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Travel firms must engage with customers on mobile, deliver more efficient and dynamic marketing campaigns and curate brands that inspire, Facebook told Phocuswright delegates this week.
Mike Rooney, travel industry head at the social media giant, said that customers have developed a stronger connection with their mobile devices than with any other form of media and that must be respected.
Delivering a workshop at the annual conference in this year being hosted in Florida, Rooney said that mobile was changing the way people consume media like video and images as well as changing the way people travel.
“Our team’s mission is to connect our partners with travellers at every step of their journey across devices to drive real value. You have to capitalise on the shift to mobile, drive bookings, efficiency and how you differentiate and inspire with branding. You have to find a way to make sure you are unique and stand out.”
Rooney said that while conversions are still primarily happening on desktop engagement levels are far higher on mobile, although purchases are growing. He predicted a 30% leap in the number of people buying on mobile this holiday season in the US.
“You have to be where people are,” he said. “People are browsing and discovering on mobile but converting on desktop. Almost two thirds of ad impressions are happening on mobile but just under 70% of conversions are happening on desktop. Where they are engaging with content they are doing it on mobile.
“To reach people you need to reach them on mobile, you need to reach them where they are spending their time.” Rooney cited work Facebook has done with Visit Myrtle Beach that saw its campaign reach six million people at a 55% conversion rate and 63% lower cost per conversion than rival channels.
Facebook sees dynamic product adverts as being a core trend in 2016 enabling firms to deliver relevant, targeted and diverse content to potential customers.
Video and other visual media is seen as being increasingly important with mobile driving this trend. “Mobile is an incredibly visual medium. As capabilities improve it’s become much more about photos and videos. It’s the best way to communicate your message, particularly when it comes to travel,” said Rooney.