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Case Study! mobile traﬃc accounted for 10% of web visits! allocated 10% of digital budget to mobile! integrated mobile advertising into fall marketing! established benchmarks a er 30 days! as % of mobile traﬃc increases scale budgets to match! Results: $0.30 mobile conversion vs. $0.74 digital conversion
how should you approach future web development?
plan to adopt, adapt + evolvemobile is about! ﬁltering, not browsing to ﬁnd useful information! extending your brand to where your audience is…on the go! being personal, relevant and helpful! facilitating action and forming relationships
swag giveaway #3 how was the 20th century culture deﬁned?
what DMO’s need to know about location services! adoption is low! consumer barriers are lack of clear beneﬁt and privacy fears! most users are young, active social media contributors! experiences need to be relevant to brand and audience! destinations need to work with industry partners
swag giveaway question #3what % of smartphone (ugh)users use check-in services?
how DMO’s need to plan trip itineraries! customize to your brand and oﬀerings! oﬀer tools in the channels your audiences are in! integrate trip itineraries across platforms! use existing tools/APIs when it makes sense! empower 3rd party word-of-mouth from friends and family
swag giveaway question #4 who has completed the Acronym TED SCVNGR challenge?
top mobile application categories Source: Millennial Media 2011 Q3 Report
when you should develop an app! connectivity is limited; still want to provide listings, maps, etc…! provide access to user utilities including itineraries! support a rich location based social program with incentives! oﬀering infotainment and gaming! you have a strong CMS program and core of repeat visitors
why you should not develop an app! you have not developed a mobile version of your website! multiple platforms to develop requires ongoing maintenance ($)! you need to market your app to get users ($)! huge app usage drop oﬀ a er initial download! new browsers and technologies like HTML5 could kill apps
Facebook Open Graph – Seamless Social Experiences! empower users to spread the word! make your app social! create a cross-platform social experience! extend your experience
swag giveaway question #5 what was the name of the restaurant in my commercial?
mobile, checks, treks apps! budget for mobile now; make content core strategy! location based services are niche; work with your industry! trip itineraries drive longer stays and more revenue! be prepared to budget for app maintenance and promotion