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Digital Marketing Webinar Series

The Mobile Marketing Action Plan for

Hoteliers

April 17, 2012

This webinar series is brought to you by This webinar series is brought to you by

HSMAI University, HSMAI University, HotelNewsNowHotelNewsNow, and STR, and STR

Overview of Format and TopicOverview of Format and Topic

Fran BrasseuxExecutive Vice President, HSMAI

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We are grateful to Digital Alchemy,

our sponsor and partner in presenting this digital marketing

webinar series!

POLL QUESTION #1POLL QUESTION #1How many people are participating

in this webinar at your location today?

� 1� 2� 3� 4� 5� 6� 7� 8 or more

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Dr. Bill Carroll, Senior Lecturer, Cornell University

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TodayToday ’’s Presenters:s Presenters:Panel Moderator: Dr. Bill Carroll, Senior Lecturer,

Cornell UniversityPanelists:Paolo Torchio

Vice President

E-marketing & Revenue Consulting

Sabre Hospitality Solutions

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Loren Gray

Director of E-Commerce

Ocean Properties, Ltd.

Max Starkov

President & CEO

HeBS Digital

What Should Hoteliers Be Doing in theMobile 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 wo rking?

(M)� How should I budget for mobile? (M)� What does the future for mobile look like? (All)

If these questions aren’t enough,send us some of yours!

Let’s set the stage ….

Mobile shoppers are expected to spend

$119 billion globally on goods and

services in 2015, up from $12 billion in

2009Source: ABI Research

With An Increasing Level Of Mobile Traffic…

mobile web

is growing

8xfaster than

PC-based web

… and buying

Mobile Devices Are Used Pervasively

Billions

Of

Users

Source: Neilson

Movin

g to 5

billio

n

in 3 years

Changing Device Landscape

Source: Sabre Hospitality Solutions

Changing Device Landscape

Source: PhoCusWright

Paolo TorchioVice President

E-marketing & Revenue ConsultingSabre Hospitality Solutions

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Mobile Device Evolution

Do I need a Mobile App ?

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Mobile Web functionality fast approaching App capabilities

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

Device Detection

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Device Detection in Action

• Device responsive but also at the same time

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What about Tablets?

To this three year old a Magazine

is a Tablet that does not work!

Device Responsive Website Design

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

Pre-Arrival Window & On-Property : Mobile Concierge

Mobile Concierge: On Property Promotions & Guest Services

Mobile Engagement through Pre-Arrival Window & On Property

� Confirmation Email to Text Messaging� Pre-Arrival Mobile Concierge� On Property Engagement via Text &

Mobile Concierge� Groups & Conferences

Loren GrayDirector of E-CommerceOcean Properties, Ltd

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Mobile SERP's

•Google mobile / local ads -- www.google.com/placesforbusiness

•Bing mobile / local ads -- http://www.bing.com/businessportal

•Yahoo Local Listings -- http://listings.local.yahoo.com/

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 41411 the keyword “HSMAI”

Location based Service platforms (see attached graphic for "Location-based Services / Apps")

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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

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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

Max StarkovPresident and CEO

HeBS Digital

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� 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?

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Mobile Marketing Dos in 20121. 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!

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Mobile Marketing Dos in 2012

The Property’s Mobile Website1. Why do I need a mobile website?

• User Experience and Conversions• Desktop website: 85.4% of websites have resolution 1

280 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

• HeBS Digital Portfolio: Q 1 2012: 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

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Mobile Marketing Dos in 2012

The Property’s Mobile WebsiteMobile Website Best Practices:

• Navigation optimized for mobile user experience

• Content: minimum 10-15 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

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Mobile Don’ts in 20121. 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!

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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 1-800 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

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Mobile Marketing Dos in 2012

How should I budget for mobile? HeBS Digital’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 2012

Questions? Questions? Panel Moderator: Dr. Bill Carroll, Senior Lecturer,

Cornell UniversityPanelists:Paolo Torchio

Vice President

E-marketing & Revenue Consulting

Sabre Hospitality Solutions

47

Loren Gray

Director of E-Commerce

Ocean Properties, Ltd.

Max Starkov

President & CEO

HeBS Digital

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:

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4-week course – open enrollment for May 7 and October 15, 2012

Register now at www.hsmai.org or contact hsmaiu@hsmai.org

for more information

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TodayToday’’s webinar is copyright 2012 by the Hospitality Sales & Marketings webinar is copyright 2012 by the Hospitality Sales & Marketing Association International Association International

with All Rights Reserved.with All Rights Reserved.

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