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How Signals,
Touchpoints & Moments
Create Engagement,
Conversion and Loyalty
Mobile
1 Image Credit: Alex Mihis (cc | flick...
Session Overview
• Mobile Stats
• Signals
• Moments
• Engagement
• Tracking
• The Future
2 Image Credit: Bailey Cheng (cc ...
Stats
Why Mobile is Important
3 Image Credit: Chris Khamken (cc | flickr)Mobile: Robert Cole | RockCheetah
Mobile Growing | Desk/Laptops Fading
4
Source: “Technology Tracker” Ofcom | Google
(UK Market) – 1Q DataMobile: Robert Col...
Smartphone Adoption Growing Rapidly
5
Source: “2016 Internet Trends” KPCB/Mary
Meeker | Nakono Research – Feb 2016Mobile: ...
Mobile Ad Growth +66% | Desktop +5%
6
Source: “2016 Internet Trends” KPCB/Mary
Meeker | IAB/PWC Internet Advertising 2015M...
All Types of Mobile Ads Growing
(Up 2.4x 2015-2020 - $USD Millions)
7
Source: “Global Entertainment and Media
Outlook 2016...
US Mobile Ad Spend Continues to
Under Index Time Spent On Media
8
Source: “2016 Internet Trends” KPCB/Mary
Meeker | IAB/eM...
Google/Facebook Own US Mobile Ad Spend
9
Source: Analysis – RockCheetah Jun 2016 |
Data: eMarketer Sep 2015| Adweek May 20...
Mobile Search & Conversion Growing
10
Source: Google Proprietary Analytics Meta
Analysis – May 2014 to May 2016 - US OnlyM...
Large Screens Popular for Travel Searches
11
Source: AlphaWise | Morgan Stanley Research
– May 2016
Mobile: Robert Cole | ...
50% of Hotel & Resort Searches
Originate from Smartphones
12
Source: Google Internal Search Data. In-Q
Metrics for Query V...
Signals
13 Image Credit: Julio César Cerletti García (cc | flickr)Mobile: Robert Cole | RockCheetah
The Killer Travel App
Offers Timely, Contextually Relevant, Personalized Experiences
• Offering the RIGHT Experience
• Usi...
Data Seeking Context
MOBILE PLATFORM
• Device
– Location
– Clicks
– Motion
– Apps
• Social
– Facebook
– Others
• Context
–...
Moments
16Image Credit: marta ... maduixaaaa (cc | flickr)Mobile: Robert Cole | RockCheetah
Provide Context
“I Want to Know” – Learning / Exploring Only
“I Want to Go” – Intent to Purchase
“I Want to Do” – Needs Help With Task
“I ...
The 7-step
Travel
Process
18Mobile: Robert Cole | RockCheetah Source: RockCheetah
Engagement
19 Image Credit: Bloody Marty (cc | flickr)Mobile: Robert Cole | RockCheetah
Mobile Conversion Barriers
20 Source: Google Proprietary Data 2016Mobile: Robert Cole | RockCheetah
Site Design & Experience Optimization
• 84% of Leisure Travelers Made Final
Decision on Mobile
• 54% of Those Who Booked E...
Google Mobile Design Tips: Home Page
• Mobile Users Are Goal Oriented
– Provide Clear Calls To Action
– Keep Menus Short
–...
Google Mobile Design Tips: Site Search
• Mobile Users Are In a Hurry
– Make Site Search Visible
– Offer Relevant Site Sear...
Google Mobile Design Tips: Conversion
• Customer Journeys on User’s Terms
– Allow Exploration Before Commitment
– Let User...
Google Mobile Design Tips: Form Entry
• Users Want a Seamless Experience
– Streamline Data Entry (Minimize Taps)
– Choose ...
Google Mobile Design Tips: Usability
• Enhance the User Experience
– Optimize Entire Site for Mobile
– Eliminate Pinch-to-...
Speed Up Mobile Website/App
• Users Want Speed
– 47% Expect Page to Load < 2 Seconds
– 40% Abandon If > 3 Seconds to Load
...
Speed Up Booking
Avg Retail Site = 13 Fields | Dominos = 0 Clicks
28 Source: “MarketLive Survey” L2 – Sep 2015Mobile: Robe...
Tracking
29 Image Credit: PPoHio (cc | flickr)Mobile: Robert Cole | RockCheetah
OmniChannel Tracking Is Now Table Stakes
• Example: Google – Universal Analytics
– Identifies
– Devices
– Sessions
– Engag...
