Focus on the Four Screens: How Each Device Plays a Different Role in the Consumer Journey
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From inspiration to booking and beyond, discover how each type of screen in consumers’ lives are playing different roles, and what that means for your hotel’s digital marketing strategy. Use consumer behavior data to improve your travel and hospitality digital marketing strategy, your ominchannel strategy, and align your mobile marketing strategy.
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Focus on the Four Screens: How Each Device Plays a Different Role in the Consumer Journey
- 1. Focus on the Four Screens 2:15 - 3:15 from inspiration to booking and beyond, discover how each type of screen in consumers’ lives are playing different roles, and what that means for your hotel’s digital marketing strategy 1
- 2. Agenda • Defining the Screens • Mobile State of the Nation …and for Hospitality • Screens and Strategies • Planning for the Future • Q&A Mike Corak EVP of Strategy, ethology @mikecorak 2
- 3. Defining the Screens 3
- 4. Media Channel Growth • all “screens” growing in usage • mobile usage growing at 14x the rate of online (but online is still growing) • opportunity exists to expand activity in conjunction with changes in usage, online and mobile 4
- 5. Consumption Opportunities 2012 Advertising User Media Budgets Consumption 0.5% Mobile untapped audience 8% Mobile 19% Internet 25% Internet untapped audience 43% TV 43% TV 17% Newspapers 5% Newspaper 11% Radio 16% Radio 10% Magazines 3% Magazines 5 Source: eMarketer, Share of Average Time Spent per Day with Select Media by US Adults vs. US Ad Spending Share, 2011
- 6. Defining The Screens 1. Television: The conversation starter 2. Desktop: The incumbent (for now) 3. Mobile Phone: Attached and local 4. Tablet: Work in progress 6
- 7. Screen 1 – Television 7
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- 11. Consumption Across Platforms 11
- 12. Screen 1 Considerations for Digital: •Understand offline messaging and promotions, and ensure online outposts are prepared and aligned to receive and respond to generated interest •Compliment television buys with digital media buys, search, content, casting the widest net possible to collect and convert offline interest •Take online findings back to brand to inform future branding efforts 12
- 13. Screen 2 – Desktop 13
- 14. the standard (for now) • Primary point of conversion today • Solitary consumer experience • Comprehensive topical coverage important • Convenience a large factor in success • Opportunity: create the best customer experience possible, for all device lenses 14
- 15. Common Mobile Options Separate device experiences Responsive design Advantages Advantages •Much lower ongoing •Fully customized maintenance effort experience •One URL (search) for all •Low barrier to financial entry •Better user experience Challenges Challenges •Ongoing maintenance, •Complex front-end coding often per device and thoughtful content •Search disadvantages mapping 15
- 16. Google Has An Opinion “sites that use responsive design, i.e. sites that serve all devices on the same set of URLs, with each URL serving the same HTML to all devices & using just CSS to change how the pages is rendered on the device. This is Google’s recommended configuration.” 16
- 17. Screen 2 recommendations: •Plan for responsive design in next iteration •Continue to build your content warehouse, including visuals, the launching point for integrated tactics (make sharable) •Create and optimize localized content •Do the best with what you have anticipating visits from all devices – Mobile friendly landing pages, booking, and popular mobile content (local) 17
- 18. Mobile – State of the Nation 18
- 19. Nordstrom on Mobile • Loyalty is king and consumers are in control • Omni-channel excellence is mandatory • Create the best Jamie Nordstrom, President, Nordstrom Direct, at shop.org customer experience possible at every consumer desired touch-point 19
- 20. The all devices used but in different contexts Multi-Screen Consumer Desktop Tablet Mobile • At home or office • Web surfing & shopping • Always with you • Task-oriented • Entertainment • Location-specific • Solitary experience • Shared experience • In person • Personal Source: Google Mobile Display Tablet Usage Survey, US, March 2011. n= 1,430, all members of the Google Mobile Display Network. 20
- 21. Tablet, Phone & Desktop–Complementary Contexts Source: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day. 21 Does not indicate absolute or relative traffic volumes.
