Snap - Failte Ireland, Digital Conference on Mobile Tourism
Download as PPTX, PDF0 likes467 views
This document discusses the importance of mobile marketing, particularly using a SoLoMo (Social, Local, Mobile) approach. It begins by highlighting the growth of mobile devices and how mobile usage is surpassing desktop. It then outlines a mobile marketing strategy and the key techniques of a mobile/responsive website, SMS marketing, check-ins/reviews, mobile-optimized email, and mobile ads. Finally, it discusses how these SoLoMo techniques can be applied throughout the different stages of a traveler's customer journey from dreaming to sharing.
More Related Content
Similar to Snap - Failte Ireland, Digital Conference on Mobile Tourism (20)
Snap - Failte Ireland, Digital Conference on Mobile Tourism
- 1. Tourism In A SoLoMo World Digital Conference
- 3. SoLoMo Social MobileLocal The combination of Social + Local/Location + Mobile Marketing Sweet Spot
- 4. Mobile-centric version of the addition of local entries to search engine results. SoLoMo emerged as a result of the growth of smartphones and the greater local precision they provide. So MOBILE is the key! Think SoLoMO!
- 5. Smart Phones Are Already The Dominant Platform & Will Only Become Larger Source: IDC. Mar. 2013 Why Are We Here?
- 6. On average 30% of visits to websites are by users on mobile devices Why Are We Here? • Website visits on mobile devices growing exponentially • Consumer-oriented sectors are as high as 50% Source: Snap. Nov. 2014
- 7. Mobile web traffic growing exponentially Source: Statista. Jan. 2014 Why Are We Here?
- 8. Web Browsing On Mobile For Home AND OutdoorsSource: Forrester. Jun. 2013 Why Are We Here?
- 9. Mobile web searches growing fast Source: Statista. Jan. 2014 Why Are We Here?
- 10. 43% of all Google Searches Are Local Local Searches Drive Higher Engagement Throughout The Purchase Process It’s no longer just “last mile” engagement! Source: Google/Ipsos. May. 2014 Why Are We Here?
- 11. SHOCK NEWS!!! SHOCK NEWS!!! SHOCK NEWS!!! SHOCK NEWS!!! Mobile search accelerates at the weekends and in the evenings People use their mobile devices to search when they are away from their PC! Source: Google. June. 2011 N.B. the scales of the two lines are different and so volumes of searches are not proportional in this graph. They are aligned simply to highlight the differing trends between them Why Are We Here?
- 12. Main Drivers For Mobile Usage Source: IDC March 2013 Why Are We Here?
- 14. Mobile Visitors Have High Expectations No Mobile Website = Bad Customer Service Source: Google. Sept. 2012 30% / 61% = 18% Of All Visitors Why Are We Here?
- 16. Responsive Design Mobile First Apps SMS Mobile Ads QR Codes Mobile Content Click-To- Call/Email Places/ Location Analytics Check-ins/ Sharing
- 17. You Need To Think Mobile In EVERYTHING You Do! But Remember, Successful SoLoMO Means...
- 18. The 5 Top SoLoMO Techniques
- 20. Mobile Marketing Strategy • Sometimes “just diving in” is a good idea...but not for long-term marketing • Follow The 4 Key Implementation Steps • Step 1 - Define Your Goals – Attract New Customers – Generate Repeat Business – Increase Sales – Drive Website Traffic – Drive Foot Traffic – Increase Engagement With Competitions, Coupons, Downloads – Generate Event Registrations – More Likes, Fans, Followers, Advocates – Promote Your Services/Knowledge/Appeal • Step 2 - Determine What Activities/Channels Will Help Achieve Those Goals • Step 3 - Implement the plan • Step 4 - Analyse and adjust
- 22. So Now... The 5 Top SoLoMO Techniques
- 24. YOUR WEBSITE... IS BEING VISITED... BY USERS... ON SMARTPHONES RIGHT NOW! OOPS??
- 25. You’re Wasting Your Money! If you spend time and money on social and location marketing with no mobile site...
