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Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

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Bad mobile experiences hit travel brands' loyalty

Despite the fact that mobile design and performance issues are causing travel brands to miss out big opportunities, Travelocity and Hilton are the most popular brands for travel booking via tablet devices, according to a study of smartphone and tablet-owning travellers by mobile app provider Mobiquity.

The study, entitled 'The Connected Traveller', analysed the experiences of 1,000 people who have smartphones and tablets to plan and book travel with 19 of the top travel brands and found that 35% of mobile internet-connected travellers would be less likely to book again with a travel brand after a slow, confusing or non-optimized experience when researching or booking travel with a mobile device.

Consumers said they do want to use their mobile devices for travel planning and booking, but that slow and poorly designed mobile apps and sites are negatively affecting their experiences.

The study found that consumers generally have good intentions when booking travel with a mobile device:

But bad mobile experiences are having a very negative effect. For example:

"The connected traveller demands an extremely fast, intuitive experience given the hectic and stressful nature of the travel journey. Unfortunately, many travel apps and mobile sites fall short on the quality of the overall user experience including slow page loads, complex navigation, and a lack of integration with other features like loyalty programmes," concluded Scott Snyder, Mobiquity's president and chief strategy officer. "Despite smartphone and tablet users representing the high-end of travel spend, many travel brands have simply translated what they have on the web to mobile devices instead of taking full advantage of the unique capabilities of these devices."

The full report's findings has been made available for free download from Mobiquity's web site - click here (free registration required).


Sources: Mobiquity /
The Marketing Factbook.
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    Categorised as:

  • Customer Experience
  • Customer Loyalty
  • Knowing The Customer
  • Marketing Know-How
  • Marketing Technology

Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

Get it on Amazon (Kindle/Print)
 
Copyright © 2001-2025 Peter J. Clark