SoLoMo Marketing and the Travel Industry · SOLOMO: Case Studies . TripAdvisor Multi-Touch...

SoLoMo Marketing and the Travel Industry

Travel Distribution Summit Europe 2013

Clement Wong – Chief Host

Capturing the Long Tail of Travel in Emerging Markets

Vision

Local Activities

Local Stays

We are currently the largest aggregator of Tours & Activities in Asia

Local Stays

Events Local

Packages

BeMyGuest

SoLoMo Marketing and the Travel Industry

Social, Local, Mobile brings social media, geo-location targeting and mobile communications together allowing marketers to target and communicate with their

audiences in new ways.

Source: Technorati.com

Reach of Mobile Helps to reach out to the primary decision makers for holidays

Source: fredericgonzalo.com

Source: Infographicsmania.com

Power of Social Media

Hyperlocal

Location Based Advertising drives customers

www.geoloqal.com

Integrating SoLoMo with Traditional Media • An integrated marketing campaign needs

to combine both online and offline initiatives

• Not all consumers are online at all times

• Some still aren’t online at all

• Make sure to develop compelling offline messaging that complements the online campaign

• It’s the overall brand experience that counts to consumers and not the source of the marketing message.

Using Geolocalization and Apple Maps, the user, from a mobile web app, will be able to see where he can redeem his coupon nearby. The coupon can be stored in Apple’s Passbook, or can be sent by SMS or email to the user. Once at the location of redemption, the user presents a QR code to the local merchant. Now the merchant knows that his advertising is producing real results. Passer by gets a great deal.

QR Coded Offline Marketing Material

Examples:

uywvker.servebbs.com

lq-creative.com

.barcodestrategy.com

SMS Integration in the Marketing Campaign

Karlawithak.net

www.facebook.com/textmeplease

www.tatango.com

NFC Technology

sgtransport.blogspot.com

www.dailydooh.com

blog.congruentindia.com

NFC allows consumer to share, pair & tag

lovemynokia.com

SOLOMO: Case Studies

TripAdvisor Multi-Touch

•Mobile users can now add a hotel, restaurant or attraction not yet listed on TripAdvisor to provide an immediate review on their experience. •Travelers can easily switch currency displays when traveling abroad, making for a more personalized mobile experience. •Mobile web users with iOS 6 or higher and Android 2.2 or higher can view and share videos of their travels, to provide more visual details of a hotel room, restaurant, or attraction.

TripAdvisor Multi-Touch

Thank You.

www.bemyguest.travel