- 28. Mobile/Responsive Website • Having a website that is optimised for mobile visitors is your #1 Priority • When was the last time you checked your website on all major devices? • Did you review the UI and flow throughout the site? • Are you displaying the key CTAs? • Do you have a Click-To-Call prominently displayed? • Is the experience broken? i.e. Mobile homepage, non-mobile booking page. • If your site is not mobile-friendly then DO SOMETHING NOW! • Analyze your traffic through analytics and review mobile specific visitor data m.snap.ie
- 29. You Have Two Options • Mobile-Specific – Design for Smartphone and Tablet separately – A more dedicated experience for visitors – Faster load time – Higher initial cost – Easier to maintain independently of desktop site – Harder to maintain entire web suite • Responsive/Adaptive – Easier to maintain entire web suite – One-Size fits all – Generic Experience – Typically slower to load – Lower initial cost – Harder to maintain independently of desktop site
- 30. 2. SMS
- 31. SMS (The Twitter For Everyone) • If you haven’t considered SMS, YOU SHOULD! – Open Rates of >95% (compared to average 25% with email) – Conversion Rates are up to 8X higher than email – Texts are read within 4 – 15 minutes – SMS messages are trusted (<1% SMS Spam) – Even the oldest mobile can receive SMS
- 32. SMS (The Twitter For Everyone) • You can run campaigns based on many factors – Time – Location – Gender – Age – Income – Credit Rating – Home/Car Owners – Roaming – More – Combination m.snap.ie
- 33. • How can you benefit? – Send targeted, time-sensitive, important messages – Use location-based targeting if appropriate – Piggy back off twitter messages (very complementary) – Use short codes and encourage opt-ins/engagement & send coupons – Give special incentives for opt- ins – Reserve SMS for your advocates and key customers (make it a privilege) m.snap.ie SMS (The Twitter For Everyone)
- 35. Check-Ins/Location/Reviews • Make sure you are listed on all major social sharing/Review sites – Facebook – Google+ – Twitter – Foursquare – TripAdvisor – Yelp • If you don’t create the listing a random person will and might get details wrong – so multiple listings • Encourage/Incentivise visitors to check-in and leave reviews (EVERY TIME) – Create Check-In VIP Club – Discounts – Competition – Donations To Charity Source: Beyond. May. 2011
- 36. Check-Ins/Location/Reviews • Encourage Reviews – Visitors can write it there and then on their smartphones – Check-Ins are mini reviews in themselves! Source: BrightLocal. June. 2013
- 38. Mobile Optimised Email • If you don’t do email newsletters, you should re- think now • If you do, but you don’t optimise for mobile, you need to – 90% of smartphone owners access the same email account on mobile and desktop – Mobile email opens grew 21% in 2013, from 43% in January to 51% in December – More email is read on mobile than on a desktop email client – Typically, more than 25% of email is read on a smartphone. Source: Litmus. October. 2013 & Linx. April. 2014
- 39. Mobile Optimised Email • The 4 Steps 1. Reduce image file sizes for faster loading. 2. Set image sizes by proportion of screen not pixels 3. Make links and CTA buttons much bigger 4. Use a responsive design/template. Not Optimised Optimised
- 40. 5. Mobile Ads
- 41. Mobile Ads • Mobile advertising provides amazing opportunities • They benefit from: – Growing impressions share (although still lower overall) – Higher CTR – Lower CPC Source: The Search Agency. April. 2014 & Google Insights. 2013
- 42. Mobile Ads • When advertising on mobile platforms, use all the options available – Click-To-Call – Create mobile preferred ad with specific ad text pointing to mobile site – Ad Location Extensions – Mobile adjusted bids – Use ad scheduling & adjust bids by time of day • You can even bid by weather conditions in your target area
- 43. How Does This Fit Into Tourism?
- 45. • Travellers are not actively planning • Their brains are like sponges • They are open to ideas and interesting things • Engage Them – Tempt Them • Not just offers, but what’s happening in your area • Get engagement from past & current visitors too
- 46. • Travellers are in detail mode • Give them as much information as you can • Can they get all the info they want on all platforms? • Use comparison tools to help them decide • They may not be ready to book yet, but offers and strong CTA is key • MANAGE YOUR ONLINE REPUTATION!!!
- 47. • Travellers have decided and they want to book NOW! • Don’t get in the way • Make it as easy as possible on all platforms • Don’t give them a broken experience • Think upsells and upgrades • Think complementary sales (other services from 3rd parties)
- 48. • Trip is booked! • They want to (and will) tell everyone • Make it easy for them • Give them cool content to share • Make it shareable • Send them emails/texts about the things they’ll enjoy • Let them know about upsells and cross-sells
- 49. • Travelling can be stressful – so help them • Send important reminders a day or two before travel • Send useful information (directions, maps, etc.) • Send coupons and vouchers for complementary services • Make the experience easy! • Ensure all content is mobile-friendly
- 50. • They have arrived • They want to let people know & share their experience • LET THEM • Give them Wi-Fi • Be visible on location services • Promote check-ins, sharing, reviews and likes and incentivise action • Send messages about what they can do each day and local news
- 51. • When traveller returns home they continue sharing • Encourage it and get involved • Encourage them to like and share to your pages • Send messages asking them to tell you what they loved and write a review on major sites • Send shareable content with offers for return visits or new customers • Ask them to share
- 52. The Mobile Marketing Ten Commandments