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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
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MOBILE MARKETING FOR TOURISMPresented by Adam Wallace on 12 June 2012 at Manta Sunshine Coast
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
Image: flickr/A wild question/[f]oxymoron
What questions do you have?
Smartphone's For All
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?
http://www.flickr.com/photos/whatleydude/6205610856/
Is your website optimised for Mobile?
of web traffic will
come through mobile devices by 2014
50% Image: http://www.bravenewcode.com/product/wptouch-pro/?utm_campaign=wptouch-home-top&utm_medium=web&utm_source=bravenewcode
Smartphones are used everywhere
Multi-tasking with mobile
Smartphone penetration is on the rise
Smartphones are an emerging point
of purchase
Maslow’s Hierarchy of Needs
SO, WHAT IS MOBILE MARKETING?
“A set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.”
What is Mobile Marketing?
-- Mobile Marketing Association
“You can engage with your audience at a time and location that suits them”
Which means…
Untangle My Web --
Customer
Strategy
Analytics
ROI
Relevance
Search
Banners
Location Based
Coupons
MMS / SMS
Apps
Proximity
MobileMarketing
Making sense of
Check emailshttp://www.flickr.com/photos/tom_ruaat/5540148158/
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 updateshttp://www.flickr.com/photos/techcocktail/4585315843/
Listen to music and podcastshttp://www.flickr.com/photos/garryknight/6436100219/
Take photos and videos
Get directions / Explore
Be productive
Give recommendations
What’s happening on mobile?
We are:consuming contentsharing contentcreating content
http://www.slashgear.com/google-currents-digital-magazine-for-ios-and-android-08200961/
Content MarketingIn A Mobile World
D. All of the above
What Is Content Marketing?
A. Educational, informative content to attract attention and build a solid reputation with potential customers
B. Great content and quality information to market a product or serviceC. Use of valuable content to generate revenue for your business
Photos Videos Audio
Image: deviantart/Crumpled white paper texture/melemel
Content Marketing Uses...
Get creative with your content
Image: www.lostgirlsworld.com/2010/12/travel-like-a-local/
• 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
Words tell Emotions sell
image: flickr / sequio similing at this mom/ seandreilinger
Swapping words with emotions
Examples: http://www.copyblogger.com/feminine-copywriting/
Image: http://montyrainey.wordpress.com/2012/05/20/the-correlation-between-right-brain-thinking-and-a-positive-attitude/
Great Content...
Provides credibility
Is actionable
Begs to be SharedIs shared
Achieves desired outcomes
Content Mapping Process
http://www.contentmarketinginstitute.com/2011/04/content-mapping-b2b-marketing/
Understanding the 6 Stages of Travel
http://sparksheet.com/the-six-stages-of-travel-content-marketing-in-a-mobile-world/
Stage 1.Dreaming
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 (and strangers) on these networks.
Stage 2.Planning
Travellers need information during the planning stage. Content should be detailed and comparison tools are key. You can signup to MailChimp for free for up to 2,000 subscribers and be able to send up to 12,000 emails per month. Ensure you’ve responded to bad TripAdvisor and Google+ Local reviews.
Stage 3.Booking
Flights are usually booked first, while
accommodations fall into place later
as other good deals arise.
Booking Button
provides a mobile optimised version
for an additional $15 per month.
Stage 4.Anticipating
The anticipation stage is characterized by excitement, preparation and anxiety. It generates a need for detailed information and a wealth of opportunities to upsell. Sending an automated email newsletter upselling additional features a week before the visitor is due to arrive can help to grow your sales per customers.
Stage 5.En Route
Mobile is a fantastic platform for streamlining routine travel
chores and keeping the traveller on 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.
Stage 6.Destination
The destination stage is the heart of the journey cycle. The final step in the destination stage is closing the circle to the next trip. Make it easier for users to engage with your brand by ensuring your business is accessible for location-based services and on Facebook and Google+
4 steps reach all 6 stages
Engage
ReachConvert
Act
Google’s 5 Stages of Travel
Stage 7.Sharing
Sharing takes place during and after the destination stage. The key takeaway for sharing is that while the user is sharing their adventures, it’s encouraging their friends (and strangers) towards the dreaming stage. Run a competition where users can win some prize for uploading photos from their trip and the best photo wins a prize.
