The internet has become the most essential medium to moms, significantly surpassing radio, TV, and Newspapers by as much as 29%. In fact, mothers spend more time online than the general population according to a 2015 report from Edison Research. And as with most travelers, mothers rely on the internet to help get the job done. In a study conducted by eMarketer, most US mothers agree that the internet helps when planning and booking travel, and in particular, the use of mobile. An August 2015 BabyCenter survey of US mothers using smartphones showed that two out of three mothers used their smartphones to research travel.
For mother’s on-the-go, utilizing smartphones or mobile apps to stay up to date on price drops for flights has become increasingly popular simply due to convenience. In a study conducted by eMarketer about travel buying behaviors, almost one-third (30.7%) of leisure travelers said they have used at least one mobile app in planning travel. But there is another good reason why mothers specifically are turning to their mobile phones to help in planning–coupons! When it comes to managing family and finance, mothers tend to stay on the budget conscious side, seeking out deals that not only meet the fun factor element required for vacations, but remain sensitive to the family’s financial needs as well. According to a poll put out by AOL, US mothers who research travel on their smartphones or tablets are most commonly doing so in search of coupons or deals that save money. Mobile websites and apps have also become an essential tool for mothers in researching and booking vacations. In a 2015 study conducted by Simmons Research, more than 62% of Gen X mothers said that digital tools like smartphones and apps were helpful for researching and booking travel and 51% of baby boomer mothers agreed.
So what does this mean for travel brands? Mothers are now expecting the smartest travel brands to leverage their online behaviors to create a convenient and intuitive shopping experience for them. Travel brands sit on mountains of valuable customer data, such as saved preferences, past buying history and loyalty program memberships and most of these brands also have access to third party purchase intent (i.e. search activity). By leveraging data and analytical tools, we can predict current and future buyer behavior to develop smart messaging that’s timely and relevant. For example, travel brands can offer real-time recommendations on a brand’s site, through online advertising and within promotions via email. Using these signals of intent can allow travel brands to create personalized ads to recover or discover their next customer. A mother who just booked flights for her family to Orlando would certainly welcome an email with coupons to Universal Studios, or recommendations to child friendly restaurants in the area.
Employing these intelligent and relevant recommendations can make a significant impact for Mother’s Day marketing by increasing the discoverability of relevant offers, like adventure day trips to suggested water parks in Orlando. Remember, by also making technology context-aware, you’re able to modify coupons or promotions in real time based on where your consumers are in their purchase journey. This is something mom will surely appreciate when planning her next vacation for the family!
To learn more about how you can reach moms this busy travel season, download our one sheet, “It’s all about Mom” below.
Magnetic is an artificial intelligence company that uses machine learning to deliver smarter, faster, and more effective advertising. Our powerful AI platform continuously analyzes the attributes of over 350 million live user profiles alongside real-time inventory supply and bid opportunities to deliver highly performant audiences and profitable campaigns for our clients.