how mobile devices are changing the way we market to today's travel shopper
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How Mobile Devices are Changing the Way we Market to Today’s Travel Shopper April 24, 2013
vfmleonardo.com facebook.com/vfmleonardo @vfmleonardo
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Vice-President, Best Practices, Online Merchandising
VFM Leonardo Inc.
@darlenerondeau
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PresidentTapped Networks
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CEOScene Marketing Group
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Where and how travelers are using smartphones and tablets
How consumers are using multiple screens sequentially and concurrently
Differences in how consumers use mobile apps and mobile browser websites
Elements required for smartphone and tablet optimized hotel websites
How hotels are successfully optimizing their stories for smartphones and tablets
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PresidentTapped Networks
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20131983
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IAB Canada Mobile Advertising Report, April 2012
“2012 revenue growth will likely be driven by Mobile Search, Rich Media, Video and quality In-App inventory.”
IAB Canada Mobile Advertising Report, April 2012
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comScore MobiLens, Total Canada Mobile / Smartphone Subscribers, Ages 13+, Dec 2011
85% of smartphone owners indicate ‘Using Apps’ is their top activity.
comScore MobiLens, Total Canada Mobile / Smartphone Subscribers, Ages 13+, Dec 2011
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Sharing: 92% of mobile videos share videos with others
92%
Sources: Invodo; NPD
Viewing: Mobile and tablet shoppers are three times as likely to view a video as laptop or desktop users
3x
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48% of users feel frustrated when they visit non-mobile friendly web-sites
52% of users who have bad mobile experiences are less likely to engage with those companies
48% say that when sites don’t work well on their smartphones that it makes them feel like companies don’t care about their business
Source: Get Elastic, Moving Forward Infographic 2013
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50% of people will admit they use websites less if they are not mobile friendly even if they already like the companies
61% of users are likely to leave quickly if your site is not optimized well for mobile devices
67% of users are more likely to buy from mobile-friendly sites
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MarketingStrategy
+
Role of Web Site Mobile OptimizedLanding Pages
Better ROI
Analytics
+ =
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Interactive Performance Maps
Analysis by Demos, Distance, etc.
Post Campaign Analysis
Mobile offers the ability to understand more than just clicks – reporting can provide data on location and demos so as to better understand consumer behavior.
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86% want big buttons that are easy to press
78% want swift navigation to desired information within one or two clicks 76% want better lit screen for the business mobile site
74% Clean and efficient look and feel
73% Easy ability to save information on the site for future relevance
(% wanting each)
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76% want location and phone hours
61% want click-to-call functionality
54% want email address
(% wanting each)
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1. 19% of all travel inquiries in 2012 came from a mobile device; vs. 11% in 2011. Almost half (44%) of searches resulted in a purchase.
2. 16 MM Americans booked a trip via their smartphone, 4X increase vs. 2011. Mobile is here.
3. ~36 Million Americans used a smartphone to travel and plan their vacation. Mobile is part of the purchase journey.
4. 2/3 of tablet owners made a travel purchase on their device in H1 2012 and 90% said they would book on their device in the future. Mobile is key purchase platform.
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Time Spent (Web)
Stick Rate (Web)
Smartphone Traffic
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1. It’s finally the Year of Mobile: Your site needs to be optimized for mobile as travelers are already there.
2. User Interface and Contact Info: Understand top user needs and prioritize accordingly.
3. A picture (or video) is worth 1,000 words: Leverage video on your site. Especially for business travelers.
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CEOScene Marketing Group
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Determine the characteristics of your property Use visuals to convey your personality Tell your story on mobile devices and social
platforms It’s working!
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