10. this is not a smartphone…
games
music + entertainment
communications
social networking
news
weather
local information
travel
sports + fitness
productivity
& you can make calls
it is a mobile device.
12. smartphone feature phone & mobile device mix
MOBILE
DEVICES
Source: Millennial Media 2011 Q3 Report
13. mobile OS mix
Source: Millennial Media 2011 Q3 Report
14. “The 19th Century culture was defined by the novel,
20th Century culture by cinema, the culture of the
21st Century will be defined by the interface”
– Aaron Koblin TED Talk
21. Case Study
! mobile traffic accounted for 10% of web visits
! allocated 10% of digital budget to mobile
! integrated mobile advertising into fall marketing
! established benchmarks a er 30 days
! as % of mobile traffic increases scale budgets to match
! Results: $0.30 mobile conversion vs. $0.74 digital conversion
24. responsive web design
! adaptive layouts
! HTML5, CSS, JavaScript
! content + mobile first
! strategy + design
! progressive enhancement
! all of the above + future opportunities
25.
26.
27. plan to adopt, adapt + evolve
mobile is about
! filtering, not browsing to find useful information
! extending your brand to where your audience is…on the go
! being personal, relevant and helpful
! facilitating action and forming relationships
38. what DMO’s need to know about location services
! adoption is low
! consumer barriers are lack of clear benefit and privacy fears
! most users are young, active social media contributors
! experiences need to be relevant to brand and audience
! destinations need to work with industry partners
45. how DMO’s need to plan trip itineraries
! customize to your brand and offerings
! offer tools in the channels your audiences are in
! integrate trip itineraries across platforms
! use existing tools/APIs when it makes sense
! empower 3rd party word-of-mouth from friends and family
50. when you should develop an app
! connectivity is limited; still want to provide listings, maps, etc…
! provide access to user utilities including itineraries
! support a rich location based social program with incentives
! offering infotainment and gaming
! you have a strong CMS program and core of repeat visitors
51. why you should not develop an app
! you have not developed a mobile version of your website
! multiple platforms to develop requires ongoing maintenance ($)
! you need to market your app to get users ($)
! huge app usage drop off a er initial download
! new browsers and technologies like HTML5 could kill apps
52. Facebook Open Graph – Seamless Social Experiences
! empower users to spread the word
! make your app social
! create a cross-platform social experience
! extend your experience
56. mobile, checks, treks apps
! budget for mobile now; make content core strategy
! location based services are niche; work with your industry
! trip itineraries drive longer stays and more revenue
! be prepared to budget for app maintenance and promotion
