If you need technical assistance with the webcast, contact us at [email protected]and we will assist you immediately. Digital Marketing Webinar Series The Mobile Marketing Action Plan for Hoteliers April 17, 2012 This webinar series is brought to you by This webinar series is brought to you by HSMAI University, HSMAI University, HotelNewsNow HotelNewsNow, and STR , and STR Overview of Format and Topic Overview of Format and Topic Fran Brasseux Executive Vice President, HSMAI
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Digital Marketing Webinar Series The Mobile Marketing ...eoplugin.commpartners.com/HSMAI/120417/120417_Slides.pdf · • Vast majority of users (90.15%) prefer mobile browsing vs.
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This webinar series is brought to you by This webinar series is brought to you by
HSMAI University, HSMAI University, HotelNewsNowHotelNewsNow, and STR, and STR
Overview of Format and TopicOverview of Format and Topic
Fran BrasseuxExecutive Vice President, HSMAI
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We are grateful to Digital Alchemy,
our sponsor and partner in presenting this digital marketing
webinar series!
POLL QUESTION #1POLL QUESTION #1How many people are participating
in this webinar at your location today?
� 1� 2� 3� 4� 5� 6� 7� 8 or more
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Dr. Bill Carroll, Senior Lecturer, Cornell University
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TodayToday ’’s Presenters:s Presenters:Panel Moderator: Dr. Bill Carroll, Senior Lecturer,
Cornell UniversityPanelists:Paolo Torchio
Vice President
E-marketing & Revenue Consulting
Sabre Hospitality Solutions
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Loren Gray
Director of E-Commerce
Ocean Properties, Ltd.
Max Starkov
President & CEO
HeBS Digital
What Should Hoteliers Be Doing in theMobile Space?
Questions
� Do I need an app? … a website? … a tablet version? (P )� What is mobile’s role in service delivery? (P)� What part does mobile play in overall marketing? (L )� What are some effective mobile activities? (L)� What the major do’s and do not’s? (M)� How do I tell my boss that mobile activities are wo rking?
(M)� How should I budget for mobile? (M)� What does the future for mobile look like? (All)
If these questions aren’t enough,send us some of yours!
Mobile Ad Networks (See attached graphic look for "Mobile Ad Networks")
Social Ad Networks
Facebook now places advertising on their mobile interface-- that opens up 60% more exposure
Twitters new ad platform (minimum $15,000 for 3 months)
Example: American Express’s new social campaigns on (Facebook / Twitter / Foursquare)
SMS based advertising platforms (see attached graphic for category "Mobile Mkt / Msg")
•Short code followed by a keyword – ex; dial 41411 the keyword “HSMAI”
Location based Service platforms (see attached graphic for "Location-based Services / Apps")
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Mobile SERP's
Critical first step to control and moderate your presence on all things mobile and social.
•What are they to be used for by way of marketing?
•An ever present means of brand awareness
•A critical influence on selections ‘higher’ in the Consumer funnel by incentives offered in comparison to your competitors
•Advertising is controlled by the message as much as to the filters chosen;•geo targeting, day-parting, placement, platform specific, demographic, perish-ability of the offer, etc.,
Social Ad Networks
•Claim all social listings – Facebook / Twitter* / Yelp / Urbanspoon / Tripadvisor
•Market for brand first by reward offers, and market identity. Coordinate your offers so that no one feels they ‘missed out’ by picking the wrong platform
•*Twitter is not so much claimed as it is created
•Go ‘big’ on the name of custom pages for Facebook, not long
•Controllable offers with perishable QR codes that can be displayed from a mobile device
SMS based advertising platforms
•Used with three primary criteria – guests proximity to the product, timing of the offer, relevance of the offer to the guest.
•More of an intimate communication, we ask – they accept – we offer – they redeem
•Easiest channel to over extend•Example; 11 am text to guest on the second day of their visit offering an incentive for lunch, increasing second day F&B capture
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Location based Service platforms
•Marketing tool to maintain brand awareness
•Offers are made to draw foot traffic off the street and away from your geo located competitors
•Tangible attainable rewards based on your guest demographic
•Operational fulfillment critical for positive impact, (one “I don’t know” has an exponential reverse effect)
Mobile Ad Networks
•Only after all prior categories have been addressed should you venture into Mobile ad networks•It is best that you have your own mobile presence and not rely upon networks ‘hosting’ your ad’s landing page
•The purpose of a mobile campaign has only two real options
•Heightened branding•Selling a specific product / offer
•The choice of targeting has only two basic options•Proximity
•Feeder market
•The delivery has only two basic choices•CPC•CPM
•The value has only two basic options•Redemption
•Purchase
Max StarkovPresident and CEO
HeBS Digital
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� What are the major do’s and do not’s in 2012? � How do I tell my boss that mobile activities are
working? � How should I budget for mobile?
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Mobile Marketing Dos in 20121. Mobile Website
2. Mobile SEO and SEM• Optimized for mobile SEO
• Separate ads for tablets and mobile, separate reporting
3. Mobile Analytics
4. Local Content Optimization• Local content = mobile content
• Property listings on search engines,
Main Data Providers (Acxiom) and Yellow Pages
5. Align Official and Unofficial content
• Line between mobile and social is blurring
• Mobile site content must align with social media and
customer review sites
Also Consider:
Tablet Website• Desktop website optimized for touch screen navigation and user experience
Engage Your Mobile Customers• SMS Marketing
• Real-time customer service
• interactive contests, sweepstakes, promotions
Integrate mobile marketing in the property’s
multi-channel marketing campaigns!
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Mobile Marketing Dos in 2012
The Property’s Mobile Website1. Why do I need a mobile website?
• User Experience and Conversions• Desktop website: 85.4% of websites have resolution 1
280 x 1024 pixels and above
• Mobile website: 320 x 480 pixels
• Location Aware/GPS capabilities• Serving content relevant to the location of the user
• Mobile website = • Better user experience and conversions
• Better mobile search rankings
• Google: 3,000% increase YOY in hotel mobile searches
• HeBS Digital Portfolio: Q 1 2012: 5% of bookings and
website visitors came from mobile devices
2. Who Needs a Mobile Website?
• All Independent Hotels and Resorts
• Branded hotels with drive-in customers• Litmus Test: search for “Destination+hotel”
in your location via your mobile device
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Mobile Marketing Dos in 2012
The Property’s Mobile WebsiteMobile Website Best Practices:
• Navigation optimized for mobile user experience
• Content: minimum 10-15 pages of content:• Unique and engaging content
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TodayToday’’s webinar is copyright 2012 by the Hospitality Sales & Marketings webinar is copyright 2012 by the Hospitality Sales & Marketing Association International Association International
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