when cities are close to each other, consumer behaviour varies hugely, defying even a regional strategy.
Recent research reports reveal that the popularity of mobile channels will continue to increase in the coming years, as it has become a significant aid in this fast-paced and competitive sector. The predictions by IDC show that by 2015, the sale of smartphones will attain the magic figure of 982 million. According to Morgan Stanley, the number of web users on mobile will exceed desktop internet users by 2014.Some of the emerging trends in mobile industry and the marketing opportunities associated with them in the travel industry are:
Smartphone will continue to stay: With the increasing demand of smartphones, it can well be said that smartphones will gradually tread in hotel booking and customers doing booking with this pocket-friendly mobile will surpass the number of consumers, doing booking through PC-based websites. It is believed that smartphone, will very soon become the new laptop and the hotel industry is also ready to reap the benefit of the emerging trend in this fast-paced mobile environment. For a range of firms, the mobile channel has already become a travel planning and hotel distribution channel.
Use of smartphones in M-Commerce: Still, there are only a handful of smartphone users, who utilize mobile phones to shop, pay bills and transaction, but situation is changing fast, since the mobile users are becoming highly comfortable with their phone for commerce. It has been reported by one of the leading online travel agency that around 6 million people are using mobile device to shop for traveling. The travel agency experienced more than 9 percent of hotel bookings via mobile devices during the first quarter of the year.
The Merging of Social, Local and Mobile giving birth to high hope: The continued development in social, local and mobile is undoubtedly attractive news for any travelers, but travel providers should also not be oblivious of the fact that this also presents a host of opportunities to them. Travelers most of the time face difficulties in exploring an unknown city and discover places, locate merchants or a great meal while touring. Firms like HotelTonight and Uber have accepted mobile as a completely new medium with an entirely new user dynamics. It is believed that with soaring popularity, mobile will continue to gain momentum.
Discounting in the mobile channel is a mistake: One of the mot common mistakes committed by hoteliers is discounting in the mobile channel. So, it is recommended to restrain the tendency of discounting. It is always advised not to discount via mobile discounters, OTAs and Flash Sales Sites. It is always better to invest in your mobile website and mobile marketing to boost up last-minute reservations. Again, it is always fair to maintain parity of rate and brand integrity at all times.
Mobile – an all encompassing device: Mobile takes into account all contexts that user may demand. Google speaks that 7 percent of all searches come from tablets while 14 percent come from mobile and 79 percent from desktop. So, here also one can notice the rapid growth of mobile channels. This makes clear that travel marketers are likely to spend at least 15 percent of their total digital marketing budgets on mobile marketing initiatives.
VIENNA, Aug 24 (Reuters) - Austria has had its best earlysummer tourism season since 1995 and bank lending to companiescontinued to grow in the second quarter, data showed on Friday,lending a few bright...
Giuseppe Mauriello: Vamos is new social event discovery app now available in the App Store. It allows you find interesting local events and where your friends are going in real-time.
From official FAQ page: "Vamos is an event discovery tool for spontaneous decision-making.
The current solution we can offer is the search bar where you can filter down events on event names, places or description keywords.
They are all public events and your personal invitations from Facebook. We are working to integrate events from other sources.
All the data we use comes either from Instagram, Facebook or actions within Vamos..."
From review article on GigaOM:
"...The smart thing with Vamos is that it’s not a straight listings service – instead, it aggregates public Facebook events that you, your friends and other Vamos users have been invited to, and overlays them on a map.
On top of this social graph action, the app also pulls in Instagram photos that are being uploaded at the location of nearby events, so you can see if the party has really started. It also synchronises its own RSVP system with that of Facebook..."
Tutti hanno modo di Geolocalizzarsi, e l'utilizzo appunto di Foursquare, fatta eccezione per qualche consiglio (possibile anche altrove) e qualche badge simpatico che fa tanto Social ma è dalla dubbia utilità, perde lo spazio ...
Marketing professionals are realizing the immense power of using social media. It is a potent marketing tool when used correctly because it eliminates a lot of layers that separate the marketer from its target audience. The immediacy and intimacy of social media is a natural fit for the hotel industry because it is a service-oriented industry and benefits from the close relationships social media marketing establishes with its audience.
Traduzione libera di Eugenio Agnello: Ignorare il commercio mobile è un vostro rischio e pericolo. Questo è il messaggio di un altro grande sito di prenotazioni online, Hotels.com, che ha riferito che circa il 10% delle sue prenotazioni è stato fatto via smartphone o tablet.
Hotels.com dichiara: "Vediamo una penetrazione molto forte in Asia, e gli Stati Uniti stanno guidando il mercato" e inoltre che lo sviluppo di nuove applicazioni (o siti mobile) sarà fondamentale per la crescita delle prenotazioni mobili e per offrire anche una grande opportunità per creare fedeltà dei consumatori, che è sempre stato un problema per i rivenditori online.
Lo studio dice che la crescita del mobile è accompagnata anche da un’altra tendenza, quella della contrazione dei tempi di prenotazione – prenotazioni last minute.
Smartphones are the top device for business travellers, followed by tablets, music players and laptops. Chinese respondents were the only group to bump laptops out of the top four, in favor of cameras.
As soon as the plane lands, 54% of business travellers flip on their Smartphone to check emails and messages, while the plane is still taxing to the gate. The survey also found that 12% of business travelers never turn their phone off to begin with!
Checking emails and alerts on their Smartphones is the first thing 36% of respondents do when they wake up in the morning. Only 19% turn on the TV first and 18% take a shower first. As for social media, checking Facebook ranks fourth, while checking Twitter and calling home share a distant fifth (7%) place.
The majority of respondents report that they have visited a hotel business center (66%), mostly to print business items. They are also inclined to use the business center to print personal items (87%), check social networking (87%) and check email (86%).
Robin Good: If you are looking for free tools that can help you draft the design of your web site or application, look no further as this is a good collection providing ten wrireframing alternatives.
Definition of Wireframe: A wireframe is a visual illustration of one Web page. It is meant to show all of the items that are included on a particular page, without defining the look and feel (or graphic design).
It’s simply meant to illustrate the features, content and links that need to appear on a page so that your design team can mock up a visual interface and your programmers understand the page features and how they are supposed to work.
Le vecchie guide potrebbero non servire più: ora con i Qr code le informazioni su monumenti e musei sono a portata di smarthpone.
Le vecchie guide potrebbero non servire più: ora con i Qr code le informazioni su monumenti e musei sono a portata di smarthpone. L'esempio arriva da Bruxelles dove sono stati etichettati oltre 600 luoghi, ma anche in Italia aumentano i progetti con i codici bidimensionali
Geolocalizzare e mobile marketing (Ed. Franco Angeli, prezzo 23 euro) di Alessandro Prunesti e Fabio Lalli, uno dei fondatori della community Indigeni Digitali, è la miglior guida e per ora l'unica che ho trovato di questo tipo, ...
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