Transcript Mobile Marketing Hospitality Powerpoint

First Screen
• In 1929, we were introduced to the “First
Screen”
o Still today, Television advertising is a
tremendously effective way to market
Second Screen
• In 1992 the world was introduced to the
“browser” featuring 26 live web pages.
• Second Screen was born.
• This has been the fastest growing and in
most cases, most cost effective form of
marketing for businesses ... until now ...
Third Screen
• 2008 saw the evolution of the “Third Screen”
• Immediately, 87% of American homes had at least one
mobile web capable device in them including:
o Mobile phones, iPads, iPods, Nintendo DS, Mini
Notebooks, etc
With a new screen
brings new ways to
market
Mobile Marketing
Techniques
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SMS Text Message Marketing
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Mobile Applications
Mobile Gaming
Mobile Web Sites
Bluetooth Proximity and Wifi
Mobile Video
Mobile Search
Location Based Services
QR/2D Barcodes
3D/Augmented Reality
Mobile Marketing is for your 20 percenters
(the 20% of your customers that spend 80%
of the money)
• Mobile is an OPT IN ONLY channel
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Subscriber based opt in database marketing
Best practices provided by mobile marketing association
(mmaglobal.com)
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(Governed by the FCC)
SMS is the workhorse
of mobile marketing
Text Message
Marketing Meathods
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Text to Vote
Text to Win
Text to Screen
Mobile Alerts
Reminders
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URL/Link Delivery
Application Download
Mobile Coupons
Mobile Donation
Mobile Business Cards
QR Codes
• Every business has the ability to use a QR
Code in some fashion
QR Codes can send customer to:
• Mobile landing page
• Video
• Your social media sites
• Map to your business
• Exclusive coupons, discounts, or
giveaways
• Customer feedback form or email
Is your business mobile
friendly?
• Can your consumers connect with you anytime anywhere?
• By 2013, more people will access the internet via a mobile
device than through a PC (Forrester Research)
• Today,1 in 7 Google searches originate from a mobile device
o Google estimates 1 in 4 searches will originate from a
mobile device in 2012
• 43% of Americans own a smart phone
o (82.5 million users)
Currently Less than 1% of web
sites are mobile friendly
• If you have a Web site, you’re already in the mobile world —
and the chances are you’re making a terrible impression on
• your audience.
• Traditional web sites have WAY TOO MUCH content!
• Smart Phones have different browsers and screen sizes
• Mobile users need quick answers and bite-sized content in
easy-to-digest formats (e.g. video/audio vs. text)
First Develop a Mobile Strategy
• What do your customers or potential customers
need from you when mobile?
• You must strive to make their work related activities
BETTER, FASTER & EASIER.
• B2B Mobile differs from B2C Mobile because it is
driven by efficiency rather than entertainment
Once you have created a plan to take your web site
mobile, decide how:
You can opt to create a simple mobile version of your
site in HTML or you can get more advanced and
create a mobile web app using advanced languages
like HTML5 or JQuery
Either way, you MUST include browser
detection and redirect as part of your mobile
web strategy.
That means that when a user visits your MAIN
WEB SITE with a mobile device, the mobile
browser will be detected and automatically
redirected to the mobile web experience.
Hospitality
• Ideal for business travelers
• Location based travelers can receive locationspecific offers at their destinations
• many want to use their mobile devices to find
and book hotels/cars/event tickets etc.
• Number crunch
o 72% of business travelers are intered in the ability to view
hotels on a map using their mobile devices
 an increase of 26% from 2009
• 47% of business travelers use their Smartphone daily to view
or receive advertisements, a 95 percent increase from 2009
• 66% of respondents reported interest in the ability to add a
hotel reservation to an existing itinerary using their mobile
devices
Case Study
• Campaign:
o Hotel Casa del Mar text-to-short code MMS video
promotion
o 5 week duration
• Objective:
o To build an opted-in list of mobile consumers and
engage campaign particpants
Case Study
• Action:
o promoted by the hotel through traditional and social advertising
methods, including in-hotel brunch posters, email blasts,
Facebook, Twitter and the Casa del Mar Web site
• Tactics:
o The hotel’s locally targeted mobile video marketing campaign
enticed consumers to join into the hotel’s mobile loyalty club, in
return for a special offer (in this case, free unlimited Bloody Mary’s
or champagne during Sunday Brunch)
Case Study
• Result:
o After 10 days, the campaign generated a
substantial opt-in user base, a delivery rate of
100% and an engagement rate of 75%
o Campaign resulted in a 27% redemption rate
and Hotel Casa del Mar reported generating
substantial revenue from the program
o ROI was over 450%
“The results of this campaign clearly shows how
mobile can be incredibly valuable for advertisers
trying to reach local consumers.” In a fraction of
the time, the business built a mobile database
nearly as big as their Facebook and Twitter
presence, which resulted in real revenue.This
outreach, combined with the novelty and
effectiveness of an [SMS] message, made for a
thoroughly successful campaign, at a time when
email marketing is dying.”
Case Study
• Hilton Hotels
o Travelers have the ability to book reservations from
their phones
o Users can access/change bookings, view hotel
images and search amenities
o Integration with the Hilton HHonors customer loyalty
program for the benefit of club members
Case Study
• Application gives users three ways to search
for a hotel: text search, country or city, or by
current location showing a list of nearby Hilton
hotels
• Hotel chains including Hyatt, Wyndam and
Marriot all use similar technology
Your pitch and pricing
here
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