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Super Trends for Mobile Marketing

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Super Trends for Mobile Marketing

  1. 1. Super Trends<br />In <br />Mobile Marketing for<br />Travel and Destination<br />March 25, 2011<br />Presented by:<br />Hillary Bressler<br />Founder, CEO<br />.Com Marketing<br />A Top 100 Interactive Agency Nationwide<br />www.commarketing.com<br /> 1.866.266.6584<br />
  2. 2.
  3. 3. Mobile Web Consumer<br />
  4. 4. 5 billion<br />Mobile phones worldwide<br />BBC –July 2010 <br />
  5. 5. 292 million <br />Mobile phones in the USA<br />CTIA June 2010<br />
  6. 6.
  7. 7. 31%<br />of all mobile consumers in the <br />United States owned smartphones<br />ending in Oct. 2010., up 14 % from <br />the preceding 3 month period <br />comScore Reports October 2010<br />
  8. 8. 50% <br />Of all mobile users <br />will have smartphones <br />by Q4 2011<br />As of April 2010<br />
  9. 9.
  10. 10. 45%<br />Of Hispanics and <br />Asian/Pacific Islanders own a smart <br />phone. Meanwhile, only 27 % of white <br />mobile users reported owning a <br />smartphone.<br />comScore Reports October 2010<br />
  11. 11.
  12. 12. 25% <br />of U.S. mobile users who <br />researched travel on their <br />mobile devices in 2010<br />eMarketer Feb2011<br />
  13. 13. 12% <br />Have booked travel on <br />their mobile devices<br />Emarketer –Feb 2011<br />
  14. 14. 7,000%<br />year-over-year increase in <br />mobile searches for hotels from <br />2009 to 2010<br />Google October of 2010<br />
  15. 15. Is everything OK?<br />My itinerary<br />Which airport <br />terminal ?<br />Directions<br />Booking reference<br />Is everything still OK?<br />Are there any traffic <br />issues?<br />Has my flight been<br />delayed?<br />Have I got my <br />paperwork?<br />Let them know I’m here<br />Hotel knows you’re<br />on your way<br />Directions to hotel<br />Booking reference <br />On arrival seamless<br />handover to hotel<br />wifi.<br />Save me time<br />Restaurant booking<br />Events, tours <br />Maps<br />Transport <br />Fast high bandwidth, low<br />latency wifi access made easy<br />
  16. 16. 5 Mobile Trends<br />You Can’t Ignore<br />
  17. 17. #1<br />2D barcode scanning <br />The key idea is to use the mobile<br />device to unlock digital content from something in a physical space.<br />
  18. 18. How You Can Use A QR Code?<br />Text Only <br />Navigate to a Website <br />A Phone Number to Dial <br />Send an SMS Message <br />Send an Email <br />Create a vCard <br />Bookmark a Website<br />Go To A Video <br />
  19. 19.
  20. 20. Virgin Blue offers mobile check-in, seat selection and boarding via 2D barcode scanning on personal handheld mobile devices for Virgin Blue passengers travelling on direct flights between Sydney, Melbourne and Brisbane.<br />26 Apr 2010<br />
  21. 21. Consumers can show the American Airlines bar code on their mobile phone without having to print and present a paper boarding pass. The airline has 27 airports that have paperless boarding passes.<br />Mobile Marketer - March 12, 2010<br />
  22. 22. July 29, 2009 issue of Sports Illustrated had 2D bar code at the right, which unlocked 14 extra swimsuit pictures.<br />
  23. 23. The 2D bar code produced over 100,000 engagements with readers who scanned the tags for video on the swimsuit models out of 23 million adults who read SI weekly<br />www.mobilemarketer.com<br />
  24. 24. The technology was a perfect fit for the Greater Fort Lauderdale CVB, whose primary goal in its advertising was to drive consumers to their website, sunny.org.<br />
  25. 25. Travel Applications for 2d Barcodes<br />Museums and Attractions<br />Interactive Exhibits<br />Restaurants<br />Transit<br />Education <br />Sports<br />When readers scanned a Tag accompanying an article by teaching professional Butch Harmon, they were taken instantly to a video lesson <br />
  26. 26. QR Tag<br />Microsoft Tag<br />
  27. 27. What are the differences between QR codes & Microsoft Tag?<br /><ul><li>The fundamental difference is that a Tag is a programmable reference, while underlying a QR Code is static text.
  28. 28. QR Code is very popular in Japan, so in the meantime, using both is important if your campaign is international.
  29. 29. For use in printed materials, Tag allows a much smaller size than other formats like QR codes
  30. 30. With Tag, the option to make Custom Tags lets you fully integrate your brand’s personality into the Tag itself, </li></li></ul><li> Custom MS Tags<br />
  31. 31.
  32. 32.
  33. 33.
  34. 34.
  35. 35.
  36. 36.
  37. 37.
  38. 38.
  39. 39.
  40. 40. You Will Start To See These Everywhere<br />
  41. 41.
  42. 42. #2<br />Localized Search and Deal Updates<br />watchmojo.com/blog<br />
  43. 43. Hyper-local deal alerts<br /> For local businesses that want to pull off last-minute promotions — maybe a restaurant wants to get rid of some food before the end of the night or a retailer needs to move a bunch of product — these flash deals could be attractive.<br />
  44. 44. #3<br />Crowd-sourcing<br />The act of outsourcing tasks, traditionally performed by an employee or contractor to a large group of people or community (a crowd), through an open call.<br />
  45. 45.
  46. 46. <ul><li>Twitter users seeking information on Portland can add #inpdx to their questions.
  47. 47. Tweets tagged with this code (also called a "hash tag") are sought out by Twisitor Center staff members who then send back suggestions.
