How Mobile Devices are Changing the Way we Market to Today's Travel Shopper
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How Mobile Devices are Changing the Way we Market to Today's Travel Shopper
- 1. How Mobile Devices are Changing the Way we Market to Today’s Travel Shopper April 24, 2013 vfmleonardo.com facebook.com/vfmleonardo @vfmleonardo
- 2. Vice-President, Best Practices, Online Merchandising VFM Leonardo Inc. @darlenerondeau
- 5. Where and how travelers are using smartphones and tablets How consumers are using multiple screens sequentially and concurrently Differences in how consumers use mobile apps and mobile browser websites Elements required for smartphone and tablet optimized hotel websites How hotels are successfully optimizing their stories for smartphones and tablets
- 7. 20131983
- 8. IAB Canada Mobile Advertising Report, April 2012 “2012 revenue growth will likely be driven by Mobile Search, Rich Media, Video and quality In-App inventory.” IAB Canada Mobile Advertising Report, April 2012
- 9. comScore MobiLens, Total Canada Mobile / Smartphone Subscribers, Ages 13+, Dec 2011 85% of smartphone owners indicate ‘Using Apps’ is their top activity. comScore MobiLens, Total Canada Mobile / Smartphone Subscribers, Ages 13+, Dec 2011
- 10. Sharing: 92% of mobile videos share videos with others 92% Sources: Invodo; NPD Viewing: Mobile and tablet shoppers are three times as likely to view a video as laptop or desktop users 3x
- 11. 48% of users feel frustrated when they visit non-mobile friendly web-sites 52% of users who have bad mobile experiences are less likely to engage with those companies 48% say that when sites don’t work well on their smartphones that it makes them feel like companies don’t care about their business Source: Get Elastic, Moving Forward Infographic 2013
- 12. 50% of people will admit they use websites less if they are not mobile friendly even if they already like the companies 61% of users are likely to leave quickly if your site is not optimized well for mobile devices 67% of users are more likely to buy from mobile-friendly sites
- 13. Marketing Strategy + Role of Web Site Mobile Optimized Landing Pages Better ROI Analytics + =
- 15. Interactive Performance Maps Analysis by Demos, Distance, etc. Post Campaign Analysis Mobile offers the ability to understand more than just clicks – reporting can provide data on location and demos so as to better understand consumer behavior.
- 17. 86% want big buttons that are easy to press 78% want swift navigation to desired information within one or two clicks 76% want better lit screen for the business mobile site 74% Clean and efficient look and feel 73% Easy ability to save information on the site for future relevance (% wanting each)
- 18. 76% want location and phone hours 61% want click-to-call functionality 54% want email address (% wanting each)
- 19. 1. 19% of all travel inquiries in 2012 came from a mobile device; vs. 11% in 2011. Almost half (44%) of searches resulted in a purchase. 2. 16 MM Americans booked a trip via their smartphone, 4X increase vs. 2011. Mobile is here. 3. ~36 Million Americans used a smartphone to travel and plan their vacation. Mobile is part of the purchase journey. 4. 2/3 of tablet owners made a travel purchase on their device in H1 2012 and 90% said they would book on their device in the future. Mobile is key purchase platform.
- 21. 1. It’s finally the Year of Mobile: Your site needs to be optimized for mobile as travelers are already there. 2. User Interface and Contact Info: Understand top user needs and prioritize accordingly. 3. A picture (or video) is worth 1,000 words: Leverage video on your site. Especially for business travelers.
- 32. Determine the characteristics of your property Use visuals to convey your personality Tell your story on mobile devices and social platforms It’s working!
- 33. Recording of this webinar Free guide Six Critical Mobile Optimization Tactics Every Hotelier Should Know Don’t Forget To Download!
