Is mobile just about bookings or is there more to it than that? In this presentation, EyeforTravel share their brand and consumer research into mobile attitudes and budgets as well as how mobile can enhance the entire customer experience.
Presentation made at:
http://www.themarketingandcommunicationloft.com/swissclub/
Customers are trying to engage with Luxury Brands through mobile devices. This deck presents:
. The size of the opportunity, by brand, and by region;
. The competitive landscape;
. A framework for action.
A really quick review of the state of mobile marketing from the Global Head of the Mobile Marketing Association. Slapped together in 2 hours to manage your expectations.
Guía para tener éxito con la audiencia móvil - Cortesía Google - GABATEK.comGabatek .com
Google presenta la guía para ayudar a las empresas y negocios a tener éxito con la audiencia móvil. Con el gran crecimiento en la utilizacion de celulares y tablets, las empresas han tenido que adaptarse al gran cambio y es realmente una excelente oportunidad para que las empresas aprovechen la tecnología. http://gabatek.com
Presentation made at:
http://www.themarketingandcommunicationloft.com/swissclub/
Customers are trying to engage with Luxury Brands through mobile devices. This deck presents:
. The size of the opportunity, by brand, and by region;
. The competitive landscape;
. A framework for action.
A really quick review of the state of mobile marketing from the Global Head of the Mobile Marketing Association. Slapped together in 2 hours to manage your expectations.
Guía para tener éxito con la audiencia móvil - Cortesía Google - GABATEK.comGabatek .com
Google presenta la guía para ayudar a las empresas y negocios a tener éxito con la audiencia móvil. Con el gran crecimiento en la utilizacion de celulares y tablets, las empresas han tenido que adaptarse al gran cambio y es realmente una excelente oportunidad para que las empresas aprovechen la tecnología. http://gabatek.com
Getting Beyond the Hype-What’s Really Working In Mobile Marketing Today by Mo...SIM Partners
Create your roadmap to navigate the ever-changing landscape of Mobile Commerce. Unlock opportunity by demystifying GeoLocation & GeoFencing, gain insight into what behaviors are really happening “on the go”, and get ready for the changes ahead.
Presentation around SoLoMo made at GooglePlex Belgium:
- Mobile, the glue of SoLoMo and if it was MoSoLo and not SoLoMo
- ATAWAD: any time, any where, any device: the new checklist to be used when creating omni-channel web communications.
The Business Model around QR Codes – PerspectivesFlorian Vollmer
QR codes, like many customer touchpoint technologies, are only successful when thought of and concepted as part of an integrated messaging system. Vollmer analysis the technology, it’s strengths and weaknesses, and defines a framework for evaluating the effectiveness for QR code deployments. The presentation also defines best practices for developing successful QR-based customer experiences. This seminar is geared towards senior executives.
Integrating social media with mobile, online and other marketing channelsIntelligencia Limited
While the traditional model of blasting messages to customers and potential customers is fading, a new model has emerged. The same customers who are tuning out the formulaic advertising messages of yesterday are now tuning in to their own personal world of social media for product and marketing advice. Being ‘social’ means being available for real-time marketing, real-time customer service and real-time user analytics. The combination of mobile and social media marketing is powerful because it represents an interactive cross-media channel that allows consumers to move instantly from ad placement to point of sale, anytime, anywhere. Together, mobile and social technology are not only transforming how people communicate with each other but also how advertisers and marketers are communicating with them. By mining conversations across multiple social channels, sentiment analysis can help create strategies and engage new customers, while also revealing important insights into a company and its products. This new reality offers a great opportunity to any company willing to step into the world of mobile and social media marketing.
Mobile is NOT a Channel - Rob Griffin at IMMAP Summit, 2012Havas Media
Rob Griffin, EVP Product Development at Havas Digital, spoke recently at the IMMAP Summit & emphasised 3 clear takeaways-
1. Mobile is Now, and you must know that. Embrace a Mobile First approach to all marketing and communications efforts.
2. Accept the multiplicity of the device. Mobile devices are consumers' constant companions and central to their daily lives.
