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The Mobile Revolution: Options and Solutions To Keep Your Brand In Front Your Audience

Vacation Rental Managers AssociationOctober 2012 – Phoenix, AZ

Background• Robert Gray• 19 years of hospitality experience• Hospitality operations, mostly vacation

rental industry, from 93-06.• Some positions during that time:

Owner Relations Manager, Director of Operations, Resort Controller, General Manager

• Managed from 125 –1,000+ properties• Vendor side for the last 6+ year• Director of Marketing for Instant

Software• Vice President Visual Data Systems• Sales, Online Marketing, Finance

Background• Visual Data Systems• Serving the Vacation Rental Community

since 1994• Consulting, custom web design, web tools

and online marketing services• SEO/SEM• Social Media• Email Marketing• Mobile Marketing

• www.VDSYS.com

Outline1. Notes and Misc. Items2. Statistics3. The mobile web4. Your mobile traffic5. Mobile options

1. Site Optimization2. Mobile Site3. Responsive Design4. App Development

6. Tablets7. Review & Conclusions8. Q&A

Notes• Please refer to the

handouts for the presentation – there are several definitions on that sheet, as well as some of the more detailed screenshots – this is on the flash drive you received at registration.

• If you would like a copy of the presentation, please shoot me an email (robertg@vdsys.com) and I will send it to you.

Gratuitous Pop

Culture Reference –

Just to see if y

ou are

paying attention

Mobile DeviceFor the purpose of this seminar we will be focusing on Smartphones as the primary mobile device. Yes, there are tablets and yes, laptops are mobile – but when I refer to mobile device – think smartphone.

A smartphone is a mobile phone built on a mobile operating system, with advanced computing capability and Internet connectivity. Smartphones have the ability to download product specific applications and access the internet.

Examples: iPhone, Android, Windows and yes, even Blackberry.

"There is no reason anyone would want a computer in their home."— Ken Olsen, founder of Digital Equipment, in 1977.

Avoiding The Issue

Non-Believers

Eye Opening Statistics

55%

Of people in the United Stated own a Smartphone (Q2 2012) - nielsen.com

66%

Of people in the United Stated buying a phone bought a Smartphone (Q2 2012) -nielsen.com

62%

Of Smart Phone users – use their smartphone every day - Google

57%

Of smartphone users search every day

58%

Perform searches at home

86%

Perform searches while doing something else

According to SearchEngineWatch.com….

• 27% of the world’s cell phones are smartphones

• By 2014 mobile internet usage will exceed desktop internet usage

• 47% of smartphone users and 56% of tablet users perform TRAVEL related searches.• 46% conversion rate on travel searches• 33% purchased the same day

And in case you needed more…….• Google projects that 8% of smartphone

users will book travel via their device in 2012

• 79% of people use their phone to make or influence a purchasing decision

• 91% of smartphone owners have their phone within 3 feet at all times

• Only about 26% of small businesses have a mobile website

• 61% of people said that if they tried to access a website on their mobile device but couldn’t because the site isn’t optimized for mobile, they would visit the website of a competitor

What Does That All Mean…..• Mobile is not the future….It is

the PRESENT• You have to accommodate your

clients and potential clients by catering to their needs – Eventually most of your traffic will be mobile• As a small business owner, you

can still get ahead of your competition

Mobile Web

Search Engines

Social Media

AppsText

Messages

QR Codes

Email

How Do People Get To The Mobile Web?

Q: How Do I Know if I am Getting Mobile Traffic?

A: Google, Of Course

Let’s Do Some Math…..• 13,202 Mobile Visitors – 7,637 iPad Visitors =

5,565 Smartphone visitors• 5,565 x .61 (loss rate) = 3,394 LOST Visitors• 3,394 x .03 (Desktop Conversion Rate) = 102

Lost Conversions• 102 x $1,500 (Average Conversion Value) =

$152,760 LOST REVENUE• $152,760 x .15 (Commission Rate) = $22,913

LOST COMMISSION• That doesn’t count 102 x Add On Fees such as

Admin, Travel Insurance, etc.

