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Mobile Marketing for Tourism


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Marketing marketing for tourism - learn how to optimise your website and content to engage mobile users.

Presented by Adam Wallace for Tourism Sunshine Coast.

Location: Sunshine Coast, QLD 12 June 2012

Published in: Technology, Business
  • We calculate the number of clients you can get for your sector through google at: Access to do the calculation.-------------------------------------------------------------------------------------------------------------- Calculamos el número de clientes que puedes conseguir para tu sector a través de google en: Acceda a hacer el cálculo.
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  • Good share guys, although a bit out of date now. We shared some very recent data from our own research on slideshare, have a look at our profile if you'd like to stay up to date!
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  • Thanks for the feedback! Providing small players such as independant hotels or a B&B access to the marketing strategies and tactics used by the 'big players' at an affordable price is exactly why we created the and built that using a responsive / mobile optimised design. I think mobile optimised websites will soon become a standard requirement for any savvy business looking to get a new website built. Thanks to WordPress and a growing number of high quality responsive themes it should be within the reach of most businesses.
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  • Great slideshow, mobile offers for sure lots of nice perspective but how will manage small players like an independant hotel or a B&B. Creating value through content that will be shared is a possible option for a small player but moving on a mobile friendly website with a mobile friendly booking engine is much less affordable. I'm afraid this additional budget will create a clear division between small and big players. In any case, small ones should start now progressively while there's still space for everyone!
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Mobile Marketing for Tourism

