Mobile Marketing for Tourism


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Marketing marketing for tourism - learn how to optimise your website and content to engage mobile users.

Presented by Adam Wallace for Tourism Sunshine Coast.

Location: Sunshine Coast, QLD 12 June 2012

Published in: Technology, Business
  • Thanks for the feedback! Providing small players such as independant hotels or a B&B access to the marketing strategies and tactics used by the 'big players' at an affordable price is exactly why we created the and built that using a responsive / mobile optimised design. I think mobile optimised websites will soon become a standard requirement for any savvy business looking to get a new website built. Thanks to WordPress and a growing number of high quality responsive themes it should be within the reach of most businesses.
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  • Great slideshow, mobile offers for sure lots of nice perspective but how will manage small players like an independant hotel or a B&B. Creating value through content that will be shared is a possible option for a small player but moving on a mobile friendly website with a mobile friendly booking engine is much less affordable. I'm afraid this additional budget will create a clear division between small and big players. In any case, small ones should start now progressively while there's still space for everyone!
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  • In fact, based on the rate of adoption, it is projected that the number of users accessing the Web via mobile devices will exceed desktop devices by 2014.eMarketer, the value of mobile transactions will reach close to 1 trillion dollars by 2014. If you are running on Wordpress thenplug-in like WPTouch can allow you to convert serve up a mobile optimised website very easily
  • 52% of the Australian population has a smartphone and most never leave home without theirs (Google)86% of smartphone users search for local information on their phones; 88% take action such as making a purchase or contacting the business as a result     (Google)
  • In 2015 nearly 90% of all mobile phone users will have a smartphone as their primary mobile device (Telsyte)
  • 63% of smartphone users performed a search on their phone after seeing an offline ad (Google)
  • 94% of smartphones users research a product or service with 28% making a purchase on their phone (Google)
  • Inspired by
  • Inspired by
  • Written content that draws attention – the opposite of the billboard. Look into social networks? Website articles?Being able to bookmark and share it.
  • You need to provide interesting, enjoyable and relevant information and activities which connect emotionally with visitors
  • ExampleLooking at your friend’s photos on Facebook from their recent trip and thinking to yourself how great it would be to visit that place.HowE-mail newsletters and social media can inspire your customer to move straight to booking, bypassing the planning stage, but ultimately they’ll visit your first.Photos of a diving trip with a diving company.Look for iPad on train or person on the iPhone. What is the natural way that we dream for a trip?
  • ExampleFiguring out where you want to stay and start looking through TripAdvisor review and asking friends for recommendation.HowProviding special offers in front of the consumer via social media, e-mail newsletters or the specials page on your site can encourage people to plan their holidays around a deal.
  • ExampleWhen travelling to Sydney for New Years Eve fireworks, we book the flights way in advance for cheaper tickets and then we look for accommodation deals leading up to New Years Even and make the booking. If it’s last minute, we look at comparison sites for a cheap deal or look to book directly from the provider.HowOnce the client has booked, you can upsell to them with the booking confirmation email. They’ve already paid to stay with you, for only a few extra dollars, they can get them what the mobile booking app looks like***
  • Stage 4 – AnticipatingExamplePeople want to know what they can do in the area, if there are any events taking place, what they should prepare for.HowHaving an active blog can make it easier to keep the excitement alive through sensory pictures and videos. Email newsletters for up-coming events and package upgrades.Email newsletter example of package upgrades. send an email newsletter a week before they arrive – automated email upselling additional features.
  • ExampleLanding in Melbourne (Tullamarine) Airport and knowing exactly where to catch the SkyBus from and how much it costs.HowProviding customers with airport directions, transfer information ortaxi coupons is an excellent way of ensuring a stress-free arrival.
  • Stage 6 – DestinationExampleVisitor is finally at the destination. Should they head to the beach first or should they make their way over to the winery?HowEncourage users to check-in to your location, geo-tag your business when taking photos, and provide reviews and recommendations. Invite them back and keep them updated with regular interaction through newsletters and social media networks to build on the relationship and reward loyalty.