- 22. So, as predicted, was 2012 really the year of mobile? Sort of… Most companies ethology examined in 2012 had a mobile experiences, but few fully maximized their mobile opportunity 22
- 23. Screen 3: Hospitality and Mobile 23
- 24. desktop brand mobile site mobile app responsive <5 seconds pinch/zoom Marriott.com m. apple droid ✗ ✔ n/a 3rd party HamptonInn3.Hilton.com usabalenet apple droid ✗ ✔ n/a ComfortInn.com m. apple droid ✗ ✔ n/a 3rd party BestWestern.com usabalenet apple droid ✗ ✔ n/a Radisson.com m. apple droid ✗ ✔ n/a Hyatt.com m. apple droid ✗ ✔ n/a HolidayInn.com m. apple droid ✗ ✔ n/a 3rd party Fairmont.com usabalenet apple droid ✗ ✔ n/a 24
- 25. While smartphone travel booking is expected to grow significantly, nearly 2x the amount of consumers will use smartphones to research v. book 25
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- 30. Mobile Experience Best Practices 30
- 31. Screen 3 recommendations: •Evolve mobile booking user experience •Test top end of mobile and localized media and landing pages •Maps – be everywhere! Same with social local listings/ networks. Hand quality check and manage •Create mobile friendly, and optimized, local and property content, on-and-off site (consider video) •Test mobile email creative, tag mobile users, and deliver mobile formatted emails •Plan for responsive consolidation, and a social + local 31
- 32. Screen 4 – Tablet 32
- 33. The Spectacular Rise of the Tablet tablets are the fastest-selling tablet shipments growing rapidly consumer tech device in history Number of days to reach 1M units sold 360+ 74 28 2001 2007 2010 33
- 34. …and for many, it may replace the pc 34
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- 36. Tablet v. Mobile Behavior: •Increase in travel research and brand engagement (4%) •Increase in mobile ad recognition (5%) •Increase in direct bookings (5%) •Same reasons: price, brand, reviews •Full impact? Too early to say, stay tuned! http://www.telmetrics.com/mobile-path-to-purchase-study-travel/ 36
- 37. The Where: Mobile to the Couch 37
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- 39. Screen 4 recommendations: •Test site, booking experience, and content, for tablet today, and correct any issues (ex. navigation, flash, etc.) •Make existing Apps tablet friendly •Plan for customized experience or responsive design, prioritizing content and activities seen in analytics •Test prioritizing related news and weather content in tablet friendly manner 39
- 40. Most Important Screen? Real Life! We use screens to accomplish tasks, the device is irrelevant. 40
- 41. 2013 screen recommendations • People first, robots second: prioritize user experience and successful interactions across all • Increase mobile media spend (saturate mobile + local first) • Local Content + SEO • Mobile research: analyze and adjust plan • Prepare for responsive (content by device) • Concentrate on the above before app development 41
- 42. Mobile Travel Predictions Reduction of staff reliance/interaction •Improved navigation on-and-off property •Manage stay: temperature, door locks, mini-bar contents, staff requests •Payments for incidentals, on-property items, etc. 42
- 43. The Rise of the App Internet – Social phase II 43
- 44. Q&A 44
- 45. data sources • ethology research • emarketer • comScore • KPCB, Mary Meeker, 2012 Year in Review Internet Trends • Telmetrics, Path to Purchase Study - Travel • Google and Google Think • Mobile Marketing An Hour A Day 45
- 46. Contact for a Mike Corak EVP of Strategy complimentary mobile Mike.Corak@ethology.com assessment 602.840.4343 @mikecorak Find This Presentation On www.linkedin.com/in/mikecorak SlideShare tonight www.slideshare.net/mcorak 46
Hinweis der Redaktion
- Source: eMarketer, March 18, 2011 http://totalaccess.emarketer.com/Chart.aspx?R=107412&dsNav=Ntk:basic|Share+of+Average+Time+Spent+per+Day+with+Select+Media+by+US+Adults+vs.+US+Ad+Spending+Share|1|,Ro:-1 Source: Top Mobile Internet Trends, Mary Meeker - http://www.businessinsider.com/mary-meeker-matt-murphy-2011-2#-19 59% of time is spent on mobile web/web apps 32% on telephony 9% mail app
- How many of you would say you have the best mobile experience possible?
- Your consumers can and should be engaged across all of their digital devices – PC, phones, tablets Why? consumers engage all screens during the day in different contexts Your customers aren’t siloed , your marketing shouldn’t be either If you don’t sync your marketing across screens, you’re missing a tremendous opportunity The question isn’t about what screen you should focus your marketing against, but how to incorporate your marketing across all screens
- Nielsen
- http://www.telmetrics.com/mobile-path-to-purchase-study-travel/ http://marketingland.com/study-right-price-triggers-72-percent-of-mobile-travel-buying-20543 Mobile travel behavior and usage are getting a lot of attention lately. Both Nielsen and comScore released mobile-travel data in the past week. In addition, Millennial Media recently published data showing that the travel category has moved from ninth to third position in terms of mobile ad spending in the past year. Now, in a follow up to an initial release of their “ Mobile Path to Purchase ” study in August, call-tracking provider Telmetrics and mobile ad network xAd offer a new travel-specific tranche of data, which was collected earlier this year by Nielsen (n=1,500 tablet and smartphone users). High Conversion Rates The study found extremely high mobile-travel conversion rates — with 43 percent of smartphone and 48 percent of tablet users ultimately making a travel purchase on those devices. Price comparison research was the most common activity among these users. Of those making a mobile-travel purchase 72 percent did so within a month. Presumably multiple sessions were involved. However 33 percent of this group did so within a day and 19 percent booked within an hour. Among those converting the three primary transaction drivers were “right price,” “brand choice” and “good reviews.” However price was the biggest trigger: 72 percent of survey respondents said they booked because of the price. Most Users Open to Ads, Influence While brand was a significant factor in mobile usage — 42 percent of smartphone and 46 percent of tablet users engaged with apps or sites that were familiar — only 25 percent of mobile travel users had a specific brand in mind regarding their potential travel purchases. In other words, the study found that roughly 75 percent of mobile users were open to influence when it came to a purchase decision. This population of generally younger users (under 35 with incomes between $50,000 and $100,000) was also very open to relevant mobile advertising. The study found that 57 percent of smartphone and 52 percent of tablet users clicked on a mobile ad because it was relevant or targeted. The Telmetrics-xAd study also found that 75 percent of smartphone users and 63 percent of tablet users noticed ads in the travel category. Findings Argue More Money Should Be Dedicated To Mobile These findings either directly contradict or fly in the face of just-released, eyebrow-raising data from Trademob that argues 40 percent of mobile ad clicks are accidental or fraudulent. Recently the Mobile Marketing Association recommended that 7 percent of ad budgets be devoted to mobile. In light of the findings above, including the mobile ad awareness and conversion data, that recommendation would appear to be woefully inadequate.