Hedna keynote today and tomorrow optimized

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Keynote address from December 2012 HEDNA examines key digital marketing and travel distribution trends for 2013. Core focus on e-commerce, content marketing, travel and tourism, and travel marketing.

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Hedna keynote today and tomorrow optimized

  1. 1. Today and TomorrowMarketing and Distributionin the Here and Now
  2. 2. 2How far away is tomorrow?
  3. 3. 3
  4. 4. 4 “The future isalready here... it’s just not evenly distributed.”
  5. 5. Cost of Computing 5 Processor 2 GHz dual core Memory 2 GB Storage 120 GB Screen resolution 1024x768 Movies Yes Wifi 802.11 a/b/g Bluetooth Optional (Extra cost) Camera Optional (Extra cost)
  6. 6. Cost of Computing 6 Processor 2 GHz dual core Memory 2 GB Storage 120 GB Screen resolution 1024x768 Movies Yes Wifi 802.11 a/b/g Bluetooth Optional (Extra cost) Camera Optional (Extra cost) Weight 8.9 pounds Battery life 2.5 hours Cost $1,100 ($3,000 with options)
  7. 7. Cost of Computing 7 Processor 2 GHz dual core 1.5 GHz dual core Memory 2 GB 2 GB Storage 120 GB 32 GB + cloud Screen resolution 1024x768 1280x768 Movies Yes Yes (internal or streaming) Wifi 802.11 a/b/g 802.11 a/b/g/n Bluetooth Optional (Extra cost) Yes Camera Optional (Extra cost) 8 MP Weight 8.9 pounds 0.3 pounds Battery life 2.5 hours 7.75 hours Cost $1,100 ($3,000 with options) $ 649 ($249.99 w/ contract)
  8. 8. 8“Information overload”
  9. 9. 9 “Information overload”Alvin Toffler, “Future Shock” 1970
  10. 10. 10“Man without technology... is not man” Ortega y Gasset
  11. 11. 11“Man without technology... is not man” Ortega y Gasset (1939)
  12. 12. How old is Gen Y?
  13. 13. 14
  14. 14. 15
  15. 15. 16
  16. 16. 17
  17. 17. How will you greettomorrow?
  18. 18. Become an Internet meme
  19. 19. 21Seize the day
  20. 20. 22Technology doesn’t matter. Knowledge does.
  21. 21. And if a little knowledge is adangerous thing... 23
  22. 22. Let’s get dangerous...
  23. 23. 3 key trends 25■Own the data, own the customer■Content + context = conversions■It’s all e-commerce
  24. 24. Own the data,own the customer 26
  25. 25. How much of the world’s aggregatedata collected in last 2 years? 27 2011-2012 Pre-2011 10% 90% Source: IBM Research
  26. 26. 28
  27. 27. 29
  28. 28. The cost/benefit of talking toeveryone 30
  29. 29. The cost/benefit of talking toeveryone 31
  30. 30. The cost/benefit of talking toeveryone 32
  31. 31. Partners? 33
  32. 32. Hotel guests expect stay to be personalized around set of choices made at the time of booking/prior to arrival 3470%60%50%40%30%20%10%0% Strongly Agree Agree Disagree Strongly Disagree Respondents Source: Amadeus/Fast Future Hotels 2020 Report (March 2011)
  33. 33. Next 5-10 years 35■ 86% agreed that by 2020, personalization will have been embraced wholeheartedly by the sector and that ‘customers will have the ability to choose the size of room, type of bed, amenities, audio-visual facilities, business equipment, etc. on booking and pay accordingly’ Source: Amadeus/Fast Future Hotels 2020 Report (March 2011)
  34. 34. 36
  35. 35. Content targeting 37■ Sojern■ Ektron■ Adobe■ Lots more...
  36. 36. Content + context =conversions 38
  37. 37. 40 Sites Visited - All E-commerce 3022.5 15 7.5 0 2010 2011