  • ExampleAsking for TripAdvisor reviews to promote, posting photoHowEncouraging users to post their favorite photos on your Facebook wall or geo-tagging your location when posting updates helps to create brand awareness and acts as recommendation to their friends (and strangers)ConsiderationsPresentation matters as it’s natural for us to be attracted towards beauty (if that makes sense?) If a guest walks into a room that’s well presented, they’re more likely to get excited, want to capture that moment, and share it with their friends. Eg. During my trip to Dominican, the towels were wrapped up in a shape of a swan with delicious chocolates on the pillow and fresh flowers on the table.
  • How are you going to plan for the long term? - how often will you update your content marketing schedule - how will you manage a change of staff/ resources - how will you come up with and collect new topic ideas (read other content on a similar topic etc)
  • 1.Mobile users are often short on time, squeezing in online tasks as they go about their day. To help them, design your site to load fast and make copy easy to scan. 2. No one likes to be confused. Clear navigation and, on large or complex sites, search functionality will help your customers easily find what they need. 3. People use their fingers to operate mobile devices—especially their thumbs. Design your site so even large hands can easily interact with it. 4. A mobile-friendly site gets its message across without causing eyestrain. Make it easy for your customers to read—remember, they may be in a place with low light. 5. Ideally, your mobile site should work across all mobile devices and all handset orientations. Find alternatives to Flash—it does not work on some devices. 6. No matter what your site’s objective is, your customers need to be able to do it with a virtual keyboard and no mouse. Make it easy to buy something or contact you. 7. People now use multiple screens throughout the day. Convert as much of the functionality of your desktop site to mobile as you can to create a seamless experience. 8. A mobile site redirect is code that can automatically tell if visitors are using a mobile device and send them to the mobile-friendly version of your site. Have your site developer implement this redirect code so your customers get the best version of your site for their needs 9. Good mobile sites are user-centric, which means they’re built with input from your audience. Ask your desktop site users what they want in a mobile website and make testing and optimisation an ongoing process.
  • A mobile website is a separate version of a site designed specifically for small devices. It relies on detecting whether or not a user is on a mobile device to redirect them to the appropriate website. Mobile websites are often designed with less content and fewer features than their desktop counterparts, making sections of the site inaccessible to mobile users. This is based on the myth that all mobile users are rushed and distracted. In fact a large number of people use their mobile devices on the couch, the train commute, waiting at the airport and other situations where they have time to spare. A growing percentage of mobile web users even rarely use desktops.
  • A responsive website design changes layout based on the size it is being viewed at. This approach can accommodate very large monitors down to very small phones creating a seamless user experience across all devices. The fact that it is a single website with a single set of content means lower development costs and easier maintenance than other options. Responsive websites are not tied to a single operating system or screen size and so will automatically be optimised for future devices.
  • App not for everyone unless they have a sufficient value to add to the client’s journey/stay/etc. Would consider downloading an app if it had a GPS tour guide…TripItDoItYourselfTourMobile apps are built to run natively on a user’s device meaning they have to be downloaded and installed before they can be used. These apps are generally best for functions that use the device’s sensors such as the camera or motion sensors or for functions that will be performed regularly offline. Mobile apps can only be distributed via the various app stores and marketplaces and are often costly to produce because different versions are required for each mobile operating system and for different sized devices.
