• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Digital Marketing Strategy for the Four Screens - TV integration, PC, Mobile and Tablet
 

Digital Marketing Strategy for the Four Screens - TV integration, PC, Mobile and Tablet

on

  • 3,054 views

From inspiration to booking and beyond, discover how each type of screen in consumers’ lives are playing different roles, and what that means for your hotel’s digital marketing strategy. Use ...

From inspiration to booking and beyond, discover how each type of screen in consumers’ lives are playing different roles, and what that means for your hotel’s digital marketing strategy. Use consumer behavior data to improve your travel and hospitality digital marketing strategy, your ominchannel strategy, and align your mobile marketing strategy.

Statistics

Views

Total Views
3,054
Views on SlideShare
2,684
Embed Views
370

Actions

Likes
14
Downloads
1
Comments
2

9 Embeds 370

http://thedigitaldrew.com 322
http://www.scoop.it 16
http://kred.com 14
https://twitter.com 9
http://www.linkedin.com 4
https://www.mturkcontent.com 2
https://www.facebook.com 1
http://pinterest.com 1
http://www.pinterest.com 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

CC Attribution-ShareAlike LicenseCC Attribution-ShareAlike License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

12 of 2 previous next

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Source: eMarketer, March 18, 2011 http://totalaccess.emarketer.com/Chart.aspx?R=107412&dsNav=Ntk:basic|Share+of+Average+Time+Spent+per+Day+with+Select+Media+by+US+Adults+vs.+US+Ad+Spending+Share|1|,Ro:-1 Source: Top Mobile Internet Trends, Mary Meeker - http://www.businessinsider.com/mary-meeker-matt-murphy-2011-2#-19 59% of time is spent on mobile web/web apps 32% on telephony 9% mail app
  • How many of you would say you have the best mobile experience possible?
  • Your consumers can and should be engaged across all of their digital devices – PC, phones, tablets Why? consumers engage all screens during the day in different contexts Your customers aren’t siloed , your marketing shouldn’t be either If you don’t sync your marketing across screens, you’re missing a tremendous opportunity The question isn’t about what screen you should focus your marketing against, but how to incorporate your marketing across all screens
  • Nielsen
  • http://www.telmetrics.com/mobile-path-to-purchase-study-travel/ http://marketingland.com/study-right-price-triggers-72-percent-of-mobile-travel-buying-20543 Mobile travel behavior and usage are getting a lot of attention lately. Both Nielsen and comScore released mobile-travel data in the past week. In addition, Millennial Media recently published data showing that the travel category has moved from ninth to third position in terms of mobile ad spending in the past year. Now, in a follow up to an initial release of their “ Mobile Path to Purchase ” study in August, call-tracking provider Telmetrics and mobile ad network xAd offer a new travel-specific tranche of data, which was collected earlier this year by Nielsen (n=1,500 tablet and smartphone users). High Conversion Rates The study found extremely high mobile-travel conversion rates — with 43 percent of smartphone and 48 percent of tablet users ultimately making a travel purchase on those devices. Price comparison research was the most common activity among these users. Of those making a mobile-travel purchase 72 percent did so within a month. Presumably multiple sessions were involved. However 33 percent of this group did so within a day and 19 percent booked within an hour. Among those converting the three primary transaction drivers were “right price,” “brand choice” and “good reviews.” However price was the biggest trigger: 72 percent of survey respondents said they booked because of the price. Most Users Open to Ads, Influence While brand was a significant factor in mobile usage — 42 percent of smartphone and 46 percent of tablet users engaged with apps or sites that were familiar — only 25 percent of mobile travel users had a specific brand in mind regarding their potential travel purchases. In other words, the study found that roughly 75 percent of mobile users were open to influence when it came to a purchase decision. This population of generally younger users (under 35 with incomes between $50,000 and $100,000) was also very open to relevant mobile advertising. The study found that 57 percent of smartphone and 52 percent of tablet users clicked on a mobile ad because it was relevant or targeted. The Telmetrics-xAd study also found that 75 percent of smartphone users and 63 percent of tablet users noticed ads in the travel category. Findings Argue More Money Should Be Dedicated To Mobile These findings either directly contradict or fly in the face of just-released, eyebrow-raising data from Trademob that argues 40 percent of mobile ad clicks are accidental or fraudulent. Recently the Mobile Marketing Association recommended that 7 percent of ad budgets be devoted to mobile. In light of the findings above, including the mobile ad awareness and conversion data, that recommendation would appear to be woefully inadequate.

Digital Marketing Strategy for the Four Screens - TV integration, PC, Mobile and Tablet Digital Marketing Strategy for the Four Screens - TV integration, PC, Mobile and Tablet Presentation Transcript