  48. 48. But the beauty of Twitter is that other users who aren't affiliated with Travel Portland can also chime in with additional tips.</li></li></ul><li>
  49. 49. #4 <br />Augmented <br />Reality<br />The information about the surrounding real world of the user becomes interactive and digitally usable<br />
  50. 50. On Thursday, April 29, 2010 The Netherlands Board of Tourism and Conventions launched Holland Layer in the Layar app for iPhone and Androit.<br />
  51. 51. What is Layar?<br />Layar is a free Augmented Reality application for iPhone and Android smart phones. <br />When Layar is activated and you point your phone in any direction, Layar will use your camera feed to display layer specific information via a transparent filter.<br />
  52. 52. For example, if you were to stand in Amsterdam , you could simply hold up your mobile device, point the Holland-Layer toward it and instantly find interesting nearby attractions and directions<br />
  53. 53. Sparkling Queens day launch, April 2010 <br />Netherlands Tourism linked a one-time Holland layer campaign to the Queen's Birthday in the Netherlands.<br />Five diamonds were “hidden” in four Dutch cities in the Holland layer. The first five people to use Holland layer and find the locations will win a Gassan diamond. <br />
  54. 54. Wikitude Drive, the first mobile Augmented Reality (AR) satellite navigation system with global coverage. <br />The system works by attaching your mobile phone on top of your dash board looking at the road. The application then overlays video captured through the camera with driving instructions. This allows users to literally drive through their phone, watching the road even while they are looking at directions.<br />
  55. 55. #5 <br />Apps<br />App is short for Application software<br />
  56. 56. 35%<br />of mobile users have <br />downloaded apps<br />comScore Reports January 2011 U.S.<br />
  57. 57. 20,217 <br />Travel iphone apps available<br />As of March 22, 2011- Source 148Apps .biz<br />
  58. 58.
  59. 59. Amsterdam iPhone app by the Netherlands Board of Tourismwas one of the first destination apps available.<br />
  60. 60. Mobile Case Study: Visit Napa<br /><ul><li>Engaged Visit Mobile and</li></ul>Yparnternshipto build this app<br />January 1 to March 1 2011<br /><ul><li> 3,000 unique users
  61. 61. 42,000 pages viewed</li></li></ul><li>Revenue Opportunities <br /><ul><li>$5k/year license agreement
  62. 62. 50% split on ad revenue which is handled by VisitMobile
  63. 63. Banners Are $100/month, listings are $25/month
  64. 64. 1,200 banner offers clicked from Jan 1- March 1</li></li></ul><li> App Marketing<br />
  65. 65.
  66. 66. http://www.santamonica.com/visitors/multimedia/app/<br />
  67. 67. MOBLIE APP CASE STUDY: Santa Monica CVB<br /><ul><li>Partnered with Geodelic
  68. 68. They received quotes from $20-$25k from other companies but </li></ul>Geodelic was a new company and willing to do a marketing <br />partnership for the exposure. <br /><ul><li>July 2010 launched on app store….started marketing it Dec 2010
  69. 69. Total numbers of downloads since launching on July 28th is 4,398.
  70. 70. Content is being fed from 3rd party Simple View database via API
  71. 71. Tracking download, seeing spikes in events driven by offline marketing </li></ul>efforts. <br /><ul><li>Tracking downloads, not booking</li></li></ul><li>http://www.santamonica.com/visitors/multimedia/app/<br />
  72. 72.
  73. 73. TRADITIONAL MARKETING OF APP<br />30% of download from one event ( Surfing Santa). If you showed Santa that you downloaded the app you get a beach ball in which 20 balls had specials or giveaway ( ex. dinner, 2 iphones, 2 ipads) <br />
  74. 74. The secret to seeing of what is coming next is to pay close attention to the spaces where all rules are being broken. <br />
  75. 75. Hillary Bressler<br />CEO/Founder of .Com Marketing<br />Email: bressler@commarketing.com<br />Web: www.commarketing.com <br />Phone: 407.774.4604 ext 203<br />@commarketing<br />@hillarybressler<br />Find My Presentation On<br />www.slideshare.net/hillarybressler<br />

Notas del editor

  • There have been so many changes in the past 24 months that it would be virtually impossible to have kept up with all of them – the emergence of the hyper-interactive traveler, social media, mobile marketing, Web 2.0 functionalities, and more.
  • Five billion phones means there are more than three times as many phones as personal computers,&quot;
  • &quot;This device has become part of the fabric of society, whether a teenage girl taking a Blackberry to bed with her, or a farmer in an African village trying to find out the latest crop prices.&quot;
  • Multiple content items delivered in context to the travelers trip stage. Minimize time searching for relevant content – I don’t have the timeToday’s approach is a silo, single serving content approach. Travellers go on trips which are made of multiple experiences, those brands that adopt a information serving approach across the whole trip will reinforce their trusted brand status.
  • Cyber-style cousin to the traditional walk-in visitor information center relies on Twitter technology to connect travelers with those who can answer their questions and help plan their trips.
  • Smart device apps and mobile-optimized websites are changing the way people travel, from trip planning to boarding an airplane to how they experience destinations. This means new and richer opportunities for marketers to connect with consumers before, during and after their trips.

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