AHC Panel :: Marketing and Distribution panelNic Ray :: 23.11.10

Some online marketing trends affecting

hotels

Destination marketing through Google Earth and

Google Maps

Hotel Groups

http://www.youtube.com/watch?v=MPuwwBIZsqE&feature=player_embedded

Location Location Location

Branded utilities / apps / widgets

Video and image search is increasingly how your

customers are going to find you

Image search

Promote Your Video

Whenever an ad is displayed, a free companion

banner may also be shown.

http://www.google.com/videotargeting/ifa/buildQuery

Mobile search is how your customers will

increasingly find and compare you

Mobile Search is growing as fast as Apps

Source: Morgan Stanley

18

38

18

38

0

5

10

15

20

25

30

35

40

45

2009 2010

Mobile Apps Mobile Browsers

Nu

mb

er

of

US

Sm

art

ph

on

e u

sers

wh

o h

ave

used

Mo

bile B

row

sers

/ A

pp

s

(millio

ns)

2x

48% of US

Smartphone users

have used a browser

Search is the

most popular usage

of Mobile Browsers

2009 2010

2013:

Smartphone sales overtake PC sales

Source: Mobile World Congress, 2010

Source: Google Internal June 2010

Top 1,000 commercial mobile queries

NL

IT

ES

DE

FR

GB

2007 2010

What is my mobile Strategy?

Be Found Be Ready Be Smarter

Be ClearDefine your Mobile campaign goals?

Create a site that follows

mobile best practice

Consistently track & report,

and optimise accordingly

Build optimised

campaigns for mobile

Be ready: Mobile optimised landing pagesare the key to conversions

Good Better

HTML Site on

iPhone

Optimize Mobile

Landing Page

iPhone App

30

Co

de S

imp

licit

yM

ob

ile U

IC

on

ten

tA

vo

id

1. Keep site layout simple

2. Keep the site code minimalistic and clean

3. Keep images scarce

4. Optimise navigation – big buttons

5. Limit scrolling to one direction – run on rails

6. Make the site content useful, mirror the

desktop site content, but keep it practical

7. Give the user the option to navigate to the

desktop site

8. Track & measure with analytics package

9. Avoid pop-ups

10. Avoid flash and java script

11. Avoid redirects

When building a mobile site, remember to…

Thanks!

Nic Ray

Quirk eMarketing MD, Quirk eMarketing UKE: nic.ray@quirk.bizW: www.quirk.biz

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