Posted by Jeff Adelson-Yan (@jeffadelsonyan)
Labor Day weekend is notorious for people trying to soak up the final days of summer with last-minute road trips over the long holiday. And regardless of where drivers are going or who they are going with, a smartphone will be in practically every car – great news for advertisers trying to reach consumers on the go. As mobile search activity continues to rise, optimizing your website and advertising campaigns to capitalize on the specialized traffic is crucial for your integrated marketing strategy. And long holiday weekends provide the perfect opportunity to do so.
According to a recent comScore study, 80 million Americans now own smartphones. And between Q3 2010 and Q2 2011, the percentage of smartphone users in the 18-24-year-old bracket grew 60%, according to The Nielsen Company. For those of you in the travel industry trying to reach young adults, just think about the impact of local search campaigns with potential search visitors traveling through your town to stretch their legs and get a something to eat, or smartphone users in route to your area as their final vacation destination. Consider the following when preparing to market your business for visitors who are new to your site, as well as your area.
Be Mobile Friendly: Every traveler is looking for the same thing when it comes to searching mid-travel: convenience. If your site isn’t mobile friendly and easy to use with your business information readily available, visitors won’t hesitate to leave and find the next best thing.
Be Specific with Your Advertising Messaging: Consider your audience and the message that will likely bring them to your door. Test messaging for travelers collecting information about unique sites and activities. Include all variations for identifying your local area, as well as the general need your products and services can fulfill.
Image Source: Expedia