  • Media queries are a useful way of adding polish for many devices, but remember that 25% of visits are made from those desktop browsers that do not currently support the technique and there are some performance implications. And if you have a fancy widget on your site, it might work beautifully with a mouse, but not so great on a touch device where fine control is more difficult. -- media queries :
  • (Business Photos)
  • are more likely to be read within minutes of sending themCan be used for reminders, emergency updates, ad-hoc promotional campaigns94% of all text messages are read; most will open the message before deleting themBulk SMS can prove to be relatively cheap
  • 1. News/Updates – Important and time sensitive customer updates can be sent directly to your opt-in client or customer using SMS! Plus, people like knowing stuff first. Send your customers updates about product launches, product updates or events. Consider a news text like a micro-newsletter with bite-size updates.2. Emergency Notification – SMS is a great way to notify your group or team during an emergency. Send critical updates during natural disasters, last minute event location changes or just before your company’s all-hands meeting.3. Promotions – Travel agents are using texts to their customer databases to highlight special offers and promotions, which can be tailored to individual preferences. Send a message with a unique discount code for customers to redeem. The exclusive code creates incentive to stay on the list for future promotions.4. Contests – Launch a text messaging contest to your database with a text-to-win campaign. Try sending out a follow up text about the winner of the contest so customers will continue to enter for upcoming contests.5. SMS Coupons – Use SMS coupons to give out specific coupons or coupon codes for a customer loyalty program. Also when coupled with in-store promotions, texting becomes a strong vehicle for small businesses with newer clientele.6. Customer Service – Many offer customer support and problem resolution via text. Customers are also able to check order status, track their packages and receive back order notification alerts.7. Lead Generation – Gyms worldwide are using mobile marketing to generate leads through stronger databases, send out new membership promotions and offer updates on new classes and class cancellations.
  • Look to see if there's a screenshot of the WordPress app on an iPad
  • Syndicate your content by publishing through one app and having it appear on a number of sites
  • Ok that’s the end of Phase 4. Can I ask everyone to spend 5 mins and total up each column into the Section totals then summarise any high and medium priority tasks. Then calculate your final totals from each phase and identify the 3 items you plan to implement.
  • Mobile Marketing for Tourism

    1. MOBILE MARKETING FOR TOURISM Presented by Adam Wallace on 12 June 2012 at Manta Sunshine Coast
    2. Agenda1. Smartphones for all2. So, what is mobile marketing?3. Content marketing in a mobile world4. Let’s look at your website5. Making your website mobile friendly6. Optimising for mobile search7. Check-ins are a local business’ best friend8. Understanding your mobile visitors9. Using QR codes10. Text/SMS marketing11. Videos and mobile12. The future of mobile (is here)13. Working smart with mobile devices14. Key takeouts15. Questions
    3. What questionsdo you have? Image: flickr/A wild question/[f]oxymoron
    4. Smartphones For All
    5. Let’s see a raise of hands How many of you: 1. Check email on your phone? 2. Have posted photos on Facebook from your phone? 3. Searched for a business’ info number on your phone?
    6. Is your website optimised for Mobile? of web traffic will come through mobile devices by 2014Image:
    7. Smartphones are used everywhere
    8. Multi-tasking with mobile
    9. Smartphone penetrationis on the rise
    10. Smartphones arean emerging point of purchase
    11. Maslow’s Hierarchy of Needs
    13. What is Mobile Marketing?“A set of practices that enables organizations tocommunicate and engage with their audience inan interactive and relevant manner through anymobile device or network.” -- Mobile Marketing Association
    14. Which means…“You can engage with your audience at atime and location that suits them” Untangle My Web --
    15. Search Making sense ofBanners StrategyLocation Based Analytics MobileCoupons Customer Marketing ROI MMS / SMS Relevance AppsProximity
    16. Check emails
    17. A day in the life of a mobile user • Check how many updates I have when I wake up (emails, Facebook, calendar, weather) • Listen to music on my way to work while checking my emails and reading news • Takes photos, status updates, tweets, check- ins, searching info • Watch TV with mobile (iPad) Share updates
    18. Listen to music and podcasts
    19. Take photos and videos
    20. Get directions / Explore
    21. Be productive
    22. Give recommendations
    23. What’s happening on mobile? We are: consuming content sharing content creating content
    24. Content MarketingIn A Mobile World
    25. What Is Content Marketing?A. Educational, informative content to attract attention and build asolid reputation with potential customersB. Great content and quality information to market a product or serviceC. Use of valuable content to generate revenue for your businessD. All of the above
    26. Content Marketing Uses...Photos Videos Audio Image: deviantart/Crumpled white paper texture/melemel
    27. Get creative with your content • The romantic’s guide: 5 things to impress your partner • 10 ideas for a perfect romantic getaway • What to look for in a secluded getaway • The perfect recipe for the foodie in you • Make the most out of your weekend getaway for only $250 • Top 7 things to do as recommended by our guests • 5 Reasons to dig your running shoes out of the closet • 10 tips for a stress free weekend getaway • How to spoil your partner this Valentine’s Day Image:
    28. Words tell Emotions sell image: flickr / sequio similing at this mom/ seandreilinger
    29. Swapping words with emotionsExamples:
    30. Great Content... Provides credibilityAchieves desired Is actionable outcomes Begs to be Is shared Shared
    31. Content Mapping Process
    33. Tempt the visitor by igniting interest, fueling desire and raising awareness for a place or an offer. Social media makes it easier to encourage dreaming as users share their life with all of their friends (andstrangers) on these networks.
