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Digital Marketing Strategy for the Four Screens - TV integration, PC, Mobile and Tablet

Digital Marketing Strategy for the Four Screens - TV integration, PC, Mobile and Tablet

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Published by Mike Corak

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 hotel’s digital marketing strategy. Use consumer behavior data to improve your travel and hospitality digital marketing strategy, your ominchannel strategy, and align your mobile marketing strategy.

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 hotel’s digital marketing strategy. Use consumer behavior data to improve your travel and hospitality digital marketing strategy, your ominchannel strategy, and align your mobile marketing strategy.

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Published by: Mike Corak on Feb 04, 2013
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09/17/2013

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 hotel’s digital marketing strategy
1

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

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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

4

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
5

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

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Awareness Television (+offline)

Connection Lenses
• Desktop • Mobile Phone • Tablet

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9

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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 Google’s 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

19

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 & Desktop–Complementary Contexts
Hourly Distribution of Searches by Platform
(doesn’t 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 platform’s traffic shown hourly for one day. Does not indicate absolute or relative traffic volumes.

21

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

28

2001

2007

2010
33

…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.
40

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

41

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.
42

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
45

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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