  38. 38. 41 Sites Visited - All E-commerce Sites Visited - Travel 30 22.5 15 7.5 0 2010 2011Source: Google http://www.thinkwithgoogle.com/insights/featured/five-stages-of-travel/ & http://www.thinkwithgoogle.com/insights/library/studies/the-zero-moment-of-truth-macro- study/
  39. 39. Hours spent shopping/booking travel 4270%60%50%40%30%20%10%0% 1-2 3-4 5-6 7-8 8+ Leisure Traveler Business Traveler Source: IBM Institute for Business Value Analysis September 2010
  40. 40. Here’s a question... 43 Why?
  41. 41. Because...We’ve trained them to
  42. 42. Am I going to 45enjoy myself?
  43. 43. Whyshould Ibuy from you?
  44. 44. 47
  45. 45. Rich media everywhere 48■ TourWrist■ Rome2Rio■ VenueSeen (location-targeted reputation management)
  46. 46. 50
  47. 47. It’s All E-commerce 51
  48. 48. Stupid, but useful word for today... 52“SoLoMo”
  49. 49. Or... 53“SoLoMoPho”
  50. 50. 45% of searches in 2013 on mobile 55 Mobile searches Desktop searches100%75%50% 65% 55%25% 45% 35% 0% 2012 2013 Source: Google
  51. 51. 56 Smartphone Mobile phone7,0006,0005,0004,000 953 Million 6.1 Billion3,0002,0001,000 0 Total Subscriptions - Q4 2011 Source: Mary Meeker & Liang Wu http://www.scribd.com/doc/95259089/KPCB-Internet-Trends-2012
  52. 52. More people own mobilephones than own toothbrushes 57
  53. 53. 58
  54. 54. 59■ 44% of all cell users■ 40% of those 35-44■ 50% of smartphone users■ 60% of those 18-34
  55. 55. 60
  56. 56. Social use in travel 62■ 2 in 3 travelers influenced by travel reviews■ 3 in 10 share their travel experiences■ 35% interact with travel companies on social networks
  57. 57. Overall mobile use 63 2013 2015 50% 48%37.5% 36% 28% 25% 20%12.5% 0% Travel Research Travel Booking Source: eMarketer Digital Travel Outlook - June 2012
  58. 58. Leisure travelers shop... 64100% 96% 94%75%50% 32% 31% 24%25% 18% 17% 0% 0% Home Computer Business Computer Mobile Phone Tablet 2010 2012 Source: Google/Ipsos MediaCT - U.S. August 2012
  59. 59. Business travelers shop... 65100% 86% 76% 76%75% 65% 51%50% 40% 30%25% 0% 0% Home Computer Business Computer Mobile Phone Tablet 2010 2012 Source: Google/Ipsos MediaCT - U.S. August 2012
  60. 60. 66 2011 2013$8 B$7 B$6 B$5 B$4 B $8.0 B$3 B$2 B $2.6 B$1 B$0 B Travel revenues on mobile ($ Billions) Source: PhoCusWright, March 2012
  61. 61. 67Roughly 1 billion users
  62. 62. 68600 million on mobile
  63. 63. 692.7 billion “Likes” every day
  64. 64. 70300 million photos every day
  65. 65. 71$$$ ???
  66. 66. Are we asking thewrong question?
  67. 67. 74
  68. 68. Defining “mobile” 77■ Situation vs. device■ 42% of tablet owners use theirs while watching TV
  69. 69. How additive is mobile? 78
  70. 70. Percent of world’s wealthonline (c. 2000) 79 Online Not online 30% 70% Source: UN Human Development Report, Trends in Global Income Distribution
  71. 71. What do you do? 80
  72. 72. “Likable”, shareable content 81■ Renaissance Hotels measuring worth of content
  73. 73. Social integration
  74. 74. Responsive web design
  75. 75. Ask for the sale 84
  76. 76. Questions to get started 85■ Which distribution channels produce greatest/least profitability?■ How does your website compare to best-in-class for content, social, local, mobile?■ What do your customers think works? Doesn’t?■ How can you build customer data? Leverage partner data?
  77. 77. 86We’re not talkingabout the future...
  78. 78. 87 When you leave heretomorrow, remember...
  79. 79. 88It’s today.
  80. 80. Thank you 89 Web: timpeter.com Phone: +1-201-305-0055 Email: tim@timpeter.com Twitter: twitter.com/tcpeter

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