mobile marketing in tourism by christian maurer

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Studying the international way

Mobile Marketing Reaching Your Customers No Matter Where They Are

Prof. (FH) Mag. Christian Maurer

6 October 2012

Mag. Christian Maurer 2

“Mobile use is growing faster than all

of Google’s internal predictions.”

Google CEO Eric Schmidt, February 2011

Mag. Christian Maurer

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Lean Forward Modus

Mag. Christian Maurer http://www.maclife.de/ipad/hardware/kindle-werbespot-macht-sich-ueber-das

lustig

Lean Backward Modus

(Source: Reinhard


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Mobile Modus

(Source: Reinhard Lanner)

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Smartphone Penetration

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(Source: own illustration, based on GSMA 2012)



M-Marketing Opportunities

• Customers always have the phone with them

• The smartphone is (almost) always switched on

• The smartphone is always in reach

• The smartphone user’s location can be identified

• Smartphones can be used for augmentation of the reality

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4


Location Based Services

User’s Context

CAIPSUser

Environment

TimeTravel

� Distribute information to the customer

� Reach the customer at any time and location

� Provide exactly the right information in the right situation ( �

context)

� user (e.g. her/his characteristics, preferences or actual location)

� environment (weather etc.)

� travel (e.g. already booked or selected tourism services or activities)

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Web App

Mobile Website

Location-based Service / Advertising

Mobile SearchEngine Advertising

Text Messaging / SMS / MMS

Video

Audio

PodcastBarcode / QR Code

Display Ad

M-Marketing Channels

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Mobile Marketing Strategy

• Who and where are your customers, what is their mobile

consumption behaviour, and what are their information needs?

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5


EU5 Smartphone OS

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Smartphone + Tablet = Digital Omnivores

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(Source: own illustration, based on comScore MobiLens, December 2011)


Mobile Marketing Strategy

• Who and where are your customers, what is their mobile

consumption behaviour, and what are their information needs?

• What budget is available for your mobile marketing

campaign?

• What message do you want to send through which channels and how can the channels be integrated?

• When is the best time to send the message and how often

should the message be sent?

• What reaction and interaction do you expect from the mobile user?

• How can you measure the success of your campaigns?

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6


App Culture

• Native App

• Mobile Website

• Hybrids

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Native App: Swiss Hike

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Native App: Hollmann-Beletage

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www.hollmann-beletage.at

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Native App: Hollmann-Beletage

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Mobile Website: m.vienna.info

• Optimised version for all mobile devices

• Customised content for

mobile users (must sees, around me, useful tips)

• Mobile hotel booking

• Personal travel plan

• Routing function

• Light version without pictures

• Social Media integration

• Since launch in Aug 2011:– 7x more visitors/month

– 70% more page views

– 2x average time on site

– 6% mobile users of vienna.info

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Native App vs Mobile Website

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Native App Web App / Mobile Website

Pro • Enhanced user experience• Shorter loading times

• Can be used offline• Can use the hardware and software

features and components of the device

• App store can act as an additional distribution channel and market place for the brand

• Icon of the app will be installed on the users’ device

• App Store approval process assures

quality of app• Carrier network independent• Can be used for generating income

through in-app advertising

• Platform-independent and runs in a mobile web browser

• No software installation required• Allows quick updating• Lower development costs

• Simpler programming language (e.g. HTML, Java)

• With HTML5 it is possible to

provide similar functionality to native apps

• Low maintenance cost

• No device manufacturer approval process

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Mag. Christian Maurer 22

Native App Web App / Mobile Website

Contra • Each app must be developed for a

certain platform• Programming the app is time- and

cost-intensive• Application approval process can take

long• Manual update process is

cumbersome

• Users must manually download and install app updates

• Requires additional marketing effort

• Loading times dependent on internet connection speed,

• Costs can arise through data download

• Customisation possibilities are

limited• Limited access to the mobile

device’s native features and

components• Supporting different mobile web

browsers can result in higher

development and maintenance costs

Native App vs Mobile Website


Virtual Check-in

• Offering discounts for check-ins

• Leveraging events

• Spreading the brand

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Augmented Reality

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(More info on: http://peakar.salzburgresearch.at/ )

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QR Codes – Mobile Tagging

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(Source: own illustration, based on comScore MobiLens, December 2011)


Challenges

• Data flat rates needed as a driver for

tourism mass markets

• Customer friendly EU-wide data roamingregulations

• Availability of free of charge WiFi-

hotspots

• Duration of batteries

• Usage in various weather conditions

• Signal reception

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Key Messages

• Mobile communication will soon become more important

than conventional desktop PC communication

• Smartphones and tablets are here to stay

• M-commerce is gaining momentum (again)

• Think social – local – mobile

• The rise of the “digital omnivore” – users move seamlessly

between phone, tablet, computer and television and use the devices in a complementary way

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Conclusion

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Social Local Mobile


Hvala!

Prof. (FH) Mag. Christian Maurer

Tourism & Leisure Management

IMC University of Applied Sciences Krems

[email protected]

www.fh-krems.ac.at

mobile marketing in tourism by christian maurer

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