tag:econsultancy.com,2008:/topics/windows-mobile Latest Windows Mobile content from Econsultancy 2015-05-21T14:59:01+01:00 tag:econsultancy.com,2008:BlogPost/66474 2015-05-21T14:59:01+01:00 2015-05-21T14:59:01+01:00 Six ways mobile can ease traveler stress and increase bookings Carin Van Vuuren <p dir="ltr">In order to reduce travel stress and bolster brand loyalty, brands should:</p> <h3 dir="ltr"><strong>Optimize travel trust</strong></h3> <p dir="ltr">Mobile provides consumers access to the world right at their fingertips.</p> <p dir="ltr">In a few quick taps, globetrotters can scope out destinations and amenities halfway around the world -- yet according to <a href="http://pages.usablenet.com/WC2015-03TraveleBook_Registration.html?_ga=1.162818812.1968264689.1425913433">research we recently conducted</a>,<strong> 41% refrain from researching on mobile,</strong> a stark contrast from the whopping 87% that browse by tablet.</p> <p dir="ltr">Despite the swarms of mobile-centric travelers, many travel sites are not properly optimized for mobile. Photos and videos are difficult to view, navigation is flawed and filtering is insufficient.</p> <p dir="ltr">To optimize travel trust and ensure experiences are seamless and consistent on all channels, brands are advised to carry out an audit of their customer experience and see where consumer pain points lie.</p> <p dir="ltr">By ensuring content is consistent across all touchpoints, brands can minimize the risk of unnecessary misunderstanding and eliminate the frustration associated with planning a trip.</p> <h3 dir="ltr"><strong>Use visuals to drive excitement</strong></h3> <p dir="ltr">To make the mobile experience more conductive for researching trips, <strong>brands should pay special attention to high-quality visual content. </strong></p> <p dir="ltr">Images and videos are the selling point during the research and booking phases and often greatly impact travelers’ decisions. Yet, visuals are a key aspect travelers feel is missing from their mobile experience.</p> <p dir="ltr">To drive excitement, brands must provide a visual representation of the experience they will be receiving.</p> <p dir="ltr">Engage travelers with rich visual content throughout the experience, leveraging location-specific videos and user-generated reviews.</p> <p dir="ltr">By incorporating best UX practices, which also include eliminating “pinch and zoom” and pixelated  images,  users will feel more confident about making a booking decision on mobile.</p> <h3 dir="ltr"><strong>Soothe insecurities</strong></h3> <p dir="ltr">Research shows that insecurity is a prominent emotion during the booking stage of the consumer journey.</p> <p dir="ltr">During this phase, travelers worry whether sensitive information is safe over open and unsecured connections, a factor that can drastically affect one’s willingness to book and pay on mobile.</p> <p dir="ltr">In fact, <strong>51% of travelers are not likely to use mobile payment while 58% of travelers are apprehensive to book by mobile.</strong></p> <p dir="ltr">To ease such concerns, travel brands should incorporate feedback and security elements throughout the journey, such as progress bars and visual security cues, and embrace language ensuring users their personal information is safe.</p> <p dir="ltr">By adding UX elements that increase the users’ sense of reassurance, brands can reduce stress and increase traveler confidence.</p> <h3 dir="ltr"><strong>Fight frustration with feedback</strong></h3> <p dir="ltr">Nobody likes sparring with tech support. While researching and booking trips, travelers are frustrated by slow load times and fear losing connection in the midst of transactions, anxieties heightened by the crucial role these stages play.</p> <p dir="ltr">To soothe tension, <strong>brands must gauge if their sites are user friendly and aptly designed for performance. </strong></p> <p dir="ltr">In particular, users crave timely feedback on their actions; the use of a spinner indicates the system is working, addressing dreaded lag times.</p> <p dir="ltr">Including a numbered step indicator throughout the core booking stages also helps users maintain a sense of progress.</p> <p dir="ltr">By paying attention to technical issues that may arise on mobile, and updating the user during their experience, brands can eliminate frustration and decrease the number of drop offs on mobile.</p> <p dir="ltr">Brands should also streamline operations by reducing the number of lengthy pages and streamlining forms to include only those fields vital to checkout.</p> <p dir="ltr">Designing functionalities tied to user activity can diffuse frustration while increasing performance and decreasing the likelihood of technical issues.</p> <h3 dir="ltr"><strong>Build anticipation through apps</strong></h3> <p dir="ltr">Once travelers arrive at their destination, they yearn to explore their surroundings, not wait on a lengthy check-in line.</p> <p dir="ltr">More and more, hoteliers are embracing functionalities like mobile check-in and keyless entry, streamlining the admissions process.</p> <p dir="ltr">Mobile is truly a one-stop shop for travelers; devices could be used to order room service, request housekeeping and access other amenities.</p> <p dir="ltr">Opportunities exist to create apps that focus on specific use cases, such as Virtual Concierge, Food &amp; Beverage, Beauty Services, or Banqueting.