Editor-in-Chief Kenneth Shapiro
I fully expect this issue's cover story, "Upwardly Mobile
," which highlights the future of mobile marketing, to stress out some of our readers. I think "not again" is a perfectly reasonable first reaction when confronted with yet another new technology shift. It's easy to feel overwhelmed by the furious pace of innovation these days but, if businesses have learned anything in the past decade or so, it's adapt or die. If your customers want to interact with your business through their mobile devices, then you must get ahead of the curve now and figure out how these latest developments can work for you.
There's little question that consumers are going mobile. As far back as 2008, ESPN reported that more fans visited its website using their mobile devices than those using PCs in a 24-hour period. While the consumption of the Web via mobile devices may not be the standard now, you better believe that your clients are getting their information on the go. As you can read in the cover story, by the end of this year, there will be more smartphone users than non-smartphone users -- possibly marking a tipping point in mobile technology, applications and marketing.
In addition, rather than just providing a theoretical overview of mobile marketing, we've also created hands-on tips for how you can utilize mobile marketing in your own business. Visit TravelAgeWest.com/MobileTravelAgent
, for these ideas.
Some experts have declared that 2011 is the year of mobile. Whether or not that is true, the reality is that consumers are demanding more from their mobile devices, and it's time for travel agencies to think about how they will add mobile marketing to their promotional mix.