Camerjam mobile travel masterclass somo

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  • 1. Mobile Travel & Tourism Master Class Integrating mobile into your marketing mix June 2011 Somo Ltd – Copyright & Confidential 1
  • 2. A full service mobile marketing agency operating globally Somo Ltd – Copyright & Confidential 2
  • 3. StrategyEvery brand is considering the following questions right now:• WHAT does mobile mean to my business?• WHY should I be deploying on mobile now?• WHO else is doing this in my sector, do I lead or follow?• HOW do I go about transitioning my brand to this medium?• DO I build an application or mobile website? Somo engages at the exec level on strategic & tactical consultancy Somo Ltd – Copyright & Confidential 3
  • 4. 16% of the 470 travel industry organisations surveyed have amobile website and almost 17% a smart-device appThis is more or less in line with the average of21% quoted by Google in May ‘11.Opportunity to get established in the space before competition intensifies. Source: Travolution / eDigitalResearch mobile study – Dec ‘10 Somo Ltd – Copyright & Confidential 4
  • 5. 18% with a mobile website used the site for transactions Transactional mobile sites provide an additional revenue channel Source: Travolution / eDigitalResearch mobile study – Dec ‘10 Somo Ltd – Copyright & Confidential 5
  • 6. Mobile web user requirements and behaviours are different Deep Dive Hybrid Skimming The deep dive Tablet devices allow Mobile is suited to experience is up to 4 for a hybrid skimming data – short hourrs in a seated interaction – a mix bursts of browsing for position, deep levels between the deep between 1-8 minutes. of research dive and skimming Usually for bites of info e.g. Train times Users are often on the move and searching for relevant local information. Somo Ltd – Copyright & Confidential 6
  • 7. Do I build an application or a mobile site? Somo Ltd – Copyright & Confidential 7
  • 8. Pros and Cons of HTML5 and Apps• Lower dev costs • Limited to native • Better use of native • Regular updates phone features phone features• Cover multiple • Cost of supportingdevices • No presence in • Richer experience multiple platforms app store listings• Address all users • Leverage your brand • Higher dev costswith one platform • Mobile SEO has a long way to go Somo Ltd – Copyright & Confidential 8
  • 9. The mobile advertising market is highly fragmented 30+ blind networks – high reach, low price Search engines Stores & social ...which makes buying a specialist task 1000’s of premium publishers & operators Somo Ltd – Copyright & Confidential 9
  • 10. Social Media•There are more than 250 million activeusers currently accessing Facebookthrough their mobile devices• People that use Facebook on their • 100+ Twitter clients for smartphonesmobile devices are twice as active onFacebook than non-mobile users • Contextual keyword & genre targeting is possible through these apps• No mobile advertising means you haveto join the community and take part in / • Large volumes of targeted inventorycreate conversations available for mobile devices Somo Ltd – Copyright & Confidential 10
  • 11. Paid Search Fewer keywords are used when searching, this throws up the challenge of trying to determine what content a user is looking for based on less data than that of a traditional desktop user. As a result of this search engines are now offering up predictive phrase results to speed up and simplify mobile search behaviours. Enabling “Click to Call” within mobile search ads is something the travel industry has been quick to embrace. According to Googles research, the average query on Mobile Search is 15 characters long, but takes roughly 30 key presses and approximately 40 seconds to enter. (source mobithinking.com) Somo Ltd – Copyright & Confidential 11
  • 12. What is mobile SEO?It’s not just Google.com Mobile Web Search Mobile App Search 97.4% Market Share of mobile web 56-51% find apps through search search (Source: Global Stats Counter) (Source: AdMob) Somo Ltd – Copyright & Confidential 12
  • 13. ApptimiserTM “One SDK to Rule Them All” App Stores are walled gardens which block traditional tracking methods Apple & Application Advert Android App Stores x ApptimiserTM Apptimiser TM enables tracking through app stores Real Time Measurement Real Time Yield Management Delivers Better ROI Somo Ltd – Copyright & Confidential 13
  • 14. Print & OutdoorWhat has been happening?• QR codes – limited reachWhere could it go?• NFC technology - 130,000 enabled sites acrossthe UK.• AR (Augmented Reality) opens up an excitingprospect for richer, more engaging advertising Somo Ltd – Copyright & Confidential 14
  • 15. THANK YOU! ANY QUESTIONS Stewart Hunter stewart@somoagency.com +44 (0) 7900181609 Alistair Springer alistair@somoagency.com +44 (0) 79 2040 0184Jean-Luc Cornish jean-luc@somoagency.com +44 (0) 78 8645 9428 Somo Ltd – Copyright & Confidential 15