Travelocity Mobile Marketing

Isn't it great to receive e-mails regarding promotions and limited sales from your favorite companies? Every morning I wake up to tons of e-mails on my phone from the same companies regarding limited offers and great deals I can purchase from them in order to save money. Companies like Macy's, Century 21 and Amazon usually have valuable products to offer, but when do these promotions turn into information overload?

Well, just ask Travelocity. Every morning I wake up to my alarm set by my phone. I check all of my e-mails and low and behold there are five e-mails before 10:30am from Travelocity offering me worthless deals that I never end up using. Honestly, it has gotten to the point where I don't even bother reading their e-mails, I just delete or ignore them on sight. There is an App for Travelocity, however that is the last thing I need in addition to the number of e-mails I already receive. Although I might not be their typical candidate for offers, Travelocity is clearly taking full advantage of mobile marketing so it's time to examine their intentions and strategies behind these bombarding promotions.

Let's start with why Travelocity decides to promote through mobile marketing. It's actually pretty simple. It's more convenient to track e-mails and other information on our phones rather than on our laptops. Our phones are right there in our pockets nearly all the time; we just take them out and access information on the spot. A laptop is bigger, more trouble to take out, takes a while to connect to an internet server and use immediately. The popularity of mobile marketing is taking over and not only is it easier for consumers to respond, but it's very cost effective for Travelocity. Sending out chains of messages virtually costs nothing. Who doesn't like free advertising? It saves companies thousands of dollars which works to everyone's advantage.

Their primary audience are travelers and people who are always on the road. Typically, those who vacation a lot or work from the road range from their mid 20's to those old enough to retire. Chances are that those businessmen are already on their phones scheduling and arranging business meetings so why not hit them with a deal on the spot? The same goes for the world travelers; if they were to spontaneously fly or drive to new territory, why not take advantage of these traveling deals? Travelocity hopes to catch the interest of these travelers with promotions in order to get a quick response from them. A large audience frame provides a company like Travelocity with many opportunities to advertise through mass customization. It saves them time and resources as well as consistently generates enough interest in their primary audience to take action.

The types of phones Travelocity targets are smartphones. The reason being is that iPhones and Androids receive the fastest connection and provide better personal services to users. Think about it, smart phones store personal information that require constant monitoring and having an app that fits in that category of a consumer's life makes it that much useful and important. Here is a fun fact: nearly 80% of cellphone users in the United States have a smart phone, therefore Travelocity is aware of the time and culture changes and is wisely acting on it by strategically adapting to their convenience. In addition, the majority of their primary audience own smart phones so it's like killing two birds with one stone when they advertise.

So far, the mobile app and e-mails strategies have tremendously benefited Travelocity, making significant improvements in their revenue and profit streams. Approximately 60-70% of bookings are being made by mobile devices on the same day customers receive these promotions compared to the 10% that are made on computers. Those kind of numbers truly prove how much mobile marketing is breaking through in today's world especially for a travel booking company such as Travelocity. Since their consumers are always on the road, they know that it is the perfect time to hit them with these promotions in order to stimulate a quick need of finding a place to stay overnight or for a few days. These promotions serve as credible to their slogan 'you'll never roam alone".

I commend Travelocity for their mobile marketing techniques...I just wish they would stop coming after me! Oh well, I guess I can't really blame them when they are thriving with this technique. It wouldn't surprise me to see their sales numbers continue to increase from phone and app purchases. As the world continues to grow, technology will remain the main source of connection and business transactions globally. Better now then never to embrace change!

The following is a Travelocity commercial proving why they are different from their competitors:

Sources: http://www.mobilemarketer.com/cms/news/content/12756.html


Posted by Liel Dardashtian

Kanye West At It Again?

Kanye West is known for his outspoken personality and making great music (most of the time). There is no doubt he has changed hip-hop and the form it has currently taken. One of his most successful songs was "Stronger" that was released in 2008. "Stronger" arguably launched Kanye's career into superstardom, continuing to pave the way for the creative genius  Just when we thought Kanye's musical intuition had struck again, a little hiccup occurred when Kanye was being called out for stealing a song from an unknown artist. Kanye West was charged of copyright infringement at the hands of Vincent Peters who claimed he had written the original song and placed in on MySpace back in 2006. Peters stated that his song was also titled "Stronger" and Kate Moss references were also made in his song.

West was being charged with stealing lyrics that had been altered slightly, yet the overall concept of the song had remained the same. After the case was all over, the charges were dropped on a few counts. First of all, titles of songs are not legally protected as well as references of people (Kate Moss). Second of all the lyric "that does not kill me makes me stronger" was not protected due to the fact that it is a common saying. The final reason was that the word "wronger" is a typical word that rhymes with "stronger", therefore there is no right to keep that word.

Vincent Peters was apparently on board with one of Kanye's executive producers, John Monopoly, regarding producing his album however the partnership never officially formed and Monopoly dropped out around the same time "Stronger" had come out in December. Sounds a little to coincidental right?

With all of that said, let's focus on the legal aspects that Kanye was facing and what constitutes as official copyright infringement. When it comes to digital property, websites like MySpace that are known for music postings therefore there are specific violations for cases to be considered eligible for legal action. It is true that trademark is concerned with specific words, but as stated in the case there weren't any lyrics that could be marked as "trademark" so the case had to be dismissed.

According to the 1976 Copyright Act, the artist must perform the song in public to give the song credibility and security. Vincent Peters was not reported of playing the song out in the open or distributing it which falsifies his claim for originality. The only proof Peters had was his post on MySpace, however that was not enough to convince the jury that the song was an original with trademark characteristics. 

At the end of the day, one could easily form an opinion based on the facts that Kanye did in fact sample the song and commit copyright infringement. Due to the great number of coincidences and weak foundation of the song, illegal action could easily be misconstrued, putting Kanye in hot water yet again. 

Now, it isn't like Kanye West hasn't been linked to sampling music in the past. Older songs such as "Touch the Sky" and "Gold Digger" were sampled from Marvin Gaye's "Move on Up" and Ray Charles' "I Got a Woman" so this law suit did have some credibility at first. West has acknowledged however that he was aware of sampling those classic songs and remix his own version. With the remix movement increasingly becoming popular in today's music industry, we must ask ourselves, when does it get get out of hand? The remix culture consists of dubbing, sampling, open source, peer-to-peer and mashups. West's songs thrive on the remix culture for the most part.

The idea of taking a song and implementing personal changes is a very risky one to play around with. I do think it can be done, however serious alterations must be made. Based on the information in the case, I have a gut feeling that there might have been a little illegal remixing and sampling involved. There are just too many lyrics in the song that sounds exactly the same as in Peters' version. On the other hand, there are unknown artists who are willing to sue celebrities just to make a quick buck so the outcome can sway either way. I do not have a problem with remixing as long as an acknowledgement is made in the song and gives credit to the original artist. I have a lot of respect for Kanye West but again, his musical history proves that he does use samples often. It's a sticky situation and just to be safe, musicians should just stick to creating their own original songs. What happened to the good old days when musical content was new and fresh?


Sources: http://onellp.com/blog/music-copyright-infringement-lawsuit-against-kayne-west-dismissed/