Travel Industry Marketing Conversations

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Posts Tagged ‘ROI’

Mobile marketing in 2010: “A Year of Experimentation”

Posted by TeamITI on February 4, 2010

[tweetmeme source=”itimarketing”]

R2Integrated of Baltimore released their own mobile marketing survey last week, which signaled that marketers will play it a little conservatively in the space in the coming year. Basically, it seems, marketers still need to teach themselves how to best take advantage of the different tools mobile marketing has to offer. Afterall, it’s a new way to reach people who are usually on the move — which is different than marketing campaigns devised for TV and even the desktop Web.

“It appears that 2010 will be a year of experimentation and education on mobile marketing as marketers struggle to come to terms with its practicality and ROI,” said Matt Goddard, co-founder and CEO of R2I, said in a statement. “This shouldn’t suggest that marketers ought to table their mobile marketing plans, but that they should pay considerable attention to how they can connect the dots back to driving revenue.”

View all result charts of the R2I Mobile Marketing Survey Summary here.

Read the original article.

Posted in Articles & Research, Facts, Figures & Trends, Mobile Marketing | Tagged: , , , , , , , , , , , , , , | Leave a Comment »

The Maturation of Social Media ROI

Posted by TeamITI on January 29, 2010

[tweetmeme source=”itimarketing”]

Brain Solis is a principal at new media agency Future Works, and author of the upcoming book, Engage. You can connect with him on Twitter or Facebook.

Lack of ROI standards

The debate over measuring social media investment inspired many brands to cannonball into popular social networks and join the proverbial conversation without a plan or strategic objectives defined. At the same time, the lack of ROI standards unnerved many executives, preventing any form of experimentation until their questions and concerns were addressed.

In 2010, we’re entering a new era of social media marketing — one based on information, rationalization, and resolve.

The Need for New Scrutiny

Business leaders simply need clarity in a time of abundant options and scarcity of experience. As many of us can attest, we report to executives who have no desire to measure intangible credos rooted in transparency and authenticity. In the end, they simply want to calculate the return on investment and associate social media programs with real-world business performance metrics.

Over the years, our exploration and experience has redefined the traditional metrics and created hybrid models that will prove critical to modern business practices and help companies effectively compete for the future.

Where the “I” in ROI represents investment, marketers have also explored ancillary elements to address the socialization of media, marketing, and the resulting dynamics of engagement.

In 2010, social media endeavors are often still thought of as “pilot programs,” launched to steer a brand toward perceived relevance. Budgets, for the most part, are borrowed from other divisions to fund the largely experimental programs. Where that money goes and comes from depends largely on the social media champions who push for this experimentation from the inside.

The business of social media

MarketingProfs recently published a study by Bazaarvoice and the CMO Club that revealed the true expectation of chief marketing officers. The bottom line: they want measurable results from social media.

The outcome of the study is more in-depth in the original article.

“I believe this is the direct result of a disconnection between social media activity and a clearly defined end game. We must establish what we want to measure before we engage. By doing so, we can answer the questions, “what is it that we want to change, improve, accomplish, incite, etc?” Brian Solis

However, 2010 is the year that social media graduates from experimentation to strategic implementation, with direct ties to specific measurable performance indicators.

Defining the “R” in ROI is where we need to focus, as it relates to our business goals and performance indicators specifically. Even though much of social media is free, we do know the cost of engagement as it relates to employees, time, equipment, and opportunity cost (what they’re not focusing on or accomplishing while engaging in social media). Tying those costs to the results will reveal a formula for assessing the “I” as investment.

When we truly grasp the ability to define action and measure it, we can expand the impact of new media beyond the profit and loss. We can adapt business processes, inspire ingenuity, and more effectively compete for the future.

Read the original article here.

Posted in Articles & Research, Social Media | Tagged: , , , , , , , , , , , | Leave a Comment »

Five-minute interview with Jonathan MacDonald

Posted by TeamITI on January 26, 2010

[tweetmeme source=”itimarketing”]

” The key to a successful mobile strategy is identifying and meeting the needs of citizens, through interactive and utility-based mobile services”, says MacDonald.

As an entrepreneur, consultant, blogger and all-round evangelist for mobile, it’s easy to see why Jonathan MacDonald is impressed by mobile services that help make the lives of busy people easier and more productive. With a background at Ogilvy, Blyk (a pioneer in permission-based mobile advertising), super-club Ministry of Sound and Sky TV, MacDonald is now currently involved in a wide range of mobile initiatives all coordinated through JME.net. He blogs at jonathanmacdonald.com and regularly speaks at mobile events – catch him at M-Football on January 21 2010, London, UK.

Excited about..
I think it has to be the potential to provide utility and convenience for citizens. I am a big fan of things that increase productivity and make our lives easier. I am also excited about ways in which we can express and interact more instantly. All in all, it’s the mobile facilitation of more valuable experiences.

Who is the new kid on the block?
Keep a close eye on Tungle. This is a fairly new service that allows you to book meetings with people without constant back and forth emails. You simply indicate which times you are free and anyone else, regardless of whether they have a Tungle account, can pick times that also work for them.

Furthest sector ahead
My version of exceptional mobile Web and mobile marketing is the provision of outstandingly useful information or content. The sectors that nail this, in my opinion, are navigation and travel.

In travel, Lufthansa and Austrian Airlines are great examples, having trumped bigger operators with their mobile executions. With these, checking in takes just a few clicks and your boarding pass is actually a barcode on your screen, readily accepted by airport staff. As handset capability improves, you should expect to see this type of utility re-defining transport logistics. When it comes to navigation, companies like TomTom charge a fair whack for the service, but deliver excellent extreme value, so there’s good ROI. Take the TomTom app, it links to your address book and provides the ability to plan routes when not in your car – attractive options, if you can afford the premium price.

Successful mobile services
Generally I find countries that have skipped evolutionary technology and gone straight to mobile the most exciting. In these developing countries the usage and concepts for mobile are far more utilitarian and increasingly ubiquitous.
Citizen acceptance and adoption is not necessarily based on persuasion, or even seduction, but by basic need. The developed world would do well to learn that successful mobile services are rooted in meeting the needs of the citizens.

Maximum effect
I am absolutely convinced that the ability to have two-way interaction in contextual real-time will revolutionize mobile Web/marketing. For this to happen though, we must learn how to communicate with citizens in a non-patronizing and non-intrusive way. Brands that empower and earn trust from customers are first reap the rewards from mobile.

Resources
For a start I would recommend resources that are less to do with technology (including mobile), and more to do with psychology. Listening too much to people ‘inside’ the industry risks a mass circle-jerk of justification rather than increased understanding of how people interact.

This interview is published by Mobi Thinking, read the original article here.

Posted in Articles & Research, Mobile Marketing | Tagged: , , , , , , , , , , , , , , , , , , , , , , | Leave a Comment »