Create a Editorial Calendar Plan
Schedule
Writers, editors and publishers
Topic ideas
What do penguins have to do with your content?
“The main takeaway with Penguin is clear when it comes to content: if you don’t have time to write something decent, hire somebody who does.” -- Matt Beswick, Search Engine Journal
Let’s Look At Your WebsiteBring up your website on your smartphone
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?
What about your booking 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?
http://www.thebookingbutton.com/hotel-reservation-software-features/online-booking-systems/mobile-bookings-for-smartphones/
Mobile ready booking system
$10 / month extra
1. Keep it quick
2. Simplify Navigation
3. Be thumb-friendly
4. Design for visibility
5. Make it accessible
6. Make it easy to convert
7. Make it seamless
8. Use mobile site redirects
9. Listen, learn and iterate
9 best practices for mobile
Making Your Website Mobile-friendlyWhat options do you have?
1. Mobile website• separate version of
the site
• redirects mobile user to mobile version
• designed with less content and fewer features
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
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
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
Making your website mobile-friendly Comparison Chart
1. Mobile Site 2. WPtouch 3. Responsive 4. Mobile App
Cost High Low Average High
Maintenance Difficult Moderate Easy Moderate
Performance Good Okay Okay Good
Browser Support Good Good Okay Good
Content Depth Low Moderate High Moderate
Responsive Demo
http://quirktools.com/screenfly/
OPTIMISING FOR LOCAL SEARCH
Local search optimisation tips
1. 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
Check-ins Are A Local Business’ Best Friend
http://www.iconsigns.net/IconSigns-Facebook-Check-in-Signs.html
$30.00
Check-in here, here, and here.
Encourage your customers to check-in to your business
Where?• Facebook• Google+• FourSquare
Credit: http://ruraltourismmarketing.com/2012/01/how-the-internet-levels-the-playing-field-for-local-small-businesses/
Check-in to win!
Creating specials and rewards for those who check-in
Understanding Your Mobile Visitors
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?
How can you track and access this information?
Using QR Codes
Best practices for QR Codes• made for print
• not to be used online
• use URL shorteners
• track your scan traffic
Get creative with your QR codes!
TEXT/SMS MARKETING
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
Use of SMS Marketing
1. News updates2. Emergency notifications3. Promotions4. Contests5. SMS coupons6. Customer service7. Lead generation
Rules and Regulations for SMS
“Under the Spam Act 2003 it is illegal to send, or cause to be sent, unsolicited commercial electronic messages. The act cover email, instant messaging, SMS and MMS of a commercial nature. It does not cover faxes, internet pop-ups or voice telemarketing.” – ACMA
Things to take into consideration:• Get permission first• Provide options for communication methods and the
ability to unsubscribe
Videos And Mobilehttp://uneasysilence.com/2011/09/adventurous-iphones/#more-16493
What to capture
• Customer testimonials
• Scenery
• Video tours
• Local activities
• Animals
• Silliness
Editing on the go
• iMovie for iPhone and iPad
• VidTrim for Android devices
Sharing your videos via mobile
• Facebook• YouTube• SocialCam• Viddy
The Future Of Mobile (Is Here)
https://plus.google.com/111626127367496192147/posts
Mobile Walletleave your cash and cards at home
Augmented Realitya new way of seeing life
Never get lost again…Smart uses for your mobile
Update your website
http://ios.wordpress.org/
Distribute content
Point of sale
Use less paper
Chat from anywhere
Make music
Distribute your content as far as possible
http://www.gshiftlabs.com/why-an-optimized-content-strategy-is-crucial-for-social-search/
Wrapping it all up
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
Image: flickr/A wild question/[f]oxymoron
Do you have any questions left?
Wondering where to start?Our web advisors can tailor a 90 day digital marketing plan to suit your time and budget. See exactly what steps are required to get a return on investment from your web presence (learn a lot in the process!)
Contact us on +61 (0)7 3103 7991 or email [email protected]
Smart Tourism Website
Packed with features:
Socially engagedSearch optimisedMobile friendlyOngoing updates It speaks your
language.www.SmartTourismWebsite.com
Or call us on +61 (0)7 3103 7991
Connect with me!
http://www.facebook.com/untanglemyweb
twitter.com/untanglemyweb
au.linkedin.com/in/adamwallaceImage: Flickr/Thank You/ eunmind