  1. MOBILE MARKETING FOR TOURISM Presented by Adam Wallace on 12 June 2012 at Manta Sunshine Coast
  2. Agenda1. Smartphones for all2. So, what is mobile marketing?3. Content marketing in a mobile world4. Let’s look at your website5. Making your website mobile friendly6. Optimising for mobile search7. Check-ins are a local business’ best friend8. Understanding your mobile visitors9. Using QR codes10. Text/SMS marketing11. Videos and mobile12. The future of mobile (is here)13. Working smart with mobile devices14. Key takeouts15. Questions
  3. What questionsdo you have? Image: flickr/A wild question/[f]oxymoron
  4. Smartphones For All
  5. Let’s see a raise of hands How many of you: 1. Check email on your phone? 2. Have posted photos on Facebook from your phone? 3. Searched for a business’ info number on your phone?
  6. Is your website optimised for Mobile? of web traffic will come through mobile devices by 2014Image:
  7. Smartphones are used everywhere
  8. Multi-tasking with mobile
  9. Smartphone penetrationis on the rise
  10. Smartphones arean emerging point of purchase
  11. Maslow’s Hierarchy of Needs
  13. What is Mobile Marketing?“A set of practices that enables organizations tocommunicate and engage with their audience inan interactive and relevant manner through anymobile device or network.” -- Mobile Marketing Association
  14. Which means…“You can engage with your audience at atime and location that suits them” Untangle My Web --
  15. Search Making sense ofBanners StrategyLocation Based Analytics MobileCoupons Customer Marketing ROI MMS / SMS Relevance AppsProximity
  16. Check emails
  17. A day in the life of a mobile user • Check how many updates I have when I wake up (emails, Facebook, calendar, weather) • Listen to music on my way to work while checking my emails and reading news • Takes photos, status updates, tweets, check- ins, searching info • Watch TV with mobile (iPad) Share updates
  18. Listen to music and podcasts
  19. Take photos and videos
  20. Get directions / Explore
  21. Be productive
  22. Give recommendations
  23. What’s happening on mobile? We are: consuming content sharing content creating content
  24. Content MarketingIn A Mobile World
  25. What Is Content Marketing?A. Educational, informative content to attract attention and build asolid reputation with potential customersB. Great content and quality information to market a product or serviceC. Use of valuable content to generate revenue for your businessD. All of the above
  26. Content Marketing Uses...Photos Videos Audio Image: deviantart/Crumpled white paper texture/melemel
  27. Get creative with your content • The romantic’s guide: 5 things to impress your partner • 10 ideas for a perfect romantic getaway • What to look for in a secluded getaway • The perfect recipe for the foodie in you • Make the most out of your weekend getaway for only $250 • Top 7 things to do as recommended by our guests • 5 Reasons to dig your running shoes out of the closet • 10 tips for a stress free weekend getaway • How to spoil your partner this Valentine’s Day Image:
  28. Words tell Emotions sell image: flickr / sequio similing at this mom/ seandreilinger
  29. Swapping words with emotionsExamples:
  30. Great Content... Provides credibilityAchieves desired Is actionable outcomes Begs to be Is shared Shared
  31. Content Mapping Process
  33. Tempt the visitor by igniting interest, fueling desire and raising awareness for a place or an offer. Social media makes it easier to encourage dreaming as users share their life with all of their friends (andstrangers) on these networks.
  34. Travellers need informationduring the planning stage.Content should be detailed andcomparison tools are key.You can signup to MailChimp forfree for up to 2,000 subscribersand be able to send up to 12,000emails per month. Ensure you’veresponded to bad TripAdvisorand Google+ Local reviews.
  35. Flights are usuallybooked first, while accommodationsfall into place later as other good deals arise. Booking Buttonprovides a mobileoptimised version for an additional $15 per month.
  36. The anticipation stage ischaracterized byexcitement, preparation andanxiety. It generates a need fordetailed information and awealth of opportunities to upsell.Sending an automated emailnewsletter upselling additionalfeatures a week before thevisitor is due to arrive can help togrow your sales per customers.
  37. Mobile is a fantastic platform for streamlining routine travel chores and keeping the travelleron track with updates and alerts. SMS would be more beneficial here as the user may not be checking their email address, whereas the SMS is more likely to be read upon delivery.
  38. The destination stage is theheart of the journey cycle.The final step in thedestination stage is closingthe circle to the next trip.Make it easier for users toengage with your brand byensuring your business isaccessible for location-based services and onFacebook and Google+
  39. 4 steps reach all 6 stages Act ConvertReach Engage
  40. Google’s 5 Stages of Travel
  41. Sharing takes place during andafter the destination stage. Thekey takeaway for sharing is thatwhile the user is sharing theiradventures, it’s encouragingtheir friends (and strangers)towards the dreaming stage.Run a competition where userscan win some prize for uploadingphotos from their trip and thebest photo wins a prize.
  42. Create a Editorial Calendar Plan Writers, editors and publishers Schedule Topic ideas
