Beruflich Dokumente
Kultur Dokumente
2:15 - 3:15
from inspiration to booking and beyond, discover how each type of screen in consumers lives are playing different roles, and what that means for your hotels digital marketing strategy
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Agenda
Defining the Screens
Mobile State of the Nation and for Hospitality Screens and Strategies Planning for the Future Q&A
Mike Corak
EVP of Strategy, ethology @mikecorak
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19% Internet
untapped audience
43% TV 43% TV
5% Newspaper
16% Radio 3% Magazines
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10% Magazines
Source: eMarketer, Share of Average Time Spent per Day with Select Media by US Adults vs. US Ad Spending Share, 2011
Screen 1 Television
Connection Lenses
Desktop Mobile Phone Tablet
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Screen 2 Desktop
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Responsive design Advantages Much lower ongoing maintenance effort One URL (search) for all Better user experience Challenges Complex front-end coding and thoughtful content mapping
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Screen 2 recommendations:
Plan for responsive design in next iteration Continue to build your content warehouse, including visuals, the launching point for integrated tactics (make sharable) Create and optimize localized content Do the best with what you have anticipating visits from all devices
Mobile friendly landing pages, booking, and popular mobile content (local)
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Nordstrom on Mobile
Loyalty is king and consumers are in control Omni-channel excellence is mandatory Create the best customer experience possible at every consumer desired
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Admin Workhorse
At home or office Task-oriented Solitary experience
Couch Companion
Web surfing & shopping Entertainment Shared experience
Constant Companion
Always with you Location-specific In person Personal
Source: Google Mobile Display Tablet Usage Survey, US, March 2011. n= 1,430, all members of the Google Mobile Display Network.
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12:00 AM
3:00 AM
6:00 AM
9:00 AM Tablet
12:00 PM Mobile
3:00 PM Desktop
6:00 PM
9:00 PM
Source: Google Internal Data, 2011. % of each platforms traffic shown hourly for one day. Does not indicate absolute or relative traffic volumes.
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brand
Marriott.com HamptonInn3.Hilton.com ComfortInn.com BestWestern.com Radisson.com Hyatt.com HolidayInn.com Fairmont.com
mobile site
mobile app
desktop responsive
<5 seconds
pinch/zoom
m.
3rd party
usabalenet
apple droid apple droid apple droid apple droid apple droid apple droid apple droid apple droid
m.
3rd party
usabalenet
m.
m.
m.
3rd party
usabalenet
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While smartphone travel booking is expected to grow significantly, nearly 2x the amount of consumers will use smartphones to research v. book
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Screen 3 recommendations:
Evolve mobile booking user experience Test top end of mobile and localized media and landing pages Maps be everywhere! Same with social local listings/ networks. Hand quality check and manage Create mobile friendly, and optimized, local and property content, on-and-off site (consider video) Test mobile email creative, tag mobile users, and deliver mobile formatted emails Plan for responsive consolidation, and a social + local
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Screen 4 Tablet
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360+
74
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2001
2007
2010
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Screen 4 recommendations:
Test site, booking experience, and content, for tablet today, and correct any issues (ex. navigation, flash, etc.) Make existing Apps tablet friendly Plan for customized experience or responsive design, prioritizing content and activities seen in analytics Test prioritizing related news and weather content in tablet friendly manner
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Real Life!
We use screens to accomplish tasks, the device is irrelevant.
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Q&A
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data sources
ethology research emarketer comScore KPCB, Mary Meeker, 2012 Year in Review Internet Trends Telmetrics, Path to Purchase Study - Travel Google and Google Think Mobile Marketing An Hour A Day
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THANK YOU!
Mike Corak
EVP of Strategy Mike.Corak@ethology.com 602.840.4343 @mikecorak www.linkedin.com/in/mikecorak
Contact for a complimentary mobile assessment Find This Presentation On SlideShare tonight
www.slideshare.net/mcorak
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