SO LO MO

Engaging with Overseas Markets

Catriona Walsh

Date: 21.05.13

Web 1.0 – online brochure

Web 2.0 - Digital

Social networks

Content sharing

Syndication

Your website(s)

Email newsletters

Mobile and Tablet

Blogs User-generated content

Search engine profile

Sales Connect GB

So, why are we interested in the

Smartphone?

SO

Social

LO

Local

MO

Mobile

Google Analytics

A Strategic Approach

1 • Research Your Market

2 • Build Personas

3 • Choose Appropriate Mobile Channels

4 • Launch Mobile Campaigns

5 • Monitor Results

Researching Your Market

Mobile devices?

What sites?

Expectations ?

What stops them from booking on a mobile site?

How do they use their mobile device ?

What services are your competitors providing?

• Give them a name

• What age are they?

• Where are they from?

• When do they browse on their mobile and what for?

Develop Your Persona’s

“Peter is 34 years old, recently married and lives in Leeds. Both him and his wife

work hard and love getting a way at least 3 times a year on weekend breaks. They

love getting out and about and doing fun activities but also enjoy chilling out

when they can. Both of them have iPhones and are tech savvy so use them

constantly when not in the office.”

Main Target Segments Already Identified for GB Market

Social Energisers (18 to 34)

Culturally Curious (45+, a quarter of 65)

Great Escapers (around 30)

Mobile Strategy

Mobile Website

/Apps SMS/ MMS

QR Codes

Mobile Advertising

Location Based

Services

Social Media

Mobile Commerce

Define your Approach & Implement

Mobile Websites

Sales Connect GB

•Responsive means that the website automatically adjusts to fit

the size of the screen

A Responsive Website

The takeaways

1 •Review Analytics

2 •Define Your Strategy

3 •Implement and Monitor Results

4 •Adapt to Changing Landscape

CUSTOMER EXPERIENCE : - SO:LO:MO &

Design for Dual Consumption of Various Devices

Thank You

Source: http://news.o2.co.uk/?press-release=making-calls-has-become-fifth-most- frequent-use-for-a-smartphone-for-newly-networked-generation-

of-users

What do we use our mobile phone for ?