Google Analytics

• Breakdown on mobile traffic for any time period that you wish• See by results by device and type• Compare what devices and types

are bringing you the most traffic• Compare desktop usage KPI vs.

Mobile

GOMOMETER by Google

http://www.howtogomo.com/en/d/test-your-site/#gomo-meter

GOMOMETER by Google

http://www.howtogomo.com/en/d/test-your-site/#gomo-meter

Ok, So What Are My Options?

Smartphone Options1. Optimize your current site for mobile2. Build a mobile site (mobile.yoursite.com)3. Build a responsive design site4. Develop a downloadable Application

Optimize Your Current Site• Current desktop

websites are not optimized for a smaller mobile screen• Fonts are too small• Navigation is clunky• Flash does not work• Lengthy page loads• Too much pinching

and zooming leaves the visitor with a frustrating experience

Optimize Your Current Site• Options• Change navigation to CSS• Increase font size• Replace Flash with static

or jQuery• Make ‘Calls to Action’

more prominent• Reduce picture size and

volume• Remove advanced

functionality

Optimize Your Current Site• Pro’s• For the most part –

somewhat inexpensive

• Pretty quick• Con’s• Jack of All – Master

of None• Loss of

functionality and aesthetics on desktop could hurt brand

Mobile Website• A website optimized and

designed for the mobile market (smartphones) that usually resides at m.yoururl.com or mobile.yoururl.com

• A simple code on your traditional website will automatically redirect smartphone traffic to the mobile site

• An online search will steer traffic to your site

Mobile Website• Pro’s

• Relatively quick and inexpensive• Narrow options down to what the mobile user

wants• Ability to present data in a mobile friendly way• Available across multiple platforms• Found in Search Engines• Shareable: ability to quickly and easily share

via SMS Text, email, etc.• Cannot be deleted• Updated from one Central location

• Con’s• Requires a connection to the internet• SEO issues must be addressed

Google Mobile Site Suggestions

1. KEEP IT QUICK2.SIMPLIFY NAVIGATION3. BE THUMB FRIENDLY4. DESIGN FOR VISIBILITY5. MAKE IT EASY TO CONVERT6. MAKE IT LOCAL7. MAKE IT SEAMLESS8. USE MOBILE SITE REDIRECTS9. MAKE IT USER CENTRIC

Responsive Design• Responsive web design is an approach to web

design in which a site is crafted to provide an optimal viewing experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices (from desktop computer monitors to mobile phones)

Responsive Design• Pro’s• One set of data• SEO Benefits• Multiple platforms including

tablets• Con’s• Start from scratch• Harder for dynamic sites • Costs• Some SEO drawbacks• Load time on mobile• Development time• Older desktop browser support

Another trendy pop-

culture reference

The Great Debate

Mobile Website

v.

Responsive Design

Mobile Site v. Responsive Design Debate Topics

• Which provides the better SEO value?• What do Google and Bing say?• What do SEO experts say?

• Which provides the better user experience?• Different writing style?• Different experience on differing mobile

devices?• Images?

• What provides the better value or ROI?• What are you starting with?

Downloadable App’s• Mobile Apps are

applications that are downloaded or installed by the consumer on their mobile device rather then sites, which are rendered through the installed browser

• Mobile Apps are ‘purchased’ through an online store such as Apple’s App Store or the Android Market

• Apps can performs advanced calculations and in some instances be used offline

Downloadable App’s• Apps must be developed for a specific

operating systems or platform – Android, Microsoft, Apple, Facebook, LinkedIn, or SalesForce. So, in today’s environment – you may need to develop 2-4 Apps and have a client base willing to download

• Apps should be built for very specific purposes

• Average user has 60 Apps on their mobile device – but 26% are only used once

Downloadable App’s• Pro’s• Brand Awareness• Complicated functions• Can work offline in some instances• Can’t navigate off an APP• Messaging

• Con’s• More for existing clientele than new• Must be willing to download• Must update manually when changes are

made• Cost and Development Time• Multiple Platforms

Now, let’s spend a few minutes on tablets…..

