Mobile Marketing for Tourism

MOBILE MARKETING FOR TOURISM Presented by Adam Wallace on 12 June 2012 at Manta Sunshine Coast

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

What questionsdo you have? Image: flickr/A wild question/[f]oxymoron

Smartphones For All

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?http://www.flickr.com/photos/whatleydude/6205610856/

Is your website optimised for Mobile? of web traffic will come through mobile devices by 2014Image: http://www.bravenewcode.com/product/wptouch-pro/?utm_campaign=wptouch-home-top&utm_medium=web&utm_source=bravenewcode

Smartphones are used everywhere

Multi-tasking with mobile

Smartphone penetrationis on the rise

Smartphones arean emerging point of purchase

Maslow’s Hierarchy of Needs

SO, WHAT ISMOBILE MARKETING?

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

Which means…“You can engage with your audience at atime and location that suits them” Untangle My Web --

Search Making sense ofBanners StrategyLocation Based Analytics MobileCoupons Customer Marketing ROI MMS / SMS Relevance AppsProximity

Check emailshttp://www.flickr.com/photos/tom_ruaat/5540148158/

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 updateshttp://www.flickr.com/photos/techcocktail/4585315843/

Listen to music and podcastshttp://www.flickr.com/photos/garryknight/6436100219/

Take photos and videos

Get directions / Explore

Be productive

Give recommendations

What’s happening on mobile? We are: consuming content sharing content creating contenthttp://www.slashgear.com/google-currents-digital-magazine-for-ios-and-android-08200961/

Content MarketingIn A Mobile World

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

Content Marketing Uses...Photos Videos Audio Image: deviantart/Crumpled white paper texture/melemel

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: www.lostgirlsworld.com/2010/12/travel-like-a-local/

Words tell Emotions sell image: flickr / sequio similing at this mom/ seandreilinger

Swapping words with emotionsExamples: http://www.copyblogger.com/feminine-copywriting/Image: http://montyrainey.wordpress.com/2012/05/20/the-correlation-between-right-brain-thinking-and-a-positive-attitude/

Great Content... Provides credibilityAchieves desired Is actionable outcomes Begs to be Is shared Shared

Content Mapping Processhttp://www.contentmarketinginstitute.com/2011/04/content-mapping-b2b-marketing/

http://sparksheet.com/the-six-stages-of-travel-content-marketing-in-a-mobile-world/

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.

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.

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.

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.

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.

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+

4 steps reach all 6 stages Act ConvertReach Engage

Google’s 5 Stages of Travel

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.

Create a Editorial Calendar Plan Writers, editors and publishers Schedule Topic ideas

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

Let’s Look At Your WebsiteBring up your website on your smartphone

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?

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?

Mobile ready booking system $10 / month extrahttp://www.thebookingbutton.com/hotel-reservation-software-features/online-booking-systems/mobile-bookings-for-smartphones/

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

Making Your Website Mobile-friendlyWhat options do you have?

1. Mobile website• separate version of the site• redirects mobile user to mobile version• designed with less content and fewer features

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

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

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

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

Responsive Demohttp://quirktools.com/screenfly/

OPTIMISING FOR LOCAL SEARCH

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

$30.00Check-ins Are A Local Business’Best Friend http://www.iconsigns.net/IconSigns-Facebook-Check-in-Signs.html

Check-in here, here, and here. Encourage your customers to check-in to your business Where? • Facebook • Google+ • FourSquareCredit: http://ruraltourismmarketing.com/2012/01/how-the-internet-levels-the-playing-field-for-local-small-businesses/

Check-in to win!Creating specials andrewards for those whocheck-in

Understanding Your Mobile Visitors

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?

How can you track and access this information?

Using QR Codes

Best practices for QR Codes• made for print• not to be used online• use URL shorteners• track your scan traffic

Get creativewith yourQR codes!

TEXT/SMS MARKETING

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

Use of SMS Marketing1. News updates2. Emergency notifications3. Promotions4. Contests5. SMS coupons6. Customer service7. Lead generation

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

Videos And Mobilehttp://uneasysilence.com/2011/09/adventurous-iphones/#more-16493

What to capture• Customer testimonials• Scenery• Video tours• Local activities• Animals• Silliness

Editing on the go• iMovie for iPhone and iPad• VidTrim for Android devices

Sharing your videos via mobile• Facebook• YouTube• SocialCam• Viddy

The Future Of Mobile (Is Here)https://plus.google.com/111626127367496192147/posts

Mobile Walletleave your cash and cards at home

Augmented Realitya new way of seeing life

Never get lost again…Smart uses for your mobile

Update your website

http://ios.wordpress.org/

Distribute content

Point of sale

Use less paper

Chat from anywhere

Make music

Distribute your content as far as possiblehttp://www.gshiftlabs.com/why-an-optimized-content-strategy-is-crucial-for-social-search/

 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

Do you have anyquestions left? Image: flickr/A wild question/[f]oxymoron

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 help@untanglemyweb.com

Smart Tourism WebsitePacked with features:Socially engagedSearch optimisedMobile friendlyOngoing updatesIt speaks your language. www.SmartTourismWebsite.com Or call us on +61 (0)7 3103 7991

http://www.facebook.com/untanglemywebtwitter.com/untanglemywebau.linkedin.com/in/adamwallace Image: Flickr/Thank You/ eunmind

http://www.mywebschool.com	590
http://www.iphone-entreprise.com	271
http://webbedfeet.com.au	247
http://www.scoop.it	31
http://feeds.feedburner.com	30
http://pinterest.com	19
http://storify.com	15
http://us-w1.rockmelt.com	6
http://mc2ads.com	5
http://translate.googleusercontent.com	3
http://twitter.com	2
https://twitter.com	2
http://www.twylah.com	1

Mobile Marketing for Tourism

by Untangle My Web on Jun 11, 2012

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Mobile Marketing for Tourism Presentation Transcript