The document discusses integrating mobile into marketing strategies for the travel industry. It notes that 16-17% of travel companies have mobile websites or apps, below the average of 21% of companies overall. However, 18% of travel companies with mobile websites use them for transactions, representing an opportunity for additional revenue. The document also discusses whether to use mobile websites or apps and the pros and cons of each, and provides an overview of opportunities in mobile search, social media, advertising and emerging technologies like augmented reality.

1. Mobile Travel & Tourism
Master Class
Integrating mobile into your marketing mix
June 2011
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2. A full service mobile marketing agency operating globally
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3. 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
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4. 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
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5. 18% with a mobile website used the site for transactions
Transactional mobile sites provide an additional revenue channel
Source: Travolution / eDigitalResearch mobile study – Dec ‘10
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6. Mobile web user requirements and behaviours are different
Deep Dive Hybrid Skimming
The deep dive Tablet devices allow Mobile is suited to
experience is up to 4 for a hybrid skimming data – short
hourrs in a seated interaction – a mix bursts of browsing for
position, deep levels between the deep between 1-8 minutes.
of research dive and skimming Usually for bites of
info e.g. Train times
Users are often on the move and searching for relevant local information.
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7. Do I build an application or a mobile site?
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8. Pros and Cons of HTML5 and Apps
• Lower dev costs • Limited to native • Better use of native • Regular updates
phone features phone features
• Cover multiple • Cost of supporting
devices • No presence in • Richer experience multiple platforms
app store listings
• Address all users • Leverage your brand • Higher dev costs
with one platform • Mobile SEO has
a long way to go
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9. The mobile advertising market is highly fragmented
30+ blind networks – high reach, low price
Search engines Stores & social
...which makes buying
a specialist task
1000’s of premium publishers & operators
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10. Social Media
•There are more than 250 million active
users currently accessing Facebook
through their mobile devices
• People that use Facebook on their
• 100+ Twitter clients for smartphones
mobile devices are twice as active on
Facebook than non-mobile users
• Contextual keyword & genre targeting is
possible through these apps
• No mobile advertising means you have
to join the community and take part in /
• Large volumes of targeted inventory
create conversations
available for mobile devices
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11. 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)
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12. What is mobile SEO?
It’s not just Google.com
Mobile Web Search Mobile App Search
97.4% Market Share of mobile web 56-51% find apps through search
search (Source: Global Stats Counter) (Source: AdMob)
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13. ApptimiserTM “One SDK to Rule Them All”
App Stores are walled gardens which block traditional tracking methods
Apple & Application
Advert Android
App Stores
x ApptimiserTM
Apptimiser TM enables tracking through app stores
Real Time Measurement
Real Time Yield Management
Delivers Better ROI
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14. 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
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15. THANK YOU!
ANY QUESTIONS
Stewart Hunter stewart@somoagency.com +44 (0) 7900181609
Alistair Springer alistair@somoagency.com +44 (0) 79 2040 0184
Jean-Luc Cornish jean-luc@somoagency.com +44 (0) 78 8645 9428
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