Mobile Marketing Activities to Engage Customers - Case Study Example

Contents

Executive summary3

Introduction4

Mobile marketing4

Brief overview4

Platforms engaged4

Devices engaged5

The functionality of the application5

Booking hotels5

Buying tickets6

Renting a car6

Booking an event6

Managing a trip7

Innovative devices7

Improvements by Abode Slate7

Creating a better application7

Contributing personal stories8

Rearranging content8

Executive summary

This paper focuses on a travel company titled “Expedia” and provides an in-depth analysis of mobile marketing activities that it uses to engage customers. It is suggested that the company covers all platforms and all devices in order to maximise the potential audience. It major application provides users with a wide range of opportunities. Thus, people are able to book hotels, buy tickets, rent a car, buy a ticket for an event, and create trips. One of the most important points is that it also targets new wearable technology – smart watch. The paper also shows how these activities can be improved by Adobe Slate.

Introduction

Nowadays businesses are trying to apply various theoretical notions, hoping that this will have a positive impact on their performance. A good example is the popularity of engagement theory which states that the consumers should not be perceived as passive users: they should be given a chance to make their contribution to the development of a brand. Moreover, one can also hardly deny the significant impact that mobile marketing has on the contemporary business world. The latter may be recognised as a new chapter in the development of relations between a brand and a consumer. This paper will focus on Expedia, a travel company which features a spectacular performance in terms of mobile marketing.

Mobile marketing

Brief overview

To begin with, one should point out that Expedia should be regarded as one of the most successful travel companies. Evans (2015) notes that though it was founded in the middle of 1990's when computers and the Internet were not widely spread, the company was able to make certain steps that would allow it to enjoy the dominant position in the market. One should carefully examine the manner in which this company engages technology.

Platforms engaged

A quick glance at the world of contemporary mobile marketing will reveal that there are several segments that are self-sufficient. Bauer (2015) shows that some companies tend to focus on one of them while other believe that it is more beneficial to cover as many platforms as possible. The latter is exactly the case of Expedia. Unlike some of its competitors that create applications for iOs or Android OS exclusively, the company in question has developed a fully functional application that can be run on iOS, Android OS or even Windows Mobile. This means that Expedia tries to attract as many consumers as possible.

Devices engaged

The twenty-first century may rightfully be called the century when the humanity was freed from the shackles of the desktop. Indeed, Parsons (2016) shows that mobile devices such as smartphones or table PCs are becoming more and more popular. Speaking of the manner in which Expedia develops its marketing, one should note that the company targets numerous devices. Thus, it does not only provide a fully functional web-site, it has also developed an application that can be run on a smartphone or a tablet PC. In addition to that, there is also a possibly to run an application created by this company on smart watch.

The functionality of the application

Before the analysis focuses on each aspect of the application, one should provide a brief overview of it and explain the role that it plays while engaging the consumers. Thus, Taneja (2011) assumes that it is not uncommon for the contemporary people to rely on their mobile devices while traveling. As a result, Expedia has created an application that features a wide range of functions and allows a person to control virtually every aspect of one's vacation with the help of one's mobile device.

Booking hotels

The first and the most needed function focuses on booking a hotel. The application by Expedia allows the consumers to choose a place that suits one's needs and even save some money if booking is done through a mobile platform. Egger and Buhalis (2008) suggest that this is done with the purpose of encouraging people to use their smartphones or tablet PC while making purchases. Moreover, if an application is installed on a device, it will show some information about special offers based on the previous inquiries of a person. In other words, a person is able to book a hotel easily.

Buying tickets

Cypher (2010) holds that the development of means of transportation has made airplanes an inseparable element of traveling. That is why it is quite natural that the application which was developed by Expedia allows the consumers to buy a ticket for a plane. However, there are several additional perks that are associated with it. Thus, if a customer is loyal and frequently uses the application for this purpose, one is subject to the loyalty program. Moreover, as in the case of a hotel, the application shows information about the upcoming sales as well as special offers that allow a person to buy tickets at the best price possible.

Renting a car

It would not be an exaggeration to suggest that as people get accustomed to traveling long distances with the help of planes, they also get accustomed to driving cars in foreign countries. That is why Wan (2009) notes that car rental has benefited greatly from cheaper flights and hotels: people now a ready to rent a car while abroad. So, there is no surprise that the application by Expedia also is capable of helping a person rent a car. While there are not special offers that are available for this kind of service, the application is able to inform a consumer about the best bargain in the region.

Booking an event

The idea of a vacation depends on a person; so, while some enjoy relaxation, other would like to visit different events. Hock (2007) believes that this kind of activities is quite popular among the contemporary students. Expedia acknowledged this and has created an application that helps the consumers to book a ticket for a certain event. Keeping in mind the availability of numerous events, the application chooses the most suitable ones based on the preferences and for the most interesting marketing message for a particular person.

Managing a trip

Another significant aspect of the application in question is the ability of a person to introduce changes as one travels. Benckendorff, Sheldon, and Fesenmaier (2014) insist that this provides a person with a considerable amount of freedom and the much-needed feeling of control while abroad. In other words, the application shows the most suitable offers not only based on one's preferences but also based on one's location. This creates an unmatched marketing experience which allows a person to have a broad perspective on the services that are offered around.

Innovative devices

In spite of the fact that the major companies issued their versions of smart watch several years ago, this device has not become as popular as its counterparts. Therefore, to a certain extent mobile marketing that engages smartwatch may still be regarded as innovative. It is quite obvious that the limited number of functions that the device in question provides does not allow a person to gain the same experience as the one with a smartphone. Nevertheless, Expedia believes that the consumers will make the most out of its application that was created from Apple Watch.

Improvements by Abode Slate

Creating a better application

One would make no mistake suggesting that Adobe Slate should be regarded as one of the easiest, yet fully functional platforms that allow a person to create content that is pleasant looking. One of the features of this program is the ability to create applications that enable parallax scrolling. This may be regarded as one of the trends in the contemporary electronic world. All this leads to an understanding that Expedia may base its application on Adobe Slate in order to make sure that it looks modern, innovative as well as eye catching.

Contributing personal stories

Another interesting application of Adobe Slate for Expedia may be seen in the following: the consumers will be asked to create stories with the content that they generated during their trips and share it with the world. Given the fact that it is extremely easy to create a story using the application mentioned above, the users will experience no troubles while doing it. As a result, the company will be able to receive content that was not only generated by the consumers but is also unique. Moreover, people will be happy to share their pictures or videos.

Rearranging content

Finally, Expedia may find another way to engage the consumers with the help of Abode Slate. Thus, the company in question may arrange a campaign that will encourage users to create stories with the help of content that is provided by Expedia. The winners will receive discounts. This may be quite helpful for the company with it will outsource some create work and will pay less than professionals would have required for this. Moreover, such engagement will reinforce the relationship between the company and the consumers and will result in additional loyalty which will have a positive impact in the future.