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Tim Peter

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July 11, 2013

Tim Peter

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July 9, 2013

Where Google, Facebook, and Expedia Want to Take Your Guests (Travel Tuesday)

July 9, 2013 | By | 2 Comments

Mobile experiences will get betterJason Q. Freed at HotelNewsNew has great coverage of a panel featuring Google, Facebook, and Expedia leaders from last week’s HSMAI Revenue Optimization Conference. Here are some highlights:

“Recently, Google found a way to put Hotel Price Ads—which offer real time inventory and rates—directly into Google Maps. Along with YouTube, tying hotel content into Google Maps will be a near-term focus for the company.”

Funny, I swear I’d heard something about Google Maps and travel recently.

“Another continuing focus for Google Travel will be mobile, as the company has seen 56% year-over-year growth on mobile hotel queries, Tapan said. With Google Now, the company has the ability to deliver boarding passes directly to travelers’ phones.”

Again, mobile remains a recurrent trend.

Lee McCabe, Facebook’s head of travel, talked about his company’s plans, too:

“Facebook is beta testing two travel projects currently: Graph Search and Nearby. Both serve up personalized search results that integrate friend reviews and recommendations into search results. A Facebook Graph Search will show users hotels friends have stayed at and hotels friends have reviewed.”

Which, again, sound a lot like search and maps, don’t they? It seems like the major players (the AGFAM folks, as I call ’em), get that proximity matters when it comes to travel search).

Finally, Nick Graham at Expedia offers this tidbit:

“…Expedia expects mobile usage to triple by 2014. He said 18% of all Internet transactions will be done on a mobile device, which includes smartphones and tablets, over the next year.” [Emphasis mine]

Graham also noted, “We have invested heavily in the mobile space… This isn’t just a local trend, this is a global trend.”

I’ve been talking about “mobile-first” (as well as what’s wrong with the arguments against mobile-first) for a while now. Well, remember that old saying, “Follow the money”? What does it tell you when Expedia (and Google and Facebook) talk about the amount of money they’re pouring into mobile?

Expedia, Facebook, and Google clearly recognize that the future of travel marketing is mobile.

Only it’s no longer the future; it’s now.

You should really check out the whole write-up over at HotelNewsNew. It’s worth the read.

And, if you’re interested in learning more about travel marketing and where it’s going—as well as lessons that apply to a host of other industries—Register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” You can get your free copy of the report here.

Finally, you might also enjoy some of our past coverage of these changes in the marketplace, including:

Tim Peter

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June 27, 2013

Tim Peter

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June 7, 2013

The Rise of In-App Advertising: Why Mobile Marketers are Turning to This Lucrative Platform by Megan Totka

June 7, 2013 | By | No Comments

Mobile in app advertisingIn a world dominated by smartphones, apps are the next big thing. According to online digital marketing magazine eMarketer, U.S. adults spend more media time on their mobile devices than with newspapers and magazines combined — and 2012 data from Nielsen [PDF link] found that 64 percent of mobile time is spent on apps.

It’s no wonder marketers are catching on to the benefits of in-app advertising.

How In-App Advertising Works

Just as with online advertising, in-app ads can take several forms, including:

  • Small, text-only ads with links, similar to Google AdWords or Facebook ads, that appear at the top or bottom of the screen while the app is running
  • Mobile-specific banner ads designed for smaller screens
  • Full-screen interstitial (“interrupt”) ads that are timed to run for a number of seconds and appear during app loading screens
  • Larger ads that appear between levels in game apps
  • Post-purchase ads that appear after a user has completed a mobile transaction
  • In-app “offer walls” that contain several different ads, often used in game apps with rewards such as in-game currency or consumables

In-app advertising is beneficial to both marketers and app developers. On the developer/release side, app makers have the potential to earn more by releasing free apps with paid advertising, with projected total revenues exceeding $860 million by 2014. Mobile device owners are also into free apps, particularly tablet users: a study from the Online Publishers Association [PDF link] found that 54 percent of tablet owners prefer free apps with advertising, as opposed to paid apps.

Best Practices for Using In-App Advertising

Purchasing in-app advertising can be very effective, if you use strategies that don’t annoy consumers. The recall rate for app ads is higher than any other digital medium at 54 percent, with the second highest—online ads—at just 40 percent. It’s a great way to strengthen your branding and improve top-of-mind among mobile users.

How can you take advantage of this powerful marketing strategy? Here are a few tips to keep in mind:

  • Keep your terms transparent and visible in your ads, to avoid having consumers feel tricked or ripped off when they click through.
  • Make your in-app ads as rich and engaging as possible. Ads that feel like they’re part of the app experience perform better than simple ads that clearly have no common threads with the app itself.
  • Whenever possible, advertise within games. Game apps generate higher click-through rates than other types of apps, especially those that tie directly into the app with in-game currency offers.
  • If you’re developing your own free app for your business that features advertising, don’t limit functionality of the app by forcing consumers to make a purchase before they can unlock certain features. This will result in negative marketplace ratings and decreased downloads.

Get creative and in-app advertising can pay off for you. How will you advertise your business to a big mobile crowd?

[Editor’s note: if you’re interested in learning more about how to use mobile for your busines, register to receive a free copy of my new special report, “Digital Hotel Marketing in a Multiscreen World,” produced in conjunction with Vizergy, here. While it’s targeted to the hospitality industry specifically, most of the lessons apply across verticals.]

You might also enjoy some of our past coverage of the social, local, mobile web, including:

Megan Totka is the Chief Editor for ChamberofCommerce.com. She specializes on the topic of small business tips and resources. ChamberofCommerce.com helps small businesses grow their business on the web and facilitates connectivity between local businesses and more than 7,000 Chambers of Commerce worldwide.

(Photo Source)

Tim Peter

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June 5, 2013

The Myths of Mobile Marketing

June 5, 2013 | By | One Comment

I had the pleasure of speaking to the New York City chapter of HSMAI this afternoon about the myths and methods of mobile marketing (say that 5 times fast).

My slides are available here:

As ever, I’m available to speak to your group, too. You can get all the details here.

You can also register to receive a free copy of my new special report, “Digital Hotel Marketing in a Multiscreen World,” produced in conjunction with Vizergy, here. While it’s targeted to the hospitality industry specifically, most of the lessons apply across verticals. And, if that’s not enough, you might also enjoy some of our past coverage of the social, local, mobile web, including: