Using Mobile to Attract Out-Of-Market Tourism - E-Tourism 2011 San Francisco
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This document discusses how destinations can use mobile technologies to attract out-of-market tourism. It notes that mobile users spend less time on destination marketing organization websites and are more likely to bounce without engaging. The document recommends that destinations use mobile search, digital billboards, social media, email marketing and branded short URLs to provide multiple entry points for mobile users. It also suggests using QR codes, SMS texts and URLs to drive traffic and measuring what locations and technologies are most effective at driving clicks, scans and texts.
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Using Mobile to Attract Out-Of-Market Tourism - E-Tourism 2011 San Francisco
- 1. Using Mobile to Attract Out-of-Market Tourism September 30, 2011 - San Francisco @TheTimHayden – #ets11
- 5. How We Roll
- 7. Mobile Traffic 12,000,000 Visitors to DMO websites in 2011 View Fewer Pages: 3.18 vs. 4.63 Spend Less Time on Site: 2.51 vs. 4.18 Bounce at higher rate 52.62% vs. 41.1% Data: GetSmartContent.com
- 9. Mobile Search Mobile users are usually coming from a search engine, whereby location + keywords tell you where they are and what they are looking for, and you can get them to more relevant content.
- 10. Sent from my shiny new iPhone, please excuse typos
- 12. Offline Mobile Touchpoints Display Ads Outdoor Direct Mail
- 15. Spending on digital billboards and posters is expected to double in the next five years, to $5.2 billion.
- 16. Online Mobile Touchpoints Social Blog Email Banner Ad Branded URLs – Short-URLs http://attconf.co/ballet
- 17. Multiple Entry Points DATA! CONVERT!
- 18. Measure & Learn!
- 20. SMS Text 40%
- 22. IP Address 98%
- 24. SMS Success Keep back-and-forth (send/receive) of texts to a maximum of 3-4 TOTAL actions Explore vendors that provide real 10-digit phone addresses as well as short codes Best used at events and in direct mail (remember, time may be a challenging factor)
- 25. Key Takeaways “Mobile Computing” will change everything Brevity rules the moment, in terms or connection + copy + call-to-action Capitalize on natural, current behavior…be pragmatic with behavior AND device capabilities Offer multiple channels from offline to online (QR Codes, URLs, SMS) Relevancy improves immediate conversion, AND creates WOM (Word-of-Mouth)
- 26. Thank you! Tim Hayden tim@44doors.com @TheTimHayden