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The affect Mobile Marketing has had upon the Tourism, Hospit

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on 8 April 2014

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Transcript of The affect Mobile Marketing has had upon the Tourism, Hospit

The affect Mobile Marketing has upon the Tourism, Hospitality and Events industry.

Ruby McCarthy ST20021640
Digital Marketing HLT5062


This presenatation will define the role of mobile marketing as new strategies for promoting tourism products and services, also give examples of the most popular applications and strategies that are being used in today’s age. It will also examine the advantages and disadvantages to mobile marketing, as well as discussing the future of mobile marketing.

To conclude, it is evident that mobile marketing and advertising using mobile devices is an integral factor of the success of the tourism, events and hospitality industry. Without mobile marketing and mobile advertising strategies, these industries would lose out on vital information such as consumer trends. Mobile marketing still has growth potential as technological development will never stop developing. Mobile marketing will completely change the traditional and conventional types of advertising which is exciting. It could be said that not only tourism, hospitality and events companies, but the whole entire business world has mobile marketing to thank for a majority of their interest from customers.

Mobile Marketing video
What is Mobile Marketing?
“The use of wireless devices such as mobile phones for informational or monetary transactions”

(Chaffey,2009, p. 174)

•Mobile payment

Mobiles now offer secure payment online.
This means that a customer can book a table online through their mobile, or book a stay at a hotel all through their mobile phones. This is handy as this means it is convenient for a customer as they do not have to get to a desktop.

•Microblogging benefits

Mobile users are increasingly using microblogging platforms like Twitter
and Facebook from the comfort of their own mobile phones, this means tourism, hospitality and events companies can set up accounts and follow/friend customers so they are constantly interacting and keeping their clients up to date. This microblogging feature can be very highly beneficial to the marketer.

• Easier to communicate with a mass audience

It could be said that a lot more pole own mobile phones rather than laptops or computers. This means that mobile marketing reaches a lot more people, a far wider and diverse audience. In addition, mobile marketing also gives the entrepreneur the advantage of geo-location and sending location-specific messages to users, using GPS and Bluetooth technology. This can be very handy for restaurant owners targeting their local communities.

•Huge viral potential

Any content on mobile phones can be shared among others easily, since the consumer is in control of what they show to others. This means mobile marketing can have a huge viral success. For example, if a customer has an email through regarding a deal at a restaurant, and they then go on to show this deal to their friend, this may make the friend sign up to the restaurants newsletter so they too can receive great deals. Companies get a lot more exposure with no extra effort.

•Tracking user response

User response can be tracked almost instantaneously. This helps the mobile marketer better understand and analyse user behaviour, thus improving their own standards of service. This is extremely useful for hoteliers for understanding who stays at their establishments and what their customer range is.

Direct marketing

Once a customer has signed up to a newsletter or booked with a hotel previously, email addresses and telephone numbers are often kept and this then can act as a mobile platform interacting directly with users on their mobile phones. This allows for personalized interaction to a large extent. Marketers can even start a direct dialogue with the user, getting instant feedback via email and SMS.

• Fast results

The majority of today’s society are constantly carrying their mobile phones with them everywhere they go. This also means that the majority of people that have their mobile phones with them have it switched on, this means that they can instantly receive emails and messages from hotels or websites (such as Ticketmaster) informing them of deals and information. This means that mobile marketing techniques are always almost instant

•Convenient to use

The screen size of a mobile phone sets itself apart from the desktop monitor. The size of a mobile phone screen is fairly small, this means that the amount of content that can be displayed is decreased, and it also means that it is more convenient for the customers and consumers. Basic and
simple means less to confuse the
customer with.

•Privacy issues

Mobile marketers need to understand and respect the fact that users would like their privacy online. So they should only indulge in promotional activity if they have the user’s permission for it. Some restaurants and hotels can lose customers by constantly bombarding them with promotions and deals; this can offend the customer resulting in unsubscribing from the mailing list and dismissing that establishment.
In addition, mobile data costs money, and downloading apps can be costly.

•Navigation on a mobile phone

The mobile phone consists of a rather small screen that is either controlled with the finger of by a knobble. This means that there is no mouse which can result in navigation on the mobile phone becoming stressful and difficult. This may mean that some most ads may go untouched, as the user may find it too tedious to look in detail through each one of them.

•Platforms may be too diverse

Mobile phones come in many shapes and sizes, so screen size is never constant. Besides, mobile platforms vastly differ from each other, using different OS’ and browsers. Hence creating one campaign for all of them can get difficult.

“What are mobile apps?

Mobile apps are software programs you can download and access directly using your phone or another mobile device – like a tablet or music player.” -OnGuardOnline.gov . (2013).
Apps can come in all different types of useful ways. From social media to translators, there is a useful app out there for everybody. As you can see from the graph by Mintel 2013, The most popular type of application being downloaded is those belonging to the social networking sites. For example, Facebook and Twitter with a massive 63% admitting to downloading those applications. This indicates that in order for tourism, hospitality and events industries to survive and become a success, they must ensure that they have an up to date Facebook and Twitter account at all times.

One of the most popular tourism applications out there at the moment is TripAdvisor.

What is TripAdvisor exactly?

According to TripAdvisor itself :

“TripAdvisor® is the world's largest travel site*, enabling travelers to plan and have the perfect trip. TripAdvisor offers trusted advice from real travelers and a wide variety of travel choices and planning features with seamless links to booking tools. TripAdvisor branded sites make up the largest travel community in the world, reaching more than 260 million unique monthly visitors** in 2013, and more than 150 million reviews and opinions covering more than 3.7 million accommodations, restaurants and attractions. The sites operate in 37 countries worldwide, including China under daodao.com. TripAdvisor also includes TripAdvisor for Business, a dedicated division that provides the tourism industry access to millions of monthly TripAdvisor visitors”.
In addition to the success of TripAdvisor, they have also secured a deal with Samsung. This gives them a huge competitive advantage to any other application as it is already fixed to the Samsung Galaxy S4 handset. (You can see this partnership on the next slide if you click on the link).

