Camerjam mobile travel masterclass somo

Mobile Travel & Tourism Master Class

Integrating mobile into your marketing mix

June 2011

1Somo Ltd – Copyright & Confidential

A full service mobile marketing agency operating globally


Strategy


Every brand is considering the following questions right now:

• WHAT does mobile mean to my business?

• WHY should I be deploying on mobile now?

• WHO else is doing this in my sector, do I lead or follow?

• HOW do I go about transitioning my brand to this medium?

• DO I build an application or mobile website?

Somo engages at the exec level on strategic & tactical consultancy

16% of the 470 travel industry organisations surveyed have a mobile website and almost 17% a smart-device app


This is more or less in line with the average of21% quoted by Google in May ‘11. Opportunity to get established in the space before competition intensifies.

Source: Travolution / eDigitalResearch mobile study – Dec ‘10

18% with a mobile website used the site for transactions


Source: Travolution / eDigitalResearch mobile study – Dec ‘10

Transactional mobile sites provide an additional revenue channel

Mobile web user requirements and behaviours are different

Somo Ltd – Copyright & Confidential 6

Users are often on the move and searching for relevant local information.

Deep Dive Hybrid Skimming

The deep dive experience is up to 4

hourrs in a seated position, deep levels

of research

Tablet devices allow for a hybrid

interaction – a mix between the deep dive and skimming

Mobile is suited to skimming data – short bursts of browsing for between 1-8 minutes.

Usually for bites of info e.g. Train times

Do I build an application or a mobile site?


Pros and Cons of HTML5 and Apps


• Lower dev costs

• Cover multiple devices

• Address all users with one platform

• Limited to native phone features

• No presence in app store listings

• Mobile SEO has a long way to go

• Better use of native phone features

• Richer experience

• Leverage your brand

• Regular updates

• Cost of supporting multiple platforms

• Higher dev costs

The mobile advertising market is highly fragmented


30+ blind networks – high reach, low price

Search engines Stores & social

1000’s of premium publishers & operators

...which makes buying a specialist task

Social Media


•There are more than 250 million active users currently accessing Facebookthrough their mobile devices

• People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users

• No mobile advertising means you have to join the community and take part in / create conversations

• 100+ Twitter clients for smartphones

• Contextual keyword & genre targeting is possible through these apps

• Large volumes of targeted inventory available for mobile devices

Paid Search


Fewer keywords are used when searching, this throws up the challenge of trying to determine what content a user is looking for based on less data than that of a traditional desktop user.

As a result of this search engines are now offering up predictive phrase results to speed up and simplify mobile search behaviours.

Enabling “Click to Call” within mobile search ads is something the travel industry has been quick to embrace.

According to Google's research, the average query on Mobile Search is 15 characters long, but takes roughly 30 key presses and approximately 40 seconds to enter. (source mobithinking.com)

What is mobile SEO?

It’s not just Google.com


97.4% Market Share of mobile web search (Source: Global Stats Counter)

Mobile Web Search

56-51% find apps through search (Source: AdMob)

Mobile App Search

ApptimiserTM “One SDK to Rule Them All”


AdvertApplication

App Stores are walled gardens which block traditional tracking methods

Apple & Android

App Storesx

Apptimiser TM enables tracking through app stores

Application

ApptimiserTM

Real Time Measurement

Real Time Yield Management

Delivers Better ROI

Print & Outdoor


What has been happening?

• QR codes – limited reach

Where could it go?

• NFC technology - 130,000 enabled sites across the UK.

• AR (Augmented Reality) opens up an exciting prospect for richer, more engaging advertising

THANK YOU!

ANY QUESTIONS

Stewart Hunter [email protected] +44 (0) 7900181609

Alistair Springer [email protected] +44 (0) 79 2040 0184

Jean-Luc Cornish [email protected] +44 (0) 78 8645 9428


mailto:[email protected]





Camerjam mobile travel masterclass somo

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