  43. What do penguins have to do with your content?“The main takeaway with Penguin is clear when it comes tocontent: if you don’t have time to write something decent, hiresomebody who does.” -- Matt Beswick, Search Engine Journal
  44. Let’s Look At Your WebsiteBring up your website on your smartphone
  45. How is your site working? Do you see broken images or missing content? Can you read the text without zooming or scrolling? Can links and buttons be clicked with a thumb? Are navigations options obvious? Is search functionality easily accessible?
  46. What about yourbooking engine or shopping cart? Do you see broken images or missing content? Can you read the text without zooming or scrolling? Can links and buttons be clicked with a thumb? Are navigations options obvious? How quick can a user make a purchase?
  47. Mobile ready booking system $10 / month extra
  48. 9 best practices for mobile1. Keep it quick2. Simplify Navigation3. Be thumb-friendly4. Design for visibility5. Make it accessible6. Make it easy to convert7. Make it seamless8. Use mobile site redirects9. Listen, learn and iterate
  49. Making Your Website Mobile-friendlyWhat options do you have?
  50. 1. Mobile website• separate version of the site• redirects mobile user to mobile version• designed with less content and fewer features
  51. 2. Plug-in - WPtouch• WordPress plugin with mobile-dedicated themes• redirects mobile user to the plug-in generated mobile site• designed with less content and fewer features
  52. 3. Responsive Website• content and designs are consistent across all devices• layout changes based on the size of the browser• automatically optimised for future devices
  53. 4. Mobile App• built to run natively on a dedicated operating system (OS)• generally best for functions that use the device’s sensors• on-going maintenance required with every new OS upgrade
  54. Making your website mobile-friendly Comparison Chart 1. Mobile Site 2. WPtouch 3. Responsive 4. Mobile AppCost High Low Average HighMaintenance Difficult Moderate Easy ModeratePerformance Good Okay Okay GoodBrowser Support Good Good Okay GoodContent Depth Low Moderate High Moderate
  55. Responsive Demo
  57. Local search optimisation tips1. Google Places listing is 100% complete2. On-page optimisation for local results3. Get more reviews on your Google listing4. Get your name, address and phone out there5. Monitor your reputation online6. Signup to location-based social networks such as Facebook, Google+ and Foursquare7. List yourself in local top directories
  58. $30.00Check-ins Are A Local Business’Best Friend
  59. Check-in here, here, and here. Encourage your customers to check-in to your business Where? • Facebook • Google+ • FourSquareCredit:
  60. Check-in to win!Creating specials andrewards for those whocheck-in
  61. Understanding Your Mobile Visitors
  62. Analyze your mobile visitors• How many mobile visitors does your site get each month?• Which pages do they land on the most?• Which pages do the exit through the most?• What mobile device are they using?• What keywords did they find you through?
  63. How can you track and access this information?
  64. Using QR Codes
  65. Best practices for QR Codes• made for print• not to be used online• use URL shorteners• track your scan traffic
  66. Get creativewith yourQR codes!
  68. Utilising SMS marketing • 94% of all text messages are read; most will open the message before deleting them • Messages are more likely to be read within minutes of sending them • Bulk SMS can prove to be relatively cheap
  69. Use of SMS Marketing1. News updates2. Emergency notifications3. Promotions4. Contests5. SMS coupons6. Customer service7. Lead generation
  70. Rules and Regulations for SMS“Under the Spam Act 2003 it is illegal to send, orcause to be sent, unsolicited commercial electronicmessages. The act cover email, instantmessaging, SMS and MMS of a commercial nature.It does not cover faxes, internet pop-ups or voicetelemarketing.” – ACMAThings to take into consideration:• Get permission first• Provide options for communication methods and the ability to unsubscribe
  71. Videos And Mobile
  72. What to capture• Customer testimonials• Scenery• Video tours• Local activities• Animals• Silliness
  73. Editing on the go• iMovie for iPhone and iPad• VidTrim for Android devices
  74. Sharing your videos via mobile• Facebook• YouTube• SocialCam• Viddy
  75. The Future Of Mobile (Is Here)
  76. Mobile Walletleave your cash and cards at home
  77. Augmented Realitya new way of seeing life
  78. Never get lost again…Smart uses for your mobile
  79. Update your website
  81. Distribute content
  82. Point of sale
  83. Use less paper
  84. Chat from anywhere
  85. Make music
  86. Distribute your content as far as possible
  87.  Get a mobile optimised website Focus on your content marketing strategy Tailor your content for each stage of travel Consider how you can distribute your content as widely as possible Look for opportunities to be innovative with your content creation
  88. Do you have anyquestions left? Image: flickr/A wild question/[f]oxymoron
  89. Wondering where to start?Our web advisors can tailor a 90 day digital marketing plan to suit yourtime and budget. See exactly what steps are required to get a return oninvestment from your web presence (learn a lot in the process!)Contact us on +61 (0)7 3103 7991 or email
  90. Smart Tourism WebsitePacked with features:Socially engagedSearch optimisedMobile friendlyOngoing updatesIt speaks your language. Or call us on +61 (0)7 3103 7991
  91. Image: Flickr/Thank You/ eunmind