Webinar Review: Leveraging Mobile Opportunities

By: MICROS eCommerce

Did you miss our webinar about how to leverage mobile trends into opportunities? Don’t worry, below is a recap of the key statistics and knowledge discussed that you should know.

Why Mobile Matters:

  • Mobile Searches have grown by 400% in the past 2 years
  • 95% of smartphone users seek local information on their mobile device, and 90% act within 24 hours
  • Google estimates that the mobile web is growing 8x faster than the Internet grew in the early 90s

Importance of a mobile site:
If your site is not loading or functionality correctly, 1/3 of users will go to a competitor’s site instead. Additionally, half of mobile users are unlikely to return to a website that they had trouble accessing from their phone.

Also read: Mobile and Why it Matters for Hotels and Five Reasons You Must Have a Mobile Site for 2012

Mobile Trends in the Hospitality Industry
With hotels, 25% of leisure travelers and 33% of business travelers have made hotel reservations on their mobile devices. Additionally, there has been a 150% growth in hotel search queries from mobile devices from 2011, and a 136% growth in clicks.

Good news for restaurants, 95% of smartphone users have searched for local information on their mobile device. And, 61% of users call a business after searching and 59% visit the location.

Mobile Success Stories

  • Starwood Hotels & Resorts – Mobile revenue has increased 300% YOY
  • Marriott – 47% of bookings from mobile devices were same day bookings

Marketing You Mobile Site
Most likely you have a desktop website marketing strategy, but do you have a separate mobile marketing strategy? Paid search and SEO have different outcomes on desktop and mobile browsers.

Paid Search Marketing
Unlike in standard desktop search results, only the top 2 ads will show on any given mobile search. In Google AdWords, it is imperative to separate out mobile campaigns from your standard campaigns. Campaigns that are mobile specific see an 11.5% increase in click-thru-rate (CTR), and a 29% increase in click volume. With mobile paid campaigns, you should utilize call extensions as well as mobile specific landing pages to increase CTR.

Search Engine Optimization (SEO)
Search rankings differ 86% between smartphone and desktop browsers. In the current landscape, it is imperative that your website is optimized for mobile. Similar to your paid search efforts, you should consider having a separate mobile and desktop SEO plan in order to drive the most bookings.

Embrace the convergence of social, local and mobile. Optimize your social, local, and mobile efforts to create a comprehensive marketing strategy.

Interested in ramping up your online strategy? Check out the full suite of MICROS eCommerce interactive marketing tools, send us an email, or give us a call +1 301.841.4700(US) | +44 (0)20 3004 9468(UK).

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