google event 41012 1.3
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Copyright Incentivated Limited 2012 www.incentivated.com
On the Beach
Jason Cross 4th October 2012
Copyright Incentivated Limited 2012
On The Beach
� To improve the current conversion rates through tablets � 20% of all traffic is mobile � 12% of all bookings – majority via tablet
� Help to build better brand awareness amongst consumers earlier in the consideration process � Think about a more complete mobile strategy
Briefing Objectives
Copyright Incentivated Limited 2012
On The Beach
� Quick wins (before peak) � Edit the Tablet template and ensure that it works on all OSs � Transcode desktop site for all mobiles (Android, iOS, Windows and BB) � Optimise emails for mobile (responsive CSS; apply media queries)
� 2013-14 mobile strategy
Copyright Incentivated Limited 2012
Mobile throughout the Travel Experience
SMS
SMS
QR SMS
MMS
QR @
LBS
@
www MMS
LBS SMS
@ www QR
www LBS SMS
SMS LBS www @ SMS QR
MMS SMS www
MMS @ www MMS
@
@
www
MMS
QR
LBS
SMS
QR www
Planning Destination
Booking
Anticipating
En Route
Dreaming Reviewing
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Timeline for strategy
� Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Peak sales
� Fix site for tablet
� Campaign landing pages for SEO/PPC
� Transcoded mobile site
Before yo go
� SMS payment reminders
� Banner ads
Post holiday
� Review holidays
� Share experiences
� Mobile CRM campaign
� Booking reminders
Pre Jan peak
� Inspirational site/app
� Integrated mobile site
� In-resort CRM (app for reps; loyalty etc)
On holiday
� Re-launch “beach finder” app
� Add app functionality (My OTB; Manage my booking)
Copyright Incentivated Limited 2012
Website on a tablet today
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Tablet quick optimisation
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Mobile flight search optimisation
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Mobile optimisation – further development
Copyright Incentivated Limited 2012 www.incentivated.com
Thank You
Jason Cross Marketing Director
@jcmobile10
Incentivated 23 Curtain Road
London EC2A 3LT Tel: 0845 130 3985
(No code reader? Text CODE to 62233 for a link to a reader appropriate for your phone)
Copyright Incentivated Limited 2012
Improve company profile through mobile
� Pre booking � Improve mobile SEO � HTML5 rich banner ads � Inspirational mobile site/app � Mobile site (transcoded, then integrated) � Share via mobile � Use mobile on campaigns (microsite, QR codes, SMS CTA, etc)
Ù Data capture for re-marketing
� SMS payment reminders � Up sell via SMS
Copyright Incentivated Limited 2012
Improve company profile through mobile
� On holiday � In resort app:
Ù Incorporate Find a Beach app Ù Destination information Ù Booking information Ù Transfer information Ù Push notifications from Reps (or SMS for those without the app) Ù Reminders for transfers, flight check-in, etc Ù Photo/experience sharing
Copyright Incentivated Limited 2012
Improve company profile through mobile
� Post holiday � Review holidays via mobile (SMS when they land) � Share experiences via mobile (photos, reviews, etc) � Mobile CRM campaign (offers e.g. valentines, birthdays, etc) � Targeted SMS booking reminders (last summer you went to Ibiza, why
not go to St Lucia this year www.onthebeach.co.uk)
Copyright Incentivated Limited 2012
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