Post on 16-Jul-2020
Adaptability Wins: Accelerating Growth & Innovation in Your DMO
Santiago Jaramillo CEO and Founder,
@santiagojara
gobluebridge.com
Adaptability
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Google Ad Revenue > US Print
Industry{Business Insider}
Apple: iPads in 24 months > Macs in
24 years
2 million x storage of Apollo Project =
iPhone5
# of smartphones sold > babies born
Amazon revenue > 50% of world’s
GDPs
$16.5b music industry, $13.6b
iTunes
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1981 - $300,000
1987 - $50,000
1990 - $10,000
1994 - $1,000
1997 - $100
2000 - $10
2004 - $1
2012 - $0.10
Price of 1 gigabyte of storage over time
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1. @facebook
2. China
3. Tencent
4. India
5. @WhatsApp
6. United States
7. @LinkedIn
8. @instagram
9. @twitter
10. @Snapchat
World Population
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Organizations that don’t adapt to change face a troubling future.
Here’s what we’ve learned about adaptability
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WHY ARE WE HERE?
1990Internet is created
1999500,000 Websites
SHIFT: PRINT TO WEB
Trend #1
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How Did We Get Here?
1990Internet is created
1999500,000 websites
2010500,000 apps
2008App store goes live
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Mobile Today
P.C.’s
Tablets
Smartphones
2009 2010 2011 2012 2013 2014
200m
0m
400m
600m
800m
1b
1.2b
1.4b
Connected device sales over time
SHIFT: WEB TO MOBILETrend #2
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98% of all in-destination navigation is accessed in apps
The 2015 Mobile Visitor
62% of travelers use smart phones to research their trips
61% of consumers book travel on their smartphones
89% of all travelers use their smartphones to make in-destination decisions
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What % of your marketing & communication efforts and budget are
used connecting with people on the device they use the VERY most?
Adaptability Quiz
Visitor Journey “We need to make things as easy for the customer as possible, and often times this means improving technology so that our
customer's experience is as seamless as possible.” - Infosys, Travel and Hospitality
Sell a visitor, and you’ll have a visitor
for a weekend.
Help a visitor, and you’ll have a visitor
for a lifetime.
Trend #3
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Loyalty & Sharing
The Visitor Journey
Discovery
Purchase
Experience
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The Visitor Journey
Loyalty
Discovery
Booking
Experience “63% of all online adults would be less likely to do business with a company via any channel after having
problems with transactions on a mobile device.”
Mobile Transactions Survey, Harris Interactive and TeaLeaf Technology
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The Visitor JourneyDiscovery
Worried about your website? Google has a "Mobile-Friendly" test page in its developer section. Just type in the URL and see if it
passes.
The URL: https://www.google.com/webmasters/tools/mobile-friendly/
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The Visitor Journey
Loyalty
Discovery
Booking
Experience
Discovery Attributes • Top-of-funnel awareness marketing • Drive web traffic to site and social via:
• Organic traffic & SEO • Paid digital advertising • Content marketing or earned media • Video
Discovery Tips • Don’t squander mobile traffic (55%) • Responsive is now (or yesterday) • Impress with first impressions • Social proof remains #1
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The Visitor Journey
Loyalty
Discovery
Booking
Experience
Online booking made easy:
52% of consumers used a mobile device when booking travel within 90 days.
Mobile Marketer
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The Visitor Journey
Loyalty
Discovery
Booking
Experience
Experience = Moment of Truth How do you engage with visitors in-destination in hopes of improving their experience? • Visitor center • Concierge • Distributed kiosks & info • Mobile app tools
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The Visitor Journey
Loyalty
Discovery
Booking
Experience
A mobile app is your experience guide in digital form. Your efforts in this stage lead to loyalty and repeat visitors.
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PUSH NOTIFICATIONS
• Instant, Direct Communication • Segmentation = Relevance • Offers & discounts • Local events “tonight” • Event cancellations • Weather & traffic
Experience
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The Visitor Journey
Loyalty
Discovery
Booking
Experience
Objectives • Reduce barriers to navigating your
destination • Inform them of “best-of”, curated,
authentic “local picks” • Ultimately, improve their
experience • Equip them with a tool…
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Why Apps as a “Youtility”?
Native apps are faster and
more intuitive.
EASE OF USE
Apps link directly to features and
tools users access most.
DEEP CALLS-TO-ACTIONApps do in one tap
what mobile sites do in 20+.
QUICK ACCESS
Apps encourage commitment and
repeated use.
ON THE HOME SCREEN
Push notifications provide instant, actionable
communication.
DIRECT COMMUNICATION
85% of smartphone users prefer apps to mobile sites.
CONSUMERS ARE THERE
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Tourism Mobile App Objectives
1. Empower frontline staff with a tool (Gatlinburg)
2. Differentiate your convention/meeting value proposition
by bundling in an app for the event (Charleston, WV)
3. Save printing costs (Vero Beach)
4. Improve visitors experience by: navigation, curated
discovery, easy/quick event calendar
5. Brand advocate megaphone - drive social sharing
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App Strategy: Interactive Visitors Guide
Download the Visit Gatlinburg app for an example!
Eat/stay/play guide
Events and calendar
Near Me and directions
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Download the Charleston app for an example!
Session itinerary
“Favoriting” allows attendees
to build an agenda
Build a directory of FAQs
App Strategy: Convention & Groups App
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Download the Visit El Paso app for an example!
Segmented for traveler personas
My itinerary Local events
App Strategy: Curated Experiences Guide
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The Visitor Lifecycle
Loyalty
Discovery
Booking
Experience
Objectives • Reduce barriers to sharing
positive experiences • Incentivize sharing and
recommendations • Crowd-sourced media • Institutionalize a destination
#hashtag
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Encourage Social SharingMost travelers rely on word of mouth for new destinations.
Let your biggest advocates spread the word on their networks!
Loyalty
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Loyalty & Sharing
The Visitor Journey
Discovery
Purchase
Experience
Sell a visitor, and you’ll have a visitor
for a weekend.
Help a visitor, and you’ll have a visitor
for a lifetime.
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Mobile App Excellence
100+ INTEGRATIONS• Seamless integrations with the most popular online services • Save time—your app’s content is updated automatically • More built-in integrations than any other app provider • Custom integrations are available
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WINTER 2011 FALL 2012 SUMMER 2013 FALL 2014
MOBILE APP EXCELLENCE
A fresh app every 16 weeks 99% uptimeContinual improvements
Local BandsConcert
City MonumentAmphitheater
Local Bands Concert
City Monument Amphitheater
Local Bands Concert
Local Bands Concert
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Thank You
800-APP-3014
go@bluebridgedigital.com
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@gobluebridge