Digital Marketing Strategy for the Four Screens - TV integration, PC, Mobile and Tablet

7/29/2019 Digital Marketing Strategy for the Four Screens - TV integration, PC, Mobile and Tablet

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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 hotels digital

marketing strategy


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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


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Defining the Screens


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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 withchanges in usage, online and

mobile


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Consumption Opportunities 2012

AdvertisingBudgets

Source: eMarketer, Share of Average Time Spent per Day with Select Media by US Adults vs. US Ad Spending Share, 2011

User MediaConsumption

10% Magazines

43% TV

0.5% Mobile

17% Newspapers

11% Radio

19% Internet

3% Magazines

43% TV

8% Mobile

5% Newspaper

16% Radio

25% Internet

untapped audience

untapped audience

5


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Defining The Screens

1. Television: The conversation starter2. Desktop: The incumbent (for now)

3. Mobile Phone:Attached and local

4. Tablet: Work in progress


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Screen 1 Television


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Awareness

Television

(+offline)

Connection

Lenses

Desktop

MobilePhone

Tablet


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Consumption Across Platforms


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Screen 1 Considerations for Digital: Understand offline messaging and promotions,

and ensure online outposts are prepared and

aligned to receive and respond to generatedinterest

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


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Screen 2 Desktop


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the standard (for now) Primary point ofconversion 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


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Common Mobile OptionsSeparate device experiences

Advantages

Fully customizedexperience

Low barrier to financial

entry

Challenges

Ongoing maintenance,

often per device

Search disadvantages

Responsive designAdvantages

Much lower ongoingmaintenance effort

One URL (search) for all

Better user experience

Challenges

Complex front-end coding

and thoughtful content

mapping


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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 thedevice. This is Googles recommended

configuration.


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Screen 2 recommendations: Plan for responsive design in next iteration

Continue to build your content warehouse,

including visuals, the launching point forintegrated tactics (make sharable)

Create and optimize localized content

Do the best with what you have anticipatingvisits from all devices

Mobile friendly landing pages, booking, and popular

mobile content (local)


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Mobile State of the Nation


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Nordstrom on Mobile Loyalty is king and

consumers are in

control

Omni-channel

excellence is

mandatory Create the best

customer experience

possible at every

consumer desired

Jamie Nordstrom, President,

Nordstrom Direct, at shop.org


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Admin Workhorse Couch Companion Constant Companion

all devices used but in different contexts

The Multi-Screen Consumer

Source: Google Mobile Display Tablet Usage Survey, US, March 2011. n= 1,430, all members of the Google Mobile Display Network.

At home or office Task-oriented

Solitary experience

Web surfing & shopping Entertainment

Shared experience

Always with you Location-specific

In person

Personal

Desktop Tablet Mobile


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Tablet, Phone & DesktopComplementary Contexts

Source: Google Internal Data, 2011. % of each platforms traffic shown hourly for one day.

Does not indicate absolute or relative traffic volumes.

12:00 AM 3:00 AM 6:00 AM 9:00 AM 12:00 PM 3:00 PM 6:00 PM 9:00 PM

Hourly Distribution of Searches by Platform(doesnt reflect absolute traffic volume)

Tablet Mobile Desktop


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So, as predicted, was 2012 reallythe year of mobile?

Sort of

Most companies ethology examined in 2012

had a mobile experiences, but few fullymaximized their mobile opportunity


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Screen 3: Hospitality and Mobile


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brand mobile site mobile app desktopresponsive


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While smartphone travel booking is expected to grow significantly,

nearly 2x the amount of consumers will use smartphones to research v.

book


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Mobile Experience Best Practices


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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


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Screen 4 Tablet


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The Spectacular Rise of the Tablet

Number of days to reach 1M units sold

tablet shipments growing rapidlytablets are the fastest-selling

consumer tech device in history

2001 2007 2010

360+ 74 28


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and for many, it may replace the pc


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3636http://www.telmetrics.com/mobile-path-to-purchase-study-travel/

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!


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The Where: Mobile to the Couch


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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


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Most Important Screen?

We usescreens to

accomplish

tasks, thedevice is

irrelevant.

Real Life!


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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


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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.


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The Rise of the App InternetSocial

phase II


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Q&A


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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


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THANK YOU!

Mike CorakEVP of [email protected]

602.840.4343@mikecorak

www.linkedin.com/in/mikecorak

Contact for a complimentarymobile assessment

Find This Presentation OnSlideShare tonight

www.slideshare.net/mcorak

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Digital Marketing Strategy for the Four Screens - TV integration, PC, Mobile and Tablet