Tablets• Tablets are Mobile but

they are not in the same classification as Smartphones

• Extremely fast growing segment of the computer industry – taking away from desktops and laptops not Smartphones

• A variety of different operating systems and browsers – Apple, Microsoft, Android

Tablets• Many traditional

desktop sites will work with a minimum amount of modifications (see current site optimization section)

• Apps may need to be developed separately for tablets (iPhone v. iPad)

Review• Mobile is not going away and it is not the

future – it is the present – you must have a viable mobile plan now or you will lose business to your competition

• Use your Google Analytics to show your mobile traffic and understand your visitors

• It will not be long before most of your traffic comes from mobile

• There are many different ways people use mobile to access the web – pay attention to them all

• It is not a mobile friendly site or a downloadable APP – it is both! Mobile friendly site first – then an APP.

ReviewCurrent Site Optimization

• Probably the quickest, easiest and cheapest• Limited benefits • Short Term Solution• Jack of All Trades – Master of None• Better for tablet than smartphone• Least desirable option

Mobile Website• Resides at m.yourURL.com or

mobile.yourURL.com• Built specifically for the mobile user• SEO challenges• Moderately expensive - though the build time

should not be that long• Strong business case for this option

ReviewResponsive Design

• Newest and trendiest buzzword in mobile• In most cases you will need to start from

scratch• Does not play well with older desktop

browsers• Needs formatting for a multitude of different

devices• Preferred by search engines at this time

(though Google does acknowledge the case for a mobile site)

• Unproven ROI – most expensive and time consuming option

• Better for static (informational) sites• Could be the future – the debate is ongoing

ReviewApp

• Generally for existing clients not new ones• Can perform a multitude of complex tasks –

sometimes offline• You will eventually need a mobile site and

at least one APP• Must program for different operating systems

and platforms – with more to come• Maintenance cycle is long

In My Humble Opinion…..Having a mobile plan and solution(s) in place NOW is vital to the future success and growth of your business. Without it – you will be giving money away to your competitors. We many have crossed the threshold from where a mobile solution was proactive to now being reactive.

As with all marketing – the mobile solution should exist to drive business but you must take into account the needs and desires of your client base. Ask these two questions:

1. How does my client base want to interect with me?

2. How can I achieve my business goals with this in mind?

In My Humble Opinion…..In order to properly market your brand, your marketing toolbox will now need to include:

• Strong custom designed website• Complete SEO/SEM strategy• Engaging Social Media that drives customers to

your website• Strategic email marketing done according to best

practices that speaks to the wants of your client base and drives ROI

• Mobile Solution(s)

In My Humble Opinion…..I know there are a few different ways of approaching the mobile solution that best fits your company and I know technology changes every day – but I have been around for a long time and think I have a good idea of what works and doesn’t work – what companies can afford and what they can’t (or better what they are willing to spend).

I believe that for the majority of vacation rental managers, that at this time a separate mobile site will bring the highest ROI and make their clients the happiest.

With that being said….

In My Humble Opinion…..• Contact Information/Take Advantage of Built In

Tools• Phone # • Address• Email

• Call To Action• What do you want the to do? Book a property?• Search capabilities• Property Details• Rules and Reg’s

• Concierge Tools• Area information – Guides

In My Humble Opinion…..By this time next year, we shouldn’t be talking about why you need a mobile site – but we should be talking about:

• How to get mobile visitors to convert to sales• How to optimize your website for search engines• Tools that you mobile site needs to have• What types of APP’s should you offer to your

clients and homeowners

Robert Gray, Visual Data Systemsrobertg@vdsys.com

410-964-8665 ex 264www.VDSYS.com