TUI - Jeremy Ellis
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Transcript of TUI - Jeremy Ellis
Marketing in a Mobile WorldA TUI UK & IRELAND PERSPECTIVE
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Jeremy EllisMarketing and Customer Experience Director, TUI UK & I
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Intro – setting the scene
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Rise of the Smartphones
Source: Emarketer 2016
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A Global Trend
Source: Criteo October 2016
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First Choice Mobile Share Growth
Source: TUI Internal data
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Issues we see
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Source: Criteo ‘State of Travel’ Report Oct 2016
Barriers to booking on mobile devices
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Web versus App Usage
Source: UK edition, Deloitte Global Mobile Consumer Survey, May–Jun 2016
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Cross-device measurement is a challenge
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Mobile Ad challenges
• Traffic Quality
• Format Quality
• Ad Blocking
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What TUI is doing now
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Customer experience
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Customer Account
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Mobile Spend
4x
CPC-11%
CPA +6%
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TUI Digital Assistant
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Mobile relevant creative
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What’s next
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Driving growth through our TDA
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Inspiring Content - VR & 360
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Measurement - Cross Device Attribution
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Wrap up
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Summary
• Need to understand where Mobile fits in the consumer journey
• Better visibility and tracking of journeys to attribute marketing accurately
• Need to bridge platform and browser tracking obstacles
Measurement
• Ensure creative is suitable for the device and consumer mindset
• Invest in content suitable for emerging channels and platforms
• Mobile first consumer-centric development approach
Content
Capability