MOBILE STRATEGY FOR TOURISM

Reference Cards!

Going Mobile in 5 Weeks Series!!

Digital Tourism Think Tank!SE1 Media!

GOALS AND ANALYSIS

THE ITERATIVE MOBILE STRATEGY

USER EXPERIENCE

DESIGN

IMPLEMENTATION

MARKETING

PERFORMANCE

SETTING GOALS

Describe the available resources that can be used for implementing your mobile strategy (e.g. experts & people, available content that could be used for mobile app/website, budget)?!!________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Key goals for mobile:!!1. ____________________________________________________!2. ____________________________________________________!3. ____________________________________________________!4. ____________________________________________________

Key competitors!

Opportunities for innovation / improvement?!______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

COMPETITOR ANALYSIS

Competitor Overall performance Key strengths Key weaknesses

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USER EXPERIENCE

What are their key goals?!!1. ________________________________!2. ________________________________!3. ________________________________!4. ________________________________

What are their key goals?!!1. ________________________________!2. ________________________________!3. ________________________________!4. ________________________________

Target Group 1!____________

Behaviour and Attitudes!________________________________________________________________________

Target Group 2!____________

Behaviour and Attitudes!________________________________________________________________________

USER EXPERIENCE

Scenario of use before visiting a destination:!____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________!

Scenario of use when visiting a destination:!____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Scenario of use after visiting a destination:!____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________!

DESIGN

MOST CRITICAL

MULTIMEDIA

MAPS

ADVANCED

Item 1: __________________

Item 2: __________________

Item 3: __________________

Images

Videos

360 panoramas

Static maps

Interactive maps with POIs

Routing

Augmented Reality

Location-based filtering

Push notifications

You can use this page to brainstorm / specify the key features of your mobile product. Fill in the empty lines or tick the boxes that could be used to satisfy user goals and needs.

IMPLEMENTATION

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content and structure are different from full website

integrated functionality in the phone’s native apps

(calendar)

functionality available in web browser

FULL WEBSITE RESPONSIVE WEBSITE MOBILE WEBSITE

NATIVE APP WEB APP

provides different viewing experience on multiple devices

sites developed with standard HTML for desktop computer

Use this page as a reference to brainstorm / discuss with your team, a designer or developers what would be the most suitable way to deliver the information and functionality on a mobile device.

MARKETING

Integration with company website ______________________________________

Bloggers / Social Networks ______________________________________

Online adds ______________________________________

Newsletters ______________________________________

Paid Search ______________________________________

Print media ______________________________________

Online video ______________________________________

Tools! Justification!

Tick the boxes for the most suitable marketing tools that you will use and provide justification for each of them (benefits, challenges, risks).

TRACKING

BENCHMARKING METRICS

FINANCIAL METRICS

ENGAGEMENT METRICS

DEMOGRAPHICS

Identify the key measures that you will use in order to track and monitor your progress.

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Digital Tourism Think Tank Phone: +44 20 7193 1003