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SoCoMo Marketing for Travel and Tourism
Dimitrios Buhalis & Marie-Kristin Foerste
eTourism LabBournemouth University, Bournemouth, UK
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Agenda• Introduction
– Problem
– Previous research
• Method
• Evaluation Results– Conceptual Framework
– SoCoMo Marketing for Travel and Tourism
– Conclusion
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Introduction- Problem-
Central Aim of Marketing
To provide customers with:
The Right Product At the Right Time To the Right Place
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Introduction- Problem-
Mobile Social Media Marketing
Social media
•To address consumer needs and preferences •To react upon market trends •To develop deep personal relationships between customers and businesses (co-creation personalisation customer satisfaction)
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Social Media + Mobile
•Growth of mobile adoption (driven by their ability to stay socially connected)•Mobile Social Activity: Customers share opinions and decisions in the moment of action•Mobile devices are used in situations where preferences tend to vary•+ location-based technologies: marketers can connect this information with their need for information from the immediate environment
Introduction- Problem-
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Location-based social networks:
Introduction- Problem-
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Location-based Services
•Identification of the location of the consumer •Creation of location-specific offers based on the preferences and behaviors that the consumer has revealed on social media ‘SoLoMo’ Powerful opportunity to serve the multi-channel and multi-experienced customer
Introduction- Problem-
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Context:“Any information that can be used to characterise the
situation of an entity. An entity is a person, place, or object that is considered relevant to the interaction between a user and an application, including the user and applications
themselves” (Abowd and Dey 1999)
There is more than location!
Introduction- Problem-
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Introduction- Problem-
Contextual Information
External Contextual Information
Internal Contextual Information
• Location• Season/Time• Humidity• Light • Weather• Social Environment
• Tasks (e.g. to look for a job)
• Emotional status (sad, happy, etc.)
• Goals• Personal events
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• Mobile Devices are said to have the biggest potential for context-relevant information
• Latest generation devices are equipped with sensors - Optical sensors - Audio sensors - Motion sensors - Bio sensors
Introduction- Problem-
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Sensors make mobile devices aware of the situation in which they are used and of the tasks that the user will perform in the near future,(Context-Awareness) Up to date, situation-specific information while customer is on the move creates additional meaning to the information
Introduction- Problem-
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Related Studies•Tussyadiah (2012): Location-based social network (LBSNs) marketing Research Gaps•Limitations in the area of social media in combination with location-based marketing•Lack of studies concerning a broader concept of social media and context marketing combinations
Introduction- Previous Research-
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Method
• Conceptual Study
1. Desk Research 2. Conceptual Framework
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Evaluation Results-Conceptual Framework-
--Conceptual Framework
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Consumer Supplier
• Personalized, situation-specific information (added value)
• More satisfaction
• Long-term loyalty• Increased Co-creation• Opportunity to
compete with larger businesses
Evaluation Results- Conceptual Framework-
Advantages of SoCoMo Marketing
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Tourist Perspective:
•Effective response to the fundamental need of tourist: information during all stages of the travel experience•Acquisition of unforeseen information to cope with unexpected situations
Evaluation Results- SoCoMo Marketing for Travel and Tourism-
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Marketing Perspective:
•Powerful communication•Higher degrees of personalisation •Supply with highly context-related information can lead to unplanned travel behavior•Creation of more convenient tourism experiences
Evaluation Results- SoCoMo Marketing for Travel and Tourism-
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Evaluation Results- SoCoMo Marketing for Travel and Tourism-
Challenges:
•Privacy Concerns•Prices of mobile data in other countries•Technological limitations - GPS functions quickly drain the battery power - Graphical nature depends on screen sizes - Display of texts, fonts and graphics varies with different mobile devices
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• Growing amount of devices that allow marketers to generate situation-aware information
• In tourism SoCoMo marketing can contribute to a more satisfying experience.
• In the near future: Context-aware services will be enhanced with more
information that is transmitted without the consumer’s consent Semantic web will bring about technologies that recognize and
understand the meaning of content and therefore maximize the potentials of SoCoMo marketing
Evaluation Results- Conclusion-
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