Advanced e-marketing

Transcription

1 Advanced e-marketing

2 Introduction Mobile technology Best practise mobile sites Website, Mobile Website or Mobile Applications Google tools Group buying sites Blogging for tourism

3 Definitions CMS Content Management System Computer software that allows publishing, editing and modifying web content as well as maintenance from a central interface App Application A piece of software. It can run on the Internet, on your computer, or on your phone, tablet or other electronic device. Blog Contraction of web log. A discussion or information site consisting of individual posts usually listed in reverse chronological order. Blogs can have single or multiple authors.

4 Mobile Technology

5 Mobile technology A quarter of all searches are done on mobile IT DOUBLES EVERY 12 MONTHS. (Google) 56% of consumers use their laptop to research travel options, compared to 49% on tablet and 48% on smartphone. (JiWire)

6 Mobile technology Source: The Travellers Road to Decision Google, July 2012

7 Best Practises For Mobile Sites

8 Best Practises for Mobile Sites What is Mobile Friendliness? 1. Presentation Flexible, grid-based layouts Flexible images and media Media queries 2. Relevant Content Reusable content COPE Structured content Presentation independent Metadata CMS to create content elements 3. Performance Smooth experience even on a slow connection Mobile Devices are now being used in destination to complete trips, as opposed to just call home from those trips, or used as a camera on those trips to create memories (Monetate.com) Source:

9 Best practises for mobile sites 9

10 Best practises for mobile sites 10

11 Best practises for mobile sites 11

12 Tools to easily create mobile versions of your website 12

13 Website Mobile Site or Mobile Application

14 Website, Mobile Website, Mobile Applications (Apps) Desktop Website Standard website designed to be optimal for desktop internet Dedicated Mobile Website Gives mobile users the ultimate experience in browsing on their mobile devices Mobile Application Application you can download and install on your mobile device

15 Differences between mobile web and mobile app Native mobile applications Uses features such as address book, camera and touch capabilities more smoothly Platform specific versions of the native app have to be built and tested in different operating platforms Can still operate without an internet connection Mobile Web Solutions Don t require users to download fixes or updates Will have to test for multiple web browsers but you won t have to develop for different operating systems May encounter time lags between web sessions Building an app should not be done without thought to promoting the app Opportunity to use responsive web design to make your website and your m-site fluid Source: Mobile First Luke Wroblewski

16 Google Tools

17 Free Google Tools Google + For Business Replaces Google Maps and Google Places listings Business page must be claimed for your business Check whether your business already has a listing sourced from another external database Google will send you a PIN so you can claim your listing and add information

18 Free Google Tools Google Alerts You can monitor what people are saying about you on the internet. Includes: Press coverage Reviews Your own site Trip Advisor

19 Free Google Tools

20 Group Buying Sites

21 Group Buying Sites Include companies such as: Cudo, Deal Lovers, Groupon, Living Social, Moosta, My Team Deals, Ouffer, Our Deal, Scoopon Caution: Complaints arise from last minute bookings Ensure you can put a limit on fulfilment You may be asked for a commission of up to 50%

22 Group Buying Sites Top 10 Tips 1. Work out your break even. 2. How much can you sell before losing money. 3. Read the Terms and Conditions. 4. Negotiate for better 5. Limit the time and number of products available. 6. Set conditions on redemption. 7. Treat the exercise as a marketing. 8. Add a low cost product or service to make the package desirable. 9. Train staff and set up systems to take bookings and deliver. 10. Instigate a follow-up strategy.

23 Blogging For Tourism

24 Blogging For Tourism Offer expert advice about: Tips about travelling around the area Tips for families, groups etc Other things to do Reasons to Blog: Be the local expert Connect with your target audience Introduce other websites Improve customer connectedness

25 Managing Multiple Social Media Sites

26 Managing Multiple Social Media Sites Central Management tools Hootsuite, Market Me, Tweetdeck Benefits Saves you time Allows you to plan out what to say and when Manage all of your social media in one area Challenges Beware of making comments to far in advance Check you postings went live

27 Exercises & Resources

28 Exercises Google Alerts is a free tool that allows you to monitor what people are saying about you and your industry as well as your competitors. Write down 5 key words or phrases that you will put into your Google Alerts when you go back to the office.

29 USEFUL LINKS RESOURCES Tools to get started on Google+ Get Connected/ATDW registration page Tourism e-kit free digital educational tutorials for the tourism industry in Australia

30 Tourism E-Kit tutorials Mobile Technology Tutorial 17A Website, Mobile Site or Mobile Application Tutorial 17B Google Tools Tutorial 33 Group Buying Sites Tutorials 41 & 41A Blogging for Tourism Tutorial 49 Managing Multiple Social Media Sites Tutorial 40A ATDW Tutorial - Tutorial 31 30

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