tourism + mobile...tools users access most. deep calls-to-action apps do in one tap what mobile...
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TOURISM + MOBILE: WHAT YOU NEED TO KNOW
@santiagojara
gobluebridge.com
Martin Cooper invented the first mobile phone in 1973. It weighed 2.5 pounds, had a talk time of 30 minutes and took
10 hours to recharge.
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Apollo Guidance Computer
Which button gets me to the app store??
SMARTPHONES > BABIES
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How did we get here?
How then, must we act to adapt our strategy to thrive in a mobile world?
The Mobile Landscape
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WHY ARE WE HERE?
1990Internet is created
1999500,000 Websites
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Breadth Of Mobile Today
P.C.’s
Tablets
Smartphones
2009 2010 2011 2012 2013 2014
200m
0m
400m
600m
800m
1b
1.2b
1.4b
Connected device sales over time
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People are quickly adapting their technology habits.
Is your CVB or DMO?
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“63% of all online adults would be less likely to do business with a company via any channel after having problems with
transactions on a mobile device.”
Mobile Transactions Survey, Harris Interactive and TeaLeaf Technology
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Mobilegeddon - April 2015
Worried about your website? Google has a "Mobile-Friendly" test page in its developer section. Just type in the URL and see if it
passes.
The URL:
https://www.google.com/webmasters/tools/mobile-friendly/
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Mobile/Responsive websites are no longer a “nice-to-have”, they are a “must-have”
for top-of-the-funnel discovery and optimal SEO ranking
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MOBILE & THE MARKETING “FUNNEL”
Most Engaged
Least Engaged
Visit website
Social Media / Email
Visitor guide
Mobile app
Paid search/SEO
Experience
Role of Mobile Sites
& Mobile Apps
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Mobile Sites & Mobile AppsWhat’s the difference?
Mobile Sites • Used primarily for initial
research & information • Serves key “top of the
funnel” objectives • Discovery, research and
first impressions • Comprehensive content &
database • Account for 14% of all
smartphone usage
Mobile Apps • Used primarily for
repeated engagement • Used as “all-inclusive”
guide in destination for service -> retention
• Curated content • Opens instant
communication channel • Offline access • Accounts for 86% of all
smartphone usage
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2 hrs 45 mins The average smartphone
user spends 2 hours and 45 minutes on their
phone every day.
TIME SPENT IN SMARTPHONES
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MOBILE TODAY
“89% of time on mobile media is spent in apps.”
Smart Insights, 2015
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WHY APPS?
Native apps are faster and
more intuitive.
EASE OF USE
Apps link directly to features and
tools users access most.
DEEP CALLS-TO-ACTIONApps do in one tap
what mobile sites do in 20+.
QUICK ACCESS
Apps encourage commitment and
repeated use.
ON THE HOME SCREEN
Push notifications provide instant, actionable
communication.
DIRECT COMMUNICATION
85% of smartphone users prefer apps to mobile sites.
CONSUMERS ARE THERE
Visitor Journey “We need to make things as easy for the customer as possible, and often times this means improving technology so that our
customer's experience is as seamless as possible.” - Infosys, Travel and Hospitality
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Loyalty & Sharing
The Customer Journey
Discovery
Purchase
Experience
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Tourism Mobile App Objectives
1. Empower frontline staff with a tool (Gatlinburg)
2. Differentiate your convention/meeting value proposition
by bundling in an app for the event (Charleston, WV)
3. Save printing costs (Vero Beach)
4. Improve visitors experience by: navigation, curated
discovery, easy/quick event calendar
5. Brand advocate megaphone - drive social sharing
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Add Value to Visitors with Planning Tools
• Equip visitors to be informed to maximize their time
• Allow for offline access
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Promote Your App EarlyOnce they’ve booked travel, your visitors want
to start planning. An app can help.
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App Promotion Ideas
Airports Hotels Frontline staff
Printed materials
Events
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Three Tips for Choosing an App Vendor
1. Don’t buy an app, partner with a
mobile platform.
2. Look for integration capabilities.
3. Choose push notifications.
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WINTER 2011 FALL 2012 SUMMER 2013 FALL 2014
MOBILE APP EXCELLENCE
A fresh app every 16 weeks 99% uptimeContinual improvements
Local BandsConcert
City MonumentAmphitheater
Local Bands Concert
City Monument Amphitheater
Local Bands Concert
Local Bands Concert
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Mobile App Excellence
100+ INTEGRATIONS• Seamless integrations with the most popular online services • Save time—your app’s content is updated automatically • More built-in integrations than any other app provider • Custom integrations are available
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Thank You
800-APP-3014
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@gobluebridge