Presentation given at the 2018 ABA conference regarding how to insert mobile marketing into your customer communicationsfor the travel industry.

1. #abacharlotte

2. Inserting Mobile into your
Customer Communications
PATH TO PURCHASE

3. Marketing
Funnel
R.I.P.
1898-201?

4. Consumer
Insight
Unclear
Unfocused
Imprecise

5. Dreaming
Booking
Triggering
Planning
Remembering
Day Planning
ResearchingEnjoying

6. Micro-moments

7. Micro-moments

8. Travel Micro-moments

9. Mobile Share Growth

10. 150x 4.26 min
Average travel and lifestyle
app session
72 sec
Time on mobile

12. Email
Open Rate
Conversion
Rate
65%
30%

13. Email
Personalize
Exciting tone
One CLEAR CTA

14. Video
800%
28%
95%
10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Retain Message
Video Text
Landing page
conversion

15. #noFiltervideo

17. Responsive
Mobile Web
Page
Stick to one concept
per page
Identify and use
topic language
Include thorough
text/simple graphics

18. Mobile Web
Search
Reduce file size
Compress images
Avoid Flash
Remember AMP

19. When did you first start using voice/search commands?
41.60%
19% 18.70%
9.50%
11.30%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
Within the last 6
months
6 months to a year
ago
1 to 2 years ago 2 to 3 years ago More than 3 years
ago

20. VirtualReality

22. Allow for self-serve
Improve guest satisfaction
◦ Mobile check-in
◦ Hotels
◦ Airlines
◦ Car services
40% of Millennials prefer purely online customer service

23. Mobile app
Hyper-local location
Direct hotel staff access
Check-in/check-out
Reservations
Special deals
Concierge services
80%
USE SMARTPHONES TO SEARCH FOR
THINGS TO DO

24. Push
Space is a premium
50% higher open
rate than emails
68% activated across
apps

26. What do you carry?
0% 10% 20% 30% 40% 50% 60% 70% 80%
Mobile Device
Camera
A loved one
Laptop/Tablet
Headphones
Top Five Travel Accessories

27. Messaging

29. Serve up local
Concierge services
Coupons to happy hour
Dining and entertainment

30. Location-Based Services
More Hotels Are Planning to Use Geolocation to Interact With Guests
74%
72%
69% 69% 68%
62%
help guest check in
via smartphone
push coupons or
discounts
track guests’
location, facilities
used, and
preferences
know when a
guest
enters/leaves a
location
use mobile wallets
for payment
enable electronic
baggage tracking

31. Beacons & Push
inMarket study
19xIncrease in interactions
with advertised products
16.5xIncrease in app
usage in-store
6.4xIncrease in
app retention
Millennials love it Act on push
notifications84%

32. Gamification
Hilton Fun Finder
• Guest’s personal
travel guide
• WiFi, beacons,
GPS

33. Explore
18 days
> 2 million unique visitors
to web
> 651,000 red flags
planted
Champion > 4,000

35. How do you win these
moment?

36. Be There
Separate
indexes

37. Be There
90%
of smartphone users are not
absolutely certain of the specific
brand they want to buy from when
they are beginning looking for
information online
1 in 3
smartphone users has purchased
from a company of brand other
than they one intended to because
of information provided in the
moment they searched
46%
studies have shown that you can
increase unaided brand awareness
by 46% simply by showing up in
mobile search ad results
51%
more than half of smartphone
users have discovered a new
company or product when
conducting a search on their
smartphones

39. Be There

40. Be There
Invest in local

41. Be Useful

42. Show Me How

43. How
70%
of searches related to
“how to” on YouTube
year-over-year

44. Show Me
How
Live
Gritty
Real
Believable

45. Inform and
Update

46. Mobile
Coupons to
Wallet
31B
Redeemed coupons
in 2019
1.05B
2019 (estimate)
560M
2014

47. Walgreens
Reduce prescription
abandonment
Proactive engagement
250% more effective
than email

48. Be Quick
58%
More likely to buy from companies whose mobile
sites or apps allow them to make purchases quickly
Speed Counts

49. Be Quick
60%
make purchase decisions
more quickly
Mobile created and
enables this behavior

50. Be Quick
40%
Instructions: always/usually in hurry
Mobile enables quick
selection of business
and product
28%
Buying: always/usually in hurry

51. Eliminate
Steps
40% or revenue
from mobile
2-click process
4X more likely to
convert

52. Load Like
Lightning
53%
of shoppers will wait
no more than three
seconds before
abandoning a web
site
Accelerated Mobile Pages (AMP)

53. Load Like
Lightning
53%
of shoppers will wait
no more than three
seconds before
abandoning a web
site
Accelerated Mobile Pages (AMP)

54. What are your
moments?

55. Understand customer
needs in the moment

56. MEASURE
EVERYTHING

57. Action Plan
Monday Morning
◦ Designate someone to lead the effort to determine micro moments
Next 90 Days
◦ Map steps to address each micro moment
◦ Create action plan to create love and loyalty by meeting needs in the micro moments
Next 12 Months
◦ Execute changes, remeasure, repeat

58. Judd Wheeler
jwheeler@3C.com