3. Activate and Engage! Take full advantage of mobile's greater capabilities to engage in real time.
Instead of thinking about mobile as an advertising channel, it is more important to view it as an access point for consumers- hence the urgent need for everything to be mobile enabled from the start. Mobile Internet user growth is projected to hit 3.5billion in 2015- how are you positioning your brand to take advantage of this revolution?
What it Takes to Win in the Chinese App Marketdigitalinasia
China is a growing smartphone market that no mobile player can ignore and much has been written about the mobile app marketing opportunities in China. InMobi recently concluded a research survey to understand consumer behavior in China around app usage & discovery and compared the results with the US market.
THE BEST OF MOBILE MARKETING 2014.
The list of projects, campaigns and concepts from 2014. Only a little bit subjective. Definitely worth remembering. By @mobimoni. Enjoy!
Pocket Power: Directions in Mobile Device TechnologiesConnected-Blog
Annette Zimmermann, Pocket Power: Directions in Mobile Device Technologies, Gartner
Blog by Messe Frankfurt for the Digital Business:
http://connected.messefrankfurt.com/en/
Getting Beyond the Hype-What’s Really Working In Mobile Marketing Today by Mo...SIM Partners
Create your roadmap to navigate the ever-changing landscape of Mobile Commerce. Unlock opportunity by demystifying GeoLocation & GeoFencing, gain insight into what behaviors are really happening “on the go”, and get ready for the changes ahead.
Presentation around SoLoMo made at GooglePlex Belgium:
- Mobile, the glue of SoLoMo and if it was MoSoLo and not SoLoMo
- ATAWAD: any time, any where, any device: the new checklist to be used when creating omni-channel web communications.
The Business Model around QR Codes – PerspectivesFlorian Vollmer
QR codes, like many customer touchpoint technologies, are only successful when thought of and concepted as part of an integrated messaging system. Vollmer analysis the technology, it’s strengths and weaknesses, and defines a framework for evaluating the effectiveness for QR code deployments. The presentation also defines best practices for developing successful QR-based customer experiences. This seminar is geared towards senior executives.
Integrating social media with mobile, online and other marketing channelsIntelligencia Limited
While the traditional model of blasting messages to customers and potential customers is fading, a new model has emerged. The same customers who are tuning out the formulaic advertising messages of yesterday are now tuning in to their own personal world of social media for product and marketing advice. Being ‘social’ means being available for real-time marketing, real-time customer service and real-time user analytics. The combination of mobile and social media marketing is powerful because it represents an interactive cross-media channel that allows consumers to move instantly from ad placement to point of sale, anytime, anywhere. Together, mobile and social technology are not only transforming how people communicate with each other but also how advertisers and marketers are communicating with them. By mining conversations across multiple social channels, sentiment analysis can help create strategies and engage new customers, while also revealing important insights into a company and its products. This new reality offers a great opportunity to any company willing to step into the world of mobile and social media marketing.
Mobile is NOT a Channel - Rob Griffin at IMMAP Summit, 2012Havas Media
Rob Griffin, EVP Product Development at Havas Digital, spoke recently at the IMMAP Summit & emphasised 3 clear takeaways-
1. Mobile is Now, and you must know that. Embrace a Mobile First approach to all marketing and communications efforts.
2. Accept the multiplicity of the device. Mobile devices are consumers' constant companions and central to their daily lives.
3. Activate and Engage! Take full advantage of mobile's greater capabilities to engage in real time.
Instead of thinking about mobile as an advertising channel, it is more important to view it as an access point for consumers- hence the urgent need for everything to be mobile enabled from the start. Mobile Internet user growth is projected to hit 3.5billion in 2015- how are you positioning your brand to take advantage of this revolution?
What it Takes to Win in the Chinese App Marketdigitalinasia
China is a growing smartphone market that no mobile player can ignore and much has been written about the mobile app marketing opportunities in China. InMobi recently concluded a research survey to understand consumer behavior in China around app usage & discovery and compared the results with the US market.
THE BEST OF MOBILE MARKETING 2014.
The list of projects, campaigns and concepts from 2014. Only a little bit subjective. Definitely worth remembering. By @mobimoni. Enjoy!
Pocket Power: Directions in Mobile Device TechnologiesConnected-Blog
Annette Zimmermann, Pocket Power: Directions in Mobile Device Technologies, Gartner
Blog by Messe Frankfurt for the Digital Business:
http://connected.messefrankfurt.com/en/
Presentation made at:
http://www.themarketingandcommunicationloft.com/swissclub/
Customers are trying to engage with Luxury Brands through mobile devices. This deck presents:
. The size of the opportunity, by brand, and by region;
. The competitive landscape;
. A framework for action.
In this presentation, the first in a series of 3 with @laurenceveale and @randallsnare, discover the when, what and where of mobile. Find out about the proliferation and predicted growth of mobile devices, global mobile trends and just how people actually engage with their mobile phones. Understanding the context of mobile is the first step in creating a mobile strategy.
GfK NIS and nurago: Measuring Digital Consumer Journeysnurago
GfK NIS and nurago are measuring Digital Consumer Journeys across all media types and customer touchpoints.
We combine Network-centered measuring (NIS) with User-centered metering (nurago).
GfK Network Intelligence Solution’s methodology transfers anonymised, real-time IP traffic into fine-grained metrics to understand cross media and long tail consumer behaviour in motion.
GfK nurago‘s LEOtrace® technology measures and tracks individual user behaviour and application usage
on-device within controlled consumer panels.
Measuring and interpreting traffic on mobile network operator’s backbones helps understanding the long tail of Mobile. Currently, data from 5+ million unique users are anonymously evaluated. NIS is new and tested in 7 countries with 8 operators. Data is enriched with demographics, geographics, device features, and content categorisation into a fully consumer privacy proof solution.
nurago‘s LEOtrace® technology provides Holistic Measurement in smaller samples:
Events and data points measured at the point of origin: Web and App Usage, Communication, Location — then enriched with purchase information, attitudinal user feedbacks – and other media usage.
The combination of both results in multidimensional analysis and robust insights.
The presentation was held at M-Days 2012, Feb 1.
From texting to video to social networking, mobile phones are taking an ever-expanding role in our
daily lives. And young people around the world are more immersed in mobile technology than any
previous generation.
The data is in and the findings are clear: The movement
to mobility is at full throttle. Smartphones and tablets
are the “power players” in technology growth rates,
helping consumers use their virtual network to access
a growing portfolio of content, services and apps. In
fact, four of the five most common weekly activities
performed on consumer electronic devices are networkbased and almost two-thirds of consumers are now
downloading apps.
2012 Consumer Tech Report - Accenture - Janvier 2012Romain Fonnier
The data is in and the findings are clear: The movement
to mobility is at full throttle. Smartphones and tablets
are the “power players” in technology growth rates,
helping consumers use their virtual network to access
a growing portfolio of content, services and apps. In
fact, four of the five most common weekly activities
performed on consumer electronic devices are networkbased
and almost two-thirds of consumers are now
downloading apps.
Antarctica- Icy wilderness of extremes and wondertahreemzahra82
In this presentation, we delve into the captivating realm of Antarctica, Earth's southernmost continent. This icy wilderness stands as a testament to extremes, with record-breaking cold temperatures and vast expanses of pristine ice. Antarctica's landscape is dominated by towering glaciers, colossal icebergs, and expansive ice shelves. Yet, amidst this frozen expanse, a rich tapestry of unique wildlife thrives, including penguins, seals, and seabirds, all finely attuned to survive in this harsh environment. Beyond its natural wonders, Antarctica also serves as a vital hub for scientific exploration, providing invaluable insights into climate change and the Earth's history
The Power of a Glamping Go-To-Market Accelerator Plan.pptxRezStream
Unlock the secrets to success with our comprehensive 8-Step Glamping Accelerator Go-To-Market Plan! Watch our FREE webinar, where you'll receive expert guidance and invaluable insights on every aspect of launching and growing your glamping business.
How To Talk To a Live Person at American Airlinesflyn goo
This page by FlynGoo can become your ultimate guide to connecting with a live person at American Airlines. Have you ever felt lost in the automated maze of customer service menus? FlynGoo is here to rescue you from endless phone trees and automated responses. With just a click or a call to a specific number, we ensure you get the human touch you deserve. No more frustration, no more waiting on hold - we simplify the process, making your travel experience smoother and more enjoyable.
Wayanad-The-Touristry-Heaven to the tour.pptxcosmo-soil
Wayanad, nestled in Kerala's Western Ghats, is a lush paradise renowned for its scenic landscapes, rich biodiversity, and cultural heritage. From trekking Chembra Peak to exploring ancient Edakkal Caves, Wayanad offers thrilling adventures and serene experiences. Its vibrant economy, driven by agriculture and tourism, highlights a harmonious blend of nature, tradition, and modernity.
During the coldest months, Italy transforms into a winter wonderland, providing visitors with a very unique experience. From the Settimana Bianca ski event to the lively Carnevale celebrations, Italy's winter festivities provide something for everyone. Enjoy hot cocoa, eat hearty comfort foods, and buy during winter deals. Explore the country's rich cultural past by participating in Settimana Bianca, and Carnevale, sipping hot chocolate, shopping during winter deals, and indulging in winter comfort foods. Visit our website https://timeforsicily.com/ for more information.
Assessing the Influence of Transportation on the Tourism Industry in Nigeriagsochially
This research dissertation investigates the complex interplay between transportation and the tourism industry in Nigeria, aiming to unravel critical insights that contribute to the enhancement of the overall tourist experience. The study employs a multi-faceted approach, literature review establishes a robust theoretical framework, incorporating The Service Quality and Satisfaction Theory to guide the research questions and hypotheses.
The methodology involves the distribution of a structured questionnaire, ensuring a representative sample and facilitating a comprehensive analysis of the gathered data.
Key findings include the nuanced perceptions of transportation infrastructure adequacy, safety and security concerns, financial influences on travel decisions, and the cultural and ecological impacts of transportation choices. These findings culminate in a comprehensive set of recommendations for policymakers and practitioners in the Nigerian tourism industry. The findings contribute to the existing literature by providing actionable insights for policymakers, stakeholders, and researchers in the Nigerian tourism sector.
The recommendations encompass gender-sensitive planning, infrastructure enhancements, safety measures, and strategic interventions to address financial constraints, ensuring a holistic and sustainable development of the tourism industry in Nigeria.
Author: Imafidon Osademwingie Martins
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Hidden Gems of Europe - DISCOVERING THE CONTINENT'S BEST-KEPT SECRETSKamil Uğraş TÜRKOĞLU
Europe, continent rich in history, culture, and natural beauty, is often synonymous with famous cities like Paris, Rome, and London. These iconic destinations attract millions of tourists every year, captivating them with their renowned landmarks, vibrant culture, and bustling urban life. However, beyond these well-trodden paths lie countless hidden gems waiting to be discovered. These lesser-known destinations offer unique experiences, authentic encounters, and breathtaking landscapes that often surpass the allure of their famous counterparts.
In "Hidden Gems of Europe," we embark on a journey to uncover these secret spots, exploring the heart and soul of Europe through its quaint villages, charming towns, and secluded natural wonders. This book aims to inspire travelers to look beyond the obvious and venture into the lesser-explored corners of the continent, where true adventure and discovery await.
3. How far have we come?
>1.3 billion mobile broadband
subscribers globally
EyeforTravel Ltd.
4. How far have we come?
Italy ranks 5th in the world for the largest
number of 3G users (44 million
subscribers)
Only USA, Japan, China, S. Korea are
higher!
5. How far have we come?
4G is currently being rolled out across 20
Italian cities
In Dec 2011, 9.7 million Italians accessed
the internet via a smartphone – a figure
which is rapidly growing!
6. No. of travel brands gone
mobile?
54% of travel intermediaries and 50% of
travel suppliers said that they did not
have a mobile version of their website
(June 2012)
7. Savvy travel brands ARE making
money from mobile
• In 2011 InterContinental Hotels Group (IHG)
had seen revenues from mobile rise from $1
million to $10 million in just 12 months
• By the end of 2012 they expect mobile
revenues to exceed $130 million
8. Mobile leads to new customers
In the first 2 months after
the launch of its iPad
app, Jetsetter saw over
250,000 downloads and
7,000 new customers
9. Google Smartphone Platform
Leading EU5 Landscape
Smartphone platform market share and
growth
166%
7% 5%
9% 8%
Other 45%
20%
Microsoft
38% RIM
21% 24%
Symbian
Apple
20% -2%
Google
42%
22% -35%
July 11 July 12
Product: MobiLens
Data: Three month average ending July 2012
Country: EU5, N= 67,650
10. Significant Growth Observed Over Last 6 Months for
Airline, Hotel and Car Rental / Transportation
Transactions For Total Audience
% Growth Feb – July 2012 – Total Phone
Audience
+101% 1.9 million booked airline
tickets in July
1.7 million booked hotel
rooms in July
+77%
0.8 million hired cars or
other ground
transportation in July
+90%
Product: MobiLens
Data: Three month average ending July 2012
Country: EU5, N= 67,650
11. Is Mobile investment increasing?
Increasing Mobile Budget 53%
in Q3, 2012 51%
Didn't know if Mobile 8%
budget would be Travel Suppliers
increasing or decreasing 13%
Travel Intermediairies
12%
No Budget for Mobile
15%
0% 10% 20% 30% 40% 50% 60%
12. What results have travel brands seen?
Mobile has generated 23%
very little or zero revenue 19%
Mobile has generated 41%
direct bookings Travel Suppliers
35%
Travel Intermediaries
Mobile has increased 46%
customer engagement 38%
0% 10% 20% 30% 40% 50%
13. Where do travel brands think
mobile adds value?
Important for customer 33%
service 35%
Important for 44%
marketing 39%
Travel Suppliers
52% Travel Intermediairies
Important for sales
39%
Important for 59%
information search 48%
0% 20% 40% 60% 80%
14. What do consumers think?
In July 2012, EyeforTravel surveyed
8,400 travel consumers in 5 different
countries (UK, USA, France, Germany &
The Netherlands).
16. Preferred travel booking method
Most countries still
very much prefer
desktop
Dutch are the Germans still
most reluctant like the high
to book via a street travel
smartphone agent
TABLET SMARTPHONE DESKTOP CALL DIRECTLY VISIT IN
OTHER
TO SUPPLIER PERSON TO
AGENT
17. Attitudes vary by country
50% of Dutch
40% of French
40% of Brits
35% of Americans
29% of Germans….
….would not book travel via a
smartphone
EyeforTravel Ltd.
18. Willingness to spend via mobile
50% of Dutch
29% of Germans
would NOT
would NOT purchase
purchase via
via mobile
mobile
19. Germans are the most willing nation to
spend via mobile devices
71% of Germans were
willing to book via mobile
18% of Germans would
spend any value on a
holiday via a mobile
20. How much do
consumers want to
spend?
Of those willing to spend on
mobile, the majority felt
comfortable purchasing up to a
value of €600 via mobile
21. Trend for last minute
• Google reported that 41%
of last minute queries to
airline websites were via
mobile devices
• For hotels, 33% of last
minute queries were via
mobile devices
22. However….
62% of Germans will book via a tablet a month or more in
advance with just 7% booking on the day
23. Whereas in France…
53% would book a month or more in advance and 10%
would book on the day
24. The 5 Stages of Travel
Chart courtesy of
Google Inc
25. How do consumers want to engage
with travel brands via mobile?
64% of Brits surveyed said they would
like information on local activities/deals
while at their destination
45% want to check user reviews via a
smartphone
EyeforTravel Ltd.
26. Tap into the mobile ‘on-trip’
opportunities
% of consumers who would 62%
58%
like to use mobile to read 68%
user reviews 59%
% of consumer who prefer 69%
Brits
59%
to use a mobile to access a 69% Germans
map 76% French
Americans
% of consumers who prefer 64%
to use mobile to get 58%
information on local 62%
69%
activities/deals
0% 10% 20% 30% 40% 50% 60% 70% 80%
27. Social fuels the ‘on-trip’ mobile
experience
% of consumers who 10%
ALWAYS share their travel 7%
experience via social 7%
media during their trip 14%
Brits
Germans
% of consumers who 20% French
FREQUENTLY like to share 18% Americans
their travel experience via
19%
social media during their
23%
trip
0% 5% 10% 15% 20% 25%
28. Travel is by definition mobile –
and social!
30% of Brits and 37% of
Americans like to share
their travel experience
via social media during
their trip
29. SoLoMo - Integrate your mobile
and social strategies!
Gatwick airport uses a
Social, Local and Mobile
approach
They have a presence
across
Facebook, Twitter, Foursq
uare, Soundcloud, Qype
and Instagram
30. The result?
• 50% of passenger enquiries at Gatwick are now
via their mobile site
• Over the past year, the size of their Facebook
community has tripled to 15,000 fans
• Over 100,000 check-ins at Foursquare
locations, 40,000 offers claimed
• First airport worldwide on Instagram - 1,600
followers , 4,500+ images tagged #gatwick or
#gatwick airport
31. bmibaby Instagram
success
• Instagram has more daily users than twitter
• Visual social networks are rising in popularity
• Asked Instagram communities in different
European countries to create visual
inspirational destination guides in return for
flights!
• #Miaitalia campaign in Italy had 6,400+ entries
• Instameets were set up across different
countries
33. Tablets are different from
mobile!
• Tablets are more fun for consumers to
use at the ‘Dreaming stage’
• We found that Europeans are more like to
book via a tablet than Americans
• Eg. 25% of Germans want to book travel
via a tablet compared with 15% of
Americans
34. Change your website design to
suit tablets!
Use inspirational rich media
Provide easy-touch navigation
Adjust the size of fields on forms
Remember that tablet users explore your
website in both landscape and portrait
positions so the first fold will change
Consider font size
Stay away from Flash!
35. To conclude…
• Mobile is not just a booking channel!
• Mobile budgets are increasing
• Savvy travel brands are reaping the
rewards of experimenting with mobile
early
• Your customer wants to engage with your
brand via a mobile device at many stages
of the travel life cycle – don’t lose out to
your competitors!
• Tablets and mobile devices require
different approaches!
36. Grazie!
Gina Baillie, GM, EyeforTravel ltd.
gina@eyefortravel.com
@anigba and @eyefortravel
uk.linkedin.com/in/ginabaillie
Join the Linkedin ‘Mobile in Travel’ group!
www.eyefortravel.com
EyeforTravel Ltd.
Editor's Notes
Global mobile 3G subscribers in Q4, 2011, according to Informa/KPCB according to Informa/KPCBCountry3G subscribersQ4 20113G Penetration Country3G subscribersQ4 20113G PenetrationGlobal1,098 million18% USA208 million64% Brazil41 million17%Japan122 million95% India39 million4%China57 million6% Germany38 million36%South Korea45 million85% Spain33 million57%Italy44 million51% France30 million45%UK42 million53% Indonesia29 million11%Source: Informa/KPCA (May 2012)via: mobiThinking