Presentation given at the 2018 ABA conference regarding mobile marketing predictions and how they affect the travel industry.

1. #abacharlotte

2. Mirror Mirror on
the Wall
What’s in store for
mobile in 2018?

3. A Look Back
2017

6. iPhone X
•FaceID
•Augmented Reality
•Return of the “premium” smartphone

7. <1 100+ web sites
Comscore

8. AR, VR, Machine Learning
meet mainstream

11. Impending Death

12. Impending Death

13. “Computers in the future will
weigh no more than 1.5 tons.”
Popular Mechanics, forecasting advance of science, 1949

14. A Look Ahead
2018

17. Aware of chatbots
Ubisend Chatbot Report, 2017
Want to see more
companies using chatbots
to answer questions
Consumers prefer engaging
chat rather than use an app
Myclever, 2017
53% 35%
71%

20. How to enrich your chatbot
•Increase chatbot functionality with NLP
•Work on error responses
•Speed is what makes a good chatbot

21. Artificial Intelligence
•Knowingly
•Unwittingly

22. Predictive text
Driving route suggestions
Voice assistants
68%
consumers already using it

23. •Optimize ad spend
•Better targeting
•Better experiences
•Reduce fraud
•Personalization

24. Smart Speakers/Intelligent Assistants

25. Intelligent Assistant refers to the software used to
complete tasks (Siri, Amazon Alexa, Google Assistant,
Cortana)
Smart Speakers are devices typically powered by
Intelligent Assistants (Amazon Echo, Google Home,
HomePod)

26. Smart Speaker Market Share: User Base
Increase 129% over 2016
70.60%
23.80%
5.60%
Amazon Echo Google Home Other

27. 29%
have experimented with skills on Alexa
Forrester
>30 million
by end of 2017

28. It’s not just for the young
33%
31%
Gen X Baby Boomers
Slice Intelligence, Jan 24, 2017
Echo Revenue since January 2015

29. Voice Search Impact
55%
20%
0%
10%
20%
30%
40%
50%
60%
Teens Adults
Use Voice Search Daily
20%
50%
0%
10%
20%
30%
40%
50%
60%
2016 2020
Online Searches by Voice

30. Google Assistant and Amazon Take Flight
with United Airlines
• United now enables customers to check flight status, check in for a
flight, learn about MileagePlus account details, and receive their
boarding pass
• With their Amazon partnership, United became the first airline to
offer Intelligent Assistant applications to consumers

31. Alexa, I need a vacation
• With a Kayak account, Alexa can help you plan a vacation
• Track flights and check prices for flights, hotels, and more
• Give Alexa a budget, and the Kayak skill will tell you where in the
world you can go
• To activate, say “Alexa, ask Kayak where I can go for $500.”

32. Tips for Chatbots and Intelligent Assistants
• Clarify the problem your bot is solving
• Make it simple and make it work
• There is no need to reinvent the wheel (already trained staff)
• Add personality that’s right for your brand (KFC)
• Reduce the friction – don’t add it (make it simple, focus on customer
needs)
• Make it a cross-functional effort

34. • Native ads: 63% of mobile display advertising by 2020 – IHS (2016)
• This would make up $53.4 billion in advertising spend.

36. Search Engine Effect
• Google will roll out its Mobile-First Index for everyone
• Make your web site HTTPS… or else

37. Google AMP & Instant Apps/PWA
• 53% users leave if load > 3 sec
• Moving away from apps
• Nov 2016, Facebook launched Instant Games
• Progressive Web Apps: Chrome, Firefox, Edge (coming soon)

38. Next Steps
• Responsive website, at a minimum
• Speed thrills
• HTTPS, a must

39. QR
Comeback?

40. Visual
• Snap buys Placed
• Tecent buys Snap
• Instagram becomes more
valuable than Facebook

41. Better than TV
• By 2019, video will account
for around 78% of the
world’s mobile data traffic
• 92% of consumers share
mobile videos with others –
HubSpot (2016)
1
billion
~2
million
18-49
(ages)
unique
monthly
users
YouTube reaches more 18-49
year olds than any cable
network in the U.S.
views
per
minute

42. Video: marketing
• 63 percent of businesses are using videos as marketing tools1
• 65 percent of business decision-makers visit a marketer’s website
after viewing a branded video2
• The average video retains 37 percent of viewers all the way to the
end3
• Video is shared 1,200 percent more than both links and text
combined4
1 Wyzowl, 2 comscore, 3 Vidyard, 4 Simply Measured

43. Video: #noFilter
• Live = believable
• “Fake News” = Hostility
• Genuine user-produced flavor

44. • 10 million people using daily
• 80% of users rather watch live video
than blog post
• According to Facebook, live videos
gets 3x more views
• Events, tutorials, interviews, Q&A
Video: live events/streaming

45. Video: marketing – tips
• Assess how much video content
• To make your videos as memorable as possible
• Boost your SEO by adding video to your landing pages, website and
content offers
• Experiment

49. VR

50. Try Before You Fly
Experience trips to
Greece, Singapore
and NYC
Visualization of NYC
• 180% increase in
conversion

55. While SMS is Still King
“Message Wars 2.” OnDevice.
2015.“The Messaging App Report”.
Business Insider. 2015.CTIA

56. Today SMS Still Has the Most Active Users

58. It Has Its Limits

59. It’s All About to Change

60. A Closer Look at Rich Communication Services
(RCS)

61. The Value of RCS to Brands

64. 1. Chatbots
2. Smart Speakers /
Intelligent Assistants
3. Artificial Intelligence
4. Bye Bye Pop-Ups
5. Mobile Web
6. QR Comeback
7. Video Imperative
8. Virtual Reality
9. Augmented Reality
10.Messaging

65. Judd Wheeler
jwheeler@3C.com