Mobile App Metrics
• Launches, Upgrades, Crashes
• Usage & Retention
• Revenue
• App Events (KPI’s)
• App States (Navigati...
The Future
32 Image Credit: Tore Bustad (cc | flickr)Mobile: Robert Cole | RockCheetah
BREAKING NEWS:
The Future Isn’t Just Mobile
Then
“We understand that the new rule is mobile first”
Eric Schmidt – CEO, Goo...
Introducing Super Intelligent Assistants
As Natural Language Replaces Keybords
• Apple – Siri
– Voice-controlled Natural L...
Introducing Our Machine Overlords
Machine Learning Is Now Open-Source
• IBM – Watson (http://www.ibm.com/smarterplanet/us/...
Session Review
• Mobile is Booming
• Signals Drive Personalization
• Moments Add Context Bridging Intent & Purchase
• Enga...
Mobile:
How Signals, Touchpoints & Moments
Create Engagement, Conversion and Loyalty
Thank You
Questions?
37 Image Credit:...
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Mobile: How Signals, Touchpoints, and Moments Create Engagement, Conversion and Loyalty

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A presentation by Robert Cole, Founder-CEO of RockCheetah at the Hospitality Sales and Marketing Association International Revenue Optimization Conference held June 22, 2016 at the Ernest N. Morial Convention Center in New Orleans, Louisiana. Robert is also a member of HSMAI’s Digital Marketing Council.

A robust mobile user experience is table-stakes as consumers now spend a majority of their time online with mobile devices. Enhanced targeting capabilities continue to fuel digital ad spend growth, with mobile touchpoints impacting all phases of travel. However, tracking attribution in an omni-channel landscape remains challenging, even for loyal guests. Is intelligent automation signaling a shift-change for mobile computing’s future? Bet on it. This session will cover methods to engage travelers during defining decision making moments and how to track attribution in a multi-device world.

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Mobile: How Signals, Touchpoints, and Moments Create Engagement, Conversion and Loyalty

  1. 1. How Signals, Touchpoints & Moments Create Engagement, Conversion and Loyalty Mobile 1 Image Credit: Alex Mihis (cc | flickr)
  2. 2. Session Overview • Mobile Stats • Signals • Moments • Engagement • Tracking • The Future 2 Image Credit: Bailey Cheng (cc | flickr)Mobile: Robert Cole | RockCheetah
  3. 3. Stats Why Mobile is Important 3 Image Credit: Chris Khamken (cc | flickr)Mobile: Robert Cole | RockCheetah
  4. 4. Mobile Growing | Desk/Laptops Fading 4 Source: “Technology Tracker” Ofcom | Google (UK Market) – 1Q DataMobile: Robert Cole | RockCheetah
  5. 5. Smartphone Adoption Growing Rapidly 5 Source: “2016 Internet Trends” KPCB/Mary Meeker | Nakono Research – Feb 2016Mobile: Robert Cole | RockCheetah
  6. 6. Mobile Ad Growth +66% | Desktop +5% 6 Source: “2016 Internet Trends” KPCB/Mary Meeker | IAB/PWC Internet Advertising 2015Mobile: Robert Cole | RockCheetah
  7. 7. All Types of Mobile Ads Growing (Up 2.4x 2015-2020 - $USD Millions) 7 Source: “Global Entertainment and Media Outlook 2016-2020” PWC /Ovum – June, 2016Mobile: Robert Cole | RockCheetah
  8. 8. US Mobile Ad Spend Continues to Under Index Time Spent On Media 8 Source: “2016 Internet Trends” KPCB/Mary Meeker | IAB/eMarketer – Full Year 2015Mobile: Robert Cole | RockCheetah
  9. 9. Google/Facebook Own US Mobile Ad Spend 9 Source: Analysis – RockCheetah Jun 2016 | Data: eMarketer Sep 2015| Adweek May 2016Mobile: Robert Cole | RockCheetah
  10. 10. Mobile Search & Conversion Growing 10 Source: Google Proprietary Analytics Meta Analysis – May 2014 to May 2016 - US OnlyMobile: Robert Cole | RockCheetah
  11. 11. Large Screens Popular for Travel Searches 11 Source: AlphaWise | Morgan Stanley Research – May 2016 Mobile: Robert Cole | RockCheetah
  12. 12. 50% of Hotel & Resort Searches Originate from Smartphones 12 Source: Google Internal Search Data. In-Q Metrics for Query Volume & Ad DepthMobile: Robert Cole | RockCheetah