</p> <p dir="ltr">Meanwhile, rather than carry guidebooks, <a href="http://pages.usablenet.com/WC2015-03TraveleBook_Registration.html?_ga=1.162818812.1968264689.1425913433">61% of travelers value local information</a> on a brand’s mobile site to help plan their stay.</p> <p dir="ltr">A well-trained staff could support and complement new technologies while user testing can find the right balance between human interaction and automation.</p> <p dir="ltr">By providing a personalized experience, users will be more eager to use mobile throughout the journey.</p> <h3 dir="ltr"><strong>Incentivize sharing, streamline redemption</strong></h3> <p dir="ltr">After getaways, travelers return home with stories to tell, yet smartphones seldom do the sharing. </p> <p dir="ltr">Fewer than four out of 10 travelers share mobile photos on a brand’s social media pages and nearly all said they would not be inclined to share their travel experience unless it was beneficial to them.</p> <p dir="ltr">There is a prime opportunity for brands to offer customers incentives to share and book directly through their site. Getting customers to interact directly through your site creates a sense of excitement in travelers and increases the likelihood they’ll return to your site in the future.</p> <p dir="ltr">Loyalty programs are also a massive missed opportunity. Though the majority of travelers collect loyalty points, programs as a whole are underleveraged; <a href="http://pages.usablenet.com/WC2015-03TraveleBook_Registration.html?_ga=1.162818812.1968264689.1425913433">less than a third redeem points on mobile</a>.</p> <p dir="ltr">Brands must take measures to incorporate loyalty into mobile and market it as an extension of their brand. Design sites that allow travelers to seamlessly access their points and stress that interactions will be beneficial to them and their wallets.</p> <p dir="ltr">JetBlue, for example, allows loyalty members to pay for flights using acquired points. By clearly depicting this option, travelers see the value of such a program and can seamlessly claim their reward.</p> <p dir="ltr"><strong><img src="https://assets.econsultancy.com/images/0006/3368/jetBlue_Loyalty__1_.PNG" alt="" width="600"></strong></p> <p dir="ltr">While brands are accustomed to understanding a traveler’s practical needs and personal preferences, it is also valuable to respond to the emotional states of their customers.</p> <p dir="ltr">From the earliest rounds of research to boarding the flight home, emotions play a key role in travelers’ mobile experience; how brands cater to these sentiments can make or break relationships.</p> <p dir="ltr">Travel brands should proactively conduct a UX audit to see how see how functionalities perform. To best engage audiences, invite users to browse and book with compelling visual navigation, advanced search options and rich visual content.</p> <p dir="ltr">By <a href="https://econsultancy.com/blog/65347-10-essential-features-for-mobile-travel-sites">improving the user experience of mobile offerings</a>, brands heighten the overall travel experience for guests and inspire repeat business.</p> <p dir="ltr">Implementing simple fixes can help ensure a user’s next vacation won’t be their last vacation with you.</p> tag:econsultancy.com,2008:BlogPost/64973 2014-06-09T13:46:00+01:00 2014-06-09T13:46:00+01:00 Eight case studies where mobile marketing actually worked David Moth <h2>Macy’s Winter Collection</h2> <p>Macy’s used rich media mobile ads to promote brand awareness and purchase intent for its upcoming Winter Collection.</p> <p>The multi-panel rich media ads were targeted at female iPad users aged 25-54, and allowed consumers to view a branded video, browse a product catalogue and access a store locator without leaving the ad unit.</p> <p>There were also calls-to-action encouraging users to follow Macy’s on Facebook and Twitter.</p> <p>As a result of the campaign <strong><a href="http://www.inmobi.com/advertise/case-studies/macys/">purchase intent apparently increased by 134%</a></strong>.</p> <p><img src="https://assets.econsultancy.com/images/0004/8851/macy_s_ads.jpg" alt="" width="430" height="270"></p> <h2>Co-operative Young Driver’s app</h2> <p>To promote the benefits of its ‘black box’ telematics technology that rewards careful drivers with lower insurance premiums, the Co-operative created a smartphone app that allows people to test out the system before they buy one.</p> <p>The target demographic was drivers aged 18-24, so the Co-op used mobile ads to raise awareness and drive app downloads.</p> <p>Working with Mediacom, it decided on a multi-faceted approach involving placements on mobile ad exchanges, Facebook mobile app install ads, and MMS ads targeted at people identified as car enthusiasts.</p> <p>In the first week, <strong>the app was downloaded more than 1,100 times</strong>, exceeding the target (100 per week) by over 1,000%. Within the first four weeks of activity it was downloaded more than 3,500 times.</p> <p>The original target cost per download (CPD) was set at £31.88 and in the first four weeks a CPD of £0.91 was achieved.</p> <h2>Gillette’s brand awareness</h2> <p>This is one of the more bizarre mobile campaigns I’ve seen, but it did achieve <a href="http://www.millennialmedia.com/advertise/campaign-successes/gillette-accelerates-brand-awareness-with-innovative-rich-media-campaign/">decent results for Gillette</a>.</p> <p>It involved rich media mobile ads that prompted users to ‘begin a race’. This launched an interactive game that required people to shave F1 driver Bruno Senna using a car shaped as a razor.