Overview of Format and Topic

Transcription

1 Digital Marketing Webinar Series The Mobile Marketing Action Plan for Hoteliers April 17, 2012 This webinar series is brought to you by HSMAI University, HotelNewsNow,, and STR If you need technical assistance with the webcast, contact us at and we will assist you immediately. Overview of Format and Topic Fran Brasseux Executive Vice President, HSMAI

2 We are grateful to Digital Alchemy, our sponsor and partner in presenting this digital marketing webinar series! 3 POLL QUESTION #1 How many people are participating in this webinar at your location today? or more 4

3 Dr. Bill Carroll, Senior Lecturer, Cornell University 5 Today s s Presenters: Panel Moderator: Dr. Bill Carroll, Senior Lecturer, Cornell University Panelists: Paolo Torchio Vice President E-marketing & Revenue Consulting Sabre Hospitality Solutions Loren Gray Director of E-Commerce Ocean Properties, Ltd. Max Starkov President & CEO HeBS Digital 6

4 What Should Hoteliers Be Doing in the Mobile Space? Questions Do I need an app? a website? a tablet version? (P) What is mobile s role in service delivery? (P) What part does mobile play in overall marketing? (L) What are some effective mobile activities? (L) What the major do s and do not s? (M) How do I tell my boss that mobile activities are working? (M) How should I budget for mobile? (M) What does the future for mobile look like? (All)

5 If these questions aren t enough, send us some of yours! Let s set the stage.

6 With An Increasing Level Of Mobile Traffic and buying Mobile shoppers are expected to spend $119 billion globally on goods and services in 2015, up from $12 billion in 2009 Source: ABI Research mobile web is growing 8x faster than PC-based web Billions Of Users Mobile Devices Are Used Pervasively Moving to 5 billion in 3 years Source: Neilson

7 Changing Device Landscape Source: Sabre Hospitality Solutions Changing Device Landscape

8 Source: PhoCusWright Paolo Torchio Vice President E-marketing & Revenue Consulting Sabre Hospitality Solutions 16

9 Mobile Device Evolution Do I need a Mobile App?

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11 Mobile Web functionality fast approaching App capabilities 21 Do I need a Mobile App? Do you have a compelling reason for a consumer to download your app? Mobile Website is platform independent: works on any device What is your budget? Device Detection is the critical element

12 Device Detection Device Detection in Action 24

13 What about Tablets? Device responsive but also at the same time 2 5 To this three year old a Magazine is a Tablet that does not work! Device Responsive Website Design

14 When making mobile channel platform decisions Think about Context: Location Phase in decision making process Desired level of engagement Opportunity: Owning the Pre-Arrival Window Customer Service Owning the Pre-Arrival Window: Text Messaging

15 Pre-Arrival Window & On-Property : Mobile Concierge Mobile Concierge: On Property Promotions & Guest Services

16 Mobile Engagement through Pre-Arrival Window & On Property Confirmation to Text Messaging Pre-Arrival Mobile Concierge On Property Engagement via Text & Mobile Concierge Groups & Conferences Loren Gray Director of E-Commerce Ocean Properties, Ltd 32

17 Mobile SERP's Google mobile / local ads -- Bing mobile / local ads -- Yahoo Local Listings -- Filters for campaigns geo targeting, day-parting, placement, platform specific, demographic, offer durability, etc., Mobile Ad Networks (See attached graphic look for "Mobile Ad Networks") Social Ad Networks Facebook now places advertising on their mobile interface-- that opens up 60% more exposure Twitters new ad platform (minimum $15,000 for 3 months) Example: American Express s new social campaigns on (Facebook / Twitter / Foursquare) SMS based advertising platforms (see attached graphic for category "Mobile Mkt / Msg") Short code followed by a keyword ex; dial the keyword HSMAI Location based Service platforms (see attached graphic for "Location-based Services / Apps") 33 34

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19 Mobile SERP's Critical first step to control and moderate your presence on all things mobile and social. What are they to be used for by way of marketing? An ever present means of brand awareness A critical influence on selections higher in the Consumer funnel by incentives offered in comparison to your competitors Advertising is controlled by the message as much as to the filters chosen; geo targeting, day-parting, placement, platform specific, demographic, perish-ability of the offer, etc., Social Ad Networks Claim all social listings Facebook / Twitter* / Yelp / Urbanspoon / Tripadvisor Market for brand first by reward offers, and market identity. Coordinate your offers so that no one feels they missed out by picking the wrong platform *Twitter is not so much claimed as it is created Go big on the name of custom pages for Facebook, not long Controllable offers with perishable QR codes that can be displayed from a mobile device SMS based advertising platforms Used with three primary criteria guests proximity to the product, timing of the offer, relevance of the offer to the guest. More of an intimate communication, we ask they accept we offer they redeem Easiest channel to over extend Example; 11 am text to guest on the second day of their visit offering an incentive for lunch, increasing second day F&B capture 37 Location based Service platforms Marketing tool to maintain brand awareness Offers are made to draw foot traffic off the street and away from your geo located competitors Tangible attainable rewards based on your guest demographic Operational fulfillment critical for positive impact, (one I don t know has an exponential reverse effect) Mobile Ad Networks Only after all prior categories have been addressed should you venture into Mobile ad networks It is best that you have your own mobile presence and not rely upon networks hosting your ad s landing page The purpose of a mobile campaign has only two real options Heightened branding Selling a specific product / offer The choice of targeting has only two basic options Proximity Feeder market The delivery has only two basic choices CPC CPM The value has only two basic options Redemption Purchase 38

20 Max Starkov President and CEO HeBS Digital 39 What are the major do s and do not s in 2012? How do I tell my boss that mobile activities are working? How should I budget for mobile?

