Mobile Marketing Trends and Opportunities for Museums
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James Burnes, CEO of Mobiltopia (www.mobiltopia.com) presents to the Indiana Department of Tourism's New Media Workshop on how the mobile web will impact the future of tourism and what organizations need to consider.
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Mobile Marketing Trends and Opportunities for Museums
- 1. James Burnes CEO & Founder james.burnes@mobiltopia.com (317) 426-0865
- 4. “smart phone” “standard phone”
- 5. Web sites that work here. Don’t usually work here.
- 6. New, proprietary ‘app stores’ are evolving to provide consumers with custom software for individual mobile device operating systems.
- 7. Apps Sites
- 8. SMS Text now: Short message “mobiltopia” to 50500 service aka “Texting”
- 10. Google Droid takes off, 4G Begin iPhone Debuts Introduction of 3G Networks Smartphones debut iTunes App Store Debuts 2G Introduced 1999 2001 2003 2005 2007 2009 Mobile Internet shifts from business professionals to Internet on cell phones housewives, teens and casual begin to see limited use, adult consumers primarily for email Web browsing begins to 2010 begins with 1 in 3 emerge as speeds improve. US mobile phone users Still primarily used for surfing the Internet on business applications, email. mobile devices
- 12. 4G 3G 2G 1G 1999 2001 2003 2005 2007 2009 2011 2013
- 13. Mobile Broadband Subscriptions Fixed Broadband Subscriptions 2006 2008 2010 2012 Source: Ovum, Strategy Analytics, Ericsson
- 14. 51% 33% 1999 2001 2003 2005 2007 2009 2011
- 16. Source: State of the American Traveler Survey, Destination Analysts, July 2010
- 17. Q. What did you use your mobile device for while travelling? Source: State of the American Traveler Survey, Destination Analysts, July 2010
- 18. Web sites that work here. But don’t work here
- 19. • Small screens, often less than ¼ the resolution • Awkward input for navigation without a mouse • Long download times • Design UI that doesn’t reflect how consumers browse on mobile devices *IndyStar.com Is used as an example. Mobiltopia is not responsible for their site development.
- 20. • 68% Look up shopping info about an item to purchase online • 68% find address and store hours of preferred store • 45% Look at third party or consumer reviews of product during the purchase process • 43% Look for retailer or product coupons • 36% Check price of product while in store to determine ‘good deal’ Source: Compete Smartphone Intelligence Survey, Q3 2009
- 21. % of smartphone users have made a purchase directly with their phone in the past 6 months. Source: Compete Smartphone Intelligence Survey, Q3 2009
- 22. % of smartphone users who tried to make a purchase online but where unable to do so because the site would not load or work on their phone. Source: Compete Smartphone Intelligence Survey, Q3 2009
- 23. % of smartphone users who tried to make a purchase online but abandoned the process because site was not optimized specifically for their device. Source: Compete Smartphone Intelligence Survey, Q3 2009
- 24. How Customers Are Turning to their phones for information
- 25. % of users who bought smart phone with main purpose to check email
- 26. % of users who bought smart phone with main purpose to participate in social media
- 29. The mantra for tourism destinations seeking to compete in the Mobile Age. “Anytime, anywhere.”
- 30. Two challenges 1. Marketing offsite 2. Engaging onsite
- 34. #1
- 35. #2
- 36. #3
- 37. #4
- 38. Development Cost: $5-100k $1.5-15k Hosting Cost: N/A $60-$150/mo Maintenance Cost: Varies. Typically minimum of 10% of Varies. Simple content original cost for any change. For changes may cost less than ‘upgrades’ or feature enhancements, $100, complex changes or costs can quickly exceed 25% of upgrades vary per original cost. requirement. Platforms: Each platform requires new version of Mobile site works on all app to be created. platforms. Time to create: 2-12 months 5-15 business days Marketing cost: Varies per project. No additional investment required.
- 39. #5
- 40. #6
- 42. Let’s finish with an opportunities audit
- 43. How might your patrons use mobile devices to interact with your venue while on site? How could you use mobile platforms to provide a deeper, more meaningful experience for an exhibit? What can you change, today, that would drive more content creation from your users? What new funding and sponsorship opportunities could integrate brands into your exhibits?
- 45. Thank you!