Using Mobile to Attract Out-of-Market Tourism<br />September 30, 2011 - San Francisco<br /> @TheTimHayden – #ets11<br />
How We Roll<br />
What’s Happening Now<br />
Mobile Traffic<br />12,000,000 Visitors to DMO websites in 2011 <br />View Fewer Pages: 		3.18 	vs.    4.63<br />Spend Les...
No stopping now…<br />
Mobile Search<br />Mobile users are usually coming from a search engine, whereby location + keywords tell you where they a...
Sent from my shiny new iPhone, please excuse typos<br />
Offline Mobile Touchpoints<br />Display Ads<br />Outdoor<br />Direct Mail<br />
Spending on digital billboards and posters is expected to double in the next five years, to $5.2 billion.<br />
Online Mobile Touchpoints<br />Social<br />Blog<br />Email<br />Banner Ad<br />Branded URLs – Short-URLs<br />http://attco...
Multiple Entry Points<br />DATA!<br />CONVERT!<br />
Measure & Learn!<br />
What Works/Location<br />1,000,000 Clicks, Scans and Texts<br /><ul><li>QR Code Scan				35%
SMS Text							40%
URL (browser)				25%
IP Address						98%
GPS shared60%</li></li></ul><li>
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Using Mobile to Attract Out-Of-Market Tourism - E-Tourism 2011 San Francisco

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Presentation for Mobile Keynote at E-Tourism Summit 2011 in San Francisco. Thanks, Jake!

Published in: Travel, Business, Technology
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Using Mobile to Attract Out-Of-Market Tourism - E-Tourism 2011 San Francisco

  1. 1. Using Mobile to Attract Out-of-Market Tourism<br />September 30, 2011 - San Francisco<br /> @TheTimHayden – #ets11<br />
  2. 2.
  3. 3.
  4. 4.
  5. 5. How We Roll<br />
  6. 6. What’s Happening Now<br />
  7. 7. Mobile Traffic<br />12,000,000 Visitors to DMO websites in 2011 <br />View Fewer Pages: 3.18 vs. 4.63<br />Spend Less Time on Site: 2.51 vs. 4.18<br />Bounce at higher rate 52.62% vs. 41.1%<br />Data: GetSmartContent.com<br />
  8. 8. No stopping now…<br />
  9. 9. Mobile Search<br />Mobile users are usually coming from a search engine, whereby location + keywords tell you where they are and what they are looking for, and you can get them to more relevant content. <br />
  10. 10. Sent from my shiny new iPhone, please excuse typos<br />
  11. 11.
  12. 12. Offline Mobile Touchpoints<br />Display Ads<br />Outdoor<br />Direct Mail<br />
  13. 13.
  14. 14.
  15. 15. Spending on digital billboards and posters is expected to double in the next five years, to $5.2 billion.<br />
  16. 16. Online Mobile Touchpoints<br />Social<br />Blog<br />Email<br />Banner Ad<br />Branded URLs – Short-URLs<br />http://attconf.co/ballet<br />
  17. 17. Multiple Entry Points<br />DATA!<br />CONVERT!<br />
  18. 18. Measure & Learn!<br />
  19. 19. What Works/Location<br />1,000,000 Clicks, Scans and Texts<br /><ul><li>QR Code Scan 35%
  20. 20. SMS Text 40%
  21. 21. URL (browser) 25%
  22. 22. IP Address 98%
  23. 23. GPS shared60%</li></li></ul><li>
  24. 24. SMS Success<br />Keep back-and-forth (send/receive) of texts to a maximum of 3-4 TOTAL actions<br />Explore vendors that provide real 10-digit phone addresses as well as short codes<br />Best used at events and in direct mail (remember, time may be a challenging factor)<br />
  25. 25. Key Takeaways<br />“Mobile Computing” will change everything<br />Brevity rules the moment, in terms or connection + copy + call-to-action<br />Capitalize on natural, current behavior…be pragmatic with behavior AND device capabilities<br />Offer multiple channels from offline to online (QR Codes, URLs, SMS)<br />Relevancy improves immediate conversion, AND creates WOM (Word-of-Mouth)<br />
  26. 26. Thank you!<br />Tim Hayden<br />tim@44doors.com<br />@TheTimHayden<br />

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