  13. 13. Signals 13 Image Credit: Julio César Cerletti García (cc | flickr)Mobile: Robert Cole | RockCheetah
  14. 14. The Killer Travel App Offers Timely, Contextually Relevant, Personalized Experiences • Offering the RIGHT Experience • Using the RIGHT Content • Including the RIGHT Products • Providing the RIGHT Value • At the RIGHT Price • To the RIGHT People • Doing the RIGHT Thing • On the RIGHT Platform • Through the RIGHT Channel • In the RIGHT Place • At the RIGHT Time 14Mobile: Robert Cole | RockCheetah Source: RockCheetah | Phocuswright 2014
  15. 15. Data Seeking Context MOBILE PLATFORM • Device – Location – Clicks – Motion – Apps • Social – Facebook – Others • Context – Time – Illumination – Weather • Software/Browser USER PROFILE • History – Purchases – Lifetime Spend • Preferences – Product – Destination – Experience • Demographics – Social – Economic • Status – Member Tier – Longevity 15Mobile: Robert Cole | RockCheetah BEHAVIOR • Search – Engine – Keyword – Landing Page • Action History – Recent – Prior – Past)} • Itinerary – Origin – Destination – Trip Length – Party Size SOURCE • Traffic – Direct / Email – 3rd Party – Ad Network • Search – Organic – Paid • Campaign – Age – Recency • Site Visitor – Recency – Frequency
  16. 16. Moments 16Image Credit: marta ... maduixaaaa (cc | flickr)Mobile: Robert Cole | RockCheetah Provide Context
  17. 17. “I Want to Know” – Learning / Exploring Only “I Want to Go” – Intent to Purchase “I Want to Do” – Needs Help With Task “I Want to Buy” – Needs Help With Purchase 17 Micro Moments Mobile: Robert Cole | RockCheetah
  18. 18. The 7-step Travel Process 18Mobile: Robert Cole | RockCheetah Source: RockCheetah
  19. 19. Engagement 19 Image Credit: Bloody Marty (cc | flickr)Mobile: Robert Cole | RockCheetah
  20. 20. Mobile Conversion Barriers 20 Source: Google Proprietary Data 2016Mobile: Robert Cole | RockCheetah
  21. 21. Site Design & Experience Optimization • 84% of Leisure Travelers Made Final Decision on Mobile • 54% of Those Who Booked Elsewhere Did So Because of Poor Mobile Usability • 88% Less Likely to Return After Bad Website Experience • 52% Say Fast Load Time Important to Brand Loyalty 21 Source: “Traveler’s Road to Decision 2015” Google and Ipsos, October 2015Mobile: Robert Cole | RockCheetah
  22. 22. Google Mobile Design Tips: Home Page • Mobile Users Are Goal Oriented – Provide Clear Calls To Action – Keep Menus Short – Offer Obvious Home Page Link – Resist Excessive Promotion 22 Source: “What makes a good mobile site?” Google Developers Mobile: Robert Cole | RockCheetah
  23. 23. Google Mobile Design Tips: Site Search • Mobile Users Are In a Hurry – Make Site Search Visible – Offer Relevant Site Search Results • Auto-correct / Auto-complete / Related Queries – Include Filters to Refine Results – Help Users Get Better Search Results • Employ Qualifying Questions for Personas 23Mobile: Robert Cole | RockCheetah Source: “What makes a good mobile site?” Google Developers
  24. 24. Google Mobile Design Tips: Conversion • Customer Journeys on User’s Terms – Allow Exploration Before Commitment – Let Users Purchase As Guest (No Profile) – Use Existing Session/Profile Information – Add Click-to-Call for Complex Tasks – Enable Session Completion On Other Device 24Mobile: Robert Cole | RockCheetah Source: “What makes a good mobile site?” Google Developers
  25. 25. Google Mobile Design Tips: Form Entry • Users Want a Seamless Experience – Streamline Data Entry (Minimize Taps) – Choose Simplest Input (Data Lists) – Use Visual Calendar – Minimize Form Errors (Labels & Validation) – Design Efficient Forms (Pre-fill / Auto-fill) 25Mobile: Robert Cole | RockCheetah Source: “What makes a good mobile site?” Google Developers