    34. Travellers need informationduring the planning stage.Content should be detailed andcomparison tools are key.You can signup to MailChimp forfree for up to 2,000 subscribersand be able to send up to 12,000emails per month. Ensure you’veresponded to bad TripAdvisorand Google+ Local reviews.
    35. Flights are usuallybooked first, while accommodationsfall into place later as other good deals arise. Booking Buttonprovides a mobileoptimised version for an additional $15 per month.
    36. The anticipation stage ischaracterized byexcitement, preparation andanxiety. It generates a need fordetailed information and awealth of opportunities to upsell.Sending an automated emailnewsletter upselling additionalfeatures a week before thevisitor is due to arrive can help togrow your sales per customers.
    37. Mobile is a fantastic platform for streamlining routine travel chores and keeping the travelleron track with updates and alerts. SMS would be more beneficial here as the user may not be checking their email address, whereas the SMS is more likely to be read upon delivery.
    38. The destination stage is theheart of the journey cycle.The final step in thedestination stage is closingthe circle to the next trip.Make it easier for users toengage with your brand byensuring your business isaccessible for location-based services and onFacebook and Google+
    39. 4 steps reach all 6 stages Act ConvertReach Engage
    40. Google’s 5 Stages of Travel
    41. Sharing takes place during andafter the destination stage. Thekey takeaway for sharing is thatwhile the user is sharing theiradventures, it’s encouragingtheir friends (and strangers)towards the dreaming stage.Run a competition where userscan win some prize for uploadingphotos from their trip and thebest photo wins a prize.
    42. Create a Editorial Calendar Plan Writers, editors and publishers Schedule Topic ideas
    43. What do penguins have to do with your content?“The main takeaway with Penguin is clear when it comes tocontent: if you don’t have time to write something decent, hiresomebody who does.” -- Matt Beswick, Search Engine Journal
    44. Let’s Look At Your WebsiteBring up your website on your smartphone
    45. How is your site working? Do you see broken images or missing content? Can you read the text without zooming or scrolling? Can links and buttons be clicked with a thumb? Are navigations options obvious? Is search functionality easily accessible?
    46. What about yourbooking engine or shopping cart? Do you see broken images or missing content? Can you read the text without zooming or scrolling? Can links and buttons be clicked with a thumb? Are navigations options obvious? How quick can a user make a purchase?
