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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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Mag. Christian Maurer
Lean Forward Modus
Mag. Christian Maurer http://www.maclife.de/ipad/hardware/kindle-werbespot-macht-sich-ueber-das
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Lean Backward Modus
(Source: Reinhard
Mag. Christian Maurer
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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)
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Mag. Christian Maurer
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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Mag. Christian Maurer
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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Mag. Christian Maurer
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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Mag. Christian Maurer
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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Mag. Christian Maurer
EU5 Smartphone OS
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Mag. Christian Maurer
Smartphone + Tablet = Digital Omnivores
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(Source: own illustration, based on comScore MobiLens, December 2011)
Mag. Christian Maurer
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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Mag. Christian Maurer
App Culture
• Native App
• Mobile Website
• Hybrids
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Mag. Christian Maurer
Native App: Swiss Hike
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Mag. Christian Maurer
Native App: Hollmann-Beletage
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www.hollmann-beletage.at
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Mag. Christian Maurer
Native App: Hollmann-Beletage
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Mag. Christian Maurer
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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Mag. Christian Maurer
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
Mag. Christian Maurer
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)
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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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Mag. Christian Maurer
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
Mag. Christian Maurer
Hvala!
Prof. (FH) Mag. Christian Maurer
Tourism & Leisure Management
IMC University of Applied Sciences Krems
www.fh-krems.ac.at