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 help@untanglemyweb.com

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

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au.linkedin.com/in/adamwallaceImage: Flickr/Thank You/ eunmind