Another successful tourism app that is extremely handy for today’s society is Easyjet ‘Speedy Booking’ application.
“EasyJet, the budget airline, is introducing its first mobile app. The 'Speedy Booking' app enables users to make bookings both for standard and flexi-fares, add luggage and speedy boarding, check flights and manage bookings through their smartphone.” Mintel 2011.
This saves time and gives the customer the opportunity to have control over everything they need to prepare for their flight, without the need of a desktop computer of travel agent.
National express have also have a similar app. A customer can download their app and use it to track their coach and also buy a ticket, in addition, giving the customer an option to send them their ticket for 50p, saving the customer even more time so they don’t have to print it off.

A new, up and coming app that reviews events only is Event Rater.

“Event Rater is where feedback from YOU, the consumer, is used to drive quality within the events industry, delivering customer insight to both venues and events. Event Rater produces research reports including recommendations on improvements for venues and events.” Event Rater, 2012. This can be extremely useful for small and big event companies looking to gain great reviews in one place.
A fairly unknown type of quick information application that can be seen on most products is a QR scanner.
“QR or Quick Response Codes are a type of two-dimensional barcode that can be read using smartphones and dedicated QR reading devices, that link directly to text, emails, websites, phone numbers and more! QR codes are huge in Japan and across the East, and are slowly beginning to become commonplace in the West” What is a QR Scanner? (Unknown).
This can be extremely useful for restaurants/events and hotels when handing out posters or flyers. This way they can save money on printing costs and get customers to scan the code where much more information is available to them.

As mentioned previously, Twitter is one of the most popular social networking sites in the whole world. “With about 485 million registered users in January 2013, Twitter is one of the largest social networks. In January 2013, about 59% of Twitter account holders, about 288 million people used the service on a monthly basis, up from 50% in the first half of 2012.” Mintel 2013.
It has a huge community which is perfect for hoteliers, restaurateurs and events holders. Tourism companies can download this add reach out to customers by following them and tweeting information by using the hashtag #. Many business use Twitter, “Businesses use Twitter to share information about their services, gather real time market intelligence and build relationships with customers, partners and influencers.” Twitter, 2014.
In the next slide, there is an example of how British Airways have used this social media app.

There are other types of applications that have become extremely popular and useful for tourism, hospitality and events companies, these are known as proximity applications. One of the most popular is ‘Google Goggles’ it is described as:
“Search by taking a picture: point your mobile phone camera at a painting, a famous landmark, a barcode or QR code, a product, or a popular image. If Goggles finds it in its database, it will provide you with useful information.
Goggles can read text in English, French, Italian, German, Spanish, Portuguese, Russian, and Turkish, and translate it into other languages.
Goggles also works as a barcode / QR code scanner.
- Scan barcodes using Goggles to get product information
- Scan QR codes using Goggles to extract information
- Recognize famous landmarks
- Translate by taking a picture of foreign language text
- Add Contacts by scanning business cards or QR codes
- Scan text using Optical Character Recognition (OCR)” Google.com, 2014

This app can be extremely useful for the tourism industry. For example, tourists that are unfamiliar to the area can find out everything the need to know in order to experience the most out of an area. This app takes into account all sorts of tourist hotspots from landmarks to restaurants, making it a base for businesses to promote themselves through a reliable search engine.

Another similar app is ‘Around Me’
“AroundMe quickly identifies your position and allows you to choose the nearest Bank, Bar, Gas Station, Hospital, Hotel, Movie Theatre, Restaurant, Supermarket, Theatre and Taxi. AroundMe shows you a complete list of all the businesses in the category you have tapped on along with the distance from where you are.” Google.com, 2014
Again, businesses can promote themselves through this application, not only attracting passer byers and locals but completely new tourists to the area.

An App which is useful for tourists planning a visit is that of Show Me, so far the makers have made Show Me Wales and Show Me London. It gives customers the chance to explore the country/area before visiting, as well as acting as a tourist guide.
“Show Me Wales is a comprehensive tourist guide to Wales including full details of hundreds of attractions, activities, places to eat, towns & villages and places to stay. With plenty of ideas about great places to visit whatever your interests, this app will be an invaluable guide to Wales. The data is fully cached on the phone so you don’t need a signal to use it.
Show Me Wales allows you to plan a trip to Wales or to find nearby entries when in Wales. The search functionality allows you to:
- choose an area
- search near a town
- search near your current location
- drop a pin
- filter the data to highlight specific interests.” Google.com, 2014.
This is extremely useful as it states that the application does not need signal in order to work. This is something that more applications should look into as especially in rural areas of countries (like Wales) signal is not always present.

The future of Mobile Marketing for the Tourism, Hospitality and Events industry.
Before we know it, we will be able to do everything with our mobile phones, as we have already discussed, some mobile applications are truly outstanding and this is just the start of the mobile marketing scene. Hendricks, 2013 thinks that
“There are many instances where the Internet already makes smartphone users’ lives easier than ever, but the key to future development is fine-tuning what has already been done while also innovating further ways to streamline and make things more efficient. While mobile marketing has already come quite far in just the past few years, the fact remains that there is much more that can still be done. With almost every electronic device available being built to connect to the Internet, smartphones and other gadgets alike will bring marketers and users together to create experiences, influence purchases and make life a little easier.”
Life as we know it know is reliant on the internet, without the internet, word of mouth, posters and flyers would be the only type of marketing that companies would deliver.

all images curiosity of Google.com
Full transcript