Mobile Marketing in Tourism by Christian Maurer


Published on

Svetovni splet se je iz računalnikov razširil

  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Mobile Marketing in Tourism by Christian Maurer

  1. 1. Studying the international way Mobile Marketing Reaching Your Customers No Matter Where They Are Prof. (FH) Mag. Christian Maurer 6 October 2012 “Mobile use is growing faster than all of Google’s internal predictions.” Google CEO Eric Schmidt, February 2011Mag. Christian Maurer 2Mag. Christian Maurer 1
  2. 2. Lean Forward Modus Mag. Christian Maurer Lean Backward Modus (Source: Reinhard Mag. Christian Maurer lustig Mobile Modus (Source: Reinhard Lanner) Mag. Christian Maurer 2
  3. 3. Smartphone Penetration (Source: own illustration, based on GSMA 2012)Mag. Christian Maurer 7Mag. Christian Maurer M-Marketing Opportunities • Customers always have the phone with them • The smartphone is (almost) always switched on • The smartphone is always in reach • The smartphone user’s location can be identified • Smartphones can be used for augmentation of the realityMag. Christian Maurer 9 3
  4. 4. Location Based Services Distribute information to the customer Reach the customer at any time and location Provide exactly the right information in the right situation ( context) user (e.g. her/his characteristics, preferences or actual location) environment (weather etc.) travel (e.g. already booked or selected tourism services or activities) Environment User CAIPS Time Travel User’s ContextMag. Christian Maurer 10 M-Marketing Channels Mobile Website Mobile Search Web App Engine Advertising Display Ad Text Messaging / SMS / MMS Video Location-based Service / Audio Advertising Barcode / QR Code PodcastMag. Christian Maurer 11 Mobile Marketing Strategy • Who and where are your customers, what is their mobile consumption behaviour, and what are their information needs?Mag. Christian Maurer 12 4
  5. 5. EU5 Smartphone OSMag. Christian Maurer 13 Smartphone + Tablet = Digital Omnivores (Source: own illustration, based on comScore MobiLens, December 2011)Mag. Christian Maurer 14 Mobile Marketing Strategy • Who and where are your customers, what is their mobile consumption behaviour, and what are their information needs? • What budget is available for your mobile marketing campaign? • What message do you want to send through which channels and how can the channels be integrated? • When is the best time to send the message and how often should the message be sent? • What reaction and interaction do you expect from the mobile user? • How can you measure the success of your campaigns?Mag. Christian Maurer 15 5
  6. 6. App Culture • Native App • Mobile Website • HybridsMag. Christian Maurer 16 Native App: Swiss HikeMag. Christian Maurer 17Native App: Hollmann-Beletage www.hollmann-beletage.atMag. Christian Maurer 18 6
  7. 7. Native App: Hollmann-BeletageMag. Christian Maurer 19Mobile Website: • Optimised version for all mobile devices • Customised content for mobile users (must sees, around me, useful tips) • Mobile hotel booking • Personal travel plan • Routing function • Light version without pictures • Social Media integration • Since launch in Aug 2011: – 7x more visitors/month – 70% more page views – 2x average time on site – 6% mobile users of vienna.infoMag. Christian Maurer 20 Native App vs Mobile Website Native App Web App / Mobile Website Pro • Enhanced user experience • Platform-independent and runs in a • Shorter loading times mobile web browser • Can be used offline • No software installation required • Can use the hardware and software • Allows quick updating features and components of the device • Lower development costs • App store can act as an additional • Simpler programming language distribution channel and market place for (e.g. HTML, Java) the brand • With HTML5 it is possible to • Icon of the app will be installed on the provide similar functionality to users’ device native apps • App Store approval process assures • Low maintenance cost quality of app • No device manufacturer approval • Carrier network independent process • Can be used for generating income through in-app advertisingMag. Christian Maurer 21 7
  8. 8. Native App vs Mobile Website Native App Web App / Mobile Website Contra • Each app must be developed for a • Loading times dependent on certain platform internet connection speed, • Programming the app is time- and • Costs can arise through data cost-intensive download • Application approval process can take • Customisation possibilities are long limited • Manual update process is • Limited access to the mobile cumbersome device’s native features and • Users must manually download and components install app updates • Supporting different mobile web • Requires additional marketing effort browsers can result in higher development and maintenance costsMag. Christian Maurer 22 Virtual Check-in • Offering discounts for check-ins • Leveraging events • Spreading the brandMag. Christian Maurer 23 Augmented Reality (More info on: )Mag. Christian Maurer 24 8
  9. 9. QR Codes – Mobile Tagging (Source: own illustration, based on comScore MobiLens, December 2011)Mag. Christian Maurer 25 Challenges • Data flat rates needed as a driver for tourism mass markets • Customer friendly EU-wide data roaming regulations • Availability of free of charge WiFi- hotspots • Duration of batteries • Usage in various weather conditions • Signal receptionMag. Christian Maurer 26 Key Messages • Mobile communication will soon become more important than conventional desktop PC communication • Smartphones and tablets are here to stay • M-commerce is gaining momentum (again) • Think social – local – mobile • The rise of the “digital omnivore” – users move seamlessly between phone, tablet, computer and television and use the devices in a complementary wayMag. Christian Maurer 27 9
  10. 10. Conclusion Social Local MobileMag. Christian Maurer 28 Hvala! Prof. (FH) Mag. Christian Maurer Tourism & Leisure Management IMC University of Applied Sciences Krems Christian Maurer 10