    47. Mobile ready booking system $10 / month extra
    48. 9 best practices for mobile1. Keep it quick2. Simplify Navigation3. Be thumb-friendly4. Design for visibility5. Make it accessible6. Make it easy to convert7. Make it seamless8. Use mobile site redirects9. Listen, learn and iterate
    49. Making Your Website Mobile-friendlyWhat options do you have?
    50. 1. Mobile website• separate version of the site• redirects mobile user to mobile version• designed with less content and fewer features
    51. 2. Plug-in - WPtouch• WordPress plugin with mobile-dedicated themes• redirects mobile user to the plug-in generated mobile site• designed with less content and fewer features
    52. 3. Responsive Website• content and designs are consistent across all devices• layout changes based on the size of the browser• automatically optimised for future devices
    53. 4. Mobile App• built to run natively on a dedicated operating system (OS)• generally best for functions that use the device’s sensors• on-going maintenance required with every new OS upgrade
    54. Making your website mobile-friendly Comparison Chart 1. Mobile Site 2. WPtouch 3. Responsive 4. Mobile AppCost High Low Average HighMaintenance Difficult Moderate Easy ModeratePerformance Good Okay Okay GoodBrowser Support Good Good Okay GoodContent Depth Low Moderate High Moderate
    55. Responsive Demo
    57. Local search optimisation tips1. Google Places listing is 100% complete2. On-page optimisation for local results3. Get more reviews on your Google listing4. Get your name, address and phone out there5. Monitor your reputation online6. Signup to location-based social networks such as Facebook, Google+ and Foursquare7. List yourself in local top directories
    58. $30.00Check-ins Are A Local Business’Best Friend
    59. Check-in here, here, and here. Encourage your customers to check-in to your business Where? • Facebook • Google+ • FourSquareCredit:
    60. Check-in to win!Creating specials andrewards for those whocheck-in
    61. Understanding Your Mobile Visitors
    62. Analyze your mobile visitors• How many mobile visitors does your site get each month?• Which pages do they land on the most?• Which pages do the exit through the most?• What mobile device are they using?• What keywords did they find you through?
    63. How can you track and access this information?
    64. Using QR Codes
    65. Best practices for QR Codes• made for print• not to be used online• use URL shorteners• track your scan traffic
    66. Get creativewith yourQR codes!
    68. Utilising SMS marketing • 94% of all text messages are read; most will open the message before deleting them • Messages are more likely to be read within minutes of sending them • Bulk SMS can prove to be relatively cheap
    69. Use of SMS Marketing1. News updates2. Emergency notifications3. Promotions4. Contests5. SMS coupons6. Customer service7. Lead generation
    70. Rules and Regulations for SMS“Under the Spam Act 2003 it is illegal to send, orcause to be sent, unsolicited commercial electronicmessages. The act cover email, instantmessaging, SMS and MMS of a commercial nature.It does not cover faxes, internet pop-ups or voicetelemarketing.” – ACMAThings to take into consideration:• Get permission first• Provide options for communication methods and the ability to unsubscribe
    71. Videos And Mobile
    72. What to capture• Customer testimonials• Scenery• Video tours• Local activities• Animals• Silliness
    73. Editing on the go• iMovie for iPhone and iPad• VidTrim for Android devices
    74. Sharing your videos via mobile• Facebook• YouTube• SocialCam• Viddy
    75. The Future Of Mobile (Is Here)
    76. Mobile Walletleave your cash and cards at home
    77. Augmented Realitya new way of seeing life
    78. Never get lost again…Smart uses for your mobile
    79. Update your website
    81. Distribute content
    82. Point of sale
    83. Use less paper
    84. Chat from anywhere
    85. Make music
    86. Distribute your content as far as possible
    87.  Get a mobile optimised website Focus on your content marketing strategy Tailor your content for each stage of travel Consider how you can distribute your content as widely as possible Look for opportunities to be innovative with your content creation
    88. Do you have anyquestions left? Image: flickr/A wild question/[f]oxymoron
    89. Wondering where to start?Our web advisors can tailor a 90 day digital marketing plan to suit yourtime and budget. See exactly what steps are required to get a return oninvestment from your web presence (learn a lot in the process!)Contact us on +61 (0)7 3103 7991 or email
    90. Smart Tourism WebsitePacked with features:Socially engagedSearch optimisedMobile friendlyOngoing updatesIt speaks your language. Or call us on +61 (0)7 3103 7991
    91. Image: Flickr/Thank You/ eunmind