cross platform marketing & the consumer journey · changing indian consumer internet...
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Cross Platform Marketing & the Consumer Journey
EyeforTravel
Social Media & Mobile in Travel Asia 2013
27-28th November 2013, Hong Kong
The Study of Hotel Customer Behavior
Is booking the Hotels today ?
Answer is…..
WHY ?
AND WHO
?
HOW ?
WHERE
?
WHEN ?
INTERNET!
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Total Travel online bookings on Globe 148.3 Million
New Travelers Every Year from APAC 57%
APAC Travelers to share posts about their
experiences on their return 79%
Average number of Nights APAC Traveler Stay for 7
Facebook is the most used social network in APAC 72%
Some Important Facts
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By corporate.visa.com
Internet and Mobile Journey…….
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The Marketing Landscape Changes Very Quickly These Days….
Offline
• TV • Print • Radio
Pre Web
Online
• Display • Email • SEO • SEM
95 - 2007
Social, Text
• FB Ads • FB Likes • Twitter • FB Timeline
08 - 2011
Mobile, Video, Images
• Pre-roll • Overlays • Brand Integration • CPI
11 - 13 Now
Who Knows?
Future
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Tomorrow’s Travel world is all Mobile
APAC's travel bookings are expected to jump from 24% in 2012 to 31% by 2015, Mobile bookings from 5% to 9%
Weather, climate info & restaurant reviews, are most likely to be accessed
on mobile, at 46 and 44 percent, respectively by APAC users
Consumers are spending 93 % more time with online content than
they did three years ago
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83% of respondents felt mobile technology would have a moderate to significant impact on their business
Other Interesting facts about fUTURE of Mobile
Deloitte Consumer Review claims that 72% of consumers in the UK owned a Smartphone. 10 months prior that it was only 58%.
In the US, more than 58% consumers own a Smartphone. And worldwide?
Well, 1.2 BILLION people are now accessing the internet through their mobile devices.
Mobile searches are 66% more likely to have local intent than a desktop search. In fact, 50% of all local searches come from mobile devices. And, 95% of Smartphone users looked up local information.
About a third of the 600+ million Facebook users use Facebook mobile. Out of the 165 million Twitter users, 50% use Twitter mobile. There are around 200+ million YouTube views on mobile devices each day.
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Who is today’s
customer?
Age is an
important Factor!!
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Google Travel claims 30% of all online search for travel came from a mobile device in 2013 till date and eMarketer predicts that this figure would jump up to 40% by the end of 2013. BY eMarketing.com &
http://static.hosteltur.com The Park Hotels
Now…….Mobile is more than a channel….It’s a Source itself!
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By smartinsights.com
By static.hosteltur.com The Park Hotels
Especially in China and India, Internet and travel reviews have a greater impact on initial decision of vacation destination.
By static.hosteltur.com
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Clear direction for internet communications – changing Indian consumer
Internet communication is going mobile
Smart Devices driving traffic to web
• Launch of 3G, cheaper handsets & tariff wars fueled the growth
• 18-34 age group leading mobile internet usage
• Most commonly used services after Voice & SMS are internet browsing, social networking, content downloads
• Data traffic set to grow at 300% quarterly
• Handset replacement market moving towards 55% and majority of the replacement is towards smartphone
• Smartphone will be 30% of the overall phone sales
• Tablets are the new buzzword and will see an unprecedented growth in next couple of years
• Total Population: 1.2 Bn
Total Mobile Subs: 911 MN (Feb 2012)
Access to Mobile Internet: 275 Mn
Active Internet Users: 147 Mn
Source: Monk Analysis
50+ million smartphones
47% 30% 23%
SEC A SEC B SEC C
43% 28% 13% 7% 9%
18-24 25-30 31-35 36-40 40+
Tablets gaining foothold moving beyond feature phones/ laptops and PC’s
• 1 Million tablets by end of 2011
• 2nd most important market for Tablets
• TOI, HT, NDTV, India Today, ET, Mint, Business Today, Nat Geo, Condenast, NY Times, Angry Birds together contribute to over 75% reach of the Indian tablet space
• Average time spent on tablets = twice that of smartphones
• Magazines to leverage digital in a big way
Source: Accenture, TRAI, IAMAI, Monk Analysis
Tablet ownership likelihood
HTML 5 Banner replaces a microsite
How to Sell Rooms, Engage Guests, and Create Satisfied Customers?
Image Merchandising
Promotional Rates
Attractive Product Descriptions & Content
Always List Amenities
Make inventory available
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Accurate and Clear Rate Descriptions
Customer Relationship Management
Loyalty programme
Limit Your Package Elements and Choose the Right Options
Biggest Marketing Themes of Past 5 Years Have Been
Integrate
Targeted
Personalized
Measurable
Interactive
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Social Media’s contribution to
Hotel Business…….
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Social Media’s Importance
• YouTube is the 2nd biggest search engine and 4th most visited site on the Internet • 88% of Non Profit Executives use Social Media for their organisation • If Facebook was a country it would be the 3rd largest in the world • 94% of the world’s population under 40 has joined a Social Media Platform • 93% or the world’s population believe that companies MUST have a Social
Media presence • Twitter averages 50 Million status updates per day out of which 20% reference a
product or service vs. 60 Million on Facebook • Adults spend 15+ hours a week on the Internet • 93% of B2B buyers use Search Engines as their first step of the buying process • The average Internet user watches 12 hours of video online
SO…..ALL YOU REQUIRE TO BE…..
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An Expert to handle SOCIAL MEDIA
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But how…?? I have a Hotel to run!
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Don’t Worry..Just 3 Rules on Social Media !
Be Human
Be Interesting & Be Relevant
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Customers look for online Reviews!
World biggest Travel Review Website claims
some figures….
Tripadvisor’s Traffic Increased by 45% in 2012
than Last Year.
APAC Traffic Increased by 75%
45 Million monthly unique mobile device
visitors, and a YOY average growth of
190%.
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Another Game Changer….Video!
– On-demand video
– Video conferencing
– Facial and object recognition
– Augmented reality
– Real-time manipulation “Diminished Reality”
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Small Video clip on mobile
technology
Vodafone clip
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https://www.youtube.com/watch?v=8DXB475spgc
For more information please contact… Dhiraj Trivedi
Director Group eMarketing
in.linkedin.com/in/dhiraj129/
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Thank You!