solomo marketing and the travel industry · solomo: case studies . tripadvisor multi-touch...
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SoLoMo Marketing and the Travel Industry
Travel Distribution Summit Europe 2013
Clement Wong – Chief Host
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Capturing the Long Tail of Travel in Emerging Markets
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Vision
Local Activities
Local Stays
We are currently the largest aggregator of Tours & Activities in Asia
Local Stays
Events Local
Packages
BeMyGuest
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SoLoMo Marketing and the Travel Industry
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Social, Local, Mobile brings social media, geo-location targeting and mobile communications together allowing marketers to target and communicate with their
audiences in new ways.
Source: Technorati.com
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Reach of Mobile Helps to reach out to the primary decision makers for holidays
Source: fredericgonzalo.com
Source: Infographicsmania.com
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Power of Social Media
Hyperlocal
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Location Based Advertising drives customers
www.geoloqal.com
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Integrating SoLoMo with Traditional Media • An integrated marketing campaign needs
to combine both online and offline initiatives
• Not all consumers are online at all times
• Some still aren’t online at all
• Make sure to develop compelling offline messaging that complements the online campaign
• It’s the overall brand experience that counts to consumers and not the source of the marketing message.
Using Geolocalization and Apple Maps, the user, from a mobile web app, will be able to see where he can redeem his coupon nearby. The coupon can be stored in Apple’s Passbook, or can be sent by SMS or email to the user. Once at the location of redemption, the user presents a QR code to the local merchant. Now the merchant knows that his advertising is producing real results. Passer by gets a great deal.
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QR Coded Offline Marketing Material
Examples:
uywvker.servebbs.com
lq-creative.com
.barcodestrategy.com
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SMS Integration in the Marketing Campaign
Karlawithak.net
www.facebook.com/textmeplease
www.tatango.com
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NFC Technology
sgtransport.blogspot.com
www.dailydooh.com
blog.congruentindia.com
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NFC allows consumer to share, pair & tag
lovemynokia.com
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SOLOMO: Case Studies
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TripAdvisor Multi-Touch
•Mobile users can now add a hotel, restaurant or attraction not yet listed on TripAdvisor to provide an immediate review on their experience. •Travelers can easily switch currency displays when traveling abroad, making for a more personalized mobile experience. •Mobile web users with iOS 6 or higher and Android 2.2 or higher can view and share videos of their travels, to provide more visual details of a hotel room, restaurant, or attraction.
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TripAdvisor Multi-Touch
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Thank You.
www.bemyguest.travel