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Using Mobile to Attract Out-Of-Market Tourism - E-Tourism 2011 San Francisco

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Tim Hayden
Tim Hayden

Presentation for Mobile Keynote at E-Tourism Summit 2011 in San Francisco. Thanks, Jake!

TurismoNegóciosTecnologia
1 de 23
Using Mobile to Attract Out-of-Market Tourism September 30, 2011 - San Francisco @TheTimHayden – #ets11
How We Roll
What’s Happening Now
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
No stopping now…
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.
Sent from my shiny new iPhone, please excuse typos
Offline Mobile Touchpoints Display Ads Outdoor Direct Mail
Spending on digital billboards and posters is expected to double in the next five years, to $5.2 billion.
Online Mobile Touchpoints Social Blog Email Banner Ad Branded URLs – Short-URLs http://attconf.co/ballet
Multiple Entry Points DATA! CONVERT!
Measure & Learn!
What Works/Location 1,000,000 Clicks, Scans and Texts ,[object Object]
SMS Text 40%
URL (browser) 25%
IP Address 98%
GPS shared60%,[object Object]

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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
  • 2.
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  • 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
  • 11.
  • 12. Offline Mobile Touchpoints Display Ads Outdoor Direct Mail
  • 13.
  • 14.
  • 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!
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  • 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