  26. 26. Google Mobile Design Tips: Usability • Enhance the User Experience – Optimize Entire Site for Mobile – Eliminate Pinch-to-Zoom – Make Images Expandable (High Res Close-ups) – Advise Which Orientation Works Best – Keep User In Single Browser Window – Avoid “Full Site” Label (Suggests Incomplete Info) – Clear Messaging Why Location is Desired 26Mobile: Robert Cole | RockCheetah Source: “What makes a good mobile site?” Google Developers
  27. 27. Speed Up Mobile Website/App • Users Want Speed – 47% Expect Page to Load < 2 Seconds – 40% Abandon If > 3 Seconds to Load • 1 Second Page Load Delay – 11% Fewer Pageviews – 7% Lower Conversion – 16% Lower Satisfaction 27 Source: Kissmetrics 2011 | Kinsta 2014Mobile: Robert Cole | RockCheetah
  28. 28. Speed Up Booking Avg Retail Site = 13 Fields | Dominos = 0 Clicks 28 Source: “MarketLive Survey” L2 – Sep 2015Mobile: Robert Cole | RockCheetah
  29. 29. Tracking 29 Image Credit: PPoHio (cc | flickr)Mobile: Robert Cole | RockCheetah
  30. 30. OmniChannel Tracking Is Now Table Stakes • Example: Google – Universal Analytics – Identifies – Devices – Sessions – Engagement • Example: Adobe – Tracking / Marketing Channel Codes – Distribution Channel / Social Network Variables – Campaign / Conversion Variables • Advertising Platform Identifiers – Android – Advertising ID (AAID) – Apple – Advertising Identifier (IDFA) – Facebook – App User IDs 30Mobile: Robert Cole | RockCheetah
  31. 31. Mobile App Metrics • Launches, Upgrades, Crashes • Usage & Retention • Revenue • App Events (KPI’s) • App States (Navigation Paths) • Location and Points of Interest • Lifetime Value • Time to Complete • Device Usage 31Mobile: Robert Cole | RockCheetah Source: “Understanding Mobile Metrics” Adobe Mobile Services
  32. 32. The Future 32 Image Credit: Tore Bustad (cc | flickr)Mobile: Robert Cole | RockCheetah
  33. 33. BREAKING NEWS: The Future Isn’t Just Mobile Then “We understand that the new rule is mobile first” Eric Schmidt – CEO, Google | February 16, 2010 Now “We will move from mobile first to an AI first world” Sundar Pichai – CEO, Google | April 28, 2016 33Mobile: Robert Cole | RockCheetah
  34. 34. Introducing Super Intelligent Assistants As Natural Language Replaces Keybords • Apple – Siri – Voice-controlled Natural Language UI Uses Sequential Inference & Contextual Awareness • Google – Now – Web Services Answer Questions & Make Recommendations on Android, Chrome & iOS • Microsoft – Cortana – Syncs Queries Across Windows 10 Devices – Phone PC, Tablet • Facebook – M – Incorporates Human “Trainers” to Oversee Fulfillment of AI Powered Services • Amazon – Alexa – Echo – Voice UI Plays Music, Set Alarms, Answers Questions in Home • Viv – From The Team that Created Siri – Writes Own Contextual Code – Creates 44-step program in 10ms 34Mobile: Robert Cole | RockCheetah
  35. 35. Introducing Our Machine Overlords Machine Learning Is Now Open-Source • IBM – Watson (http://www.ibm.com/smarterplanet/us/en/ibmwatson/) – Popular example: Jeopardy • Google - Tensor Flow https://www.tensorflow.org/ – Popular example: Cat Videos • Microsoft Cognitive Services https://www.microsoft.com/cognitive-services/ – Popular example: Celebrity Look-alikes • Facebook - FAIR https://research.facebook.com/ai/ – Popular example: Photo captions for the blind • Amazon - DSSTNE https://github.com/amznlabs/amazon-dsstne/ – Popular example: Product Recommendations) • Open AI (Elon Musk / Peter Thiel) https://openai.com/blog/generative-models/ – Popular example: Unsupervised Learning 35Mobile: Robert Cole | RockCheetah
  36. 36. Session Review • Mobile is Booming • Signals Drive Personalization • Moments Add Context Bridging Intent & Purchase • Engagement Depends on Good Execution • Tracking Is About Individuals, Not Sessions • The Future Layers AI Over the Mobile Platform 36Mobile: Robert Cole | RockCheetah
  37. 37. Mobile: How Signals, Touchpoints & Moments Create Engagement, Conversion and Loyalty Thank You Questions? 37 Image Credit: N i c o l a (cc | flickr)Mobile: Robert Cole | RockCheetah

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