Myths About Mobile Marketing

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Facts and features of mobile marketing for service industries, presented June 5, 2013 at the New York HSMAI Chapter as part of a program called "mobile madness." Good information about what works and why for mobile marketing.

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  • Showed this slide to my daughter. She said, “I recognize that sound. I’ve seen old movies.”
  • Myths About Mobile Marketing

    1. 1. The Myths ofMobileThe Mobile Revolution for Hotels andResortsJune 6, 2013
    2. 2. 2Source: Mary Meeker & Liang Wu http://www.scribd.com/doc/95259089/KPCB-Internet-Trends-20126.1 Billion953 Million2
    3. 3. 3Source: Mary Meeker & Liang Wu http://www.scribd.com/doc/95259089/KPCB-Internet-Trends-20126.1 Billion953 MillionX3
    4. 4. 4More people own mobilephones than owntoothbrushes
    5. 5. Myth:Mobile is a device
    6. 6. Cost ofComputing6Processor 2 GHz dual core 1.5 GHz dual coreMemory 2 GB 2 GBStorage 120 GB 32 GB + cloudScreen resolution 1024x768 1280x768Movies Yes Yes (internal or streaming)Wifi 802.11 a/b/g 802.11 a/b/g/nBluetooth Optional (Extra cost) YesCamera Optional (Extra cost) 8 MPWeight 8.9 pounds 0.3 poundsBattery life 2.5 hours 7.75 hoursCost $1,100 ($3,000 with options) $ 649 ($49.99 w/ contract)
    7. 7. 7
    8. 8. Truth:Mobile is a situation
    9. 9. June, 2011: “The Special Rapporteur[of the United Nations] considerscutting off users from internet access,regardless of the justificationprovided... to be... a violation of article19, paragraph 3, of theInternational Covenant on Civil and Political Rights.”© 2013 - Tim Peter & Associate
    10. 10. “The web is likeelectricity. Its justthere.”Eric Schmidt
    11. 11. © 2013 - Tim Peter & Associate
    12. 12. • 44% of all cell users• 40% of those 35-44• 50% of smartphoneusers• 60% of those 18-34
    13. 13. © 2013 - Tim Peter & Associate
    14. 14. 162013: 45% of searches onmobileSource: Google
    15. 15. 17Have we reached “peaksearch?”Source: Google - Search Volume Growth by Source
    16. 16. 18What is a search engine?
    17. 17. 19Source: Pew Internet and American Life Project
    18. 18. 20Source: Pew Internet and American Life Project
    19. 19. © 2013 - Tim Peter & Associate
    20. 20. Growth of tablets 22
    21. 21. Defining “mobile”• Context:•Past actions, history, selectedpreferences•Assumed attitudes based onsituation and actions•“Where u @,” altitude, speed© 2013 - Tim Peter & Associate
    22. 22. Defining “mobile”•42% of tablet usewhile watchingTV© 2013 - Tim Peter & Associate
    23. 23. Overall MobileUseSource: eMarketer Digital Travel Outlook – June 2012
    24. 24. Leisure TravelersShop...Source: Google/Ipsos MediaCT - U.S. August 2012
    25. 25. 27Source: Google/Ipsos MediaCT - U.S. August 2012Business travelers shop...
    26. 26. © 2013 - Tim Peter & Associate
    27. 27. March 6,1983: Firstcommercialmobile phone& network© 2013 - Tim Peter & Associate
    28. 28. Guesswhen Gen Ywas born© 2013 - Tim Peter & Associate
    29. 29. © 2013 - Tim Peter & AssociateDreamingDiscoveryResearchingPurchasingAnticipatingConsumingRemembering
    30. 30. 33Cross-channel/cross-device
    31. 31. 34Source: Priceline.com, February 2013Priceline mobile bookingsValentine’s Day, 2013
    32. 32. What’s next?•Sensors everywhere•Distance, floor in building, aisle, whatdirection•Light, dark, time of day•Gesture-based control (Xbox Kinect orWii – exists in Samsung Galaxy S4)•Biometrics (Are you excited?Confused?)© 2013 - Tim Peter & Associate
    33. 33. 37
    34. 34. 384 “P’s” of marketing + 1
    35. 35. People first, butremember, there’s anInternet in theirpocket
    36. 36. Embraceresponsivedesign
    37. 37. 41Task-oriented Contextual
    38. 38. 42Context-aware?
    39. 39. 43Context-aware?
    40. 40. 44Context-aware?
    41. 41. 45Think “task-oriented”: DisneyMyMagic+ RFID“tickets” andThink “task-oriented”: DisneyMyMagic+ RFID“tickets” and
    42. 42. Nike+and FuelBand
    43. 43. W Hotelscuratedmusicmixes
    44. 44. Myth:This is all in thefuture
    45. 45. 49“The future isalready here...it’s just notevenlydistributed.”
    46. 46. 50Summary■ Mobile is a situation, not a device■ Guest behaviors continuing to evolve■ Support the guest acrossdevices/channels■ Focus on tasks and context
    47. 47. 51Thank youWeb: timpeter.comPhone: 201-305-0055Email: tim@timpeter.comTwitter: twitter.com/tcpeter

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