wtf - what's the future of disruption in travel?
DESCRIPTION
This presentation was given at The Trinity Forum in Taipei September 21, 2014. The Trinity Forum is a think tank for Airports, Brands and DutyFree/Travel Retailers hosted by ACI - Airports Council International and The Moodie Report. This presentation gives top line insight on how disruptive technology is changing the experience for travelers and how IBeacons, Smartphones like the Iphone6, wearable technology, mobile payments, applications and Social Media can now be harnessed in more powerful ways.TRANSCRIPT
Mighty Media Group is a digital agency with a focus on building high quality disruptive technology solutions. We’ve worked with some of the world’s leading brands delivering closed loop digital marketing initiatives including social media, digital publishing and mobile commerce solutions that push the boundaries of travel innovation.
2 WHO WE ARE
Trinity Forum 2014
3 MY CONFESSION AND THANKS! “Will online
shopping soon break through the protective wall of Duty Free soon? If so; How? And when?”
“Who should be designing our mobile
roadmaps?”
“Will the Iphone6 really have an impact on our present
mobile strategy?”
4 DIGITAL DISRUPTION LET’S SKIP THE JARGON.
“CHANGE enabled by digital technologies that occurs at a pace and magnitude that disrupt established ways of value creation, social interaction, doing business, and our way of generally thinking.” – Professor Riemer UTS Sydney 2013
5
Mobile e-commerce is now a $40 billion market, up from $2 billion in 2010.
6
iPad reigns with 80% of tablet orders, but Samsung and Amazon are nibbling away at the Apple with 12% and 4% and of orders respectively as of March, 2014.
7
Cross-device shopping isn’t quite here yet. As of Q1 2014, 88% of customers only use one device to make purchases.
8
By the end of 2014, we expect 1.76 billion people to own and use smartphones monthly, up more than 25% over 2013. http://www.emarketer.com/Article/Worldwide-Smartphone-UsageGrow-25-2014/1010920#sthash.HIS1MlQi.dpuf
9
Gartner Hype Cycle 2014 – 20 Years Later…
Source: *ORC Caravan (May 2013), **http://www.techinasia.com/china-has-261-million-active-smartphones-tablets-2013/
10 MOBILITY IS THE BIGGEST DISRUPTOR IT CAN NO LONGER BE IGNORED
� Mobile Reach and Scale Apple has over 500m credit cards and email addresses.
∫ Digital Youthification The disparity in behavior between millennials and GenX is diminishing. We act/buy the same way.
← Content and Context 62% are interested in buying products and services directly from articles and features they read in digital publications and social media
≅ Transparency Offers can be deployed on both Android and IOs platforms and monitored with Google Analytics.
Mobile is Ubiquitous China has 261 Million smart phones and tablets (and growing!)
Immediacy and Convenience 67% of those who consume branded digital content are interested in buying those products or services directly from an advertisement in the publication
11
2009!
12
13
14 IF YOU ARE WAITING FOR A CASE STUDY, DON’T. HIGH STREET RETAILERS ARE SEIZING THE MOMENT.
September 16, 2014 “Macy’s partners with App developers Shopkick to leverage external expertise and experience in proximity marketing, virtual currency and rewards.”
15
IS YOUR MOBILE STRATEGY OPTIMIZED FOR THE TRAVELER?
16 SHIFT TO CONTEXTUAL INTELLIGENCE EXISTING MARKETING IS TACTICAL. THE FUTURE IS CONTEXTUAL.
∫
!
≅
!
CONTEXTUAL INTELLIGENCE ALLOWS US TO KNOW MORE:
How close are they to the moment of purchase?
LOCATION Being able to detect the speed and opportunity to disrupt.
MOTION
Where are you and where are you going? Sell sunscreen to a person heading to Bali.
ENVIRONMENTAL ∫ Who are your customers? Who do they influence? Where do they share?
SOCIAL
Are they frequent travellers or airport employees? Do they travel on the same routes or carriers?
BEHAVIORAL ≅ What have they bought that might influence what they could buy from you?
HISTORICAL !
!
17 CONNECTED TRAVELLERS ARE READY FOR CLOSED LOOP MARKETING
85% Have used a mobile shopping app while inside a store
80%
78%
62%
58%
19%
Push notifications about sales / promotions
More tools for price comparisons, accessing list,
style guides Content that is relevant to
interests and location
Loyalty program integration
Ability to pay with mobile phone
Mobile app features travelers want most to use in-store:
77% Would share their location in return for value
72% Would purchase in-store after receiving a relevant offer while shopping
Swiss / Research Now survey of smartphone users, Nov 2013
18 MOBILE ENGAGEMENT INCREASES REVENUE
Health & Beauty
+ 50% Appliances
Electronics
Median Basket Size % increase
+ 40% Median Basket Size % increase
+ 34% Median Basket Size % increase
$30
$45
$250
$350
$161
$215
Swiss / Research Now survey of smartphone users, Nov 2013
19 NON REVENUE PAYBACKS OF DEPLOYING CONTEXTUALLY INTELLIGENT MARKETING
�
Traveller benefits Traveller & Retailer benefits Retailer benefits
Service
Engagement
Context
Personalization
Insight
Efficiency Differentiation
20
Social & Content
Personalization
Proximity
Omni-channel engagement
Advocacy
21
SO WHERE TO FROM HERE…
Contextual Intelligence and closed loop marketing bring the reach of the web into your store with engaging mobile promotions in to the hands of those in a position to take action. Forget wondering if your mobile campaigns are working - the proof is right in front of you.
Contextual Intelligence and closed loop marketing bring the reach of the web into your store with engaging mobile promotions in to the hands of those in a position to take action. Forget wondering if your mobile campaigns are working - the proof is right in front of you. Reach Customers You Can TOUCH Gain permission through value creation and content to push messages and offers. Leverage proximity marketing platforms like Konekt to deliver digital reminders straight to the phone at just the right moment
What is the ROI of this?
YOU DON’T NEED TO BE ABLE TO SAY IT IN ORDER TO APPRECIATE IT.
26 THE RECIPE: CONTENT AND CONTEXT = COMMERCE
Branded content marketing through apps and digital publishing offer
travellers value, entertainment and
information.
Travellers are messaged when in
proximity to the retail store and reminded
of intentions at ZMOT
Traveller is delivered and prompted with intentioned opportunities as well as location and preference
centric offers.
Cloud services and API’s provide
scalability, security and platform / database
integration and business intelligence
27 THE TRINITY OF DISRUPTIVE TECHNOLOGY IN TRAVEL THE THREE ESSENTIAL PARTIES TO DELIVER CLOSED LOOP
⎣
Airports
As the “known” entity, open up the API of your applications to enable
proximity offers pushed to application users through IBeacon
technology.
Partners Concessionaires, Government
Authorities, OTAs and global travel agencies, airlines, Duty Free
Retailers,
Closed Loop Marketing Experts
Capabilities in
∫
“The future success of disruptive technology in travel lies in our ability to create remarkable and
unique experiences. Our ability to leverage technology to tell our story and generate enough trust
allows us to become an active participate, concierge and advisor. This both our privilege and our
opportunity. Technology whilst shiny, is only the enabler.“
Application design, marketing solutions, social media signaling,
proximity mapping, content development and CRM
integration.
Questions?
29
+61 416089000 P
Need Help?
@Digitalgodess
Stephenie Rodriguez CEO Mighty Media Group Pty Ltd