How Mobile Devices areChanging the Way we Market toToday’s Travel ShopperApril 24, 2013vfmleonardo.com facebook.com/vfmleo...
Vice-President, Best Practices,Online MerchandisingVFM Leonardo Inc.@darlenerondeau
PresidentTapped Networks
CEOScene Marketing Group
 Where and how travelers are usingsmartphones and tablets How consumers are using multiplescreens sequentially and concu...
PresidentTapped Networks
20131983
IAB Canada Mobile Advertising Report, April 2012“2012 revenue growth will likely be driven byMobile Search, Rich Media, Vi...
comScore MobiLens, Total Canada Mobile / Smartphone Subscribers, Ages 13+, Dec201185% of smartphoneowners indicate ‘UsingA...
Sharing: 92% of mobilevideos share videos withothers92%Sources: Invodo; NPDViewing: Mobile and tabletshoppers are three ti...
48% of users feel frustrated when they visitnon-mobile friendly web-sites52% of users who have bad mobileexperiences are l...
50% of people will admit they use websitesless if they are not mobile friendly even if theyalready like the companies61% o...
MarketingStrategy+Role of Web Site Mobile OptimizedLanding PagesBetterROIAnalytics+ =
InteractivePerformance MapsAnalysis byDemos, Distance, etc.PostCampaignAnalysisMobile offers the ability to understand mor...
86% want big buttons that are easy to press78% want swift navigation to desiredinformation within one or two clicks76% wan...
76% want location and phone hours61% want click-to-call functionality54% want email address(% wanting each)
1. 19% of all travel inquiries in 2012 came from a mobile device;vs. 11% in 2011. Almost half (44%) of searchesresulted in...
Time Spent(Web)Stick Rate(Web)SmartphoneTraffic
1. It’s finally the Year of Mobile: Your siteneeds to be optimized for mobile as travelersare already there.2. User Interf...
CEOScene Marketing Group
 Determine the characteristics of your property Use visuals to convey your personality Tell your story on mobile device...
Recording of this webinarFree guideSix Critical Mobile Optimization Tactics EveryHotelier Should KnowDon’t Forget To Downl...
How Mobile Devices are Changing the Way we Market to Today's Travel Shopper
How Mobile Devices are Changing the Way we Market to Today's Travel Shopper
How Mobile Devices are Changing the Way we Market to Today's Travel Shopper
How Mobile Devices are Changing the Way we Market to Today's Travel Shopper
How Mobile Devices are Changing the Way we Market to Today's Travel Shopper
How Mobile Devices are Changing the Way we Market to Today's Travel Shopper
How Mobile Devices are Changing the Way we Market to Today's Travel Shopper
How Mobile Devices are Changing the Way we Market to Today's Travel Shopper
How Mobile Devices are Changing the Way we Market to Today's Travel Shopper
How Mobile Devices are Changing the Way we Market to Today's Travel Shopper
How Mobile Devices are Changing the Way we Market to Today's Travel Shopper
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How Mobile Devices are Changing the Way we Market to Today's Travel Shopper

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How Mobile Devices are Changing the Way we Market to Today's Travel Shopper

  1. 1. How Mobile Devices areChanging the Way we Market toToday’s Travel ShopperApril 24, 2013vfmleonardo.com facebook.com/vfmleonardo @vfmleonardo
  2. 2. Vice-President, Best Practices,Online MerchandisingVFM Leonardo Inc.@darlenerondeau
  3. 3. PresidentTapped Networks
  4. 4. CEOScene Marketing Group
  5. 5.  Where and how travelers are usingsmartphones and tablets How consumers are using multiplescreens sequentially and concurrently Differences in how consumers use mobileapps and mobile browser websites Elements required for smartphone andtablet optimized hotel websites How hotels are successfully optimizingtheir stories for smartphones and tablets
  6. 6. PresidentTapped Networks
  7. 7. 20131983
  8. 8. IAB Canada Mobile Advertising Report, April 2012“2012 revenue growth will likely be driven byMobile Search, Rich Media, Video and qualityIn-App inventory.”IAB Canada Mobile Advertising Report, April 2012
  9. 9. comScore MobiLens, Total Canada Mobile / Smartphone Subscribers, Ages 13+, Dec201185% of smartphoneowners indicate ‘UsingApps’ is their top activity.comScore MobiLens, Total Canada Mobile / Smartphone Subscribers, Ages 13+, Dec2011
  10. 10. Sharing: 92% of mobilevideos share videos withothers92%Sources: Invodo; NPDViewing: Mobile and tabletshoppers are three times aslikely to view a video aslaptop or desktop users3x
  11. 11. 48% of users feel frustrated when they visitnon-mobile friendly web-sites52% of users who have bad mobileexperiences are less likely to engage with thosecompanies48% say that when sites don’t work well on theirsmartphones that it makes them feel like companiesdon’t care about their businessSource: Get Elastic, Moving Forward Infographic 2013
  12. 12. 50% of people will admit they use websitesless if they are not mobile friendly even if theyalready like the companies61% of users are likely to leave quickly if yoursite is not optimized well for mobile devices67% of users are more likely to buy frommobile-friendly sites
  13. 13. MarketingStrategy+Role of Web Site Mobile OptimizedLanding PagesBetterROIAnalytics+ =
  14. 14. InteractivePerformance MapsAnalysis byDemos, Distance, etc.PostCampaignAnalysisMobile offers the ability to understand more than justclicks – reporting can provide data on location anddemos so as to better understand consumerbehavior.
  15. 15. 86% want big buttons that are easy to press78% want swift navigation to desiredinformation within one or two clicks76% want better lit screen for thebusiness mobile site74% Clean and efficient look and feel73% Easy ability to save information onthe site for future relevance(% wanting each)
  16. 16. 76% want location and phone hours61% want click-to-call functionality54% want email address(% wanting each)
  17. 17. 1. 19% of all travel inquiries in 2012 came from a mobile device;vs. 11% in 2011. Almost half (44%) of searchesresulted in a purchase.2. 16 MM Americans booked a trip via their smartphone, 4Xincrease vs. 2011. Mobile is here.3. ~36 Million Americans used a smartphone to travel and plantheir vacation. Mobile is part of the purchase journey.4. 2/3 of tablet owners made a travel purchase on their devicein H1 2012 and 90% said they would book on their device inthe future. Mobile is key purchase platform.
  18. 18. Time Spent(Web)Stick Rate(Web)SmartphoneTraffic
  19. 19. 1. It’s finally the Year of Mobile: Your siteneeds to be optimized for mobile as travelersare already there.2. User Interface and Contact Info:Understand top user needs and prioritizeaccordingly.3. A picture (or video) is worth 1,000words: Leverage video on your site. Especiallyfor business travelers.
  20. 20. CEOScene Marketing Group
  21. 21.  Determine the characteristics of your property Use visuals to convey your personality Tell your story on mobile devices and socialplatforms It’s working!
  22. 22. Recording of this webinarFree guideSix Critical Mobile Optimization Tactics EveryHotelier Should KnowDon’t Forget To Download!

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