Svetovni splet se je iz računalnikov razširil

1. Studying the international way
Mobile Marketing
Reaching Your Customers No Matter Where They Are
Prof. (FH) Mag. Christian Maurer
6 October 2012
“Mobile use is growing faster than all
of Google’s internal predictions.”
Google CEO Eric Schmidt, February 2011
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Mag. Christian Maurer
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2. Lean Forward Modus
Mag. Christian Maurer
Lean Backward Modus
(Source: Reinhard
Mag. Christian Maurer http://www.maclife.de/ipad/hardware/kindle-werbespot-macht-sich-ueber-das
lustig
Mobile Modus
http://www.flickr.com/photos/misbehave/2352753067
/
(Source: Reinhard Lanner)
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3. Smartphone Penetration
(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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4. Location Based Services
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)
Environment
User
CAIPS
Time Travel
User’s Context
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M-Marketing Channels
Mobile Website
Mobile Search
Web App Engine Advertising
Display Ad Text Messaging /
SMS / MMS
Video
Location-based Service /
Audio Advertising
Barcode / QR Code
Podcast
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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
(Source: own illustration, based on comScore MobiLens, December 2011)
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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?
• 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
www.hollmann-beletage.at
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7. 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
Native App Web App / Mobile Website
Pro • Enhanced user experience • Platform-independent and runs in a
• Shorter loading times mobile web browser
• Can be used offline • No software installation required
• Can use the hardware and software • Allows quick updating
features and components of the device • Lower development costs
• App store can act as an additional • Simpler programming language
distribution channel and market place for (e.g. HTML, Java)
the brand • With HTML5 it is possible to
• Icon of the app will be installed on the provide similar functionality to
users’ device native apps
• App Store approval process assures • Low maintenance cost
quality of app • No device manufacturer approval
• Carrier network independent process
• Can be used for generating income
through in-app advertising
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8. Native App vs Mobile Website
Native App Web App / Mobile Website
Contra • Each app must be developed for a • Loading times dependent on
certain platform internet connection speed,
• Programming the app is time- and • Costs can arise through data
cost-intensive download
• Application approval process can take • Customisation possibilities are
long limited
• Manual update process is • Limited access to the mobile
cumbersome device’s native features and
• Users must manually download and components
install app updates • Supporting different mobile web
• Requires additional marketing effort browsers can result in higher
development and maintenance
costs
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Virtual Check-in
• Offering discounts for check-ins
• Leveraging events
• Spreading the brand
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Augmented Reality
(More info on: http://peakar.salzburgresearch.at/ )
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9. QR Codes – Mobile Tagging
(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 roaming
regulations
• 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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10. Conclusion
Social Local Mobile
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Hvala!
Prof. (FH) Mag. Christian Maurer
Tourism & Leisure Management
IMC University of Applied Sciences Krems
christian.maurer@fh-krems.ac.at
www.fh-krems.ac.at
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