Notas do Editor
- The mobile devices has multiple benefits: -the device is touch activated – consumers are deciding what they do on the device. It is lean forward – they curate their own content and their own experiences. In Canada, average consumer has 60 apps on their phone and tends to user 5-7 on regular basis. -the device is location aware – you can target the consumer based on location and they also perform certain behaviours on certain devices (smart phone vs. feature phone and vs. tablet). LOCATION: Verve Mobile, a location-based mobile ad platform, studied over 2,500 US mobile ad campaigns served across its platform and found that the percentage of campaigns using geofencing or geoaware targeting had more than doubled, from 17% in 2011 to 36% in 2012. -full screen – in many cases the consumer is only viewing one site at a time and full frame – very task oriented -robust functions – calling, schedule (calendar), web Mobile traffic makes up 10% of all Internet use ~10% of websites are mobile-optimized
- SEARCH: Online travel consumers are known to conduct in-depth research, evidenced by the fact that they visited more than 17 travel sites and employed more than four travel searches on average before booking a hotel, according to Google andCompete’s “Key Travel Themes, Q4 2012” study of US consumers. Along this winding path to purchase, organic search is most often the last exposure before a conversion, according to a report on the US and Europe byIgnitionOne. As a result, hotel companies place special emphasis on owning their brand keywords. 40% of US online travel consumers entered the purchase funnel through search engines. And as smartphones and tablets become more ubiquitous, some of that search traffic is coming from mobile. And in Q3, 2012 – 16% of clicks were via mobile.
- Accompanying this growth in mobile consumption is rise in spending on mobile - Video is the fastest-growing mobile ad format. 69% compounded annual growth rate for mobile video ad spending between 2010 and 2015. 52 percent of consumers say that watching product videos makes them more confident in online purchase decisions. (Invodo) Mobile and tablet shoppers are three times as likely to view a video as laptop or desktop users. (NPD) Mobile video ads that include social media buttons drive 36 percent higher engagement. (Rhythm NewMedia). 92 percent of mobile video viewers share videos with others. (Invodo) More than 1 billion unique users visit YouTube each month, spending more than 4 billion hours watching videos (YouTube). 2 billion video views per week are monetized on YouTube, and every auto-shared tweet results in six new YouTube browsing sessions (ReelSEO).
- 57% of US business travelers reported using mobile devices to access travel information this year, compared to just 38% of US leisure travelers. In germany, for consumers over 50, travel was #2 most researched category and many for last minute deals.
- In US, In Switzerland, 62% of reservations were made directly with hotels, whether via telephone, fax, email or walk-in, very few occurred through the properties’ website reservation systems. Indeed, hotels’ own websites only accounted for about one in 20 hotel bookings, actually losing 0.7% share compared with 2011. US and UK: Travel Bookings Consumers in the 35-to-44 age group were the most likely to research travel via tablet. One in five UK consumers were tablet travel researchers, compared to a quarter of US consumers in the same age group. For example, 19% of UK consumers ages 25 to 34 researched travel via tablet, but only 5% booked. A slightly lower percentage of US consumers in that age group researched travel on tablets; however, 9% booked. According to the study, these trends reversed as consumers aged. UK consumers ages 35 and over were less likely to research travel on tablets than US consumers, but were as likely, or more likely, to book. Looking at the 45-to-54 age group, Tealeaf found that only 8% of UK consumers researched travel via tablet, but 5% booked. On the other hand, 16% of US consumers in the same age group researched, but only 1% booked. Based on this study, the implications for travel marketers are clear: Younger US consumers and older UK consumers are more likely to yield higher tablet conversion rates.
- In US, 61% of Americans have purchased a travel product on a tablet, 51% on smartphone And while 51% book Hotel on PC, 17% on tablet and 11% on Smartphone – this is the highest of all travel related items – higher than air travel, ground transport, attractions and restaurant. It is also important to look at ages of travelers – again in the US, social is a meaningful influence on purchase decisions. 57% of US millenials said that they are influenced by friends. Many (73%) want as faster way to get personalized recommendations, and 75% prefer their phone to get directions to a destination, and 64% do not like looking through physical guides (Source: emarketer)