21 Mobile Marketing Dos in Mobile Website 2. Mobile SEO and SEM Optimized for mobile SEO Separate ads for tablets and mobile, separate reporting 3. Mobile Analytics 4. Local Content Optimization Local content = mobile content Property listings on search engines, Main Data Providers (Acxiom) and Yellow Pages 5. Align Official and Unofficial content Line between mobile and social is blurring Mobile site content must align with social media and customer review sites Also Consider: Tablet Website Desktop website optimized for touch screen navigation and user experience Engage Your Mobile Customers SMS Marketing Real-time customer service interactive contests, sweepstakes, promotions Integrate mobile marketing in the property s multi-channel marketing campaigns! 41 Mobile Marketing Dos in 2012 The Property s Mobile Website 1. Why do I need a mobile website? User Experience and Conversions Desktop website: 85.4% of websites have resolution x 1024 pixels and above Mobile website: 320 x 480 pixels Location Aware/GPS capabilities Serving content relevant to the location of the user Mobile website = Better user experience and conversions Better mobile search rankings Google: 3,000% increase YOY in hotel mobile searches HeBSDigital Portfolio: Q : 5% of bookings and website visitors came from mobile devices 2. Who Needs a Mobile Website? All Independent Hotels and Resorts Branded hotels with drive-in customers Litmus Test: search for Destination+hotel in your location via your mobile device 42

22 Mobile Marketing Dos in 2012 The Property s Mobile Website Mobile Website Best Practices: Navigation optimized for mobile user experience Content: minimum pages of content: Unique and engaging content Relevant to people on the go Customer segments and hotel product Booking Capability: Mobile-enabled booking engine Real-time feed of specials, packages, promotions SEO: website optimized for mobile SEO CMS: synchronize with the desktop CMS Specials, Packages, Promotions Events and Happenings Location Aware/GPS capabilities What s Nearby Functionality Interactive Capabilities: Real-time event calendar, mapping, interactive contests, sweepstakes, promotions 43 Mobile Don ts in Don t Discount in the Mobile Channel Mobile is a last-minute distribution channel by default Most hotel mobile bookings are for the same or following night If you do all of the MUST-Dos in 2012 these bookings would happen anyway without discounting Maintain Rate Parity at all times 2. You Don t Need a Mobile App a. If you are a single independent hotel and resort b. If you are a small hotel multi-property company or chain c. Why? Vast majority of users (90.15%) prefer mobile browsing vs. mobile apps (CEM4Mobile Analytics) Apps are very expensive to build, maintain, and promote Apps are device specific Not index-able by the search engines! Focus on optimizing the hotel mobile site + mobile marketing in 2012! 44

23 Mobile Marketing Dos in 2012 How do I tell my boss that mobile activities are working? Mobile Website Analytics: Using website analytics on the mobile site is a MUST! Adobe/Omniture SiteCatalyst or Google Analytics Track : originating/referring channel e.g. SEO vs. SEM bookings, roomnights, revenue, conversation rates visitors, pageviews, mobile devices vs. tablets, etc. Mobile Call Analytics: Use call analytics or at least dedicated numbers for the mobile site 6-7 out of 10 reservations from mobile site come via cell phone Mobile Marketing Campaign Tracking: Use campaign tracking analytics for all mobile campaigns SEM: Adobe/Omniture SearchCenter or Google Analystics Mobile Banners: Adobe/Omniture, DART, ATLAS 45 Mobile Marketing Dos in 2012 How should I budget for mobile? HeBSDigital s 5th Annual Benchmark Survey on Hotel Digital Marketing Budget Planning and Best Practices: 37.5% of hoteliers planning a mobile site (vs. 25.9% lat year) 37.5% planning to use a mobile booking engine (vs. 22.4% last year) 8.9% budgeting for a mobile app vs. 24.1% last year BUT: 38.4% of hoteliers NOT planning any mobile initiatives MINIMUM 12-15% of the Hotel Digital Marketing Budget should be spend on mobile marketing initiatives in

24 Questions? Panel Moderator: Dr. Bill Carroll, Senior Lecturer, Cornell University Panelists: Paolo Torchio Vice President E-marketing & Revenue Consulting Sabre Hospitality Solutions Loren Gray Director of E-Commerce Ocean Properties, Ltd. Max Starkov President & CEO HeBS Digital 47

25 Upcoming Webinars: #3 in our 10-part Revenue Management series: April 24, Forecasting to Impact Results #2 in our 5-part Digital Marketing series: June 13, The Path to Location-Based Marketing Success 3 Tracks to Success ROC allows you to tailor your conference experience with 15 breakout sessions in 3 tracks, including: 50

26 Don t miss - HSMAI s MEET Reserve your booth space today! Visit for more information.

27 Online Business Acumen Course leading to CHBA Certification 4-week course open enrollment for May 7 and October 15, 2012 Register now at or contact hsmaiu@hsmai.org for more information Evaluation Please take a moment now to click on the Evaluation link in the LINKS box and complete the evaluation. Be sure to click on Submit when you have completed the evaluation to send us your responses. Your comments & suggestions are very important to us, and they help us to provide you with quality programming. Today s s webinar is copyright 2012 by the Hospitality Sales & Marketing Association International with All Rights Reserved. 54