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

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 with changes in usage, online and mobile

Consumption Opportunities 2012

Advertising Budgets
0.5% Mobile

User Media Consumption

untapped audience
8% Mobile 25% Internet

19% Internet

untapped audience

43% TV 43% TV

17% Newspapers 11% Radio

5% Newspaper
16% Radio 3% Magazines
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10% Magazines

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

Defining The Screens

1. Television: The conversation starter

2. Desktop: The incumbent (for now)

3. Mobile Phone: Attached and local

4. Tablet: Work in progress

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Screen 1 Television

Awareness Television (+offline)

Connection Lenses
Desktop Mobile Phone 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 generated interest 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 of conversion 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 Options

Separate device experiences

Advantages Fully customized experience Low barrier to financial entry

Challenges Ongoing maintenance, often per device Search disadvantages

Responsive design Advantages Much lower ongoing maintenance 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 the device. 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 for integrated tactics (make sharable) Create and optimize localized content Do the best with what you have anticipating visits 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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The Multi-Screen Consumer

all devices used but in different contexts
Tablet Desktop Mobile

Admin Workhorse
At home or office Task-oriented Solitary experience

Couch Companion
Web surfing & shopping Entertainment Shared experience

Constant Companion
Always with you Location-specific In person Personal

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

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Tablet, Phone & DesktopComplementary Contexts

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

12:00 AM

3:00 AM

6:00 AM

9:00 AM Tablet

12:00 PM Mobile

3:00 PM Desktop

6:00 PM

9:00 PM

Source: Google Internal Data, 2011. % of each platforms traffic shown hourly for one day. Does not indicate absolute or relative traffic volumes.

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So, as predicted, was 2012 really the year of mobile?

Sort of Most companies ethology examined in 2012 had a mobile experiences, but few fully maximized their mobile opportunity
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Screen 3: Hospitality and Mobile

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brand
Marriott.com HamptonInn3.Hilton.com ComfortInn.com BestWestern.com Radisson.com Hyatt.com HolidayInn.com Fairmont.com

mobile site

mobile app

desktop responsive

<5 seconds

pinch/zoom

m.
3rd party
usabalenet

apple droid apple droid apple droid apple droid apple droid apple droid apple droid apple droid

n/a n/a n/a n/a n/a n/a n/a n/a

m.
3rd party
usabalenet

m.

m.
m.
3rd party
usabalenet

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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

tablet shipments growing rapidly tablets are the fastest-selling consumer tech device in history
Number of days to reach 1M units sold

360+

74

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2001

2007

2010
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and for many, it may replace the pc

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

Real Life!
We use screens to accomplish tasks, the device is irrelevant.
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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 Internet Social 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 Corak
EVP of Strategy Mike.Corak@ethology.com 602.840.4343 @mikecorak www.linkedin.com/in/mikecorak

Contact for a complimentary mobile assessment Find This Presentation On SlideShare tonight
www.slideshare.net/mcorak

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