</p> <p>Users could then purchase a razor from within the ad unit or share the game via social media.</p> <p><img src="https://assets.econsultancy.com/images/0004/8862/gillette.jpg" alt="" width="182" height="242"></p> <p>The ads were targeted at males with a mid to high disposable income and <strong>achieved a CTR more than twice industry standards</strong>.</p> <p>More than 20% of users who engaged with the ad once ended up replaying the game. However we don’t know what impact it had on brand awareness.</p> <h2>Boots’ swine flu ads</h2> <p>Remember the swine flu panic? Turned out to be a whole lot of fuss about nothing, but it did at least yield a useful mobile ad case study.</p> <p>Boots used a variety of mobile tactics to give people access to relevant information about the virus and also encourage them to use a search tool to find their local Boots pharmacy.</p> <p>It developed a simple guide on its mobile site containing information about swine flu symptoms and how to prevent its spread, then drove traffic to the site using targeted mobile ads across Vodafone Live!, O2 Active and m.RTE.ie.</p> <p>There are no specific stats on the campaign’s success unfortunately, though it’s claimed that the ads were ‘very effective’ at driving click-throughs to the site.</p> <p>Boots also promoted the site via SMS, enabling consumers to respond and receive location-specific information on pharmacy locations.</p> <h2>Sega’s Sonic game</h2> <p>To celebrate <a href="http://www.inmobi.com/advertise/case-studies/sega/">Sonic The Hedgehog’s 20th birthday</a>, Sega released a new iOS game called Sonic &amp; Sega All-Stars Racing.</p> <p>In order to reach the target audience of gamers aged 14-34 inMobi ran rich media display ads on iOS devices in North America.</p> <p>The ads linked users to a dynamic landing page featuring the game trailer and a CTA encouraging people to install the game.</p> <p>CTR peaked at 0.9% and the game reached the number one spot in the App Store, but there’s no word on how many downloads were driven directly by the mobile ads.</p> <p><img src="https://assets.econsultancy.com/images/0004/8853/sega_ads.jpg" alt="" width="182" height="295"></p> <h2>North Face video ads</h2> <p>The North Face used its <a href="http://www.millennialmedia.com/advertise/campaign-successes/the-north-face-explores-new-channels-with-1st-ever-mobile-campaign-/">first ever mobile ad campaign</a> to raise brand awareness among males aged 18-34 in Germany and Italy.</p> <p>Working with Millennial Media it used a full-screen interactive video placed in apps that indexed highly among the target audience. </p> <p>The goal of the campaign was to achieve completed views, but users were given the option to skip the video after 7.5 seconds.</p> <p><img src="https://assets.econsultancy.com/images/0004/8863/North_Face.jpg" alt="" width="565" height="277"></p> <p>On completion of the video, four buttons offered a more comprehensive experience, with the option to click through to local market websites or the global Facebook page. There was also an option to replay the video.</p> <p>The campaign achieved <strong>more than 319,000 completed views in Germany and 114,000 in Italy</strong>. This led to engagement rate with local North Face sites of 9.5% in Germany and 8.5% in Italy.</p> <p>The video itself also proved to be popular, as a third (33%) of German viewers replayed it for a second time, as did 19% of those in Italy. </p> <h2>Nokia Lumia 1020</h2> <p>To promote the launch of the Windows Phone Nokia Lumia 1020 in Germany, Microsoft created an interactive ad that allowed people to <a href="http://www.millennialmedia.com/advertise/campaign-successes/microsoft-engages-consumers-with-interactive-mobile-ad-for-nokia-lumia-1020/">test out the phone’s camera function</a>.</p> <p>It targeted 18-35 year olds with interests in technology and design by selecting specific publishers across sports, tech, gaming, entertainment, fashion, design, and other creative industries.</p> <p>The campaign was also targeted at people using competitor devices.</p> <p>After clicking on the banner ad a photo was displayed on a Nokia Lumia that consumers were able to interact with to experience its high-resolution zoom.</p> <p>Users could then click through to a mobile optimised landing page and get more information on the product.</p> <p>The ads achieved an <strong>engagement rate of 3.23% and 8.63%</strong> of people who engaged with the ad clicked through to the site.</p> <h2>Capital Radio</h2> <p>London’s Capital FM radio station set out to boost downloads of its iPhone app as part of a plan to increase listenership while also helping to better define its cost per customer acquisition.</p> <p>It used geotargeting to access more than 1m iOS users in the UK on the AdMob ad network.</p> <p>A secondary goal was to achieve a high ranking in the App Store, so on the final day it massively increased ad spend while also optimising the ad placements using real-time analytics.</p> <p>As a result of the campaign:</p> <ul> <li>Capital FM’s app ranking in the UK App Store rose from number 10 to number five in the music category.</li> <li>It achieved a CTR of 1.35% on average during the four-week campaign.</li> <li>Conversion rates (clicks resulting in app downloads) were 8% on average </li> <li>More than 24,000 users visited Capital’s app download page in the App Store.</li> </ul>