Mobile Travel & Tourism Master Class Integrating mobile into your marketing mix June 2011 1 Somo Ltd – Copyright & Confidential
Jan 20, 2015
Mobile Travel & Tourism Master Class
Integrating mobile into your marketing mix
June 2011
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Strategy
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Every brand is considering the following questions right now:
• WHAT does mobile mean to my business?
• WHY should I be deploying on mobile now?
• WHO else is doing this in my sector, do I lead or follow?
• HOW do I go about transitioning my brand to this medium?
• DO I build an application or mobile website?
Somo engages at the exec level on strategic & tactical consultancy
16% of the 470 travel industry organisations surveyed have a mobile website and almost 17% a smart-device app
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This is more or less in line with the average of21% quoted by Google in May ‘11. Opportunity to get established in the space before competition intensifies.
Source: Travolution / eDigitalResearch mobile study – Dec ‘10
18% with a mobile website used the site for transactions
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Source: Travolution / eDigitalResearch mobile study – Dec ‘10
Transactional mobile sites provide an additional revenue channel
Mobile web user requirements and behaviours are different
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Users are often on the move and searching for relevant local information.
Deep Dive Hybrid Skimming
The deep dive experience is up to 4
hourrs in a seated position, deep levels
of research
Tablet devices allow for a hybrid
interaction – a mix between the deep dive and skimming
Mobile is suited to skimming data – short bursts of browsing for between 1-8 minutes.
Usually for bites of info e.g. Train times
Pros and Cons of HTML5 and Apps
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• Lower dev costs
• Cover multiple devices
• Address all users with one platform
• Limited to native phone features
• No presence in app store listings
• Mobile SEO has a long way to go
• Better use of native phone features
• Richer experience
• Leverage your brand
• Regular updates
• Cost of supporting multiple platforms
• Higher dev costs
The mobile advertising market is highly fragmented
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30+ blind networks – high reach, low price
Search engines Stores & social
1000’s of premium publishers & operators
...which makes buying a specialist task
Social Media
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•There are more than 250 million active users currently accessing Facebookthrough their mobile devices
• People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users
• No mobile advertising means you have to join the community and take part in / create conversations
• 100+ Twitter clients for smartphones
• Contextual keyword & genre targeting is possible through these apps
• Large volumes of targeted inventory available for mobile devices
Paid Search
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Fewer keywords are used when searching, this throws up the challenge of trying to determine what content a user is looking for based on less data than that of a traditional desktop user.
As a result of this search engines are now offering up predictive phrase results to speed up and simplify mobile search behaviours.
Enabling “Click to Call” within mobile search ads is something the travel industry has been quick to embrace.
According to Google's research, the average query on Mobile Search is 15 characters long, but takes roughly 30 key presses and approximately 40 seconds to enter. (source mobithinking.com)
What is mobile SEO?
It’s not just Google.com
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97.4% Market Share of mobile web search (Source: Global Stats Counter)
Mobile Web Search
56-51% find apps through search (Source: AdMob)
Mobile App Search
ApptimiserTM “One SDK to Rule Them All”
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AdvertApplication
App Stores are walled gardens which block traditional tracking methods
Apple & Android
App Storesx
Apptimiser TM enables tracking through app stores
Application
ApptimiserTM
Real Time Measurement
Real Time Yield Management
Delivers Better ROI
Print & Outdoor
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What has been happening?
• QR codes – limited reach
Where could it go?
• NFC technology - 130,000 enabled sites across the UK.
• AR (Augmented Reality) opens up an exciting prospect for richer, more engaging advertising
THANK YOU!
ANY QUESTIONS
Stewart Hunter [email protected] +44 (0) 7900181609
Alistair Springer [email protected] +44 (0) 79 2040 0184
Jean-Luc Cornish [email protected] +44 (0) 78 8645 9428
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